Today’s article on PlayBlog explores the world of lead generation – a technique that allows a company to generate new contacts (leads) that can turn into new customers. Today, thanks to the support of an article published on amaboston.org, we show you 3 tips for a B2B lead generation strategy.
The goal of anyone who has a company is to find new contacts to turn into customers. As for the world of B2B, lead generation consists of 3 fundamental phases : attracting the right contacts, activating communication with them and taking them through the channel that ends with the sale. Here are 3 useful tips to make new leads and reach your ultimate goal: an increase in income.
1 Step: Attract the right people to your landing page or website
If getting anyone’s attention is relatively simple, it’s harder to turn that anyone into a lead. To hope to attract good leads, you need to:
Know who you are talking to: A lot of work is needed (supported by the sales and marketing department) to identify the leads that seem the best to contact. A counterpart that is genuinely interested in what you sell is undoubtedly easier to engage and retain than a cold and disinterested audience. Then identify your audience and work with them.
Reach your target where it is: To get your leads to care about you, you need to find them in their “comfort zone”. That’s where they want to be reached. If your customers spend time on Twitter or Linkedin, for example, it is on these platforms that you need to focus your efforts to increase visibility. In general, the more channels you use, the greater the chances of success. Not sure how to move? Ask your customers which communication channels they use and prefer. Based on the answers, act accordingly. Remember, however, to periodically analyze the data to observe any changes in consumer habits.
Capture attention by engaging with the interests of lead:. After “hooking” interesting contacts, you need to be able to keep them and bring them to your website or landing page. To do this, you need to cultivate the same interests as your leads and offer them useful solutions, which they will remember over time. Try offering free trials, free materials, demos. Take multiple attempts to figure out what’s best for your business and your leads.
Step 2: optimize landing pages or website pages for conversion
Once you have attracted customers to your website, you need to try to convert. Typically, free content, a demo, a trial version, a meeting or a consulting call is offered in exchange for the customer’s information. Here’s what you can do to increase your chances of converting:
Identifies the origin of visitors to the site: Thanks to dedicated landing page programs, you should know through which channel your visitors arrived on the site. Use the landing pages to create a coherent experience – this will make those who have ended up on your site want to stay there.
Eliminate distractions and what’s wrong with your site: Your site must be well maintained and intelligently structured. Visitors will not want to spend too much time on the site, lost in messages and windows that open. Getting to the page and leaving your details must be fast and simple. Be objective and try to eliminate distractions and barriers placed in front of the lens (a design with too many images / messages or too many links to click on).
Ask for personal information wisely: Usually the request for information is commensurate with what is given in exchange: the higher the offer, the more detailed the information will be. Progressively profiling contacts is an intelligent and welcome solution. You might also think about having non-standard forms filled out, such as pop-up forms.
Step3: get the most out of leads
The leads you get must be of quality, since the goal is to convert their interest into a sale. Here is the most challenging part of the process. How to get the most out of your leads?
Prioritize: Among the selected leads, there are sure to be some that are higher priority than others. Those that you will need to take care of the most are those that seem really interested in your product / service; others, perhaps, will be ready at another time. How to recognize an interested lead? There are several ways to score it – talk to your sales team and come up with a strategy.
Implement a follow-up strategy: Follow-up is useful for all leads – both the hottest ones and those who haven’t shown an immediate interest in what you sell. In short, all the leads you have selected because they are interesting for a contact must be followed up, even if diversified.
Track the results to the end: Thanks to software and marketing and automation tools, you are able to follow all the phases of lead generation. It is crucial to understand, at the end of the process, which and how many leads are generating revenue, as well as conversion rates. It doesn’t matter if you failed to convert all the leads you identified – time to time, you will. It is important to monitor everything and change what is not correct to improve.
What do you think of this article? Do you know the potential of lead generation? If you want to know more, visit our section dedicated to Demand Generation, we will be happy to arrange a free call with you!
