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Lead Generation – How Does It Work?

A lead is a customer contact that the sales department can follow up with and which can lead to increased sales. It is important that you decide what leads you want and at what cost. For the sales department, not only the number of incoming leads is important, but also the quality of the inquiries.

A lead can be entered via channels online and offline. Before we go into how to generate more leads, it is important to understand how sales and markets should work to get the best exchange possible.

Which channels generate the most leads for B2B companies today?

There are a bunch of studies done by different companies regarding this. Below you will find some.

Offline activities such as trade shows, cold talks and traditional media have lost ground over the last 10 years, which is not entirely unexpected. Most B2B buyers prefer to use digital channels in the buying process which you can see below.

Search engines like Google and Bing are popular channels for gathering information, but the company’s website is also high on the list. When it comes to social media, LinkedIn is the dominant platform for many B2B companies.

Tear down the wall between sales & marketing

It is still common in some organizations to see sales and markets as two different separate departments. The “traditional” view of marketers is that they are responsible for things like producing marketing material, organizing events and other things, but this is no longer completely true.

At present, a large part of the buying process has been moved online. The typical B2B buyer often obtains information they need online and prefers to contact a seller at a later stage in the buying process. This has led to increased responsibility for the market, which has led to them now having to take a more active role in lead generation.

This overlap between sales and market continues to grow, which is a major challenge for many businesses. By improving the collaboration between sales and the market, you can get more out of the lead work.

The sales department sits on very important information about the customer which must be transferred to the market so that they can sharpen their communication. Both departments should also learn more about each area so that they can work better together.

Digital marketing and new customer processing

Digital marketing can be explained quite simply with a formula that applies to all markets regardless of industry.

Traffic x (Trust) x Conversion = Customers

To generate leads, you first and foremost need traffic (visitors). This traffic must then be transformed into something that is important for the business (conversion). This is only possible if you first build trust with the visitor so that they make the decision to eg. fill out a contact form.

To get more visitors to your website, you need to be visible online where your target audience is. Using the right content, you can then answer their questions and present a solution.

Remember – the purpose of marketing is to bring the visitor into the sales process!

The advantage of digital marketing is that most things can be measured. In many ways it is a numbers game.

By influencing these values you can ensure that more visitors, leads and customers come out on the other side. Here are some examples of how to do just that.

What you say determines how effective your marketing will be. Without proper communication, the results will be lost regardless of how much traffic you buy. It is therefore very important that you understand the needs of your target group at the level of detail and how to best solve it.

High-quality content is the key to breaking through all the noise!

Good content is relevant, focused on problem-solving and offers added value for a specific target group.

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