Winning Strategies for Lead Generation
Inside sales teams were a frustrated lot, earlier. This is because they constantly had to deal with dead end calls as
they worked with incomplete lead contact information. Marketing automation tools have made this process
simpler by capturing qualified leads visiting the website. By tracking down leads that show buying interest, teams
could generate faster sales and develop a more targeted responses to those browsing the website.
When leads are generated using lead intelligence, they have a significantly higher conversion success rate than
cold contacts. When lead website activity is tracked, they can be scored based on the profile set by the marketer.
This way, marketers can pre-qualify their leads, and pass them on to sales teams when they deem fit. A robust
lead generation system combined with some smart marketing techniques will aid marketers in closing deals faster.
Email marketing is the most widely used B2B marketing technique that is used to connect with prospects. It can be
used to send personalized and targeted messages for lead generation and lead nurturing purposes. Marketers can
choose to email exciting offers, propositions, events, newsletters, etc. Analyst reports, survey results or website
metrics are always a good draw with prospects. So, sharing these reports through email will aid in increasing click
through rates for landing pages.
Marketing collaterals like newsletters and articles are an effective way to touch base with subscribed prospects.
When prospect is in the awareness stage, he will be actively looking for information about related products and
solutions. So, well-written and researched articles/whitepapers/case studies/success stories can help to engage
him on a regular basis.
Marketers need to follow up on all leads that have shown interest in the product, irrespective of their buying
stages. With the help of marketing automation systems, marketers need to install a regular follow-up system on all
leads and customers to ensure they remain warm. Integrating their own CRM system with marketing automation
software will help to automatically nurture these leads.
Display Customer Success
The company website has to project the product’s benefits and the customers who have benefited from it.
Customer success stories or case studies are widely read by prospects in the considering state. Therefore, it is
important to have a testimonial column on websites which displays the customer success stories as well.
Using automated tools, marketers can build a pipeline of qualified leads in the marketing funnel (who will be
nurtured through email marketing), track visitor intent in real time, shorten sales cycles and boost revenue, and
align marketing and sales goals.
Also read more on - Lead Scoring Model, Search Engine Optimization Tools