Have you ever walked into a strategy meeting only to hear your boss say, “Hey, you know what we could use right now? fewer customers."
Us neither. Without an effective strategy and lead generation campaign , your business is doomed. Filling your sales funnel is the first of your career. But, how do you propose a strategy of this type today?
In the age of targeted advertising and personalized content, B2B companies need to win the attention of their leads with strategy, insight and teamwork. Gone are cold calls and emails to purchased lists.
So here's what you need to know before launching B2B lead generation campaigns .
1- How do you define a lead?
At its core, a lead is when someone is so interested in what you're selling that they're willing to interact with you and provide their personal information. If you can get them to provide you with data about themselves that makes it easier for you to entice them to move through the sales funnel, that's a plus.
The information that they have to give you and how you obtain it is diverse, since it depends on the type of product, service or business model. For example, if you normally generate sales through your newsletter, getting their email is the best lead for you.
2- What is your main process to generate leads?
For this step of your strategy, you will need to meet with your sales team. Knowing your entire sales cycle and how it relates to the sales funnel makes it much easier to know the steps to take in the lead generation process.
Ask your sales team about their process so everyone understands how potential customers find your company and move through the funnel.
3- How much does a lead cost?
This can be difficult to estimate, especially in the B2B sector where sales cycles tend to be much longer.
Calculating the cost associated with getting a lead helps balance your marketing budget and valuable numbers like ROI . If you're really not sure where to start with the cost of your lead generation process , take a guess and start tracking data for at least a year to come up with a more accurate number.
4- Will you need to create more content?
Starting any new lead generation campaign by looking at content both online and offline should help you in the lead generation process .
It's important to prioritize and strategize before diving headlong into content creation so you don't get overwhelmed or burned out. Create the most effective content plan for your B2B lead generation campaign with these steps:
- Content audit. Key to know the content that you are already generating in your strategy.
- Ideal client. It is very important to know the content you are interested in.
- Keyword search. It uses the ideal customer and the current content as the basis for the search for keywords.
- Closed vs not closed strategy. Traditionally, there are two ways to use content to attract leads: closed and unclosed. The first refers to premium content that is blocked for the user until they put their information in a form. The second refers to content that is not hidden behind any form and does not require the user to enter their information before being able to access it.
- Grab a seat, brew a new coffee pot, and put on your thinking cap, because it's time to brainstorm content ideas! After this, you should have content planned for each part of the funnel and a strategic path ready for any uncontrolled content. You should focus on awareness content, then consideration content, and finally sales content.
5.- How will you align marketing and sales?
Before you unleash your lead generation campaign , there's one last critical step: getting in sync with your sales team. Improving lead generation can throw a traditional sales team off balance, so it's critical to have alignment meetings to get everyone on the same page.
This is mainly for the sales team to understand that with a lead generation campaign , the sales staff will no longer have to do so many cold calls.
At PGR Marketing y Tecnología we can help you launch an effective lead generation campaign.
