“We need more leads.”
It’s probably one of the most common sentences heard in marketing meetings. But what happens when you’re already getting plenty of leads, they’re just not very good?
Sales blames Marketing. Marketing blames Sales. The agency points proudly at a falling cost per lead. Meanwhile, the CRM quietly fills up with people who are never going to buy anything.
In Episode 4 of Marketing, Properly!, strategic marketing consultant Sean Makin asks whether businesses have become too obsessed with generating more leads when the real objective should be generating better opportunities.
We look at why volume can be a dangerous marketing metric, how vague targeting and generic messaging attract generic leads, and why good marketing should do something businesses are sometimes uncomfortable with: put the wrong customers off.
There’s also a look at where your best leads actually come from, why the cheapest lead isn’t necessarily the most valuable, and why Marketing and Sales need to agree on what a genuinely qualified opportunity looks like.
And sometimes, Marketing isn’t the problem at all. Poor follow-up, weak nurturing or positioning that attracts entirely the wrong type of customer can all leave businesses wondering why a healthy-looking CRM isn’t turning into a healthy sales pipeline.
Because the goal of marketing isn’t to fill your CRM.
It’s to create the right commercial opportunities for the business.
And sometimes the smartest way to improve your marketing isn’t to generate more leads.
It’s to deliberately generate fewer, better ones.
Marketing, Properly! – practical thinking, straight answers and occasionally the uncomfortable marketing question nobody else wants to ask.
Produced in Scotland.
