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The Fall of Lead Centric Marketing | 4 Reasons
14
Feb
The Fall of Lead Centric Marketing | 4 Reasons
When 90s marketers first heard the term "LEAD CENTRIC," they greeted it with a bright smile on their faces. They would go back to all the halcyon times when they employed the approach that produced the most traffic and, thus, the most new leads for them.
Back then, lead-centric marketing allowed marketers to experience some kind of success. But as the saying goes, "most times, old ways don't open new doors," using conventional approaches won't help you succeed in the contemporary market.
However, some marketers all around the world are still looking for the heavenly doors of success with a lead-centric strategy. Less than 1% of leads convert to customers who generate income , according to Forrester study, which was used to illustrate the situation. Why the change of direction? What's wrong with this lead-centric marketing "one-to-many approach"? Let's take a close look at the situations that caused lead-centric to fall short of current demands for revenue generation (and to do so quickly):
Resources Quick Links
Case #1
Waste of Resources: Lead Centric Marketing is Too Resource-intensive
If you use traditional marketing techniques, you are mass marketing to audiences. Filling the funnel with prospects who are unrelated to the issues your firm is tackling is a waste of time, money, and effort.
Case #2
Lack of Marketing and Sales Alignment
The degree to which "marketing" and "sales" may mutually benefit will determine how money is generated in the future. One cannot survive and have an impact in the organisation without the other's total alignment.
Case #3
Tracking of Individual Account
Lead-centric Marketing makes it more difficult to make important judgements because it is difficult to track the level of engagement with a certain account.
Without knowing whether the content actually reached the person, you may have distributed content to every account in the market. or the way the person interacted with it.
Case #4
Unable to Link Accounts
If you have an individual of a particular company in your huge list of target audiences, it will
take a lot of effort to connect that individual to their colleagues across that account.
Wondering what’s the remedy for this turnaround!?
This is the time you should look out for modern, data-driven productive strategies that can build the marketing-sales interaction/alignment to boost your revenues.
This is the time you should look out for modern, data-driven productive strategies that can build the marketing-sales interaction/alignment to boost your revenues.
