When you hire a digital marketing agency, your biggest expectation is to attract as many clients to your business as possible. You want these clients to convert into long-term customers that consistently bring business to your company in the long run.
Sadly, this isn’t always the case, given that it’s such an uphill task for a Building Service Company to find a winning agency. But what are the factors that make it hard for a BSC to get results out of their agency? Let’s have a look.
High Expectation for Instant Results
While most BSC organizations know the power that lies behind a well-strategized B2B marketing strategy, they often misunderstand what it takes for the plan to succeed. They come with high, unrealistic expectations of their agency. They assume that:
- High-quality marketing campaigns produce instant results. Just because you’ve paid a lot of money for your marketing campaign doesn’t translate into instant results. Marketing campaigns entail much more than just pushing customers to buy; hence it takes time to create a real impact.
- Successful marketing campaigns generate tons of leads. Any seasoned marketing professional understands that a high level of clicks doesn’t always produce a high return on investment. You must invest a little more time finding high-quality leads and the type of customers who will benefit from your services or products.
- It’s a breeze to achieve highly effective marketing campaigns in today’s digital world. Since the internet has made it effortless for people to connect, it’s easy to assume that brands should immediately create impactful online marketing campaigns. While the platform allows businesses to find and nurture new leads, making a brand stand out amid tough competition can be challenging.
Lack of Clear Goals and Specific Metrics
Other than having high, unrealistic expectations of their agencies, BSC firms also approach the concept of digital marketing without clear goals or defined metrics. They’re unsure what to do to boost their lead qualification process and expect the agency to figure it all out. If this doesn’t happen, failure is imminent.
A Misunderstanding between MQL and SQL
In marketing efforts geared towards lead qualification, it’s crucial to differentiate between two critical concepts; MQL and SQL.
An MQL or a marketing-qualified lead is a potential buyer who enters the pipeline through digital platforms like a company’s website, social media, or landing page. MQLs show interest in what a business has to offer, and the sales team has a task to reach out to determine if they’re qualified for the product or service.
An SQL or sales-qualified lead is one that the sales team identifies as a good potential client. You can find SQLs through a search engine or platforms like LinkedIn and third-party databases. In most cases, SQLs are confirmed as qualified leads after an initial pitch by the sales development representatives.
The most significant difference between an MQL and SQL is the intent to buy. With SQLs, the initial intention may not exist, but it becomes evident after nurturing. MQLs are usually interesting by the time they reach your website.
Predetermining Standards and Metrics for Successful Lead Generation
Having a well-defined lead qualification process saves you and your agency the frustration that comes with unmet expectations. It’s crucial to determine the leads in the sales pipeline that meet your company’s customer criteria.
This way, your sales team can seamlessly pick the leads that are the best fit. In turn, this remedies the breakdown between what your business expects and what the agency brings to the table—having metrics in place eliminates the chance of disagreement on performance before the engagement starts.
The Profit Growth Initiative can save you the frustration of unmet lead qualification expectations. Contact us today to schedule a Value in Advanced session. It should help you define the metrics that will lead to more growth through your Building Service Company marketing.