When a lead-generation campaign performs poorly, the main culprit often is an irrelevant or non-compelling offer – an industry-analyst report or follow-up phone call offered in exchange for the recipient’s contact information. In a rush to launch lead-generation campaigns, brands mistakenly repurpose content from sales-enablement or product marketing, creating a gap between the offer and what their targeted audience wants.
Sales-enablement and lead-nurturing collateral is valuable, but it is meant for prospects familiar with the brand’s solution. Content for sales enablement is focused on closing the deal. In contrast, lead-generation campaigns are focused on getting contact information. Successful lead-generation campaigns exchange useful, relevant and compelling content for permission to contact a qualified individual.
Paid-search campaigns are effective because brands have the opportunity to reach users at the point of intent – when they are actively searching for a solution. Brands waste this opportunity when they direct users to a contact-us form or some tangentially relevant on-demand webinar. Take the paid-search campaign opportunity to offer them content that provides a solution that is highly relevant to their search query.
