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The Definitive Guide to Online Reputation Management

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the definitive guide to online reputation management

There are a lot of misconceptions about online reputation management. Some people think it’s just social media monitoring, while others believe it has something to do with public relations, and still others have no idea the impact it can have on sales.

In this guide, I’ll explain the role of online reputation management in today’s digital age, explain why it matters, and outline 10 tips for improving and protecting your brand’s online image.

Why Does Reputation Management Matter?

Just a few years ago, the internet was very different. Companies didn’t engage customers, they just sold (or tried to sell) to a passive audience People could not express their voice in a powerful way, and the overall communication landscape was very “top down.”

The situation has radically changed. Today, websites are no longer static brochures. User-generated content is a must. And regular interactions on social networks are vital to any business success.

No matter the size of your business, people are talking about you, including prospects, customers, clients, and their friends. They are tweeting about your latest product, leaving a comment on your blog, posting a Facebook update about their customer experience, and much more.

If you think you can skimp on reputation management, or if you think you can make it without taking into account people’s voices, opinions, and reviews, think again.

Today’s Brands Need to Be Transparent

One of the most important business commandments is “Be transparent.” Opening up to criticism and feedback seems beneficial for companies that embrace this new communication mode with their audience.

What does being “transparent” mean? Here are some examples:

  • allowing employees to talk about products and services publicly
  • establishing a 1-to-1 communication channel
  • asking for feedback
  • not hiding criticism, and addressing it publicly

Easier said than done! Most small and medium sized companies do not invest much on communication, and they struggle with this concept. As a result, their efforts usually are incorrect or inconsistent.

Being transparent is risky. But in the long run, not being transparent is riskier.

Online Reputation Management “Failures”

Being open does not come without a price. If you and your brand accept feedback, customer opinions, and so on, you also must be ready to face them promptly.

Consider these scenarios:

  1. What if your product/service sparks too much criticism?
  2. What if your employees are not social media savvy?
  3. What if your competitors take advantage of this?

These are just a few reasons you need to have a proper online reputation management plan in action before embarking on a transparency journey.

Here are three famous cases of reputation management failure in the digital era:

  • Dark Horse Café received a tweet criticizing their lack of electrical outlets for laptops. Their response was something like: “We are in the coffee business, not the office business. We have plenty of outlets to do what we need.” Needless to say, defensive/aggressive behavior doesn’t work in the online world. Many blogs reported the fact as a negative public relations case.
  • Nestlé received negative comments about their environmental practices a few years ago, and they did not address them. People started becoming aggressive and posted altered versions of the Nestlé logo, forcing the company to close its public page. Takeaway? Do not pretend people are not talking, and address criticism as soon as possible.
  • Amy’s Baking Company fought fire with fire against a one-star internet review. Their insults against the reviewer eventually were picked up by the local news. Negative attention is not good publicity.

The lesson here? Pay attention to your online reputation and respond–kindly–to poor reviews. Don’t let your ego get in the way of being professional. Remember, you aren’t just responding to the person who left a review, you are showing everyone else online who your brand is.

The Key to Online Reputation Management: Listen To What People Are Saying About Your Brand

What are people saying about you? Good online reputation management is not just reacting well to what people say about you, your brand, or your products and services, but also about whether to react at all and, if so, when.

Sometimes a reaction is not necessary, and sometimes a reaction that is too late can cost you millions.

A proactive approach to the matter consists of monitoring your public reputation regularly, and not just when you come to know about a specific event to deal with.

How do you do this? By using social media monitoring tools that keep an ear on what people are saying about your brand.

Social media monitoring allows companies to gather public online content (from blog posts to tweets, from online reviews to Facebook updates), process it, and see whether something negative or positive is being said affecting their reputation.

Social media monitoring can be both DIY (Google Alert is an example of a free web monitoring tool accessible to anyone) and professional, depending on the size of the business involved.

Watch for Online Reputation Bombs

ted mosby is a jerk online reputation management

In the online reputation management scenario, companies should be aware of two types of harmful content. One is represented by complaints on social networks. They need to be addressed properly, but unless your company has serious problems, they do not pose a real challenge to your business.

The other is what I define as “online reputation bombs,” which affect your reputation and sales long term and can severely damage a business. They are very powerful because, unlike social network content, they are prominent in search engine results.

What if someone Googles your brand name and finds defamatory content? Let’s see what they are:

  • Negative Reviews: Review sites allow users to express their opinion on your brand. Did they like your service/product? Would they recommend it? Negative content can affect your sales, and addressing the criticism on the site may not be enough. Websites like Ripoff Report and Pissed Consumer provide the perfect platform for this kind of negative content.
  • Hate Sites: Some people go beyond simple negative reviews and create ad hoc websites with their opinions, some of them containing illegal content. So-called “hate sites” sometimes address companies and public figures with insults and false information. Needless to say, a search result like “The truth about NAMEOFYOURCOMPANY” or “NAME scam/rip off” will make your potential customers run away!
  • Negative Media Coverage: Phineas T. Barnum used to say “There’s no such thing as bad publicity.” That may be true for controversial public figures, but unfavorable TV, print, and online media coverage negatively impact companies and brands.

What do you do if your business is the victim of a smear campaign?

What To Do if Your Company is Subjected to an Online Reputation Smear Campaign

The first thing most companies wonder is “Can we call the cops?” I get it; being unfairly targeted feels illegal. But in most cases, online comments are not a legal matter.

Article 19 of The Universal Declaration of Human Rights states that:

“Everyone has the right to freedom of opinion and expression; this right includes freedom to hold opinions without interference and to seek, receive and impart information and ideas through any media and regardless of frontiers.”

Everyone has the right to express their voice about your brand. There are, however, certain boundaries that need to be respected. Some of the negative content online actually is illegal. Why?

  • It uses defamatory language
  • It reports false information
  • It is aimed at damaging the company’s reputation

How do you react to all of this? How do you defend yourself or your company from this kind of illegal behavior?

Depending on the scope of the problem, several paths can be pursued in order to restore your online reputation:

  • Aggressive SEO: Ranking on pages one or two of Google for your industry and brand name is one of the best ways to push down bad publicity. The first thing that you or your online reputation management company should do is devise a search marketing strategy that increases the ranking of positive content, owned by either you or third parties. The search engine game is too important to be ignored, and it is the first step in restoring your image.
  • Review Removal: Did a user claim something false about your company? Is that review clearly aimed at destroying your reputation rather than providing feedback? Does it contain improper language? Legal liaison and speed of reaction will make it possible to remove the negative review.
  • Online Investigations: In case of serious attacks on your brand image, it may be necessary to hire skilled online analysts to investigate untraceable threats and attackers via email tracing, data cross-indexing, and other information collection techniques. Cyber investigations are the definitive path to get to the bottom of the most difficult reputation management cases.

These strategies are only required in the most extreme cases. Most businesses can manage their online reputation by following these 10 tips.

10 Online Reputation Management Tips

Calling it “online reputation” really is redundant. Your online reputation is your reputation. In the digital era, nothing protects your brand from criticism. This is good from a freedom of speech perspective; bad if your company has been defamed and attacked.

To help you stay on top of your reputation, here are ten practical tips that sum up what we have covered in this guide. The world of brand reputation will change in the coming years, but following these simple tips will help you keep your name.

1. Become Well Respected

Trust is a perishable asset and it is hard to gain. Working to build respect work is more important than any other online reputation management commandment.

2. Be Radically Transparent

After years of hiding critics, McDonald’s publicly forced egg suppliers to raise hens’ living standards according to the People for the Ethical Treatment of Animals request.

Being transparent about shows you care about your customers and are willing to make changes when things go wrong.

3. Monitor What People Say About Your Brand

In addition to all the reasons to monitor your online reputation, social media monitoring also can increase sales. These days, lots of people ask questions via Twitter and Facebook because they evaluate whether or not they should buy from you. Showing you are responsive makes your brand look reliable.

4. React Quickly and Politely

In case of a customer complaint via Twitter, for example, a prompt and simple “Thanks for making us aware of the problem. We are working on it and will get back to you as soon as possible.” is better than a late reply with more information.

5. Address Criticism

In 2009, Whole Foods CEO John Mackey wrote an op-ed on Obama healthcare reform, which caused a controversy among WF customers. Two days later, the company published a written statement recognizing there were “many opinions on this issue, including inside our own company” and invited people to share their opinion about the article and health care changes. They didn’t just ignore it and hope it would go away; they addressed the issue head-on.

Responding to negative feedback shows you care and are working hard to fix any issues.

6. Pay Attention to Your Google Results

First impressions count, and we do judge many books by their cover. If the words “scam” and “rip off” are associated with your brand, then that is something you should worry about.

A strong SEO strategy is your best defense against negative press, reviews, and false reports.

7. Learn From Your Detractors

Criticism can be the chance to learn more about your audience and craft a better message in the future. Motrin’s controversial “baby-wearing moms” commercial sparked a lot of criticism. It did not come from competitors or illegitimate attackers, but from people in Motrin’s target audience who felt offended by their promotional content.

If the online responses to your brand are legitimate, it might be time to reconsider your marketing strategy or responses.

8. Attack Your Illegitimate Attackers

Sometimes we simply have to fight illegal behavior. In 2009, Domino’s Pizza employees who posted disgusting videos of themselves playing with food were fired and arrested. Another example is people who post false information on the internet. Sometimes, if you don’t sue them, they might do it again.

9. Learn From Your Mistakes

Sony certainly learned a reputation management lesson back in 2005. The company placed copy protection (XCD) on its CDs which created computer vulnerabilities that malware could exploit. Instead of being upfront about their mistake, Sony stonewalled criticism and lost millions in class-action lawsuits.

If you’ve made a misstep, own up to it and take action to fix the issue.

10. Ask For Help If Necessary

If your online reputation management efforts are not enough to protect or restore your brand image, you have the choice to request help from a professional. Working with an online marketing company or reputation management firm may be your only resort.

Time needed: 5 minutes.

Here are 10 tips to protect your online reputation management

  1. Become Well Respected

    Building and maintaining trust in your business can protect you from online smear campaigns.

  2. Be Radically Transparent

    Share the good — and the bad– about your company to build trust.

  3. Monitor What People Say About Your Brand

    You can’t protect your reputation if you don’t know what people are saying.

  4.  React Quickly and Politely

    A prompt “Thanks for making us aware of the problem. We are working on it and will get back to you as soon as possible.” is better than a late reply with more information.

  5. Address Criticism

    Don’t ignore criticism, responding quickly shows you care about your customers.

  6. Pay Attention to Your Google Results

    If the words “scam” or “ripoff” are associated with your brand, it is time to take action. A strong SEO strategy can protect your brand by pushing down negative feedback.

  7. Learn From Your Detractors

    Criticism can be the chance to learn more about your audience and craft a better message in the future.

  8. . Attack Your Illegitimate Attacker

    Sometimes, if you don’t sue or push back against detractors, they might do it again.

  9. Learn From Your Mistakes

    If you’ve made a misstep, own up to it and take action to fix the issue.

  10. Ask For Help If Necessary

    If your online reputation management efforts are not enough to protect or restore your brand image, you have the choice to request help from a professional.

Conclusion

Managing your online reputation starts with listening to what your customers have to say and finding ways to connect with them. Replying to online criticism is crucial and building an SEO strategy is crucial, but it might not be enough to protect your brand from smear campaigns. In those cases, it might be time to get professional help.

What do you do to protect your online reputation?

See How My Agency Can Drive Massive Amounts of Traffic to Your Website

  • SEO – unlock massive amounts of SEO traffic. See real results.
  • Content Marketing – our team creates epic content that will get shared, get links, and attract traffic.
  • Paid Media – effective paid strategies with clear ROI.

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Why We Are Always ‘Clicking to Buy’, According to Psychologists

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Why We Are Always 'Clicking to Buy', According to Psychologists

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A deeper dive into data, personalization and Copilots

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A deeper dive into data, personalization and Copilots

Salesforce launched a collection of new, generative AI-related products at Connections in Chicago this week. They included new Einstein Copilots for marketers and merchants and Einstein Personalization.

To better understand, not only the potential impact of the new products, but the evolving Salesforce architecture, we sat down with Bobby Jania, CMO, Marketing Cloud.

Dig deeper: Salesforce piles on the Einstein Copilots

Salesforce’s evolving architecture

It’s hard to deny that Salesforce likes coming up with new names for platforms and products (what happened to Customer 360?) and this can sometimes make the observer wonder if something is brand new, or old but with a brand new name. In particular, what exactly is Einstein 1 and how is it related to Salesforce Data Cloud?

“Data Cloud is built on the Einstein 1 platform,” Jania explained. “The Einstein 1 platform is our entire Salesforce platform and that includes products like Sales Cloud, Service Cloud — that it includes the original idea of Salesforce not just being in the cloud, but being multi-tenancy.”

Data Cloud — not an acquisition, of course — was built natively on that platform. It was the first product built on Hyperforce, Salesforce’s new cloud infrastructure architecture. “Since Data Cloud was on what we now call the Einstein 1 platform from Day One, it has always natively connected to, and been able to read anything in Sales Cloud, Service Cloud [and so on]. On top of that, we can now bring in, not only structured but unstructured data.”

That’s a significant progression from the position, several years ago, when Salesforce had stitched together a platform around various acquisitions (ExactTarget, for example) that didn’t necessarily talk to each other.

“At times, what we would do is have a kind of behind-the-scenes flow where data from one product could be moved into another product,” said Jania, “but in many of those cases the data would then be in both, whereas now the data is in Data Cloud. Tableau will run natively off Data Cloud; Commerce Cloud, Service Cloud, Marketing Cloud — they’re all going to the same operational customer profile.” They’re not copying the data from Data Cloud, Jania confirmed.

Another thing to know is tit’s possible for Salesforce customers to import their own datasets into Data Cloud. “We wanted to create a federated data model,” said Jania. “If you’re using Snowflake, for example, we more or less virtually sit on your data lake. The value we add is that we will look at all your data and help you form these operational customer profiles.”

Let’s learn more about Einstein Copilot

“Copilot means that I have an assistant with me in the tool where I need to be working that contextually knows what I am trying to do and helps me at every step of the process,” Jania said.

For marketers, this might begin with a campaign brief developed with Copilot’s assistance, the identification of an audience based on the brief, and then the development of email or other content. “What’s really cool is the idea of Einstein Studio where our customers will create actions [for Copilot] that we hadn’t even thought about.”

Here’s a key insight (back to nomenclature). We reported on Copilot for markets, Copilot for merchants, Copilot for shoppers. It turns out, however, that there is just one Copilot, Einstein Copilot, and these are use cases. “There’s just one Copilot, we just add these for a little clarity; we’re going to talk about marketing use cases, about shoppers’ use cases. These are actions for the marketing use cases we built out of the box; you can build your own.”

It’s surely going to take a little time for marketers to learn to work easily with Copilot. “There’s always time for adoption,” Jania agreed. “What is directly connected with this is, this is my ninth Connections and this one has the most hands-on training that I’ve seen since 2014 — and a lot of that is getting people using Data Cloud, using these tools rather than just being given a demo.”

What’s new about Einstein Personalization

Salesforce Einstein has been around since 2016 and many of the use cases seem to have involved personalization in various forms. What’s new?

“Einstein Personalization is a real-time decision engine and it’s going to choose next-best-action, next-best-offer. What is new is that it’s a service now that runs natively on top of Data Cloud.” A lot of real-time decision engines need their own set of data that might actually be a subset of data. “Einstein Personalization is going to look holistically at a customer and recommend a next-best-action that could be natively surfaced in Service Cloud, Sales Cloud or Marketing Cloud.”

Finally, trust

One feature of the presentations at Connections was the reassurance that, although public LLMs like ChatGPT could be selected for application to customer data, none of that data would be retained by the LLMs. Is this just a matter of written agreements? No, not just that, said Jania.

“In the Einstein Trust Layer, all of the data, when it connects to an LLM, runs through our gateway. If there was a prompt that had personally identifiable information — a credit card number, an email address — at a mimum, all that is stripped out. The LLMs do not store the output; we store the output for auditing back in Salesforce. Any output that comes back through our gateway is logged in our system; it runs through a toxicity model; and only at the end do we put PII data back into the answer. There are real pieces beyond a handshake that this data is safe.”

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Why The Sales Team Hates Your Leads (And How To Fix It)

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Why The Sales Team Hates Your Leads (And How To Fix It)

Why The Sales Team Hates Your Leads And How To

You ask the head of marketing how the team is doing and get a giant thumbs up. 👍

“Our MQLs are up!”

“Website conversion rates are at an all-time high!”

“Email click rates have never been this good!”

But when you ask the head of sales the same question, you get the response that echoes across sales desks worldwide — the leads from marketing suck. 

If you’re in this boat, you’re not alone. The issue of “leads from marketing suck” is a common situation in most organizations. In a HubSpot survey, only 9.1% of salespeople said leads they received from marketing were of very high quality.

Why do sales teams hate marketing-generated leads? And how can marketers help their sales peers fall in love with their leads? 

Let’s dive into the answers to these questions. Then, I’ll give you my secret lead gen kung-fu to ensure your sales team loves their marketing leads. 

Marketers Must Take Ownership

“I’ve hit the lead goal. If sales can’t close them, it’s their problem.”

How many times have you heard one of your marketers say something like this? When your teams are heavily siloed, it’s not hard to see how they get to this mindset — after all, if your marketing metrics look strong, they’ve done their part, right?

Not necessarily. 

The job of a marketer is not to drive traffic or even leads. The job of the marketer is to create messaging and offers that lead to revenue. Marketing is not a 100-meter sprint — it’s a relay race. The marketing team runs the first leg and hands the baton to sales to sprint to the finish.

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via GIPHY

To make leads valuable beyond the vanity metric of watching your MQLs tick up, you need to segment and nurture them. Screen the leads to see if they meet the parameters of your ideal customer profile. If yes, nurture them to find out how close their intent is to a sale. Only then should you pass the leads to sales. 

Lead Quality Control is a Bitter Pill that Works

Tighter quality control might reduce your overall MQLs. Still, it will ensure only the relevant leads go to sales, which is a win for your team and your organization.

This shift will require a mindset shift for your marketing team: instead of living and dying by the sheer number of MQLs, you need to create a collaborative culture between sales and marketing. Reinforce that “strong” marketing metrics that result in poor leads going to sales aren’t really strong at all.  

When you foster this culture of collaboration and accountability, it will be easier for the marketing team to receive feedback from sales about lead quality without getting defensive. 

Remember, the sales team is only holding marketing accountable so the entire organization can achieve the right results. It’s not sales vs marketing — it’s sales and marketing working together to get a great result. Nothing more, nothing less. 

We’ve identified the problem and where we need to go. So, how you do you get there?

Fix #1: Focus On High ROI Marketing Activities First

What is more valuable to you:

  • One more blog post for a few more views? 
  • One great review that prospective buyers strongly relate to?

Hopefully, you’ll choose the latter. After all, talking to customers and getting a solid testimonial can help your sales team close leads today.  Current customers talking about their previous issues, the other solutions they tried, why they chose you, and the results you helped them achieve is marketing gold.

On the other hand, even the best blog content will take months to gain enough traction to impact your revenue.

Still, many marketers who say they want to prioritize customer reviews focus all their efforts on blog content and other “top of the funnel” (Awareness, Acquisition, and Activation) efforts. 

The bottom half of the growth marketing funnel (Retention, Reputation, and Revenue) often gets ignored, even though it’s where you’ll find some of the highest ROI activities.

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Most marketers know retaining a customer is easier than acquiring a new one. But knowing this and working with sales on retention and account expansion are two different things. 

When you start focusing on retention, upselling, and expansion, your entire organization will feel it, from sales to customer success. These happier customers will increase your average account value and drive awareness through strong word of mouth, giving you one heck of a win/win.

Winning the Retention, Reputation, and Referral game also helps feed your Awareness, Acquisition, and Activation activities:

  • Increasing customer retention means more dollars stay within your organization to help achieve revenue goals and fund lead gen initiatives.
  • A fully functioning referral system lowers your customer acquisition cost (CAC) because these leads are already warm coming in the door.
  • Case studies and reviews are powerful marketing assets for lead gen and nurture activities as they demonstrate how you’ve solved identical issues for other companies.

Remember that the bottom half of your marketing and sales funnel is just as important as the top half. After all, there’s no point pouring leads into a leaky funnel. Instead, you want to build a frictionless, powerful growth engine that brings in the right leads, nurtures them into customers, and then delights those customers to the point that they can’t help but rave about you.

So, build a strong foundation and start from the bottom up. You’ll find a better return on your investment. 

Fix #2: Join Sales Calls to Better Understand Your Target Audience

You can’t market well what you don’t know how to sell.

Your sales team speaks directly to customers, understands their pain points, and knows the language they use to talk about those pains. Your marketing team needs this information to craft the perfect marketing messaging your target audience will identify with.

When marketers join sales calls or speak to existing customers, they get firsthand introductions to these pain points. Often, marketers realize that customers’ pain points and reservations are very different from those they address in their messaging. 

Once you understand your ideal customers’ objections, anxieties, and pressing questions, you can create content and messaging to remove some of these reservations before the sales call. This effort removes a barrier for your sales team, resulting in more SQLs.

Fix #3: Create Collateral That Closes Deals

One-pagers, landing pages, PDFs, decks — sales collateral could be anything that helps increase the chance of closing a deal. Let me share an example from Lean Labs. 

Our webinar page has a CTA form that allows visitors to talk to our team. Instead of a simple “get in touch” form, we created a drop-down segmentation based on the user’s challenge and need. This step helps the reader feel seen, gives them hope that they’ll receive real value from the interaction, and provides unique content to users based on their selection.

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So, if they select I need help with crushing it on HubSpot, they’ll get a landing page with HubSpot-specific content (including a video) and a meeting scheduler. 

Speaking directly to your audience’s needs and pain points through these steps dramatically increases the chances of them booking a call. Why? Because instead of trusting that a generic “expert” will be able to help them with their highly specific problem, they can see through our content and our form design that Lean Labs can solve their most pressing pain point. 

Fix #4: Focus On Reviews and Create an Impact Loop

A lot of people think good marketing is expensive. You know what’s even more expensive? Bad marketing

To get the best ROI on your marketing efforts, you need to create a marketing machine that pays for itself. When you create this machine, you need to think about two loops: the growth loop and the impact loop.

1716755163 789 Why The Sales Team Hates Your Leads And How To1716755163 789 Why The Sales Team Hates Your Leads And How To
  • Growth loop — Awareness ➡ Acquisition ➡ Activation ➡ Revenue ➡ Awareness: This is where most marketers start. 
  • Impact loop — Results ➡ Reviews ➡ Retention ➡ Referrals ➡ Results: This is where great marketers start. 

Most marketers start with their growth loop and then hope that traction feeds into their impact loop. However, the reality is that starting with your impact loop is going to be far more likely to set your marketing engine up for success

Let me share a client story to show you what this looks like in real life.

Client Story: 4X Website Leads In A Single Quarter

We partnered with a health tech startup looking to grow their website leads. One way to grow website leads is to boost organic traffic, of course, but any organic play is going to take time. If you’re playing the SEO game alone, quadrupling conversions can take up to a year or longer.

But we did it in a single quarter. Here’s how.

We realized that the startup’s demos were converting lower than industry standards. A little more digging showed us why: our client was new enough to the market that the average person didn’t trust them enough yet to want to invest in checking out a demo. So, what did we do?

We prioritized the last part of the funnel: reputation.

We ran a 5-star reputation campaign to collect reviews. Once we had the reviews we needed, we showcased them at critical parts of the website and then made sure those same reviews were posted and shown on other third-party review platforms. 

Remember that reputation plays are vital, and they’re one of the plays startups often neglect at best and ignore at worst. What others say about your business is ten times more important than what you say about yourself

By providing customer validation at critical points in the buyer journey, we were able to 4X the website leads in a single quarter!

1716755164 910 Why The Sales Team Hates Your Leads And How To1716755164 910 Why The Sales Team Hates Your Leads And How To

So, when you talk to customers, always look for opportunities to drive review/referral conversations and use them in marketing collateral throughout the buyer journey. 

Fix #5: Launch Phantom Offers for Higher Quality Leads 

You may be reading this post thinking, okay, my lead magnets and offers might be way off the mark, but how will I get the budget to create a new one that might not even work?

It’s an age-old issue: marketing teams invest way too much time and resources into creating lead magnets that fail to generate quality leads

One way to improve your chances of success, remain nimble, and stay aligned with your audience without breaking the bank is to create phantom offers, i.e., gauge the audience interest in your lead magnet before you create them.

For example, if you want to create a “World Security Report” for Chief Security Officers, don’t do all the research and complete the report as Step One. Instead, tease the offer to your audience before you spend time making it. Put an offer on your site asking visitors to join the waitlist for this report. Then wait and see how that phantom offer converts. 

This is precisely what we did for a report by Allied Universal that ended up generating 80 conversions before its release.

1716755164 348 Why The Sales Team Hates Your Leads And How To1716755164 348 Why The Sales Team Hates Your Leads And How To

The best thing about a phantom offer is that it’s a win/win scenario: 

  • Best case: You get conversions even before you create your lead magnet.
  • Worst case: You save resources by not creating a lead magnet no one wants.  

Remember, You’re On The Same Team 

We’ve talked a lot about the reasons your marketing leads might suck. However, remember that it’s not all on marketers, either. At the end of the day, marketing and sales professionals are on the same team. They are not in competition with each other. They are allies working together toward a common goal. 

Smaller companies — or anyone under $10M in net new revenue — shouldn’t even separate sales and marketing into different departments. These teams need to be so in sync with one another that your best bet is to align them into a single growth team, one cohesive front with a single goal: profitable customer acquisition.

Interested in learning more about the growth marketing mindset? Check out the Lean Labs Growth Playbook that’s helped 25+ B2B SaaS marketing teams plan, budget, and accelerate growth.


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