For both B2C and B2B firms, a successful lead generation process may be a substantial source of new business. As a result, 63% of businesses say their most pressing problem is obtaining visitors and leads. Nonetheless, lead generation poses its own set of challenges.
Let’s take a look at the lead generation process before we optimize your lead creation methods.
Understanding the Lead Generation Process
Inbound lead generation refers to the process of discovering and converting interested individuals into customers. When a lead expresses an interest in your service by downloading limited content or completing a form, they enter the “lead funnel.” Leads are then nurtured via email marketing, retargeting commercials, social media campaigns, and special offers.
Throughout the funnel, the marketing team evaluates each lead’s likelihood of becoming a customer. A qualified lead is one that has been developed enough to warrant a sales encounter.
Finally, in order to maintain maximum efficiency, you must assess and optimize your lead funnel on a regular basis.
Methods for Increasing Lead Generation
Lead creation is a time-consuming procedure. Converting leads to clients might take weeks or even months! This usually involves sales and marketing, as well as other departments. As such, this makes it more difficult to keep the procedure going. However, new revenue might surge when all stakeholders are dedicated to reaching lead generation objectives and executing a well-defined optimal plan.
Here are four critical techniques to improve your lead creation process:
1. Assign Responsibility for Each Stage of the Funnel.
Lead generation funnels are used throughout the sales process, from early marketing through closing. Keep your marketing and sales divisions distinct when creating your internal lead funnel.
MQL, or Marketing Qualified Leads, are the leads passed from Marketing to Sales at the end of the sales process. When marketing qualifies a lead, it is considered “warm” and ready for sales to manage. The SDRs must then determine whether to accept or reject it.
Each team understands its task and the key performance indicators (KPIs) it must meet at each stage by explicitly articulating and visualizing the lead funnel.
2. Personalize Content, Message, and Offers Based on Lead Status.
The vast majority of firms divide their leads into two “buckets”: Sales is in charge of sales, whereas Marketing is in charge of marketing.
The role of marketing is to “warm-up” and prepare cold prospects for the sales at the end of the funnel. Content marketing encompasses blogs, ebooks, webinars, emails, newsletters, native advertising, and social media marketing. Individuals who are not yet “ready to buy” can benefit from marketing by improving their awareness and engagement and guiding them to the golden MQL stage and beyond.
3. Do Not Give Up on Turned Down Leads.
It is critical that you explain the various rejection reasons with your sales team so that they are thoroughly understood. Reassess your turned down leads and use new information to your advantage as you grow. This will allow you to fine-tune your campaign, narrow your target audience, better your messaging, and improve your marketing materials in general.
4. Do Not Shelve Hot Leads.
Because a quick turnaround is essential, you must understand that you should keep your momentum with your inbound leads. The fact that they have had any contact with your company at all indicates that they have slightly warmed up to your services.
Whatever the lead’s ‘temperature,’ follow up as soon as possible. That is not something that can be accomplished in a couple of days or weeks. Marketers are nine times more likely to convert an internet lead in the first five minutes. When it comes to lead generation, every minute counts.
When it comes to lead generation, you must first define the internal language and handover procedures for your lead funnel before implementing any of the four critical techniques discussed above. Remember: No two lead funnels are the same, and a single company may run multiple lead funnels for various lead kinds. Because of this, you must maintain a well-defined and efficient lead funnel at all times. This is the most effective way for reducing TATs while increasing lead satisfaction and income!
Do you want to learn more about B2B lead generation? WhoKnows creates tools and solutions to improve business operations and worker effectiveness. We’re always looking for new ways to innovate, whether it’s sharing knowledge across a vast industrial company, supporting someone in gaining a promotion, or assisting firms in selling more quickly. Work with us today!