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There are a myriad of reasons why some demand generation campaigns are unsuccessful. Winn Technology Group has compiled a list of our top ten reasons, in no particular order, based on over 17 years of technology marketing experience. We hope
you can avoid these pitfalls, regardless of whether your efforts are in–house or outsourced.
 Click here to download Ten Pitfalls of Demand Generation Campaigns
1. Substandard Data
The most important input device of a demand generation campaign is the database. Make sure you have clean, up–to–date database before the first dial is ever made. If you procure a third–party list that has a 33% invalidity rate, not only does this mean you are wasting a third of your money on the data itself, but you are also negatively affecting the success of your campaign because your telemarketing department is spending a third of its time cleaning up the database instead of generating leads. Winn Technology Group recommends that you build and maintain your own database to support demand generation initiatives. At the very least, you should scrub your list prior to any sales and marketing activities. The long–term benefits will far outweigh any short–term investment.
2. Inaccurate Targeting
Just as important as good quality data is the right data. Make sure you have a clear understanding of what your "sweet spot" is in terms of vertical markets, company size, geography, and ideal contact type. The more you can hone in on your ideal audience, the less time your callers will spend trying to get in front of the right company or contact.
3. Static Lead Definitions
There are numerous ways to define what a qualified lead is for your company. Some companies use letter denominations such as "A, B, C, D", some use "Hot, Warm, Cold", and some use more sophisticated lead scoring systems. There is no right or wrong way, because what works for one company may not work for another company. The most important thing to know is that there needs to be a high level of communication between your sales and marketing departments. As the campaign progresses, if you feel a hot lead is not actually hot, sales and marketing need to work together to refine the lead definitions moving forward.
4. Bad Lead Perception
One of the most difficult challenges to overcome during and after a demand generation campaign is a bad perception of the leads sent. All it takes is a few leads that are perceived as "bad", and the person following up now thinks all the leads he receives are going to be garbage, regardless of how many "good" leads were previously generated. Make sure the person following up to your leads understands that demand generation is a process that is continually refined — if he gets a "bad" lead, he needs to let you know so you can work with your colleagues to resolve the issue. One solution is to implement a closed–loop lead feedback process between your sales and marketing departments.
5. Negligent Follow-Up
Unfortunately, one of the consequences of bad lead perception is negligent lead follow–up. "The last two leads I received were no good, so why should I waste my time on these ones?" This scenario can be detrimental to your company’s bottom line, and it should be handled as a top priority if you notice it happening. The last thing you want is to spend your marketing dollars on leads, only to find out that those leads were never contacted. If your company has a CRM or SFA system installed, it would be wise to monitor lead activity on a regular basis. If you work at a small company that has not invested in CRM, try sending out an email to your sales team regularly to ask where they stand with the leads they were given.
6. Poor Management
The person managing your demand generation program should be experienced, flexible, and responsive during the course of the campaign. An employee with sales or marketing experience does not necessarily equate to a successful marketing program manager. Find out the manager’s past experiences in not only general management, but also in a call center environment. Flexibility is key in a business–to–business call center — if you need something "tweaked" in your campaign, the manager should be willing and able to do so quickly, or he should tell you why your request is not in the best interest of the program.
7. Substandard Data
The entire demand generation team should be proactive. This includes the manager, the callers, and any other operational staff members. They should come to you if they feel something about the campaign needs improvement, not the other way around. Many companies have found that weekly strategy sessions are a productive way to discuss campaign challenges and the best way to overcome them.
8. Rigid Processes
No organization's demand generation process should be set in stone. Some marketing departments hold the view, "This is how it’s done, and we’re not going to have it any other way", or worse yet, "This is how we’ve done it in the past, and it was unsuccessful, but we want you to do it the same way." This type of thinking is a recipe for disaster! Make sure your marketing department is flexible and willing to conform to the way your company does certain things. Similarly, you should listen to them if you are told that something is not going to work. It's a give and take relationship.
9. Substandard Data
Your marketing department should send you comprehensive reporting at least once weekly. This reporting should provide you with the solid facts you need to make an informed decision about the status of your campaign — how many leads have been generated, how long it's taking to generate a lead, how many calls have been made, how valid is the database, etc. Take the time to review the entire report in a timely fashion, and don't be afraid to ask questions.
10. Lack of Participation
Active participation by all stakeholders is crucial to the success of a demand generation campaign. Regardless of what your position is relative to your company's efforts, you should make it known that you are available as a resource to team members. In addition to boosting morale, this approach will also positively affect the overall campaign results. Some companies even have managers or account executives get on the phones, either on a periodic basis or when times are slow — a fantastic way to refine processes and show the callers you are not afraid to get your hands dirty!
If you can avoid these ten marketing pitfalls, then you are sure to see high quality leads — leads that create big sales pipelines, and leads that convert to increased revenue and growth for your company. We wish you the best of luck in your marketing endeavors!
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Click here to download 10 Pitfalls of Demand Generation Campaigns
About Winn Technology Group, Inc.
Winn Technology Group is a privately–held marketing solutions company headquartered in Palm Harbor, Florida. Focusing exclusively on the technology marketplace, Winn has earned the respect of over 600 technology companies, many of whom continually subscribe to its B2B marketing services including Demand Generation, Event Marketing, Database Solutions, and Channel Marketing. For more information, call 800–444–5622 or visit www.winntech.net.
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