Look at the Full (Funnel) Picture
This doesn’t mean you can ignore the rest of the funnel or the leads you perceive to be less valuable. They may hold a treasure trove of information and future sales if you put in the work to discover it.
In the context of an overall campaign strategy we sometimes forget that leads are human. You may have caught them at a bad moment, but that doesn’t always mean they’re not the right person or they’re not in the buying cycle. Focusing your strategy on CPL doesn’t allow for you to get a full-funnel picture of the leads that were generated.
If you’re only paying for top-of-funnel content syndication leads, your vendor is only compensated to collect contact details for opt-in to receive content. If that lead has revealed additional valuable information, expressed that they’re actively in the buying cycle or willing to take a meeting, you’ll never know. Instead, you’ll send them to marketing nurture with the rest of your lower-intent content syndication leads.
Similarly, most demand generation campaigns focused solely on generating appointments will deliver just that – appointments and appointments only. You’re missing out on potentially thousands of positive interactions where the lead provided down-funnel information that could have been leveraged by your sales team later. That information is discarded, or worse, sold to one of your competitors.
Asking the right people appropriate questions no matter where they are in your funnel reveals insights into their purchasing intent and allows your sales team to leverage that information later on in the process. There is inherent lead value in all stages of the funnel, you just have to be willing to look beyond the CPL to see it.
Marketers should approach demand generation with an attitude of not just generating demand, but making it easy for your sales team to act on that demand. Otherwise you’re just spinning your wheels and missing out on valuable leads that slip through the cracks.
Adjustments you make to your demand generation strategy should have the ultimate goal of improving the process for your sales team, who can then do what they do best to convert leads into opportunities. Focusing on campaigns with better connection rates where leads provide down-funnel information gives your sales team more opportunities to have better conversations with leads.
Your CMO would love to hear that you’re creating Sales and Marketing alignment through your demand generation strategy. It’s just smart smarketing. While marketers and sales reps have individual quotas, ultimately the shared goal of the two functions is revenue.
These new approaches to demand generation are sure to impress your CMO. You can run a successful demand generation strategy, meet your goals as a demand generation marketer, and drive greater business impact all at the same time.
Curious to see the demand and ROI you could drive with a BlueWhale campaign?