Expertise notes
Lead Generation Notes
Most lead generation problems are qualification problems wearing a different hat.
The pattern
What usually goes wrong here
The forms fill up, sales calls the leads, nobody buys, and everyone concludes the channel does not work. Usually the offer attracted the wrong person. A free download anyone would take brings you anyone, and then marketing and sales spend a quarter arguing about lead quality instead of fixing the offer.
What I look at
The things that actually move it
- An offer matched to buying intent, not just something downloadable
- Channel selection based on where the buyer already is
- A funnel that holds together — landing page, form, follow-up sequence
- Scoring and qualification criteria agreed with sales, in writing, before the campaign runs
- A handover process, so leads do not die in an inbox
- Nurture for the leads that are real but not ready yet
- Reporting that runs from first touch to closed revenue rather than stopping at the form
FAQ
Lead Generation — questions I get asked
Why are the leads coming in unqualified?
Look at the offer before the targeting. An offer that costs the prospect nothing to accept, and signals nothing about intent, will fill a form with people who are not buying. Tighten what you are asking them to say yes to and volume drops while quality rises.
Should anyone guarantee a number of leads?
Be careful with that promise. Guaranteed lead counts are met by lowering the qualification bar, which moves the problem to the sales team rather than solving it. A cost per qualified lead target, agreed with sales, is the honest version.
Does the CRM matter?
Less than people think. HubSpot, Zoho, Salesforce or a shared spreadsheet — the tool matters far less than whether the handover process is defined and actually followed.
From the blog
Writing on this
Why aren't my leads converting into sales?
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Read it →WhatsApp stops being free in October. Three things to fix before then
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Read it →Related
Other notes
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Read the notes →AISEO
AISEO is not a separate discipline from SEO. It is SEO done with more discipline about structure and more honesty about substance.
Read the notes →Performance Marketing
Ad accounts rarely fail because of bidding. They fail on audience, creative and the landing page, in that order.
Read the notes →Say hello
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