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Lead generation is the path to growth in your B2B business. It is the primary strategy you will use to generate more interest in your brand. And the first step in your sales process that will help you generate more revenue.
Maybe you already have a good idea of what your lead generation should be. Your lead generation strategy could work perfectly, with years of consistent performance to prove it works. But if you want to see even better results for your business and grow it constantly, you need to learn how to run better lead generation experiments.
Related: If You Forget Lead Gen, You Can Forget Growth
The value of experiments
Why are experiments so important in lead generation?
There are a few main reasons:
- Objective Comparative Information: Experiments allow you to objectively compare two different lead generation strategies. These strategies can differ in a number of ways. For example, you can compare lead generation strategies that apply across platforms, such as lead generation for Google PPC ads with lead generation for LinkedIn marketing. However, your experiments can go much further down by comparing two different tag lines or two different product photos on your landing pages. In any case, you’re collecting objective information that can prove the value of a lead generation tactic — or prove the tactic doesn’t work at all.
- To avoid complacency: Experimenting is also valuable because it gives you a solid foundation to avoid complacency. Too often, business owners become complacent with any lead generation strategy that happens to work decently. Rather than resting on your laurels and following this strategy to the end of time, experimentation forces you to keep improving so you can see better and better results.
- A creative mindset: if you’re going to plan more experiments, you need to think creatively. Continuous experimentation with lead generation is one way to keep your mental gears going. It allows you to remain malleable and adaptive in a highly competitive environment.
Related: 6 Lead Generation Tactics That Can Give Startups a Big Boost
How to run better lead generation experiments
So what steps can you take to run better lead generation experiments?
Here are some of the best approaches:
- Measure results in multiple ways: Experiments are nothing without a way to objectively measure them. However, you want to measure the results of your experiments in multiple ways. For example, you want to measure not only the amount of leads you generate, but also the quality of the leads you generate. Rather than just counting the sheer number of people generated by your lead generation tactics, evaluate them in terms of how well they fit your target customer profile. It’s possible to measure lead quality in a number of objective ways, giving you real data on the performance of your lead generation strategy. While you’re at it, research your salespeople to get an idea of how these leads are buying or showing interest.
- Start big and work smaller: If you experiment consistently, start with big changes and work your way up to smaller ones. Start comparing different platforms and different overarching strategies. Then, as you get more answers, work your way up to more minor and ground level adjustments.
- Mix things up every now and then: Don’t hesitate to mix things up. You may have a fantastic landing page template. Or a set of strategies that have worked well for your business in the past. But don’t feel like you’re stuck using it. Build something new, from scratch, and see how it affects your lead generation flow. It’s a great way to discover new tactics.
- Comparing apples to apples (when you can): The whole point of AB testing is to isolate a variable so you can better understand its influence in a given system. This approach only works if the variable is truly isolated, meaning all other variables are functionally the same. If possible, try to run experiments with the same demographic group, at the same time of day, under the same conditions.
- Increase the sample size: In general, the larger your sample size, the more reliable your data will be. You can run experiments faster and cheaper by keeping your sample size small. But if you want better, more accurate results, you need to increase that sample size and work with a larger audience.
- Keep pushing: No business will ever be successful after just one experiment. You have to keep experimenting. And keep pushing for more if you want to be successful in generating more and better leads.
With better lead generation experiments in your business, you can collect much more reliable data. You can then improve your lead generation strategy much more consistently. You don’t have to experiment constantly, but you do need to make sure your experiments are continuous and of consistent quality. As long as you keep making iterative improvements, you’ll continue to see better sales results.
Related: Experimenting and A/B Testing: A Must-Use Ecommerce Growth…