Our lead-gen strategy is bleeding cash. Do these to minimise it

TO: Lead-Generation Team

FROM: Azleen Abdul Rahim, CMO

SUBJECT: Our lead-gen strategy is bleeding cash. Do these to minimise it.

Good day everyone,

Azleen here. Last week, I emailed a memo about our retention problem. The team is taking care of it now. Today, it's about the challenge we're facing with lead generation.

I studied the lead-gen numbers in the KPI Dashboard. They are unacceptable. We poured a decent amount of money into social media and Google Ads, yet the results are nowhere near the amount we invested. In parallel, the email outreach effort we put in for the last 30 days, the lead quality is currently below my expectations as well.

To be blunt, the output does not tally with the spend. The ROI isn't there. Period. There's no issue with the strategy, and there's no issue with the tactics. But the outcome is below par. Something is not right here at the execution stage.

To avoid wasting more time, I want an urgent overhaul of our copywriting, creative and targeting parameters immediately. If you think those static images we’ve been leaning on aren't working, just replace them with high-impact videos. Short or long videos, it's your call. But A/B Test them first. If you think the copywriting inside those assets is soft, unimpactful and doesn't make any sense or is not resonant enough to the target audience, sharpen them up. If the long-form article's context doesn't resonate with the pain points, they shouldn't be published. If the persuasive or the encouragement is too salesy or too pushy, consider keeping them subtle. Everything here is a matter of choosing the right set of words when you are crafting your sentences. Use AI to sharpen them if you must.

The data in the KPI Dashboard is telling me that our targeting is clearly off. We are reaching people, yes, but we aren't reaching the right people. Perhaps, it could be the length of your posts, the copywriting you crafted and the articles you wrote, too. They might be boring and too wordy. No one likes fluffy writing nowadays.

And your strategy, encouraging DMs, is a massive waste of energy. It’s messy and attracts low-intent noise. Change the call-to-action from DMs to online forms. I want every lead filtered. If they aren't willing to answer high-intent questions, I don't want them in our database. We are here to solve problems for serious companies, not collect random DMs.

Redo some of the tactical executions above first. Let's run through early next week via a discussion to refine them further. All I want is to get rid of the lead-gen leaks and start producing real numbers for us to convert into paid customers. No real ROI numbers, in terms of lead generation, there will be no business growth for the company. Remember that.

You have 4 days to work on these. Let's meet on Friday. I'll send the calendar invitation later today. And please, get me involved if you need help. Just text or drop by my office. I'm always available.

Azleen

P.S. Thanks for reading. If you want a functional marketing team that produces results, we can help you build it. Let's talk.