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Thursday, 04 April 2019 07:15

5 Ways To Start Your Lead Generation Program the Right Way

Whether you run an eCommerce store or you want to get more subscribers to promote your digital products, lead generation is critical for the success of your business.

No business without leads will last for long. According to the Content Marketing Institute, “85% of B2B marketers see lead generation as their most important content marketing goal.”

However, it can be difficult knowing how to properly attract and nurture leads.

That’s why a lot of businesses lose profitable leads in certain stages due to lack of proper handling from the first action of potential customers regarding their offer.

The methods your business utilizes in lead generation must be effective to stop leads from leaving from their first response through the final sale, they must be nurtured properly from the initial sign of interest.

Basically, a lead generation that’s done right must be able to effectively educate web users about your brand's offers in order to trigger profitable responses from users for your business.

What’s a Lead Generation Program?

Imagine being able to know what your leads do before and after you capture them? This is what a lead generation program does for you.

A lead generation program enables you to know who your lead is, what websites they previously visited when they check your pricing or view an offer, and all these are revealed right from the moment they are captured.

Lead Generation Program

It allows you to be able to follow up immediately on your captured leads.

In addition, a lead generation program offers powerful analytics, to show you what's working and what isn't -- such as best traffic sources or contents pulling in quality conversions etc.,

Below are 5 effective ways to make your lead generation program worth it:

1. Acquire Leads

According to a recent study, 66% of organizational goals are related to lead generation with 68% relating to customer acquisition.

Content Marketing Organization

The process of acquiring leads deals with capturing, modifying, filtering and delivering leads to various systems you have in place.

The goal is to ensure that top quality leads make it through to the equivalent conversion process while filtering out these that do not satisfy your criteria.

This is how to acquire profitable leads; you must put in place a system that guides consumers to their appropriate process of conversion.

2. Nurture Existing Leads

Nurturing your existing leads is a vital aspect of any lead generation program, as only 27% of B2B leads are ready to make a purchase at initial generation.

Hence, in order to capitalize on the remaining 73% nurturing must be done. However, 65% of B2B marketers do not run lead nurturing campaigns. Being consistent with your lead nurturing programs can yield more inquiries, according to  Erang Cheung, Revenue Performance Analytics, Oracle.

Graphic

Lead nurturing goes beyond putting pressure on consumers to make a purchase, you must understand the marketing funnel. This is so you do not lose existing leads to competitors.

Also, it ensures you take advantage of your lead database and convert it into trusting customers.

Keep in mind, that when nurturing leads especially through emails, it must not appear promotional. A recent study showed that by using a single call-to-action in an email, you would increase click-throughs by 371% and guess what? Sales by 1617%

Take for example Framebridge, in their nurturing emails they teach a user a relevant skill and then in exchange for that they ask the user to read the guide. What's more, they use a single call-to-action "Educate Me"

Educate Me

Simply, monitor and analyze your consumer's behavior, and search intent, after you have done this, target each customer based on their specific wants.

This can easily turn leads into loyal clients because you create a bond that shows them you are the right fit for their needs.

Nurturing existing leads can be ineffective if you don't do it the right way, but if you invest your time into your campaigns you should be able to drive more customer conversions to your business.

3. Score Each Lead

It isn't possible to properly identify your leads without scoring them. Lead scoring deals with assigning values, most times numerical " points" to every lead generated for your business.

You can score all your leads based on numerous attributes, including the data you've gathered from their submissions and their engagement with your brand and around the web. You want to be able to make strategic decisions. [source]

Scoring System

The values range from 1-100 and you can assign a number to each customer in relation to their compatibility with your product. Various lead scoring models exist such as demographic information, spam detection, email click-through, consumer behavior on your website, social engagement, etc.

Without this process, you won't be able to prioritize leads and respond to them appropriately.

You may end up focusing on leads that aren't interested in making a purchase anytime soon while ignoring leads ready to buy right now.

4. Pass Along Leads to Sales

There isn't a one-size-fits-all moment to know when the right time to pass along leads to sales is because it is based on individual responses.

However, after your lead nurturing process and scoring, you would have gotten an idea on the sale readiness of each client. You can use buyer context to make the process easier.

Leads to Sales

A client actively responding to your email promotion with a high lead score in behavior on your website shows that such a customer is ready for you to make the sales pitch.

Nevertheless, ensure that your leads have been properly nurtured before passing them to sales.

5. Evaluate the Lead Generation Process

The evaluation of your lead generation process from the moment you attract the lead to delighting them is a continuous one before the final distribution to sales. Customer behavior must be closely monitored to ensure that they have not lost interest in your offer.

Lead Generation Process

Source: BtoC

For a lead to be qualified you must successfully analyze the consumer's interaction with your brand from the first capture.

How to Automate the Entire Lead Generation Process:

1. Marketing Automation and CRM Integration

In order to set your lead generation process in place and execute it effectively, you would need marketing automation and CRM integration.

As a matter of fact, SessionCam states that 89% of users have their marketing automation integrated with CRM because it ensures easy data management and effective lead generation process handling.

The best tools to use for automation must be easy to use and have all round usability in all aspects of marketing such as content creation and delivery, email marketing, lead scoring, lead segmentation, bidirectional lead data transfer, lead conversion, lead nurturing and enterprise application integrations etc.

The purpose of CRM automating is to enable you to build a better relationship with customers.

For example, marketing automation will enhance the consistency of messaging to leads, which, in turn, ensures quality communication between you and your buyers (old or new).

2. Lead Segmentation

Your business will often attract different types of customers. But you may wonder why a company or marketer chooses to sell to a specific group of customers.

This is due to segmentation, in order to nurture clients you need to know which ones require nurturing in the first place.

So once you've defined your primary customer type, then you must segment them into various groups based on their historical data, or whichever benchmark you want.

Lead Segmentation Analysis

The lead generation process can be automated by categorizing leads into segments by using various criteria like ones used in the lead nurturing or scoring stage.

For example, if certain leads are responsive to emails you can set up automated emails to nurture such leads till they are ready to be passed along to sales.

Various email marketing tools like Hubspot marketing, Taximail, MailChimp can help you achieve automation with lead segmentation.

3. Analytics and Reporting

Google analytics is a powerful tool in assisting you in the monitoring and analytics of c behavior, demographics, device performance of customers as well as sales reports.

It allows you to see what a particular customer is interested in by his/her behavior on your site.

For example, concerning landing pages, Google analytics shows you traffic and conversions on the page. In the screenshot below you can see how to access your landing page report.

Landing Pages

Now, this is extremely vital, because you can tell the performance of each page and try to replicate the results on other pages. Besides these, there are more advanced features of Google analytics to help automate your marketing process.

Using such tools you can easily place the get the lead score of a lead using the online behavior model.

Conclusion

No business can succeed without proper acquisition and handling of leads. It's one thing to attract leads; it's another thing entirely to handle them effectively till they qualify for sales.

If you’re looking for a San Diego lead generation agency, Bloominari can help you. Get in touch today.

As your lead generation process runs, ensure that you experiment in the offers you send to customers, the call-to-actions within the emails you send, and the subject lines.

There is always room for improvement. Make sure you take full advantage of experimentation. Remember that in every aspect of communication to customers you must send quality content first and not sales pitches.

In order to know the appropriate content of a communication, you must adhere to the lead segmentation process, which will reveal to you the appeal of a particular audience segment.

This will help you move potential buyers closer to the sales funnel and purchase stage.

Following the steps above, you should be able to make your lead generation process pretty easier. Also, you’ll achieve your set goals of generating sales-ready leads and customers.

marketing lead generation

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Jaime Nacach

Marketing Strategist

I love helping small businesses with their digital marketing and business strategy. I'm a young man with a passion in entrepreneurship and international experience in business development, marketing, sales, and web/graphic design. 

Find me on: Team Page | LinkedIn | Google+Personal Website

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