What Makes A Good Lead Generator?
In this week’s episode of the B2C Lead Generation Podcast we ask a simple question and we give you a simple answer. But we also dive in a little deeper and ask / answer the question from a few different perspectives.
What does it take to be a good lead generator? How can you identify a good lead generator to buy leads from? Other than the fundamentals is there anything else we need to consider?
Below are some of the key ideas discussed in the podcast, but be sure to check out the entire episode at the bottom of the page if this piques your interest.
Let’s begin with the basics. What makes a good lead generator?
There are many answers to this and many different areas within each answer, but if we start with basics, there are a few fundamentals that can be used to illustrate how the best lead generators operate.
1 - A Good Lead Generator Always Has One Eye on the End Result
The final result of the lead generation is the only way to ultimately measure how successful the lead generation was. As such, the best lead generators measure success by final results and work towards this within their process. (For more information on this check out the article Vanity Metrics vs. Impact Metrics.)
Any old fool can very quickly start generating “leads” in pretty high numbers that don’t actually go anywhere, but only a talented lead generator can generate high quality leads which result in high numbers of converted leads or sales.
In fact, it is worth clearly defining the difference between the two. You get marketers who simply collect data and you get lead generators who work towards tangible end results. As such, the latter guarantee all the ads they run, the pages they build, the targeting they do, is all fully optimised towards collecting high quality leads, not a high quantity of leads.
This difference is crucial and is a fundamental quality that good lead generators share.
2 - Good Lead Generators Are Analytical
It certainly helps if a lead generator is quite analytical. Many of the key tasks carried out by a lead generator - such as tracking conversions back to impressions / clicks / form fills - require precision and deep analysis.
Moreover, as good lead generators scale up and this is carried out across multiple channels, using multiple affiliates, running multiple offers and ads, the ability to track this and to react intelligently to results in order to make changes and improve performance certainly requires an analytical mind.
Good lead generators can very quickly identify and react to what is driving the end result and are able to optimise performance based upon this.
If you’re after help with this, a system like Databowl is built to make the ability to analyse results more quickly and accurately, giving lead generators the information they need to improve performance at a glance.
3 - Good Lead Generation Is Both Creative and Technical
Whether lead generation is undertaken by an individual or a team, good lead generation requires both Creative and Technical skills.
The creative side requires the ability to understand and implement Conversion Principles. Ultimately, it all comes down to what will convert, not simply what is the best looking Ad or Landing Page.
The technical side requires being able to connect systems together. Typically a lead generator will be able to use APIs or SFTPs to in order to securely distribute data.
Both skillsets are equally as valuable to making lead generation work smoothly, effectively, and securely.
4 - The Best Lead Generators Keep Things Simple
The very best lead generators understand that keeping their setups and their process as simple as possible allows them to focus more on the aspects of lead generation where they can add real value.
How can brands identify a good lead generator to buy leads from?
It’s all about finding what we call “Professional Lead Generators” - those that essentially do all of the above. They’ve been doing it a long time, they’re very experienced in their niches, they operate transparently.
Finding them in not actually that difficult and in some ways is actually quite basic:
- They have a professional site
- They can provide strong references
- They have worked in similar niches or verticals
- They will happily provide examples of landing pages and ads they have used or will use
- They will work with to due diligence documents you provide so you can be sure their process is secure
Another important thing to consider is that a brand or lead buyer must be realistic about what they want the leads to do. If you chase volume of leads then you will likely not see a high performance on those leads. Chasing a high volume of leads at the lowest CPL often leads to a race to the bottom. As a brand or lead buyer you can identify the best lead generators by aiming for quality and conversions from the leads you buy, this will inherently lead to better lead generators supplying you.
What else should you consider when identifying what makes a good lead generator?
What really makes a good lead generator - whether this is from the perspective of the lead generator or the brand - is adding value to the prospects or consumers.
This is where most people fall down but it is the most important thing.