What should we analyze when we don't get results from lead generation campaigns?
1 - Understand what kind of results are expected
The answer to the question, what are the expected results of a campaign? varies depending on the target audience. In general, sales executives define leads only as those who are technically SQL (Sales Qualified Lead), that is, those people with decision-making power within a company, who know that they have a need that our product solves and who are considering hiring a supplier.
However, not all leads have these characteristics! And that is where a problem of expectations arises.
Various studies indicate that more than 90% of the leads that enter the country area code philippines pipeline are not qualified in this way, but are potential interested parties in hiring a solution, without yet being in a purchasing situation. Therefore, understanding that not all leads will be qualified at this level is essential to understanding the success or failure of a campaign.
2 -Understand that lead generation has a short-term result and a long-term result.
In general, in Latin America, companies have a short-term view: they seek to obtain leads in a very short period of time. And this often leaves out many other leads, which need time to be cultivated and which, in reality, are the ones that take the longest to obtain.
Campaigns should last at least 3 to 6 months so that the entire dimension of demand generation or lead generation that is being sought can be truly evaluated. Why? Because many leads are not looking to hire now or next week, but are going through a Discovery process, that is, a process of searching for information, and it is necessary to help them, guide them, in that discovery. These are potential clients who are just beginning to understand that they have a problem to solve and since they are not yet considering making a purchase decision, a strategy must be developed that responds to how to treat them.