In the past, consumers decided to buy a product based on the information that came directly from the manufacturer. Either through the distributor's catalogs or the sales representatives themselves. On the other hand, with the irruption of the internet and search engines this changed. Little by little, brands begin to lose control of the information that users receive and they have the ability to search on their own for the product or service they want to buy.
In this scenario, many B2B companies are becoming interested in the new ways that the digital channel presents to reach customers: Google Ads (formerly Google Adwords), social networks , etc. And this is where they discover Inbound Marketing , a form of marketing that fits with their traditional way of selling. Thanks to Inbound Marketing, companies can gradually educate consumers and generate leads .
With a lead generation strategy through Inbound Marketing, B2B companies can continue opting for the sales strategy of a lifetime, but with a base of potential customers who are interested in the product or service they are marketing. This saves time and resources by targeting those who actually have a high probability of becoming a customer.
Inbound Marketing, ally of the lead generation
Inbound Marketing has proven to be a powerful tool for generating quality leads . This methodology is based on attracting potential customers by providing them with relevant and valuable content. By offering useful information and solving their problems, B2B companies can capture the attention of their target audience and convert them into qualified leads.
In addition, this strategy allows companies to measure and evaluate the effectiveness of their marketing strategy more accurately. By using tracking and analytics tools, they can gain valuable insight into how prospects are engaging with their content, what actions they are taking, and how they are progressing through the sales funnel. This information allows for continuous adjustments and improvements, thus optimizing results and maximizing return on investment.
Lead generation, the key to sales in the new digital environment
The main advantage of the lead generation process is that, to a large extent, it is an automated and scalable process. Companies implement various strategies, such as Inbound Marketing, to generate visits to their web pages. Through the creation and promotion of relevant and valuable content, as well as the use of SEO (search engine optimization) tactics , social networks and online advertising, they manage to attract a constant flow of visitors interested in what they offer.
Once these visitors arrive on the pages, different mechanisms are implemented to convert them into registered leads. This is achieved through contact forms, newsletter subscriptions or downloads of exclusive content, where visitors provide their contact information in exchange for something of value. These lead records are the first step in the lead generation process , as the company now has the ability to communicate directly with them.
But, not all lead registrations are the same, and this is where the lead generation process becomes even more powerful. By implementing lead qualification strategies, companies can identify potential customers who have the highest potential to become actual customers: qualified customers. These, also known as Marketing Qualified Leads (MQL) , are those who demonstrate a higher level of interest and commitment to the company. They may have interacted more with the content, displayed a higher level of purchase intent, or met certain criteria predefined by the company.
After the lead generation process , companies have a potential customer base that is highly valuable to the sales department. At this point, sales professionals will be in charge of working on each lead to make them become Sales Qualified Leads . This is where customers and evangelizers will be obtained, those customers so convinced of the product or service that they spread the benefits of it to their friends and family.
At PGR Marketing & Tecnología we have expert consultants who can help you draw up an effective lead generation strategy.
