05. Everyone Wants More Leads. Almost Nobody Wants to Fix the Funnel.
“We need more leads.” It’s probably one of the most common sentences in marketing.
So the obvious answer is to generate more. More campaigns. More ads. More audiences. More budget.
Here’s the uncomfortable part:
A lead is not the result. It’s the beginning.
What happens after someone clicks?
- ▪ Do they reach a good landing page?
- ▪ Is the form simple?
- ▪ Does someone contact them quickly?
- ▪ Does the sales team know what to do with the enquiry?
- ▪ Does the offer make sense?
- ▪ Does the customer actually understand why they should choose you?
If the answers aren’t great, generating more leads doesn’t necessarily solve the problem. It can actually make it bigger. Because now you’re sending more people into a system that wasn’t ready for them.
That’s why performance marketing can’t only be about lead generation. The ad gets the attention. The funnel has to do the rest.
More leads can look impressive on a report. But what most businesses actually want is more business. And those aren’t always the same thing.