I keep getting spammy leads: What should I do?

If you're a B2B marketer, you know that not all leads are created equal. While it's thrilling to see a steady stream of leads coming in, nothing deflates that excitement quicker than realising many of them are spammy. (Indeed, we actually argue that the traditional' MQL funnel is broken, outdated, and disconnected from the reality of business performance). But don't worry, you're not alone, and there are practical steps you can take to improve the quality of your leads.

Understand the root of the problem

Before you can improve the quality of your leads, it's crucial to understand why you're attracting spam in the first place. Often, spammy leads are the result of overly broad targeting or ineffective marketing strategies. This can happen when your lead generation tactics are too generic, attracting anyone and everyone, rather than your ideal customer.

Revise your buyer personas 

Start by revisiting your buyer personas. When was the last time you updated them? The business landscape is constantly evolving, and so should your understanding of your target audience. A well-defined buyer persona should include demographics, job roles, pain points, and buying behaviours. The more specific you are, the better you'll be able to tailor your marketing efforts to attract quality leads.

Optimise your lead capture forms 

Your lead capture forms are the gateway to your business, so it's essential that they do their job effectively. If you're getting spammy leads, it might be time to tweak your forms. Here are a few tips:

Ask qualifying questions: Include fields that require specific information relevant to your business. This could be industry-specific questions or details about the company size.

Use CAPTCHA: Implementing CAPTCHA can help filter out bots and reduce the number of spam submissions you receive.

Limit form fields: While it's important to gather enough information to qualify leads, too many fields can deter genuine prospects. Find a balance that works for your audience.

Implement lead scoring 

Lead scoring is a powerful tool that helps you prioritise leads based on their potential value to your business. By assigning scores to different actions and characteristics, you can easily identify which leads are worth pursuing. Consider factors such as engagement level, company size, and industry relevance when developing your scoring criteria.

Refine your content strategy 

Content is king, but only if it's relevant and valuable to your target audience. If you're attracting spammy leads, it might be time to refine your content strategy. Here are some ideas:

Create targeted content: Develop content that speaks directly to the needs and challenges of your ideal customer. This could be in the form of blog posts, whitepapers, or webinars.

Use gated content wisely: While gated content can be an effective lead generation tool, it can also attract spam if not used strategically. Ensure that your gated content is highly relevant and valuable to your target audience.

Promote your content on the right channels: Identify where your ideal customers spend their time online and focus your efforts on those platforms.

Leverage LinkedIn for lead generation 

LinkedIn is a goldmine for B2B marketers, offering a wealth of opportunities to connect with decision-makers. To make the most of LinkedIn, consider the following:

Optimise your profile: Ensure your company profile is up-to-date and showcases your expertise. Use relevant keywords to improve your visibility in search results.

Engage with your audience: Join industry groups, participate in discussions, and share valuable content to build relationships with potential leads.

Utilise LinkedIn Ads: LinkedIn Ads allow you to target specific industries, job roles, and company sizes, helping you attract more qualified leads. If you need support with that then we have these templates which can help you. 

Regularly review and refine your strategy 

Lead generation is not a set-it-and-forget-it task—nothing in marketing is. Regularly reviewing your strategy and making necessary adjustments is essential to maintaining lead quality. Analyse your data to identify patterns and trends, and be willing to adapt your approach based on what you find.

Foster a culture of feedback

As marketers, we’ve been raised to view sales teams as adversaries, but it’s time to put aside those differences. A company thrives when its departments are all in sync, and there’s a natural synergy between marketing and sales, so let it flourish. Encourage your sales team to provide feedback on lead quality. They are on the front lines and can offer valuable insights into which leads are worth pursuing and which are not. This feedback loop will help you continuously improve your lead generation efforts.

Spammy leads can be a frustrating hurdle for B2B marketers, but with the right strategies in place, you can significantly improve the quality of your leads. By understanding your target audience, optimising your lead capture forms, refining your content strategy, and leveraging platforms like LinkedIn, you'll be well on your way to generating more qualified leads. Remember, lead generation is an ongoing process, so keep refining your approach and stay open to new tactics. With persistence and the right strategies, you'll turn those spammy leads into valuable business opportunities.