Effective Lead Generation Strategies
Sales and marketing have to be in sync as far as lead management is concerned. The effort put in by these two
departments determines the success of a business to a certain extent. Leads are provided by marketing and also from
other sources, however it depends on the capability of the salesperson to respond to the needs of the lead, move
them through the sales process and convert them into customers.
Most of the time sales executives’ device their own processes and eventually the process of managing leads gets
lost in the shuffle when managing relationships and other sales concerns. Leads are crucial links to any prospective
sale but converting these leads to sales and enforcing a stable lead management process is what ensures success in a
Lead Generation can be quite intimidating, if businesses are not equipped with the right tools. Looking for prospects
is one of the most important parts in the sales lifecycle for any organization. If the prospect is not engaged at the
right time and in the right way, by the time you wake up they could be lost to your rivals.
There are several ways that a good lead management system can help you maximize the return from your lead
generation while ensuring that you don't exceed your costs and targeted budget.
There are many marketing automation solutions that are there to help sales and marketing teams understand buying
patterns of customers and the changing market dynamics. These solutions also pave the way for successful lead
An enterprise could benefit greatly from lead generation software that can help track the unidentified visitors
and also point out their intent for visiting your site. This enables enterprises to chalk out more thoughtful sales
Tips to Lead Generation
● Know your Competitor - For an effective lead generation campaign to succeed, you need to know the
needs of your prospective leads. The best way to go about is to get feedback and reviews from customers,
who have used the product/service before. Apart from this online poll, surveys, focus groups and forums
are other ways of understanding what the prospects’ need. Getting to know what your competitor has to
offer and what is it that is different from the product/ service that you are offering can help in comparing,
assessing and improving your products/services.
● Formulating an effective Campaign - An advertising campaign should be geared to your niche market
and for each campaign different key performance indicators (KPI) need to be evaluated. Once you have
the campaign in place and the target audience has been identified, a clear perspective of the product
offered, its benefits, etc has to be provided. If the prospect shows interest businesses can leverage online
opportunities such as blogs and article sites to communicate with prospective leads. Sharing success stories
and case studies are two other effective lead generation techniques.
● Lead Nurturing - Prospects need to be continuously nurtured with informative email messages and
newsletters till they are ready to buy. This would involve sending out relevant, interesting information,
whitepapers, case studies etc, to keep prospects engaged. This can help build an effective relationship with
● An Effective Enquiry Portal – Your website should have all the relevant information about your
product. Apart from that it should have relevant forms for enquiry. These forms should be easy to fill and
should not have too many questions. Lengthy forms are time-consuming and can put-off prospects.
If you haven't already explored lead generation as a part of marketing automation & sales strategy, it's time to start
using it and improve you bottom-line.
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