Seven Factors of Successful Lead Generation Campaigns
I often am asked, “What makes a lead generation campaign successful?” After running hundreds of campaigns across various industries, I’ve learned that while each campaign is unique, there are seven factors that contribute to the success of a lead generation campaign.
1. Data Set. The quality of the data sets the tone for the entire campaign so it’s important to spend time upfront on list building and lead research. This also saves money over time because resources dedicated to research enable enterprise reps to focus on deals, instead of wasting time finding the correct person to call.
2. Cadence. In marketing, timing and method of communication are critical in getting through to the right person, at the right time of need. Create a calling and email cadence that aligns with your goals. For example, the week before a webinar, a campaign may include two calls in one day in order to increase attendance.
3. Message. The more targeted the message, the more likely people are to speak with you. Whether you are having a two-minute or hour-long conversation, prospects want to know you have experience in their space and they are getting valuable information in exchange for their time. Use research to build lists with commonalities, and develop calling scripts that demonstrate your work with other companies using the same technology/solution type, or facing the same challenges. Even referencing a common LinkedIn group can break the ice. Cold calls are brief so you have to make your words count.
4. Title Path. Just because one title path is on-target in one industry, doesn’t mean it will work in all industries. Assess your current customer profile and prospecting efforts, and make sure your targets are also making the decisions. If you find that calls are being referred to someone else in the organization, reassess the title path you’re targeting.
5. Measurement. I believe that if you don’t know what is working, you can’t make things better. Test the market and identify what is working, where and why. Measurement should start early in the campaign so you can course-correct before the campaign ends and increase success.
6. Technology Stack. It is great to have amazing technology that delivers all sorts of data, but you should also apply a standard process for the prospecting side of implementation. Your technology stack should have specific functionality for the prospecting outcall part of the process. This is a necessary step to drive quality metrics and analysis.
7. Training. Because all campaigns are not created equal, ongoing training is essential in the success of your campaigns. Always give the “why” to the team, and educate them on the campaign’s marketing strategy, the prospect’s industry and recent news or trends. Use role-play scenarios to sharpen the message.
While every lead generation campaign is different, the elements of success are the same. Paying attention to these elements will give each campaign the same chance to succeed.