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Determine Which Lead Gen Gap You Need To  Fill

June 18, 20233 min read

“Too many people think stuffing more leads into the existing pipeline will bring in more sales. “It’s a numbers game” they tell you. No, it’s not. Boosting your numbers of leads coming in amplifies what you already have.”

What Exactly Is Lead Gen To You?

The topic of “Lead Generation” is quite broad when you really look at it.

It deals with how you attract leads, how you brand yourself, how you communicate your message, who you try to get in front of, and how you try to reach them.

Each company will find that some techniques and practices work better for them than others. Some will cold call, some would never dream of it. Some would invest heavily in ads, some prefer to work organically.

In all cases, it isn’t perfect. There is no one size fits all, and no one size fits your company. Even if one size works best and you isolate it, you will find you don’t execute it perfectly.

Gaps

So in all cases you have GAPS. In a quest for lead gen perfection, you have to find your gaps and fill them. It is most likely in people or processes, but it can also be your approach to lead gen that is your biggest gap.

The trick?

Invest the time to be critical. Look at everything around lead gen. Get your front-line people involved in this. Be critical NOT in a judgmental way, but in an observational way. Lay out your processes and how data flows in your systems and across peoples’ desks.

If you are a solopreneur, be open to being critical about your approach. It can be what catapults you into the next level of success!

Laying out your processes and data side by side, in a timeline of flow, will show you where your gaps are. They become obvious.

The job is done when you can tell me whether you have a clean pipeline that just needs more water flowing into it, or if you have a mud-filled pipeline that might burst if you add more water into it.

Clean vs Muddy Pipeline

Too many people think stuffing more leads into the existing pipeline will bring in more sales. “It’s a numbers game” they tell you. No, it’s not. Boosting your numbers of leads coming in amplifies what you already have.

If you have a clean pipeline, then you are amplifying a clean pipeline and you can add more people as needed to handle the increased flow.

However, with a muddy pipeline, you are getting more leads stuck in the mud. Things get slower and more frustrating. Customers will leave before you ever get the chance to nurture them.

muddy pipe

Deciding on Next Steps

With a clean pipeline, it becomes a numbers game. Bump up that flow!
But in a muddy pipeline, you need to clear out the mud first.

Once you’ve identified that situation, look at where your slowdowns or questions are.

  • Look at the transfer to a nurture process.

  • Look at where you are fishing for leads.

  • Look at the type of people you are prospecting.

  • Does your lead gen integrate with the other 3 pillars in the Core Four?

Do these feel solid to you? If not, look at an AI tool to help. For each one of these gaps you will find a good number of tools that can help you. Then it becomes an ROI decision. But if you get to that point, congratulations! You have made a data-driven decision to help your business in the RIGHT area!


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lead generationai in marketingdata-driven marketingLead Pipeline Managementai in lead generationbusiness optimizationlead gen gapsprocess improvementai toolslead nurturing
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Greg Howe

Greg is the Founder of Gimmee Info, a data services and consulting company, and the Founder of gimmee.io, a SaaS company providing easy data access to non-technical business people.

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