Lead generation is a key concept for all B2B companies working with inbound marketing. Most business-to-business companies turn to a narrow and well-defined target group, which requires targeted marketing efforts.
With the right strategy and elaborate content, you can make your website your best seller and bring home huge competitive advantages. In this blog post, we go over what lead generation is and answer some of the most common questions our customers ask us.
First and foremost: what is a lead?
A lead is a person who has shown an interest in a company’s product or service in one way or another. For example, by downloading a directory or subscribing to a newsletter. A lead is getting ready to make a purchase decision but still needs to be processed.
What is lead generation?
Lead generation is about creating conversions from visitors/prospects to lead. So we are in the second stage of the customer journey, once you have attracted a visitor to your website and now have to convince him or her to leave their contact details. You do this by offering relevant, informative and inspiring content along with a clear call-to-action.
The user then gets access to your material via a landing page (webinar, e-book or perhaps newsletter) in exchange for certain contact details. And once he or she has completed the form, you have received your first lead! Based on the information you have collected, you can decide how important the person is to buy and then hand over the contact details to your salespeople.
Why should I work with lead generation?
Digitalization has changed how we buy. Basically, all the information we need to make a purchase decision is a Google search away, making the buyer more and more independent. We want to choose when, where and how we buy, without being disturbed by either telephone sales or advertising.
It is more difficult to reach, but it also means that a person who found your site through a Google search or organically via social media is much more likely to find out more about your offer than a person exposed to an ad. Cold calls, advertisements, and other activities that crowd the receiver require both repetition and a generous budget, without guaranteeing leads that are actually interested in your product or service.
Inbound marketing, on the other hand, requires creativity, relevance, and context to generate leads, but also provides more people who are likely to make a purchase. In the long run, it is a strategy that pays for itself, not least because the website becomes the company’s best seller and that you can control the processing of the contact in question yourself.
How do I know what a lead is?
You decide for yourself when you want to start defining a visitor as a lead. For some, an email address may be enough, while others may need more contact information and additional information to take the next step. Thus, the amount of information needed to continue processing the person differs from one company to another, but in order to avoid disputes about inadequate or unqualified leads when handing over to the sales department, it is important that you agree. We recommend using lead scoring method to determine the quality of and prioritize your leads.
Do I need a strategy for generating leads?
Yes! If lead generation is not already part of your sales strategy, now is the time. In the first step, you need to analyze your current work. Feel free to dive into the customer journey to understand what mechanisms are driving your potential customers to make a purchase. Have you developed personas? Otherwise, it is also a good tool for understanding the target groups. Then, in the strategy, you should define the following three parts:
Gather the marketing and sales department to decide together what should be defined as a lead. When is it appropriate that the contact in question be handed over to a seller? Use lead scoring or make your own plan to segment your leads.
All strategies require their goals. Which ones are yours? How many leads do you need to get in each week to reach your sales goals? Based on your target groups and objectives, you pave the way with channels, tools and measurement points for the effort. Also, decide how to measure and evaluate the results.
The most successful lead generation strategies result in an operational, more detailed plan. What activities will you do in the coming year to convert visitors? When and how should they be implemented? Who is responsible for execution and follow-up?
What types of content generate conversions?
Lead generation is about giving and taking. This means that your offer must be attractive enough for a prospect to want to leave their contact details. Successful converting content is informative, educational or inspiring and adds value to the recipient. Here are some examples of content you can use to generate leads:
- White papers
- Catalogs and brochures
How do I create a good landing page?
A compelling landing page is perhaps your most important tool for successful lead generation. It is important to create an inspiring offer, to design the form correctly, to search engine optimize the page and to test itself with A / B tests. Build your knowledge by reading our blog post about creating really good landing pages.
Are there any tools that facilitate lead generation?
Yes! We work with HubSpot to help us create forms, pop-ups and landing pages, but also to process our leads in the form of newsletters and marketing automation. HubSpot gathers our leads so that we can segment them according to our personas and how qualified they are. Of course, there are also other tools that can help you with the different parts of your lead generation venture, such as Intercom, Proof, and Mailshake.