Why do so many marketers struggle with lead generation?

Adfluential founder and lead gen expert Matthew Milnes has figured it out. More often than not, it’s because the marketer and the lead buyer’s expectations aren’t aligned.

There’s rarely any back-and-forth communication on lead performance versus the lead buyer’s goals. For example, marketers run whatever campaigns deliver the highest ROI for them, not what is best for the lead buyer.

Also, lead buyers may not know what marketing messages are being run in their brand’s name. This can also lead to sensational and non-compliant campaigns that put lead buyers at risk in regulated markets.

Lead gen marketers can improve on this process, however, and generate profitable leads that lead buyers won’t stop buying. Matthew shared four keys to success at a recent Affiliate World event, and the first one is…

1. Work Directly With Your Lead Buyer 🤝

A direct working relationship with your lead buyer is the best way to ensure that you’re both getting what you want out of your campaigns.

Communicating with your lead buyer means that you can find out what success looks like to them, manage expectations, and agree on performance metrics that your campaigns need to hit.

You can also get a better understanding of their product and their target audience, which can improve targeting and lower top-of-funnel campaign costs.

2. Own & Control Your Landing Pages

When you control your landing pages, you own the lead data, which creates multiple monetization points. You can also optimize intent and conversion to your buyer’s goals.

Landing Pages

Well-built and optimized landing pages can also reduce CPAs, and you don’t have to worry about tracking issues from third-party landers.

Owning your landing pages also allows you to optimize intent and conversions to your buyer’s goals, and you can use buyer feedback and tracking data to optimize your landing page performance for even more conversions.

3. Learn Your Buyer’s Business & Get Feedback 🤓

When you’re generating leads, your lead buyers need a certain conversion rate and average transaction value for your leads to be profitable. You should know what that is — as a starting point.

If you really want to keep your lead buyers happy, you need to understand their commercial model, at what point in the journey they generate sales or revenue from your leads, the benefits and features of their product, and what makes a good or bad customer for them.

Collect line by line disposition data from the lead buyer for every lead you supply them with an outcome/status and transaction value for every lead.

4. Connect Buyer Feedback With Marketing Metrics

As a marketer, combining buyer feedback data with campaign performance data allows you to compare buyer conversion rate and average order value against ad metrics like:

  • Ad titles and descriptions
  • Ad image or video
  • Copy and message
  • Placement and keywords
  • Platform
  • Targeting and demographics – age, audience, etc.
  • Time of day/day of week
  • Location

When you have enough data to determine winning and losing campaigns, you can turn off what is not working for your lead buyers and develop the winners to increase ROI.

All of these tips are designed to help marketers build relationships with lead buyers and deliver better results. And the results include shared success, because as long as your leads are profitable, your lead buyers won’t stop buying from you.