Fixing The Lead Generation Disconnect
Now here’s an odd little something.
You might even say it’s a “disconnect.”
In Marketing Sherpa’s 2012 B2B Marketing Benchmark Report—and keep in mind it’s almost two-hundred pages long so I’m distilling only a section of it—1,745 marketers declared that:
- Lead Generation was their top priority
- Company websites were deemed to be the greatest source of marketing effectiveness
- And that the #1 allocation of marketing budget is . . . trade shows
Yeah, trade shows.
In fact, trade shows captured over 30% more budget than their self-admitted “greatest source of marketing effectiveness” (aka their own website).
Now that is some weird kind of lead generation disconnect, isn’t it?
They–the marketers–say that their website is the most effective sales generator but they choose to spend more on trade shows.
Makes no sense. But it’s not uncommon.
Seriously, it is n o t at all uncommon.
And it doesn’t matter if we’re talking B2B or B2C . . . this disconnect happens in every industry, and in every market. It may even exist in your business (insert Twilight Zone music).
So, what’s behind this disconnect? Why would anyone in their right mind put money into a sales & marketing vehicle that they deemed un-number-one-ish?
Could it be that:
- They’re trying to bolster a lagging resource?
- They really, really, really wanna go to Vegas and as it happens . . . Trade Show Venue!
- The in-coming decision maker is stuck with the out-going decision maker’s poor decision?
Does it Matter?
Lead generation is the top priority for those companies–and others–because they need more revenues. And, as already stated, their websites are their most effective sales weapon.
So what gives?
I suspect it’s because those marketers believe it’s a better, and perhaps easier, choice to say to the CEO “My sales team is going to the Widget tradeshow in Vegas so we can personally connect with our prospective customers” than it is to actually grow their leads.
They’re wrong, of course. Which may explain that the average tenure for Marketing Directors is a scant 2 years.
And that’s a shame.
Because for less than the cost of boothing a trade show, those marketers and their companies can use their current website to generate so many more leads.
How many more leads?
It depends . . .
. . . On a couple of things, actually.
But a 20% jump is not at all uncommon. I’ve even seen, and choreographed, qualified-lead jumps of 100% and greater.
Time to weigh your options, marketers:
- a 20-100% increase in qualified leads, or
- a negative ROI from a very expensive, and resource-consuming, trade show trip
Which do you choose?
Still not sure? Perhaps the Sizzable Sales Strategy & Planning option is your best next step.