Five Tactics to Set Lead Generation Expectations for Impatient Marketing Clients

Marketers know that marketing efforts can take months to achieve a measurable ROI. However, if customers don’t see traction in the first few weeks, that may be their concern. Customers may find that the campaign is in trouble, despite assuring marketers that they’re on the right track.

You can avoid this scenario by setting the right expectations from the start.

It is vital to prevent customers from rushing and interfering with their results. For example, if customers are unaware that it will take time to test and iterate, they may insist on switching the strategy earlier or stop it altogether.

Expectations are necessary, but they can also be difficult. Customers can easily get an overview of ROI; they may want to see immediate results after launching a new campaign. Since ROI is the ultimate goal, marketers must guide their customers to set and achieve goals within a timeframe that makes sense.

Convincing customers that marketing is a long-term game requires subtlety and creates realistic expectations in a way that doesn’t make them desperate.

The art of setting expectations

The importance of lead generation cannot be overestimated. This is the first step in filling your sales pipeline, effectively connecting your customers’ sales teams with potential customers and qualified leads.

Managing leads from the beginning of the funnel can give most companies up to 20% more sales opportunities. With so much at stake, it is important to detail the central construction process for customers. You can’t do this retroactively, don’t assume that you and your customers are on the same page.

We never made that mistake again and we learned firsthand the importance of educating customers about what is needed for a successful main generation.

Use the following five tactics when setting lead generation expectations to avoid compromising your customers’ reputations.

  1. Start with more engaging integration

The integration process is the first opportunity to clarify which program your customers can expect.

At this point, they usually have no idea what a relationship with you will be like. If they are not transparent, they are not supported. Align the goals of each exclusive client with yours, but standardize the process as much as possible to give each client the same attention.

  1. Make complementary offers for everything

No matter how simplistic your integration process is, you still provide customers with a lot of information in a relatively short time. Follow emails and presentations that describe everything you’ve recently discussed, including action items and next steps. It is useful for clients to have visual aids to consult, especially if the client is reporting to a team or manager.

  1. Reveal what’s behind the scenes

Your customers want to see metrics and benchmarks to determine how current progress can achieve future goals – even if the results are still unclear, the customer knows they are not paying for anything. The best companies are 50% more likely to have customer processes with clear communication and continuous transactions.

Share statistics and timelines regularly and send comparative references from your previous campaigns in similar markets. By observing your daily work, you will help them understand the steps you are taking to meet their expectations.

  1. be honest when news isn’t good

It’s easy to be transparent when things are going exactly as planned, but you have to be honest even when things go wrong. If a campaign is performing poorly, you need to be clear and informed about why. After the conversation, prepare yourself with a reason why you think it is not working and a plan on how to fix it. Be proactive and transparent, so that customers can still have confidence in their investments, even when it is difficult.

  1. Keep customers informed with touchpoints

Customer expectations for transparency are growing in all sectors. It is not enough to simply claim to be transparent. The show, don’t say, creating regular contact moments to discuss campaigns with your customers. Use email or phone calls to keep customers informed. While there are no unexpected problems with correcting or planning new plans, you can remind them of your campaign goals and make sure everything is going in the right direction.

Trust is the definitive tool for creating expectations and starting from the beginning of the relationship with the customer. Focus on building customer relationships, discuss expectations from the start and regularly update your goals.