These observations were done by Bill Macaitis, CMO at Slack
Based on Starfleet Press, businesses gate 80% of main content marketing resources behind lead generation forms. Organizations also lose 93% of guests in social campaigns and paid search from gating content.
Content is just how many potential prospects meet with various brands for that first time. Exactly how we welcome them that first time may decide when we have the opportunity to carry on the connection and relationship at all.
Scott Monty (former head of social at Ford) shared recently about clicking on a offer for “8 ultimate examples of omnichannel customer experiences.” He instantly encountered a lead generation form having a massive 10 required fields, accompanied by “monthly ad spend.” That was the initial conversation he’d had with the organization. Unsurprisingly, it was also the last.
Lead generation can be a company goal, but it’s only one step of many on the road to creating a partnership with customers. It is treated by several brands like the only and initial step. It is believed that cultivating the audience must come first, then generating leads. If brands cultivate an audience by building awareness over time, prospective leads would be the result.
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Video by: Crazy Affiliate Marketing