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How and Why You Should Create Informational Content with POVs

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How and Why You Should Create Informational Content with POVs

The author’s views are entirely their own (excluding the unlikely event of hypnosis) and may not always reflect the views of Moz.

Informational SEO content, by itself, only drives traffic.

It’s the ideas you put inside that determine whether it’ll drive anything else besides that (say, conversions, revenue, etc.).

But unless you’re a media outlet where the goal is to get views and clicks for ads, you don’t just want traffic.

You want your content to persuade your readers to do something — whether it’s to sign up for a product trial, buy your product, or contact you for a consultation.

That’s where points of view (POVs) come in. We’ll go into more detail about how POVs help your informational content drive sales, but first, let’s define what they mean and see an example.

Note: informational content is simply content you create to inform your readers about something. It doesn’t necessarily contain an opinion, call to action, or a sales pitch, just helpful information about a certain topic or object.

What’s a POV? And what does it look like?

As the term implies, a POV is your unique perspective or view about a topic. It’s how you see a particular concept — and it’s often formed by your experience or observations (or both).

A good example of a POV is something Kick Point’s president Dana DiTomaso did with a recent Whiteboard Friday, titled: “GA4 Audiences: Not Just for Ads!”

Right within the introduction, Dana shared her perspective (POV) on one of the features she thinks people weren’t using as much as they should:

Other articles on the same topic might be preaching other ideas, but Dana’s POV is that Google Analytics 4’s Audiences are more capable than just using them for ads.

And throughout the article, she continued sharing her unique perspectives on every point she raised in the article and video.

I’ll share why POVs like this are super important in the next section, but what Dana did with that piece is an example of what a POV in an informational content piece looks like.

Put another way, a POV is what you think as a person or as an organization about any given topic. It represents YOU. When asked, “What are your thoughts on {insert topic}?” Your response is your POV, and it is unique to you and your brand.

But why are POVs relevant for creating informational content?

There are probably many other reasons to use POVs in informational SEO content, but these five stand out:

Reason 1: Form deeper connections with search visitors

By providing your point of view on a topic, you’re offering your audience a glimpse into your thoughts, values, and viewpoints. You’re sharing a piece of yourself.

You’ll often need to dig into your personal experiences, thoughts, or even the experiences of other people and share your opinion on the topic.

As your audience consumes your “POV-driven” content, they’ll feel as if they’re getting to know you. And that, right there, is the connection you want to create — because people often prefer buying from people they know.

A good example of content forming a connection with the reader is the Moz piece I shared earlier by Dana. Another one is an article by ConvertKit on “How (and why) to build your first email marketing funnel.”

Screenshot of text from an article by ConvertKit

It immediately starts with the writer (Kayla Hollatz) sharing her experience about when she first heard the term “email funnel.”

This intro immediately shows the writer’s POV or viewpoint: email funnel is easy; doesn’t require an MBA to understand or use.

It eases the reader’s mind into the piece and encourages them to keep reading. And the more they do that, the better your chances of them taking the action you want them to take.

Reason 2: Become the go-to for “serial searchers”

Ever met people who have a strong habit of googling for answers to every question they have? (Hint: I’m one of them)

I call them (well, us) “serial searchers.” Once a question pops into our heads, it doesn’t take us too long to plug it into a search engine for answers.

And as we do that, we’d find that there are certain brands or publishers in specific industries/niches that often deliver the answers that:

  • aren’t fluff,

  • have been written by subject matter experts, and

  • actually solve our problem.

Over time, we recognize these brands as “thought leaders,” and they’re often going to keep getting our clicks when we see them in the SERPs (search engine result pages).

But I wanted to see if this is just me or if other search engine users have similar habits of recognizing certain brands as “go-to” sources for answers.

So I asked my LinkedIn connections if they typically click results from certain brands more than others. The result:

Screenshot of Victor Ijidola polling their LinkedIn audience on search engine usage

Apparently, 80% of search engine users in my network tend to recognize certain trusted brands as the go-to source for information or answers.

The bottom line here is, you want to be that website — or better yet, THAT AUTHOR — for your audience. And sharing unique and helpful POVs in your SEO content is one effective way to do that. And this is even more important now that Google rewards Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T) in its search algorithm.

Reason 3: Hold attention for longer

If you share POVs that are helpful and unique, you’ll get readers excited about your content and make them more likely to stay on your page longer.

One time, I wrote an article featuring a couple of B2B marketers.

I asked them how long it typically took them to determine whether they’ll read an entire content piece. Here are some of their responses:

Screenshot stating that the person takes 5 seconds to determine if they will read an entire piece of content
Screenshot stating that the person knows within 10 sentences if they will continue reading a piece of content

In essence, they’re saying: It takes only a few seconds to decide whether a content piece, likely to consume 10 minutes of our time, is worth our attention.

If your POV is strong enough, chances are high they’ll wait. They’ll read your headline and then your intro. So if your POV resonates with them, they’ll keep reading.

Reason 4: Drive more conversions

Think about this for a second: Imagine you’re selling CRM software. A potential customer who doesn’t even know they need a CRM tool goes to Google and searches for “how to manage customer relationships.”

Your content is on the first page, so they click it. Once they’re in, the first line reads, “Customer relationship management isn’t about customer relationships. It’s about driving more revenue and conversions.”

Right there and there, you’ve introduced a POV that’ll likely pique their interest. Now, they’re in a “tell me more” kind of mode.

And if you play your cards right (more on this in a bit) and convince them that a good customer relationship management tool will grow their revenue, they can get inclined to sign up for your product.

Reason 5: Become a socially relevant brand

SEO content (informational or not) is usually not designed to be shared on social media or other platforms. Marketers who create this type of content are often only looking to get organic traffic from search engines.

And that often results in creating content that’s not engaging enough to make people want to click and share with friends in the industry (or content that doesn’t help your brand be socially relevant).

But if you’re creating content with specific POVs, you are likely to build a social brand — aka a brand people want to talk about and share on social media. An exemplary demonstration of this is the approach revenue intelligence platform Gong uses with their blog content.

They’re almost always creating informational content that’s both search engine friendly and engaging enough for social platforms. For instance, their blog post on Value Selling is crushing it in the SERPs as well as on social media.

When they shared the content on LinkedIn, it garnered over 180 likes, seven comments, and 10 reposts (which is huge on LinkedIn).

Screenshot of a LinkedIn post by the company Gong

Meanwhile, it’s ranking on search engine results pages (SERPS) for 25 keywords, meaning it’s organically driving search traffic:

Screenshot showing the number of keywords Gong ranks for using Moz Pro tools

This is happening because they’re not just cranking out SEO content; they’re creating search-friendly content with POVs that help them build a brand that’s socially relevant.

Bottom line: creating informational SEO content doesn’t mean you can’t also create content with a point of view and personality — in fact, it’s often better to do so.

How to create POV-driven informational content

Here are some of my best tips for creating POV-driven content:

1) Find relevant product-related topics

There are lots of topics swirling around in your industry, but you don’t need all of them.

Instead, you want to pick the ones that are most closely related to your product; those are the ones that’ll attract your target customers.

Once you find them, you’ll need to narrow down your POVs on each of them.

But before that, here’s how to find your topics in the first place:

Plug in your main product-related topic or keyword into Moz Keyword Explorer and it’ll give you a list of related topics.

For instance, if you’re a B2B software company selling CRM software for real estate businesses, a major topic for your business would be “real estate CRM.”

Plug that into the tool and it’ll return a list of keywords and topics you can use in your content.

A list of keywords using Moz Pro, relating to 'real estate CRM'

Your primary job here is to be brutally honest with yourself about which of these related topics would:

  1. be the most interesting for your audience,

  2. give you an opportunity to share your POVs, and

  3. present opportunities to drive sales for your business.

For instance, as a CRM software brand for real estate vendors, you’ll need to ignore keywords like “real estate agents near me,” and focus on topics related to CRM software like “CRM for real estate agents.”

Resist the temptation to select any topic just because it has a high search volume or a low level of competition. Put your focus on topics that’ll interest your audience and bring value (leads, revenue, etc.) to your business.

Next, narrow down your POVs on each topic you pick.

2) Identify your POVs on selected topics/keywords

Once you have your topics and keywords selected, identify your distinct point of view on each one.

Nothing too complex here, just your true position on each topic that you can defend.

And you can make this POV-identification process easy by simply asking, “What do I, or we as a business, think about {topic}?”

For example, what does a brand like Drift think about AI marketing — or the role of AI in marketing? Here’s what their POV looks like:

creenshot of an article about AI marketing by the company Drift

It’s simple and to the point.

Having a POV doesn’t always mean having big, grandeur ideas to share. Sometimes it’s simple and represents what you truly think about a topic — based on your experience and observations.

That’s the crux of having a POV.

It should represent you and your brand. It shouldn’t be something you just hand off to interns or inexperienced content creators to figure out.

It should be something that gets shaped by your expertise, experience, and values. That’s what your audience will connect with. They’ll connect with you and your ideas.

3) Introduce unbiased, contrasting approaches

First, what are “contrasting approaches?”

It’s simply the practice of introducing different POVs or methods to a problem.

Done well, contrasting approaches help to showcase one important element: your credibility. It tells the reader, “I’m placing all the cards on the table. Make your choice.” And they love it; 72% of customers — from a Gartner survey — said they prefer completing their purchase without the help of sellers.

They want to decide on their own without being told what to do. And introducing contrasting approaches, and genuinely highlighting the pros and cons of each, helps them do that.

Drip comes to mind here. They created a series of articles on Drip vs. other email marketing platforms, and they’re decently unbiased. This is what Drip vs. MailChimp looks like, for instance:

Screenshot comparing the differences between Drip and MailChimp

Buyers often appreciate seeing different sides to an issue like this without feeling as though you’re trying to manipulate them, so Drip’s execution was on-point here.

With contrasting approaches like this, you get to demonstrate your knowledge and authority on the topic, while also inviting your readers to think critically and compare their own opinions with yours.

Important note: It’s important to truthfully provide both sides of an argument — not just the one that supports your POV. But of course, ‌it’s okay to be a bit biased here and say you prefer your product over others — but genuinely explain why.

4) Back your POVs with recent data & case studies

It’s not enough to just state your opinions and perspectives on a topic. You need to support them with credible and relevant evidence that shows why your POVs are valid and valuable.

One of the best ways to do that is to use recent data and/or case studies that reinforce your points and make them believable.

For example, if you’re writing about how to optimize your website for SEO, you can use data from Google Analytics or Moz to show how your strategies have improved your traffic and rankings.

When you back points or claims with data like this, you eliminate objections and make your content more believable. And the more people believe your POVs, the more likely they are to trust you and the strategies, products, or services you offer.

5) Infuse your POVs into all parts of your content

All parts of your content here means: the headline, introduction, body, and conclusion.

Make sure to weave POVs all throughout your content — from start to finish.

And this simply means instead of just stating facts and figures, share your thoughts and experience for every point you raise.

Remember my point earlier about how sharing POVs means sharing a part of yourself with your audience — i.e. your own thoughts and views?

When you infuse POVs, you’re doing just that, and it’s an effective way to build a strong connection with your audience.

They’re informed opinions based on data, research, experience, or insights.

They show that you know what you’re talking about and that you have something valuable to offer. They also help you stand out from the crowd and differentiate yourself from your competitors.

For example, if you’re writing a blog post about the best SEO tools for beginners, you could share your POV on why Moz is better than its competitors — from your real-life experience.

By sharing your POV, you’re not just providing information. You’re providing value. You’re showing your readers that you understand their problems and you have a solution for them.

Sharing POVs inside informational SEO content can help to drive conversions because it builds trust and rapport with your audience. It also shows that you’re confident and authoritative in your niche. And it makes your content more interesting and memorable.

So next time you write SEO content, don’t be afraid to share your POV. It could make a big difference in your results.

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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

Amazon pillows.

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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.

​​

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.

1716755163 123 Why The Sales Team Hates Your Leads And How To1716755163 123 Why The Sales Team Hates Your Leads And How To

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.

1716755163 298 Why The Sales Team Hates Your Leads And How To1716755163 298 Why The Sales Team Hates Your Leads And How To

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.


Disruptive Design Raising the Bar of Content Marketing with Graphic

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