The lead generation is an essential step for any business that wants to expand its sales. It consists in particular in generating commercial contacts and then transforming them into customers. To do this, the company must begin by making itself known to its potential customers. Generating leads therefore amounts to optimizing the visibility of the company in order to attract targets. Different techniques are available to it to boost its visibility and carry out lead generation actions.
Integrate inbound marketing into your lead generation strategy
The inbound marketing is an effective technique to generate qualified leads in an environment where clients are hyper connected. The basis of the inbound marketing strategy is to attract customers to you by optimizing the visibility of the company with them. To do this, this strategy is based on two essential points:
- The content strategy
- The conversion strategy
To be able to generate leads through the inbound marketing strategy, you have to start by producing quality content. Initially, this content will be used to attract visitors. It is also this content that converts these visitors into leads. In order to achieve these two objectives through content, the latter must correspond to the needs and expectations of the targets. The buyer persona method is often used to produce impactful content. It consists of developing a typical profile of the main targets in order to know their needs and thus produce attractive content.
Useful, value-added content is what helps attract and convert visitors into qualified leads.
Attracting targets to you is the first step in lead generation. In order for them to become qualified leads, these visitors must demonstrate an interest in the business. This translates into actions like downloading a white paper or signing up for the newsletter. By performing one of these actions, a simple visitor arrives at the lead stage.
What is lead generation?
The expression “lead generation” is an Anglicism that comes from “lead generation”, which could be translated as “lead detection”. Lead generation, or “lead gen” as the marketing pros say, therefore brings together all the techniques that make it possible to multiply the good leads, or potentially qualified contacts: it makes it possible to capture contacts that have already shown signs of interest.
In a marketing campaign, insurance lead generation Singapore is therefore a first step in winning new prospects. Potentially qualified but not yet a prospect as such, the lead has already transmitted information that allows us to know his degrees of qualification, and to adapt the response or the actions that should follow. In a business, lead generation is the property of the Marketing department, often evaluated by management on the volume of leads generated. The Commercial department will be judged on a sales volume, or the transformation of leads into customers. In the customer process, lead generation feeds salespeople with prospects.
When successful, a lead generation campaign brings many benefits.
It gives more efficiency to the whole commercial part. Salespeople save time on prospecting to focus their time and energy on qualified contacts. It allows the sales cycle to be reduced: the contact having already expressed his interest, the phase of pedagogy and information on the product or service is already greatly reduced, for the seller. The lead generation also gives many more opportunities, and more input leads causes more quotes signed output.
It also induces a better strategic organization: we can predict the number of leads generated based on the history, and thus anticipate the repercussions on each position, for a more fluid internal organization.
It is indeed essential to know how the leads will be managed, once received, and to prepare the commercial part: when fishing there is no point in hooking the fish if you do not know how to get it back and then catch it! Sales teams must therefore be trained in products and services before they are promoted by a campaign. They must be able to value all the leads that will be generated.
Once again, content plays a key role. It must be said that a visitor will only share personal information in exchange for relevant content. Apart from the content, it is also important to have a conversion strategy to facilitate the conversion of a simple visitor into a qualified lead. Correctly positioning call-to-action buttons and taking care of landing pages are ways of optimizing the conversion rate.
Fuel your sales leads with outbound marketing
It is characterized by an outbound marketing strategy. This involves reaching out to prospects with a view to presenting the company’s offers to them and winning them over. Trade shows, e-mailing or telephone prospecting are part of this strategy.
The Marketing Outbound can be used to optimize the visibility of the company. This strategy also stands out for its speed. Thus, outbound marketing, through techniques such as prospecting by telephone or e-mailing, makes it possible to quickly generate qualified leads and increase commercial contacts. Since it is up to the company to take the first step, it can get in touch with the targets and get an idea of their position in relation to the offers.
The marketing outbound therefore has the advantage of direct contact with the target without having to wait for their decisions to take the plunge. Depending on the reactions of the targets, it is possible to qualify them and know what actions to take to get them converted.
Inbound marketing to generate leads
It is also possible to use inbound marketing as a complement to the outbound marketing strategy. In this case, inbound marketing will be used to generate commercial contacts and the marketing out bound to nurture them to facilitate conversion. Preceding outbound marketing with an inbound marketing approach is also a solution for running a targeted campaign. Depending on the content that interests the targets and their behavior on the Web, it is possible to develop personalized messages during contacts by e-mail or by telephone.
To conclude, inbound marketing is an adequate strategy to adapt to customer behavior and generate leads. However, using the outbound marketing strategy is useful to facilitate the conversion of sales leads into prospects / customers. The idea is therefore to find a way to combine them intelligently. The lead generation for Industry, Building and Health is one of our traditional businesses. On the same subject, discover the lead generation checklist or contact one of our Lead Managers to learn more about the subject.
Generating contact requests is a crucial issue for a company: its performance depends directly on it. This is an increasingly important challenge to take into account in your Marketing strategy: in a purchasing journey, 90% of decision-makers never answer cold calls, that is to say without any prior sign of interest, and salespeople still need qualified contacts to be efficient and achieve more of sale.
