Finding the right lead generation strategy can prove to be a litmus test for marketers as there’s never a one-size-fits-all approach. Think about it as a shopping exercise – after a day of picking up your favorite items from the mall, how do you place them all in your shopping bag to make sure none of them is damaged/soiled and everything reaches home safe? You prioritize by placing the biggest packages first and then making space for the smaller ones on the top or sides. Your lead generation strategy should take a similar mind-set. Here are five ways to create a winning B2B lead generation strategy:
#1 Focus on lead capture: Markers must devise innovative ways of capturing information from visitors who stumble upon their website, blog or social media posts. At a time when calls-to-action like ‘sign up’ or ‘enter email address’ are becoming obsolete as visitors are wary of sharing information, use the Facebook or Google sign-in widget. It’s easy for the customer as well as marketers to capture lead information from visitors’ social media profiles – you get greater insights into the buyer persona.
#2 Get lead magnets in place: How do you attract visitors to opt-in and hear from you again in order to effectively bridge the gap between traffic generation and lead generation? The answer lies in lead magnets – the hooks that enable value exchange between visitors and brands. Visitors provide their contact information (email addresses, profile links, phone numbers) in exchange of freebies such as webinars, podcasts, e-books, white papers, etc.
#3 Optimize your landing pages to convert right: A landing page is a crucial asset that can serve as the deal-maker or breaker for a marketing campaign. Develop dedicated landing pages for each marketing campaign that carry the same tone of voice and message as your other campaign elements such as display advertisements, banners, and social media posts. Remember, a visitor will land on the landing page by clicking on any of the above elements and if the page fails to communicate what the preceding elements in the life cycle did, you’ve lost a prospective lead right there. For instance, if your ad/social media post says “Get 50% festival bonus on purchase today”, your landing page must quickly state the same while giving more detail such as bonus terms and conditions. If the page speaks something like ‘Who We Are’ or ‘How Our Product/Solution Works’ that’s a glaring gap. If you are unsure about getting landing pages right, use a ready reckoner such as http://thelandingpagecourse.com/ to get up to speed on the best practices for creation and optimization. Or simply contact us to get the job done by experts.
#4 Get real time lead scoring to prioritize better: Marketing automation is opening up a plethora of opportunities for marketers who are willing to look deeper. Lead scoring is one such technique afforded by automation that lets you score the prospects basis their level and type of interaction with your targeted content. Being a real time process, lead scoring can determine the effectiveness of your marketing efforts while giving a clear break-up of hot, lukewarm, and cold leads – so you know where to prioritize your spend. According to Demand Gen Report’s 2016 Lead Scoring Survey, more than 86% marketers are using lead scoring as part of their demand generation strategies, though 50% of them believe their strategies need fine-tuning in view of changing market conditions.
Coming back to the shopping bag, should you fail to prioritize items in it the right way, the bag is likely to break/overflow with some of the items leaking through the gap. Same is the case with lead generation – if your strategy fails to make the mark, you are bound to encounter the ‘leaky bucket’ effect – prospects filtering out of your funnel, never to return again.