Lead Generation

Working with interested leads can generate traffic and produce better results which can result in conversions.  Lead generation strategies reduce the distance between businesses searching to get buyers and buyers searching to buy.

Our lead generation marketing services are focused on quality over quantity. We showcase the strengths of products of a certain value to the viewers where we provide the audience with research, PDFs, discounts, promotions, newsletters, eBooks, checklists, info graphics and videos.

We represent your brand in the best way to create a higher level of business interest in your products and services. We adopt a consistent method to put your business in the front to make it visible to your prospective clients in keeping with your brand reputation.

We take a structured approach to ensure a steady stream of new clients, which qualitatively adds to your dedicated client base. We advise on ways that will win you new business by focusing on the right potential clients.

We guide on converting your sales leads to qualified appointments, sales calls, sales figures and high ROI.

What is Lead Generation?

Lead generation is the process of attracting buyers through a marketing campaign or a contact management system that can convince the visitors about a product or service offered by the firm to encourage buying, to convert them into paying customers. There are multiple lead generation techniques adopted by firms to generate the contacts to ensure it is worth chasing.

What is a Lead?

Leads are the visitors' response. Someone who has shown interest in the firm's products or services, and has voluntarily provided certain contact information but is still not considered qualified to buy the items offered by the firm.

They are -

• The potential buyers with whom a firm has not yet done any business but have adequate reasons to believe in what they want to do, in the future.

• Someone who registered for a free trial, a webinar or product demo.

• The people who filled in the lead capturing form and voluntarily provided the contact details, or they called or sent a response to an email message or provided the email information to know more about the products or services offered by the firm.

Earlier the process involved getting a list of names where the sales representatives' would cold call the names/contact info mentioned in the list.

Nowadays, the reps make use of technically innovative techniques to generate leads based on specific criteria and information where companies collect information about the potential buyers and use tailored or customized marketing methods and sales pitches, to target prospective buyers.

They use digitalized inbound and outbound methods to get a quality response.

Successful lead generation can make the sales cycles effective and it can deliver higher success rates leading to amplified customer acquisition.

Mainly, it can be of two types -

• A marketing qualified leads refers to the one that can become a customer. It depicts a kind of interest shown by the visitor and it also shows particular interest where one could respond well to nurturing, though they may not yet be ready to buy, at the same time as they move further along the sales cycles it can be passed on to sales.

• A sales qualified lead is almost ready to make a purchase and it may have more specific questions or needs that are addressed by the sales teams. The staff must continue to nurture and provide a convincing reply to the enquiries to turn it into a sale. The later part of the cycle generally moves fast and the team need to take accurate and timely actions to avoid a loss of purchaser.

What is the lead generation process?

The process aims to get visitors to the site to get them interested in the offerings and persuading them to fill in their personal information into the registration or enquiry forms, which can create leads for list building, e-newsletter list acquisition and for sales.

Any firm determines the marketing strategies in the manner to get a higher number of quality leads where the process requires a systematic approach and a well-defined methodology, continuous testing, best practices and constant improvement in the basic modus operandi.

It is a collaborative process. There are multiple techniques adopted by a lead generation company to compel strangers to click the links and check the sites. Internet marketing is different from real-life offline marketing. The visitors may belong to a completely different social and cultural group.

It is necessary to maintain clarity and authenticity to create leads. These days' automated systems are used to gather accurate user information to boost conversion rates.

Why Lead Generation Is Important?

To make sales and take the business off the ground, one requires a lineup of sales-ready quality leads.

The lead generation strategies help to establish the interest of your target market in the products or services offered and it acts as a medium that can generate awareness related to the brand, to persuade interested customers, and make sales.

Studies find 78 per cent of the marketers struggle to get leads and more often 60 per cent find improving the lead quality has been one of the biggest challenges.

Research finds businesses with strategic lead generation practice can get 133 per cent higher sales revenue. Generation of constant leads is vital for any business that plans to thrive in the ever so competitive and chaotic market.

In the current digital situation, the success of a business is measured, in terms of, the number of user clicks and positive response / reviews on websites and the marketers need to ensure, the visitors find the content reliable and trustworthy.

Lead Generation Marketing

The process helps to provide insight into the brand, create brand awareness, bridge relationship with the users, partners and generates sales-ready leads to boost conversions.

• The outbound methods include display ads, PPC, content syndication, direct mail ads and event marketing.

• Inbound methods are content marketing, SMM, SEO, website optimization and email marketing.

Sales representatives practice mature lead generation strategies. The firms can make use of lead funnels where the system captures a large number of prospects and pushes it down the top of the funnel to the bottom end to turn it into actual paying buyers.

It is important to map it as it helps to devise strategies, build messages, create campaigns and measure the performance. The mechanics of lead funnel is considered important as it helps to optimize activities and advertise campaigns to ensure that prospects come out at the end of the funnel as actual paying customers.

What is lead generation in digital marketing?

Marketing strategies are changing as technologically advanced channels are coming up and people are now moving away from customer-driven personalized always-on marketing paradigm.

Data is becoming increasingly important for the latest trends. Earlier the sales representatives reached out to inexperienced potential buyers to introduce their products and services but now the customers have an abundance of information.

They can check about the offer on search engines, get reviews on social media, blogs and other channels and gather expert knowledge before buying.

Digitalization has helped firms in many ways -

• Modern technically advanced systems support to generate collaborative methods to nurture relationships throughout the sales cycle.

• It provides data that can be converted into valuable information. Firms can make use of the data to get qualified potential leads, which are based on demographic information and engagement.

• It helps in the generation of new leads and nurturing a relationship with the existing customers.

• The marketing team can consider specific demographic information and behaviour to qualify and score, to ensure they are ready to be passed on to sales.

What is the b2b lead generation?

According to the Content Marketing Institute, 85 per cent of B2B marketers say lead generation is a top priority, while, 44 per cent rate their efforts as neutral.

Consumers want to arm themselves with proper information before buying anything and reports find that almost 50 per cent of the buyer read between three to five pieces of copy before contacting a sales rep. Another research claims more than 65 per cent of the purchase decisions are made by the buyer before contacting the supplier.

Depending on the type of industry the different types of marketing strategies have varying results. It has been found that B2B industries are, primarily, benefited by the following methods -

• In most B2B industries organic traffic provides the best results. SEO campaigns and blog posts work as unsurpassed b2b lead generation service; in contrast, the paid advertisements are often considered expensive, in terms of, ROI.

• Certain social media networking sites like LinkedIn is appropriate as the ads get higher visibility from the C-level decision-makers of other firms who could be interested in the offers.

• One of the most popular methods used to attract buyers to the firms is eBook marketing campaigns where you figure out what content the buyers require and then adjust the budget accordingly to give the best to the visitors. A popular firm found the cost of such marketing was less by almost 70 per cent in comparison to general campaigns.

• Social media sites like Facebook can attract B2B audience and many firms use it in professional capacities.

• B2b lead generation service also involves the live chat feature where the reps deliver more than 11000 messages in a month and provide great customer experience and convert 30 per cent of the site visitors.

• Live video strategies where businesses make use of video as a marketing tool can help in generating leads. Any new product launch teasers, webinars, how-tos' and other events can be promoted through it. There are multiple channels like social sites and online platforms where one can post the videos that can be publicized to many people and it can be linked to blog content and websites to drive traffic to the business pages. The tools can provide methods to eliminate the messages from users that do not meet a specific criterion.

• There are other b2b lead generation service strategies like posting on websites that allow paying only ads like ThruPlay, where the advertisers can segment the viewers to get the lists where they can retarget the users to narrow down the lists.

Lead Generation Strategies

The Lead Generation Strategies can be based on inbound, outbound or sales & marketing alignment like -

• Inbound methods are about content creation which involves creating relevant content to draw in visitors looking to address a specific issue.

• Content promotion is how the content is made visible to customers using SEO, PPC or social media.

• The techniques used to get such users are - blogs, eBooks, videos, infographics and other publications.

• Outbound marketing is the technique which can be used to target specific opportunities to reach out to certain specific types of leads.

• Email marketing is an outbound technique where one can use content to distribute and send invitations or share news or stay in touch with the buyers.

• It also provides the content to potential leads that may not be looking out for your information / site.

• Event marketing creates an opportunity to share the brand, engage with attendees and build a personal relationship with the customers.

• Display ads can be targeted to buyers who have certain demographic traits or share common habits.

• Content syndication is another way to share content on the third party website to draw additional attention to your brand.

Lead Generation Software

AeroLeads, Acquire, Proprofs Chat, ContactOut and Klenty are some popular software that can be used to get search credits. It can provide access to an intelligence database of over a billion email addresses and automated email campaigns.

It is advised to get such software that is backed by local privacy rules and provides the most authentic user information. Also, there are various methods used to measure the outcome based on quantity and it can be tracked, monitored and ranked using certain metrics and scoring.

• The Click Through Rate (or CTR percentage) gets the total number of clicks which is divided by the number of page views and it can determine the success of a call to action.

• Time to Conversion is method is used to determine how long it takes to convert a lead into a paying customer.

• ROI can be calculated to identify the benefit from total expenses made on the campaign.

• The marketing qualified leads can be used to get scores.

• Cost per MQL can be used to calculate the money spent on each lead before they become customers to maximize results while minimizing costs.

How to generate leads?

The components of the lead generation campaign are -

• The Landing Page serves an entry point to the visitors and provides a point where the visitors click on the banner of the ads or the social media links.

• The firm should have brand-focused images, logos, pictures and a clutter-free website to attract new buyers.

• Short landing pages or home page, where one eliminates the pop-ups helps in fast downloading.

• One should use powerful headlines to get a call to action and make it action-oriented.

• A lead capture form can help to gather user data. The form contains a series of fields to gain information from the users in exchange for an offer. One should include a privacy statement to assure the visitors that their information will not be shared with a third party or misused in any manner. Form filling or the registration process should be simple and should be concluded in two to three steps.

• The next step is to send an offer in exchange for the personal information given by the visitor.

Lead generation techniques used to get a positive response -

• The website can make a limited offer or give a discount to the first time user.

• Customer testimonials can be sent to provide social proof and recommendations.

• Ensure you deliver the promised and get user response to identify the experience.

• Call to action image, or a button or a message on a site can be made.

What does a lead generation specialist do?

A lead generation specialist ensures the information gathered from the prospective customer is passed to the sale and marketing teams to conduct the firmographic requirement that is required to conduct a sale call.

The roles of a lead generation specialist includes the following -

• The person may have to work in the field of enterprise content management, business intelligence, cybersecurity, big data, networking and telecommunication.

• They take care of the legal aspects and method of cold calling where they need to adopt appropriate strategies.

• The specialist has an important role in the lead flow process where they need to accomplish integrated and collaborated follow ups through phone calls or emails, and they need to prepare the reports based on the follow up calls.

• The main aim of the lead generation specialist is to schedule a meeting with the client and not be too aggressive, while, approaching the customer.

• If the calls are not scripted it is advised to use a general framework, or guidelines to initiate conversation.

• A firm can adopt an in house dedicated team to handle the process. The specialist can research to meet the aforementioned requirement and engage to qualify it for sales.

• Normally, the lead generation executives may make 80 to 100 calls in a day but certain outsourced providers may handle thousands of calls.

• Hiring a lead generation agency can offer a cost-effective method where the team of executives verifies the user information, identify the qualifying leads and then conduct data verification through software to set appointments with the sales team.

What is lead generation in email marketing?

Even after the emergence of innovative methods, email remains one of the most cost-effective and valuable lead generation techniques. In a B2B campaign, automated systems can be used to track and deliver the required emails to a specific type of buyers or to handle a distinct interest area.

It is necessary to pay attention to use the proper subject line, imagery and ensure social integration to share the content in the best possible manner. One should be able to advertise the CTA by using words like download, attend, or register to get a positive response from the user.

How do you get lead generation campaign?

To run such a campaign successfully, you need to adopt the following steps -

• The first step is to plan the campaign where you analyze the current requirements, set goals and develop buyer personas. One can ask the buyer questions to know their needs and it will help to find new ideas to develop content or highlight certain points in the plan.

• The second step is to create offers, messages, content and communication that a customer cannot resist. One must focus on creating a plan to ensure the visitors turn into new clients.

• In the third step is the distribution of the marketing material through various channels and media platforms.

• The fourth stage is to capture the traffic to convert it into a lead to get a call to action.

• The fifth stage is to analyze the response to see what is working and what is not working, which can help in designing future strategies.

• The last stage is conversion where one persuades the buyers to the point of sales.

Since all the visitors who come to the website or landing page do not intend to spend on the products or services offered by your business, you need to use best practices to move the leads through the funnel.