Many companies start a lead generation program without thinking about how the leads will be nurtured or measured.

There are several common missteps that prevent advertisers from maximizing lead-generation opportunities. One example might be a lack of real clarity about how the leads will be measured and monetized initially, much less how the data might be used for re-marketing purposes. Another example is having a very cohesive and quantified plan, but not clearly communicating the goals and metrics that define a campaign’s success to the lead-generation provider.

Another common misstep is to sit on leads too long without reaching out to consumers who have already expressed interest in a product or service. For example, a month in email time can be an eternity, and a marketer is not only at risk of losing the lead’s interest, but also losing a potential transaction to a competitor in the meantime.

To get the best results, it’s important to have a rigorous and disciplined marketing automation plan in place that leverages a variety of resources, such as incentives, databases, email, and call centers, to convert leads to sales.

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