Results vs. Mistakes

Testing is not about correcting or avoiding mistakes. In my opinion, there are no mistakes in testing lead-generation tactics. The point of testing is to determine which tactics work best for your company in a primary or secondary capacity. Some tactics may not be right for your company, your industry, or your type of customer. If a tactic fails to produce the kinds or number of leads you need, or if it is not cost-effective enough to be worth using, don’t consider your testing of that tactic to be a mistake. In fact, it’s good news! Now you don’t have to waste money on a tactic that doesn’t produce the desired results, and you have one less tactic to worry about, spend money on, and coordinate.

Testing a tactic provides a great learning experience, and serves as an important data point as you go on to test other tactics. Provided you test properly, your results tell you that you should leave that tactic alone for the time being, or use it less often than other, more successful tactics.