When collecting lead intelligence, it is important to focus on areas that will improve the success of outreach, and therefore result in greater ROI from campaigns.
1. ICP, messaging, and pain points
Regularly assessing lead intelligence should be supported by evaluating the accuracy of your Ideal Client Profiles and buyer personas to determine if:
a) You are targeting who you initially envisioned
b) The right fit for your solutions is not who you expected
In both scenarios, the process of reevaluating your ICP can help identify if new pain points should be emphasized in your marketing and sales messaging.
2. Lead scoring, the sales funnel, and the buyer’s journey
Lead intelligence determines how you motivate buyers to progress through their journey, as well as when to deploy touchpoints to encourage conversions and adequately build brand interest in your offerings.
This means, post-campaign, there is the opportunity to revisit your lead scoring and sales funnel in order to identify where leads drop interest, and where more nurturing is required to drive campaign objectives.
3. Content strategy and creation
The goal of content marketing is to inform audiences on topics of interest and address knowledge gaps and objections, while also driving brand awareness. This makes revisiting your content strategy to evaluate its relevance to your leads a priority.
Depending on performance and other data points, check content plans for necessary edits. This could include the need to cover new topics, themes, or pain points to drive the effectiveness of your content.