5 lead generation myths your agency should ignore

We’ve taken a look at a few lead generation myths to see what’s true, what’s not, and why you shouldn’t let them put you off pressing send on that new business email.

Myth #1
Prospects find cold calls and emails annoying

The truth is that when outreach is done right it’s not annoying at all. In fact, it’s helpful. A good cold email provides value to the reader by giving them information that they don’t have time to find themselves. 

Marketeers want to know about new agencies. But with 25,000+ in the UK alone, it’s impossible for them to keep up. By reaching out to them, you’re doing the work they’re too busy to do. 

Plus, if you’re conducting enough pre-outreach research (and you should be) you’ll only be approaching a brand if you have relevant experience in their sector, audience or issues. The insights you can bring to them as experts in their field mean you’ll be making their life easier, not annoying them.

Myth #2
Nobody answers the phone anymore

Gone are the days when everyone was tied to their desk and accessible through a single company number, but that doesn’t mean that you can’t still pick up the phone. If anything, now is a better time than ever to reach people this way.

Mobiles are superior to the switchboards of the past as they give you a direct line to your prospect, wherever they are. What’s more, in an age in which email is the default, a call can help you to stand out. Marketing Directors and CMOs are inundated with emails every week, meaning the person who makes the effort to pick up the phone is more likely to get noticed. 

A call also requires less effort on their part. C-suite clients probably don’t have time to craft detailed email responses. But on the phone, everything is quicker. What could take weeks of back and forth over email can be covered in a few minutes on a call.  And even if they don’t have time to chat when you do give them a bell, a short conversation introducing yourself will increase the likelihood of your email being read.

Myth #3
It’s just a numbers game

Sure, you could send off thousands of emails every week, but without highly researched and relevant comms your response rate will suffer. With a focus on sheer volume, unsubscribes will be high. And with GDPR that means a door closed forever. Your conversion rate won’t be looking too healthy either, as even if you land a few meetings you won’t have taken the time needed to check that your agency is actually the right fit. 

That being said, quality alone isn’t enough – a balance is the only way you’ll see the results you want. An easy way to up the amount of outreach you’re doing without sacrificing quality is by targeting brands facing similar challenges. Not only will this help you to craft emails more swiftly, but you can be confident that, when you do get a reply, you have something compelling to bring to the table.

Myth #4
Sending more than one email is pesty

Not true. The people you’re reaching out to have inboxes busier than a pub at Christmas so there’s a high chance they genuinely missed your first email. They may have even meant to reply but, by the time they got round to it, the email was lost in the abyss. Sending a few follow-up messages is not only ok, it works. Your potential client needs the reminder, so don’t give up after just one outreach.

Myth #5
If the brief isn’t live, don’t take the meeting

Ok, so they don’t have a brief or budget on the table right now. But that’s not to say that the meeting isn’t worth your time… See it as a relationship-building exercise instead. Nail the meeting and you’ll secure your spot front of mind for when they next have a live brief. 

There’s also a chance that they have a project they don’t want to shout about beforehand. Even if that’s not the case, you could be part of co-creating a brief by presenting them with a market opportunity they haven’t yet had time to flesh out. 

If nothing else, a meeting is always good for building your network. The person in question may not have the budget to work you with in their current role, but when they jump ship things may change. Remember, most new business is won outside of a formal pitch.

So next time you’re feeling unsure about reaching out to someone you don’t already know, remember that as long as you’re doing it with enough research, care and personalisation, there’s no reason why it won’t be well received.

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