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Most Common B2B Lead Generation Mistakes (and How to Fix them)

Any of your paying customer today was once a lead that was nurtured and converted into a customer.

All your marketing efforts weather it be creating the best website, running an email campaign, becoming a thought leader on LinkedIn, SEO, Ads, blogs, landing pages, content syndication and the list goes on. The end goal of all these activities is just one – To generate more leads

Now, as we are talking about B2B lead generation here, there are many common mistakes companies make that results in missing out on a lot of leads.

I would cover 3 specific areas of mistakes in this blog :

So let’s check out these mistakes (and yes, there are also fixes for these mistakes)

Email Marketing Mistakes

I had written a separate blog on how to do B2B lead generation through email campaigns. Feel free to check that out.

# Mistake 1 - No Personalization In Emails

Since we are talking about B2B lead generation here, I’m sure you would be using an email marketing software.

And most of the software provides you to personalize your email according to the prospect

In B2B world, you cannot send the same emails to 1000 prospects, I bet your response rate would not be more the 1%.

And personalization needs to be beyond the prospect’s First Name and Company Name. Your prospect should feel that the emailer is written specifically to him.

How to fix it :

# Step 1 – Divide your list of prospects in three parts 1) Location, 2) Industry, 3) Company Size, 4) Job Title.

# Step 2 – Personalize the email content based on that specific industry, company size, location and job title.

For example

If you are targeting Sales Heads of IT companies with an employee size of 200 – 1000 employees in India.

Then your email content should only include the challenges faced by sales heads of IT companies in India. 

You email could start with something like “The reason for reaching you is because we are closely working with Sales Heads from IT companies in India, and we have found that there are facing (mention the challenges they would be facing)”

#Step 3 – In the follow up emailers, if you were to share case studies, make sure your case studies are aligned with the type of companies you are reaching.

If your case study speaks about how your company has worked with Wipro, and you are sharing it with some company in the automotive industry, then you can see the reason why the prospect would not respond to you.

An example of a email we have used that gave us many leads

# Mistake 2 - Making Your Cold Emailers Look Like They Are Automated

Here is the key, your prospect should not feel that this email is automated and it’s sent to 100 others like them.

The more you can make your prospects believe that this email is written specifically to them, the higher will be the chance that they will respond.

Because, let’s be honest

No one likes automated emails, as soon as we see it’s an automated email we will ignore it!

How to fix it :

# Tip 1 – Write Conversational emails

B2B does not mean Bot to Bot.

You need to understand that you are writing to a human. Your email should read more natural, like you would have written to someone you know or like.

Think of how you write the email to your colleague or your friend.

Your email doesn’t need to be perfect. Don’t focus much on full stops, grammar, capital letters etc.

 

# Tip 2 – Don’t use HTML emails!

Going back to tip 1, you want to make your email seem like you have personally written it for the prospect.

And, HTML emails screams that they are automated. 

Use simple text-based emailers in your cold drip campaigns.

You should only use HTML emailers for sending out newsletters or informational emailers to your subscriber lists and your existing clients.

 

# Tip 3 – Personalization

This goes back to the 1st mistake in email campaigns

The more you make your emails personalized the less automated it seems. And the more responses you can expect

# Mistake 3 - Your Emails are More Product Specific

Let’s be honest. None of your prospects are interested in knowing about your product/services.

They want to know how you can help them.

How to fix it :

  • Focus on the results your solution can create for your customers and the problems it can solve.
  • Don’t talk about your solution’s features or benefits.
  • Your majority of the email should address to them not you.

 

LinkedIn Mistakes

# Mistake 1 – Not Having a Strong Linkedin Profile

Your LinkedIn profile can be your most valuable asset in the lead generation process. If your profile does not look authoritive and interesting to your target audiences, you cannot expect someone to connect with you.

How to fix it :

# Tip 1 – Start working on the following areas first.

1. Profile Picture – Here are some quick tips to start with – make sure the picture is recent and your face should make up 60% of the space (long-distance shots don’t stand out), wear what you would like to wear to work, and a smile.

Here are a few examples of a good profile pictures

 

 

2. Banner Image – The banner image can consist of the following – Your solution or USP, how you can help your prospect / Specific results or data / Represents you or your field.

Here are a few examples

 

 

3. Headline – Your headline needs to be more than your current job title and current company.

It needs to be more descriptive about how you have or can help your ICP achieve a goal or solve a certain problem. It can also have your achievements that matter to your ICP

Here are a few examples of headlines you can use :

  • Outbound Sales Coach and Trainer for B2B reps & sales teams | Call me “JBay” – Jason Bay
  • Growing Personal Brands With Storytelling 🕺 Junior Copywriter at Klowt – Amy Stephenson
  • Author, Sales Trainer & Consultant l Helping Sales Organizations Increase Deal Velocity & Win Rates. – Tom Williams

 

 

4. Summary – Still a lot of people have an auto-generated summary by LinkedIn in their summary.

Your summary is your chance to tell your own story – so don’t just use it to list your skills or the job titles you’ve had.

Try to bring to life why those skills matter – and the difference they can make to the people you work with

Here are a few examples

 

 

5. Experience – If you want to position yourself as an authority figure in your industry and back it up, you need a work experience section full of results.

Your work experience should include – Your achievements and your KPI’s.

 

6. Start Connecting – This is the most obvious one, but still it can be ignored.

Regularly connecting with your target prospects is a great way to increase your account visibility. One more advantage is if any of your connections start liking or commenting on your posts, your post is also shown in their connections.

Thus creating a snowball effect in the long run.

# Mistake 2 – Trying to Hard Sell

This has become so common on LinkedIn in the past few years.

Your prospect’s inbox are filled with salesy pitch that now they know, if they getting a connection request from an unknown he is trying to sell something.

You have to be different! You need to break that pattern.

How to fix it :

# Tip 1 – Focus on Building Relations

LinkedIn is different from emails, on emails people are already prepared for receiving cold sales emails.

LinkedIn is a more personal network. here you need to build relationships first before selling. 

How do you do that?

By having a conversation rather then a sales pitch. Share valuable content (without talking anything about your product/service) over messages

A study states that B2B buyers consume an average of 13 content pieces before deciding on a vendor.

 

# Tip 2 – Shift your view

Forget about how great is your company, think about how you can add value to the prospect.

Your LinkedIn posts and messages cannot be about your products and services all the time. If you want someone’s attention you need to talk about them.

# Mistake 3 – No Activity on Linkedin

Like any other social media platform, you need to be active on Linkedin.

Dedicating just 1 hour per day can make a huge difference. 

Posting regular and valuable content would make you a thought leader in your niche and after few months you would see leads flowing in your inbox.

Similarly interacting on other people’s post in also equally important.

How to fix it :

# Tip 1 – Be consistent and regular in sharing content

Your content should not be a promotion about your product/service. Your content needs to provide value to your audience. 

Be ready to share your knowledge in your industry for FREE! 

 

# Tip 2 – Leverage the power of video 

Note that LinkedIn prioritizes videos as part of its algorithm. Naturally your video content will have more reach compared to text or images.

There are a lot of ways types of video content you can make

It can be a short how to’s guide, clips from a webinar, Q&A video with other industry experts, 

Website Mistakes

# Mistake 1 – A Bad CTA

A user has come to your website, now what? What action you want them to take? 

Weather you want them to contact you, signup, purchase, you need to clearly direct them.

A bad CTA can make a user lost on your website and eventually leave from it. Therefore defining a clear Call to Action is a must.

How to fix it :

# Tip 1 – Place your CTA above the fold

But, what is above the fold?

It’s the first part of your webpage a user sees before scrolling down. Its basically the first content that is visible to a user when the website is loaded.

Placing the CTA in above the fold area will make sure the user is directed to the right part of the website in the start itself.

 

# Tip 2 – Place your CTA mostly all the product/service pages

CTA should not only be on the home page. A clear CTA should be on all the pages that can provide you business

If you provide multiple services or different products, the CTA should be place on all these pages. This would make the user’s life easy and encourage him to take an action fast.

# Mistake 2 – Not Enough Social Proof

Your website is your sales person, and for it to sell effectively you need to build credibility.

Its simple, people look for confirmation or proof that you are actually good in what you do.

Not providing enough social proof can turn into loss of potential leads.

How to fix it :

# Tip 1 – Collect testimonials from existing clients

Are your clients happy with your products/services? Then why not show it to the world.

Get in touch with all your existing clients and get as many testimonials you can (a video testimonial can be an added advantage)

Once you have enough testimonials, add make a separate section to add those on your website. 

Feel free to use the below email template from Hubspot to request a testimonial from your clients

 

# Tip 2 – Existing Customer Base

If you have a few good brand names in your client’s bucket. Make sure to add their logos to your website

By showing the users your existing customer base, you are making them believe that your product/service is good enough for these brands to use it.

 

# Tip 3 – Case Studies

In B2B world, we are aware of how important asset case studies can be.

You can basically create a story on how your product/services have successfully helped businesses. Don’t forget to add important metrics that can define the success of your clients.

 

# Tip 4 – Media coverages

If your business or the founders have been featured in any media like magazine features, unsolicited reviews, TV segments, or podcast interviews, then make sure you highlight that on your website.

# Mistake 3 – Turtle Website

Slow and steady might have helped the turtle win the race, but a slow website will not help your lead generation process.

Every second in delay can cost you loss of traffic and eventually potential leads 

Few facts published by Neil Patel to back up the claim :

  • 73% of mobile internet users say that they’ve encountered a website that was too slow to load
  • 47% of consumers expect a web page to load in 2 seconds or less.
  • 40% of people abandon a website that takes more than 3 seconds to load.
  • 1 second delay in page response can result in a 7% reduction in conversions.

How to fix it :

Honestly fixing a slow website can be alot technical. But if your website is made on WordPress here are few things you can do

  1. Enable Caching – Not going much into what caching is (you can read it here) you can use free plugins like W3 Total Cache or W3 Super Cache.

  2. Optimize Your Images – Before uploading images on your website you can run them through a tool called TinyPNG or use a plugin like Smush reduce the file size of your image, without sacrificing the quality.

  3. Minimize Your Code – The plugins I mentioned above i.e W3 Total Cache or W3 Super Cache also has a setting that allows you to minify your CSS and JavaScript files just by selecting a few options

Of course, lead generation is a huge world, and I have only touched few a aspects in this blog.

But you can start introspecting and try solving these challenges. There are hundreds of different strategies you can get on the internet. But if you don’t start applying to your business, you won’t know which is the best ones for your business.

B2B lead generation is all about understanding your target market and their pain points. Then go ahead and build your campaigns around how you can solve those problems.

 

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