The biggest mistake businesses make when it comes to lead generation is continuing to invest heavily in lead gen channels that are fairly expensive, even though they’re not performing well. That’s the view of Rochelle Sanchirico, VP of Marketing for mHelpDesk.
“They either don’t have the right measurement tools in place to actually validate just how ROI-negative [their lead gen] is for the business.” she says, “Or they’re so hung up on generating a certain number of leads that they continue to pay for leads that are not beneficial to the company,”
Sanchirico is a digital marketing veteran at such previous companies as Webs, Comscore, and The Washington Post. She’s seen this many times. But it’s also enabled her to craft a finely-chiseled approach to lead generation in her current role for mHelpDesk, a SaaS company that provides comprehensive management, scheduling, and billing software for field services companies — and that’s grown from 3 people when the company started two years ago to its current size of 70.
She’s also one of the experts who will be joining us for this webinar, sharing what’s put them at the top of their game.
Concentrate on your core, but don’t stop experimenting
Sanchirico takes three main approaches to her lead gen. The first, and what she says is the cleanest, is working with led generation companies like Capterra, bidding on different verticals, and paying for the leads the platform generates.
They also do quite a bit of paid search, establishing core programs with broad-search terms, then expanding into longer-tail terms across all sorts of categories, and measuring at a deep level to continually optimize.
Organic search is the third core lead gen focus. It’s about creating high-quality content, but as Sanchirico cautions, “It’s not just about the terms that are super-specific to our business, as those are difficult to rank for and also very targeted. You want to think broader, creating content around thought leadership that will bring more people into your fold from an SEO perspective.”
These channels form the majority of volume for Sanchirico’s leads, but she believes it’s vital to test new tacts. Each month she reserves at least $2k to devote to testing different types of programs. This month, she’s working with a company who does prequalification, and if it produces good results, she’ll expand it.
Measure, measure, measure
Back to that mistake many companies make: continuing to invest past the point of diminishing returns. The only way to avoid this is by measuring the entire lead gen cycle.
“First, we have a lot of people coming in the top of the funnel that aren’t necessarily a good fit for our company — and we want to identify that as quickly as possible,” says Sanchirico. Progressing through an established sales cycle, the company carefully tracks all customers who close in order to connect the dots to their lead generation strategies.
“We measure everything about our lead gen right throught to the sale,” Sanchirico says. “Are they engaging with the product, how long are they retaining, are they having a lot of challenges as far as their account is concerned? All of that helps us determine the ROI on our lead gen efforts — because every one of those KPI’s is tied back to a lead. So we determine the ROI on that lead based on the retention and the lifetime value of that lead as they go through that entire cycle.”
Join us as we dig deeper into these and and other important components of any kick-ass lead gen program.
Don’t miss out!
In this webinar, you’ll learn:
- Under-the-radar B2B ad channels including technology reviews sites and content syndication
- How to make the most of search, display, and paid social media campaigns for B2B audiences
- Low-risk ways to test new lead gen tactics before scaling your spending
Nick Bhutani, Senior Digital & Acquisition Marketing Manager, Booker
Rochelle Sanchirico, VP of Marketing, mHelpDesk
Jamaal Saunders, Senior Marketing Analyst, Salesforce
This webinar is sponsored by Capterra.