Seven ways to Optimise your Lead Generation

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Lead generation continues to be one of the most critical yet challenging issues for marketers and sales people today. Yet despite the importance, many businesses still fail to come up with marketing initiatives that are going to generate the desired quality and quantity of leads to remain competitive.

Here are 7 tried and tested ways to boost the results of your next link generation campaign.

1.Validate Leads
The gap between a lead and an opportunity is a big one, and these need qualifying using a lead scoring system before they are passed to sales. A simple but effective method of lead scoring is using the BANT qualification method, considering the Budget, Authority, Need and Timescale of each prospect. This type of scoring system not only helps to shorten the sales cycle, it makes it easier for the sales team to nurture and follow up these leads without wasting time and budget.

2.Personalise your Marketing
Personalisation, if done correctly, can dramatically increase your marketing effectiveness. The recent Coca-cola ‘share a coke’ campaign is a terrific example. Whether it’s a DM piece with your customers name on it, or offering personalised offers and product recommendations, a personal touch and tailored targeting is guaranteed to deliver so much more than a broadcasted message.

3. Integrate marketing activities
If you’re serious about generating leads, you need to have your fingers in lots of different marketing pies. Relying on one tactic alone is going to limit your options and minimise results. Consider how one tactic can support the other such as an EDM supported by a telemarketing follow-up campaign, for example. Many companies underestimate the importance of integrating and fall down at the first hurdle if their chosen method hasn’t gone as they’d planned.

4.Track your Prospects
As prospects increasingly turn to search engines to self educate, they are likely to ‘meet’ your organisation long before they’re ready to make a buying decision. Thanks to technology intelligence solutions such as IP Fingerprint and Lead Forensics, you can track (in real time) which companies have visited your website, which pages they viewed and which keyword they used to find your website. This is the ideal place to start prospecting if you’re short of leads to follow up because they’re already prime lead opportunities of customers already considering your services.

5.Social Media Outreach
Unless you’ve been asleep for the last few years you’ll be only too familiar with the growth of social media, and it has now proven itself to be an effective and genuine source of lead generation. Follow individuals that could be potential customers and host twitter chats using a unique hashtag to generate interest around a particular topic and demonstrate your expertise.

6.Follow-up quickly
According to a Response Audit carried out by Inside Sales companies are now (finally) responding faster than ever before to their leads. If you don’t follow-up you could be handing business to your competition so it’s essential that every lead you generate is managed and followed up promptly and effectively.

7.Be Patient
Although some marketing promotions can produce instant results, many of the most valuable leads take time to convert, so sustaining contact is essential if you are to build strong relations. Think about lead generation as a long-term investment demanding consistency of approach across all sales and marketing activities rather than the odd flutter on the horses.

By applying these tips will enable you to cast your net as wide as possible, and ensure that your lead generation output is as relevant and appealing as possible.

Su Copeland
Su Copeland has 25+ years tactical and strategic sales and marketing experience working across different sectors - particularly automotive, software, professional services and healthcare. Su is Managing Director of Lingo Telemarketing, a high quality B2B telemarketing company operating nationally and internationally with experienced business colleagues who guide clients to the best results. Services include appointment setting, lead nurturing, pipeline build, database sourcing, research and event support.

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