I once ran an inbound lead generation campaign.
The campaign successfully generated around 59 leads in a week.
This particular campaign focused on promoting a SaaS product, and I observed the leads appearing in my campaign analytics.
The conversion rate was great, and everything seemed promising.
However, during the weekly sales and marketing meeting, I discovered that none of those 59 leads received a callback from the sales team.
Instead, these 59 leads were added to the waitlist of other cold leads that the sales team already had.
Concerns were raised, and calling those leads was instantly scheduled.
These 59 leads were warm leads. They showed interest in the product and wanted to learn more. Unfortunately, they did not receive any calls from the company.
Only a few conversions were achieved when the sales team eventually started reaching out to these leads.
Adding to the disappointment, some of the leads had already purchased a competitor’s product.
Here are the lessons I learned since then:
1) Always follow up with the sales team, especially when running a lead generation campaign.
2) When using a call-to-action button for scheduling a demo or a free consultation call, ensure your team’s availability. If possible, mention that after submitting contact details, a call from the sales team can be expected within the next 24 hours. However, only make this commitment if you have someone ready to make those calls within that time frame, or avoid making such promises in your ad copy.
3) If you have a small team or are a solopreneur, it is advisable to include a preferred day and time field in the form, providing flexibility for scheduling.
To become the best digital marketer, one must go beyond the ordinary.
The role extends beyond acquiring leads; it involves understanding the fate of those leads.
The quality of leads and their transformation into customers ultimately determine the actual ROI of your business.