B2B Lead Generation: Fire Your Customer
Update: Check out this list of top B2B sales blogs. http://www.invesp.com/blog-rank/Sales Note that the b2b sales blog we used to write is nowhere to be found here.
And when I tried to run it through Hubspot’s BlogGrader.com, it does not even have an RSS feed. (We do not mention the customer by name as we do not wish ill upon them.) By the way, since they took the blog in-house 60 days ago, they have publishes a whopping total of 3 blog posts! That is pathetic!
If your business is young and small, choose your customers carefully. Find New Customers had a customer we should have fired long ago. They sucked up limited resources and limited our ability to deliver the services of lead generation companies to other clients.
Perhaps you can learn from our mistake.
We wrote their blog – 5 days a week without fail for months. But the warning signs were everywhere.
- They would be no-shows on the weekly status calls they requested. (We need feedback from our clients.)
- They were unable/unwilling to provide keywords. (Search engine optimization is a key advantage of blogs – if done properly)
- They never created useful content – ebooks, white papers, videos, etc. (What can we write about?)
- They did not provide objectives and plans, so we never had any metric on how well or poorly we were doing. (This was the biggest problem. No plan. No metrics. No way of measuring performance.)
Jeff Ogden is President of the B2B lead generation consultancy, Find New Customers. We help companies with between 150 and 5,000 employees who sell complex products to businesses to implement world-class lead generation programs. As companies struggle to create quality sales opportunities, they turn to lead generation companies like Find New Customers.