According to the Content Marketing Institute, 91% of B2B content marketers say lead generation is the biggest goal of their content marketing. It’s a topic marketers are intensely focused on, and as a result, there’s a lot of good information out there. There are also, however, quite a few misconceptions.
On the webinar panel 5 Common Lead Generation Myths Busted, four marketing experts helped dispel some of the most pervasive myths about lead gen. Check out what they had to say below.
1. Social media is ineffective for lead generation
Social media has proven itself as a valuable marketing tool for things like brand awareness and customer interaction, but questions linger around its place in lead generation. However, according to HubSpot, 84% of inbound marketers believe social media is rising in importance as a lead source.
David Pitta: “With any type of campaign, I think what’s most important is that the targeting has to be right. If you don’t put in the time and the effort to get the targeting right, then social can create a lot of waste in these types of campaigns. It’s measure, adjust, and then continue to test and search for what works for you.”
2. New leads are immediately ready to be contacted
Sales teams tend to want to get their hands on a good lead right away, but there are, of course, many factors to be considered before that handover occurs.
Jen Gray: “More often than not, when a net new lead comes to your website, it’s super cold. They’ve downloaded some piece of content or they’ve registered for a webinar, and they haven’t had any of the time to read that content or even really understand what you’re trying to market or sell to them. That’s why we nurture every single lead that fills out any type of form on our site. It gives them a chance to actually warm up and learn more about your business, and it gives you the chance to understand why they’re interested in you.”
3. Webinars are a tired lead generation tactic
Marketing technology is evolving quickly, and it’s always all about the latest and greatest tool. Webinars, however, have been around for longer than many other marketing technologies, which can come with a stigma. But according to CMI’s survey of B2B tech marketers, webinars are tied with in-person events as their #1 most effective lead generation tactic.
Stacy Gentile: “Webinars are gold. You don’t attend an hour-long webinar by accident. You can read a Twitter feed in a couple of minutes; you can even read a white paper in a couple of minutes. Webinars take 30 minutes to an hour, and because time is so important to everybody, you know that the hundreds of people on a webinar have a need. They have a problem; they have a pain; they have an interest. You have to respect that.”
4. Lead quantity is more important than lead quality
Quantity versus quality will always be a divisive topic. Depending on the specific needs of your business, there are many factors to consider for what’s best for you.
Jen Gray: “Increasing lead quantity doesn’t work unless you’re increasing lead quality at the same time. Or if you want to just focus on lead quality and not necessarily raise quantity, that’s probably the way to go in today’s world. We’re getting tons and tons of leads these days — more than I have ever generated for Extole in a quarter — and yet you have to keep an eye on the quality, because the more quantity that you end up getting, sometimes that really reduces your quality overall.”
5. Marketing qualified leads are unnecessary
It’s been argued that “the MQL is dead.” But sales and marketing still need a defined MQL system in place to keep everyone accountable.
Janelle Johnson: “It’s critical for us to understand the different stages and statuses of the market-qualified lead versus a sales-accepted lead. At what point are we qualifying someone to be ready to speak with the sales team? It’s important to have clearly defined rules. It’s not something you set one day and hold onto forever. It’s something you have to revisit. We’re constantly refining that based on what we’re learning.”
This article was syndicated from Business 2 Community: 5 Common Lead Generation Myths Busted
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