Imagine a world where leads flowed into your business like a well-oiled machine. No more feast or famine, just a steady stream of potential customers ready to engage with your products or services. Sound like a dream? It’s not, and it all starts with taming your lead line.
Rule 1: Draw the Line
The first step to predictable lead flow is setting clear, monthly lead goals. These goals should be ambitious yet achievable, and everyone in your team should be accountable for them. As HubSpot’s lead guru Prashant Kaw says, “You can’t manage what you don’t measure.”
Rule 2: Measure the Line
Once you’ve set your lead goals, you need to track your progress against them. This is where a lead management system or even a home-grown system comes in handy. A lead waterfall chart is a great way to visualize your progress, with the percent of goal completed on the vertical axis and the day of the month on the horizontal axis.
Rule 3: Move the Line
If you’re not hitting your lead goals, it’s time to experiment. Try different content, paid campaigns, and SEO strategies. The key is to test, test, and test again. Controlled experiments will help you identify the most effective levers for moving the lead line.
Rule 4: Revisit the Line
Your lead goals should not be set in stone. As your business changes, so should your lead goals. Regularly re-assess your goals to ensure they align with your business needs, such as customer profitability and sales team performance.
Bonus: Remember, taming your lead line is not a one-time project. It’s an ongoing process that requires constant monitoring and adjustment. But by following these four rules, you can create a predictable lead flow that will drive your business growth.
As the great marketer Seth Godin once said, “Marketing is not about selling stuff. It’s about building relationships.” So focus on building relationships with your potential customers, and the leads will follow.
Frequently Asked Questions:
What if I don’t have a lead management system?
There are many affordable lead management systems available, such as HubSpot, Salesforce, and Zoho CRM. You can also create your own system using a spreadsheet or database.
How often should I re-assess my lead goals?
It’s a good idea to re-assess your lead goals quarterly or whenever there is a significant change in your business, such as a new product launch or a change in sales strategy.
What are some tips for experimenting with different lead generation techniques?
Start by identifying your target audience and their needs. Then, experiment with different content, channels, and campaigns to see what resonates with them. Use A/B testing to compare the effectiveness of different approaches.
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