From targeting too broadly to measuring the wrong metrics, these are the most common lead gen mistakes and what to do instead.
After running demand generation programmes for dozens of B2B companies, the same mistakes appear again and again. The good news: they are all fixable.
1. Targeting Too Broadly
A list of 50,000 contacts with low ICP match will perform worse than 500 perfectly matched accounts. Start with tighter targeting and expand once your messaging is proven.
2. Measuring Leads, Not Pipeline
If your team celebrates lead volume without tracking how many convert to qualified opportunities, you are measuring the wrong thing. Connect your lead gen activity to pipeline created and revenue won.
3. Messaging Product Features, Not Buyer Problems
Buyers do not care what your product does. They care about what problem it solves. Lead gen copy that leads with features gets ignored. Copy that opens with a buyer specific pain point gets responses.
4. One-and-Done Outreach
The average B2B buying decision involves 6-10 touchpoints before a prospect engages. Build sequences of 6-8 touches across email, LinkedIn, and phone.
5. No Clear Next Step
Every piece of outreach should have one clear call to action. Not three options — one. Make the next step obvious and frictionless.