Too Many Lead Generation Methods Can Result In Overhead!

Overhead costs are something that many accounting professionals are very familiar with. Therefore, why not use them to check if your lead generation strategy is not contributing to that overhead?

Appointment Setting Costs VS Actual Appointments Made

Given the many channels that customers and prospects use, the idea of using various channels to cover your bases can be very tempting. There is actually nothing wrong with the idea in theory. But in practice, that is where the overhead will possibly arise.

In other words, even if you want to have your bases covered, how sure are you that covering them all will result in a sustainable flow of accounting leads? Your strategy should not be too static either because one month might net you more leads in social media but the following one has you qualifying more from telemarketing calls. You need to always keep track.

So to start, ask the following questions when evaluating your multi-channel lead generator:

• Exactly how many methods do you use so far? - Once you know the exact number, you will know how many tools are guzzling your money. Do not underestimate this step because you never know how out of touch you are when it comes to the actual methods you use. You might think that you have set your budget strictly for email marketing, website marketing, and telemarketing. On the other hand, what if you discover that your website marketers have entailed an additional cost of using social media? Social media marketing requires a different budget separate from all the others even if it is also done on the internet and still makes use of a website. Just as you make sure your leads do not demand too much from your resources, the same goes for your marketing tools. 

Related Content: How Many Sales Leads Can You Take? 

• Do you use these channels efficiently? - Obviously the more cash you spend, the more serious the need to justify the spending. If there is no form of measurable and satisfying return from any particular channel, then congratulations: you are wasting your money! However, maybe it is not really the amount that matters but how your entire B2B lead generation strategy markets on these channels. Are you aware of what they all have in common? Do you equally take note of what different skills they still require? How well do they compliment each other and does such integration give more value to the cost or just adds up to the waste? 

• Do you stand to lose more if you do away with them? - Sometimes you cannot just cut the funding right away. The point of the evaluation is to make sure you do not accidentally kill your golden goose. You might think that a single method is not delivering anything by itself. However, it could also still provide critical support for all the other kinds of marketer who have had more success. Again, scrutinize all the facts and only narrow down the elimination to the tool that has had contributed little to nothing whatsoever. 

Related Content: Scrutinize Your Sales Leads As Much As Prospects Scrutinize You

In case you have not noticed, the element of integration seems to be taking the most primary focus. That is because this is what differentiates methods that are too many in number and methods that are integrated and act as one. So perhaps instead of tossing out your B2B appointment setting tools, maybe all you needed to really do was to combine them!