Over the next few weeks, I’m going to unpack three fallacies that I often encounter when I work with staffing firms on lead generation campaigns. The first fallacy is that the objective of a lead generation campaign should be to generate as many leads as possible.
Have you ever heard a conversation that goes something like this?
VP of Sales: “We need more leads!”
VP of Marketing: “What happened to the ones we provided?”
Sales: “They weren’t any good. No conversions! Not one!”
Marketing: “3,000 leads and not one conversion?”
Sales: “Nope. We need 5,000 leads, at least!”
I get it — it’s easy to get caught up in the excitement of seeing the lead count skyrocket.
But does simply amassing a large number of leads really define a successful marketing program? As many seasoned marketers will agree, the answer is a resounding “NO!” I would even go so far as to say that focusing solely on the number of leads generated often results in disappointing outcomes and wasted resources.
Here's a profound truth:
Not all leads are created equal!
While it might be tempting to high-five a high lead count, the true measure of success lies in the quality of those leads. Going after a large stack of unqualified leads is like casting a wide net in the ocean and hoping to catch a specific type of fish. Yes, you’ll end up with a full net, but if it’s loaded with fish you don't want...
What’s the point?
Staffing firms should be focused on creating a targeted lead generation program. The focus needs to be on capturing highly qualified leads. But what does that mean?
We should start with the Ideal Client Profile (ICP). Do you have this clearly defined for your staffing firm? If not, you should. Who are they? What are their pain points? What solutions are they seeking? Size? Location? Workforce? Culture? By identifying and answering these questions, a customized marketing message can be tailored to resonate with this audience.
The benefits of a targeted approach are numerous:
1. Higher conversion rates.
With leads interested in your message and services, they are likelier to move further and faster through your sales funnel. Fewer but better leads can result in higher closing ratios!
2. Improved morale of the sales team.
Working with prospects genuinely interested in what you offer is much more satisfying than trying to convince indifferent or uninterested ones.
3. Efficient use of resources.
Instead of spreading your marketing budget thin and trying to reach everyone, you can focus on the channels and tactics most likely to reach your ideal clients.
So, while chasing after a lot of leads might be tempting, don’t fall for it! By focusing on quality over quantity and following your ICP, you’ll improve your marketing efficiency and pave the way for sustainable growth.
Next week, we’ll discuss what we do with these qualified leads.