Optimizing the Lead Generation Process

One of the core components of an effective marketing strategy is the lead generation process. The lead generation procedure involves a plethora of marketing activities that are designed to attract prospective customers to your offering and convert them. Whether you’re a B2B company or a B2C company, generating an adequate number of leads is vital for your business. 

Lead generation forms the basis of all other marketing activities. While marketing activities can have different goals like building brand reputation, creating engagements, educating customers, etc, lead generation is the most common. As a result, the marketing strategy and the lead generation strategy go hand-in-hand. 

To ensure a healthy sales pipeline, you need to optimize your lead generation process. Here are a few tips that will help you:

Research

Research

The 1st step to generating a higher number of leads is research. You need to conduct in-depth research of your customers, market, and competitors. Understanding your customers is crucial as it can help you to come up with more and more unique and personalized marketing campaigns. Before you begin with your lead generation marketing, you need to create a buyer persona. Your buyer persona should reflect factors like the average audience age and gender, demographic factors, their online behaviour, interests, and likes, etc. All these criteria are very important in designing marketing campaigns that boost clicks and conversions. A competitor analysis can also help you by giving you insights with regards to what your competitors are doing, how well they are performing, and where they are lagging.

Sales Funnel

Sales Funnel

What is a sales funnel? A sales funnel can be defined as the series of steps that prospects have to take to convert from leads to customers. Having a robust sales funnel is crucial for lead generation. There are 4 stages of a sales funnel – awareness, consideration, decision, and action (AIDA). Marketers need to pay careful attention to all these different stages, focusing on developing relevant marketing communication and assigning team members to handle the different stages. If the marketing communication does not match the stage of the sales funnel, leads will fall out of the funnel. The goal is to gently prompt the prospective customer to go through all the different stages until they reach the end of the funnel. If you are confused about how to proceed, a lead management system can help you create an effective sales funnel, come up with relevant content for each stage and convert more leads.

Lead Scoring

Lead Scoring

What is lead scoring? Lead scoring is nothing but identifying all the leads in your pipeline and ranking them based on the probability of conversion. Leads are ranked and scored based on several factors, like past purchases, income, online behavior, probability of converting, and more. Lead scoring is important as it helps marketers prioritize between the leads entering the sales pipeline. Not all your leads will convert. As such, spending equal time on all your leads is a massive waste of time. To enhance the sales lead generation process, marketers need to focus on converting the leads that are ready to convert, also known as hot leads. By targeting marketing campaigns towards these prospective leads, marketers have higher chances of increasing sales figures. 

Personalized Communication

Personalized Communication

 

In today’s competitive business world, nothing is as important as in-depth personalization. Marketers need to stop viewing customers as ‘leads’ and start viewing them as ‘people’. As mentioned above, marketers need to spend an extensive amount of time researching customers and creating buyer personas. This is the 1st step to personalizing your interactions with customers. When we talk about personalization, we don’t just mean mentioning the name of the customer. It goes much deeper. Your marketing campaigns and communication should be customized to such an extent that they provide unique value to individual customers. For example, if you own an eCommerce company similar to Amazon, and a woman checks out baby bottles and formula on your site, you can assume that she is a new mother and send her offers and discounts on baby products. By showing customers what they need rather than what you want to sell, you boost sales conversions.

Lead Magnets

Lead Magnets

What are lead magnets? A lead magnet is any kind of benefit or incentive that marketers offer to prospective customers to prompt them to submit their information and enter the sales funnel. Lead magnets are an important component of your lead generation process. These free offerings provide an added benefit to customers, something that they do not have to pay for. There are different types of lead magnets like eBooks, checklists, guides, reports, videos, and more. Usually downloadable, these magnets should provide some value to customers. For example, if you own a digital marketing blog, you can offer a downloadable SEO checklist as a lead magnet. These magnets are a source of customer delight as they offer value for free. This, in turn, motivates prospects to move more quickly through the sales pipeline.

Analytics

Analytics

Just like all other marketing activities, your lead generation marketing activities must also be analyzed and measured. Reviewing the performance and results of your marketing campaigns is crucial. This ensures that your marketing activities are generating the desired results, with respect to leads, engagements, and conversions. You need to have proper reporting metrics and benchmarks in place that can help you measure marketing performance. Start assessing things like how many marketing-qualified leads are coming in, how many leads are converting, which channels are bringing in high-quality leads, which campaigns are surpassing performance benchmarks etc. By analyzing such data, you can find out the areas where you are lagging and make the necessary changes. 

Having a healthy sales pipeline is an important concern for all companies. Optimizing the sales lead generation process can help marketers attract high-quality leads in greater numbers. Whether you are a marketer, salesperson or business owner, one of your major goals would be to get good leads that convert. By incorporating the above points into your marketing strategy, you can enhance your lead generation activities and attract multiple marketing and sales-qualified leads.

Talisma’s lead management system can help you in optimizing your lead generation process, overcome conversion challenges, and build a robust sales pipeline. Get in touch with us to know more.

 

2020-09-04T04:18:05-05:00

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