3 Most Common Mistakes in Lead Generation – Video Blog

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There are three themes commonly present in under-performing lead generation programs. Marketing leaders can quickly diagnose the most common Lead Generation mistakes.

This blog post consists of four 60-90 second videos to evaluate your effectiveness.

75-Second Introduction Video

Common Mistake #1 – Premature Acceleration of Leads to Sales

Are sales reps complaining about the quality of their leads? Look closely at the time window of leads advancing to the sales force. Marketing campaigns that acquire late stage buyers should accelerate quickly. However most campaign inquires are early stage awareness prospects.

Is there a large quantity of leads accelerating to the sales force within the first day of inquiry? If so you are likely suffering from one of the following:

  • Score thresholds that are too low: There is an eagerness to show results to the field. Sales leaders encourage low thresholds to increase the flow of leads.
  • Scoring activity amounts that are too high: The specific score on certain activities or content assets may be too high. Often content items are scored too high. Consideration is not given to total scores than include a series of activities for an early stage prospect.
  • Short-sighted routing rules: This involves routing rules that short-circuit involvement by the lead development reps. Undeveloped leads go right to sales reps. The problem is that the prospects aren’t ready to talk to a sales rep. The entire value proposition of facilitated buying is undermined.

Below is an example of a corrupted scoring model with activity scores that are too high, and a threshold that is too low. Note that a single visit and series of interactions can result in a ‘sales ready’ lead:

Lead Gen Scoring Example of Corruption

Receive instant access to the remaining two most common mistakes here. There you will be able to register at no-cost to SBI’s Sales & Marketing Research Review (As a blog reader, you have earned a free invitation). After registration you will get two additional 90-second videos, plus two bonus video with Lead Generation best practices. Click here for instant access.


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Republished with author's permission from original post.

Vince Koehler
Vince is a demand generation thought leader with more than 16 years of industry and professional services experience. He has been chartered with "filling the funnel" for organizations to keep sales resources productive in driving systematic growth. A sample list of Vince's engagements include: Colgate, CITGO Petroleum, GE, Yellow Freight, and Roadway Express.

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