“Lead marketing” (Lead Generation) has gained more opportunities to hear due to the recent penetration of marketing automation. The mail delivery system that we provide is also a much-related concept. This article explains what leads are and what lead marketing is.
Lead means “potential customer” and “prospect.” The meaning of the term “lead” may vary from company to company. For example, some companies have “contacts that have already been identified as potential customers,” while others have “contactable sales.” However, it is a constant definition that “lead” can be a future client.
Lead marketing means communicating optimally with prospective customers according to the stage of the sales process and selecting a list (lead) with a high potential for conversion from the customer list. The sales team is responsible for receiving more leads and maintaining a high conversion rate.
The first requirement to generate leads begins with a channel where you can connect with prospects and ask them for contact information such as email address and company name. Precisely, you receive contact information by downloading a white paper, subscribing to an email magazine, or signing up for a seminar.
Once this info has been collected, it is then subject to a campaign depending on the status or taken over to the sales department. User information that shows interest in your company’s service is a significant list of sales.
Some steps need to be taken to get the lead information your company wants. Firstly, you need to get the attention of the target audience and gain their trust. To accomplish this step, many companies use the following online channels:
Other exhibitions and conferences are also Accurately tools for lead generation. Some companies use affiliates to generate leads. In the case of subsidiaries, program participants often receive a “fee per prospect.”
Essential to creating quality leads in the channels mentioned above is the use of relevant content. You can generate interest in your products and services through highly relevant and high-quality content.
It is also essential to provide the right content at the right time (touchpoint) for the lead. Lead marketing is also a way for prospective customers to follow a route that you have designed in advance. Therefore, it is vital to building relationships with potential customers in this step before the sales rep contacts them.
Depending on the prospect, the route may be different, but the route itself can be divided into specific phases. This applies to AIDA’s laws, such as [Caution – Interest – Desire – Action].
At the above [Note], that is, the information-gathering stage, prospects have not yet decided to purchase the service, so they have to come to the site from different perspectives. Specifically, we assume keywords (search queries) that people in such a state are likely to search.
This keyword is probably the issue you want to solve, so we suggest solutions in blog posts and video content about the search keyword that matters, and indirectly explain the benefits of our services and products, and lead generation in the future can attract attention.
If you already get information from your content and find it useful to you, future leads will move to the Interests phase. You will then be in the stage of registering white papers / material downloads and e-mail magazines. If you enter your detailed contact information here, you will be able to run a personalized marketing campaign using email delivery.
In this way, it is necessary to consider the needs of each point by using different content for apiece phase of the customer journey. Increasingly, more and more companies are using customer management (CRM) systems and marketing automation (MA) to manage potential contacts.
With these tools, you can not only store prospect and customer data but also archive the history of past interactions. This allows you to manage and evaluate leads, set up personalized campaigns, and pass them to sales reps at the right time.
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In the marketing phase, anyone who makes an inquiry becomes a lead. This is because, for marketers, leads are people who can follow. The purpose is to develop contact information such as phone numbers, e-mail addresses, social media accounts, etc., foster marketing activities, and finally move on to the sales support phase.
On the other hand, the above situation is not yet considered a “lead” for sales representatives. Users who have just gathered information on the web are only vaguely interested and therefore have the potential to be right customers and misplaced. That is because it is not sorted
Tracking all leads is a waste of time for sales representatives. For sales representatives, the definition of a lead is the person who is ready to sell or who matches their persona.
If the person making the inquiry matches the ideal persona for your company, it ’s a lead that you ’re likely to give to your sales. And if they take a step further after the first contact, for example, if they want a demonstration or want a free trial, they can be a big lead and can be seen as a sales target.
Handling of unforeseen customers who cannot be given to sales.
As long a customer is interested in the services you offer, you may be willing to purchase in the future, if not now. Therefore, you should not stop approaching them.
However, if you want to retain these leads, you must have the right judgment criteria to give them to sales representatives. These criteria can be defined by scoring points or setting behaviors that indicate purchase intent.
Provide Value Equivalent to Information Provision:
Filling out forms and providing contact information requires some effort. In other words, giving information is painful for prospective customers. It is necessary to change this pain with joy. It must be valued so that prospects forget the pain of providing information.
Free information, such as e-books and white papers, immediately adds value to prospective customers. Also, the joy of getting a piece of information overturns the pain of filling forms. Also, this high-quality information can be an authority. In other words, it helps you establish your brand and sometimes goes beyond simple lead generation. If prospects who get them find more value than that information, they will continue to recognize it.
Coupons are often thought of as mediocre and straightforward ideas, but coupons are the most effective way of sales generated in a consumer business. Coupon policy was first implemented by Coca-Cola in 1887. It is a method of giving a cup of cola for free to the coupon. This strategy worked very well, and by 1895, Coca-Cola was known in all states of America and became the most famous brands in history.
If a long-term payment or contract is required, such as a cloud service for enterprises, rather than a one-time purchase, the prospect may want to evaluate the service or product before making a purchase. In that case, the prospect will provide their contact information in exchange for a free trial. It plays a significant role in solving all the questions from the prospects.
According to E-marketer’s research, consumers find users’ reviews 12 times more trustworthy than the manufacturer’s description.
Reviews, testimonials, certifications, awards, and more give confidence to your message. Showing that your services and products are well received has a powerful role to play. In our experiment below, we also proved the difference in the number of inquiries depending on whether or not there is a customer.
The longer a web visitor is looking at a product or service, the more likely it is to move to the next step. Product demos can help your prospects understand more because they can visualize what the product can do. Video content is the best way to do this. It is often set up on a website or landing page.
According to one study, 71% of consumers believe that video will better describe the product and increase their purchase opportunities at an astonishing 73%. Creating a clean video is expensive, but it is impressive and brings results.
Too many options can cause anxiety, make it difficult for visitors to decide what action to take, and consequently prevent prospects from taking action.
A landing page with a specific message works very well for prospective customers. Don’t include offers on landing pages that are unnecessary distractions. One proposal, one action – the most important thing is to drive conversions, and this accumulation leads a visitor to the generation of a large number of leads.
Such an event is also known as the Hicks Law phenomenon.
What did you think? You can see that the idea of lead generation, plays a vital role in acquiring new customers.
Today, there are a lot of leads or potential customers online. Therefore, the quality of your company’s presence in the digital domain before the sales contacts are increasingly crucial for successful lead marketing. Deliver the right content to the sales department by matching the ideal persona by presenting the best content and pulling out the prospect’s contact information as the potential customer reaches the purchase process. Therefore, good cooperation between the marketing department and the sales department is also essential for lead marketing.