Ten Common Lead-Generation Pitfalls

The buyer persona exercise I discussed in Chapter 6 is one of the most important initial steps to a solid lead-generation program. You need to understand in detail who your buyer is and his buyer journey. Without this in-depth understanding, you are setting yourself up for failure. How can you speak directly to someone you barely know  

The key to lead-generation success is sending relevant messages to your audience and creating a relationship. Take the time to understand who they are and what makes them tick. 

This is another biggie, and one that I see time and time c ain, especially for companies Just starting out with lead generation and content marketing. Instead of building a solid foundation of educational thought leadership, these companies fill their funnel with promotional papers and demos. These types of assets won t resonate with buyers until they are ready to buy Don t be cifraid to push out content that doesn t beat your own chest. The soft, relationship sell of educational content will reel your lead in over time. Plus, you can quickly become a leader in your space, which helps your trust and credibility 

If a lead doesn t know what to do, he will most likely not do anything. Don t clutter your progrcim collateral with too many CTAs. It s tempting to cram in every last thing into an email when you cire trying to promote a new ebook, a webineir, and a tradeshow at the same time, but remember K.1.S.S Keep It Simple, Stupid. Highlight one main CTA so your leads know exactly what to do. 

Oon t Retif Only on Inbound Marketing or Lead Generation 

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