B2B lead generation services are an essential element of any successful marketing and sales strategy for 2023. Lead generation is the first step in creating a full sales pipeline. Along with lead qualification, lead management is an important tactic to use as customers begin their sales journey.
Understanding the upcoming trends across the B2B industry can help your team plan for future success. Lead generation is a proven methodology that has doubled in popularity since 2017.
To get started with your lead generation strategy, keep reading, or use the links below to “jump ahead”:
Simply put, lead generation is the process of finding prospects who may be interested in your product and adding them to your sales pipeline. These potential clients should be qualified and scored based on their readiness to make a purchase. Then, they will be handed over to either marketing or sales to continue their customer journey.
Creating a lead generation strategy will help your marketing and sales team plan out where their energy should be used. This strategy will help uncover new leads as well as re-engage those who may have fallen out of the pipeline.
More than half of all marketers are spending at least 50% of their budget on generating leads, yet only 80% of marketers rate their efforts as somewhat effective.Capitalizing and improving lead generation tactics can make a huge difference in return on investment (ROI) for marketing departments.
There are four main components of a lead generation strategy: lead capture, lead magnets, conversion techniques and lead scoring. Understanding all of these elements will help your company create a well-rounded strategy and take advantage of upcoming trends.
Many buyers do their own research when looking for solutions for their businesses. There’s a good chance most start with a Google search and click through the web pages that pop up.
Capturing leads can be accomplished in a few ways, including contact information forms and the use of lead generation software. Software like LeadBoxer helps your team identify and score prospects based on their activity on your website. Using these tools can help your team gather contact information and interact with interested customers.
This component can help your team avoid losing touch with one-time visitors to your website. If your attempts to gather contact information are stalling, lead magnets are a great way to interact with the customer and begin establishing a relationship.
A lead magnet is a type of content that provides value information to online visitors in exchange for their contact information. Lead magnets can be as simple as a free trial or webinar. White papers or eBooks are also great lead magnet options.
Educational blogs see 52% more organic web traffic than blogs focused on company information. Search engine optimization (SEO) still matters, and prospects are interested in the value your content can provide. This type of marketing material may persuade website visitors to join your mailing list or schedule a sales call.
When a prospect goes to register or download your gated content, they will need to put in their contact information, which allows your team to easily add them to the sales pipeline.
Using a lead generation landing page is another way to gather contact information from prospects. Utilizing this practice can help your team stay on top of the newest trends for 2023. Currently, just 68% of B2B companies use landing pages for lead generation.
These types of pages serve two purposes:
Adding customers to your pipeline while educating them about the services you can provide.
Combining landing pages with ads is a great way to direct web traffic to your site.
Before pushing your generated leads to the pipeline, it’s important to rank prospects based on how likely they are to convert. This will help manage your leads and make sure customers are receiving communication that fits their current stage in the buying journey.
Webinars and video content will continue to grow as key components of marketing for the B2B buyer in 2023. Insider Intelligence found that webinars about the product are attended by 55% of prospects before they accept a sales meeting,
Lead management is the strategy your marketing team uses to capture, qualify and track leads before passing them along to your salespeople. It is crucial to organize this data. If your company isn’t focused on executing a strong lead management system, resources and efforts will go to waste, which can contribute to an overall lower ROI from marketing costs.
Inbound leads can lower costs per lead by 61%; outbound leads tend to cost 39% more. This means using lead generation strategies and creating a successful management plan can help lower overall costs for your organization.
A main component of successful lead management is automation. Investing in the right software can help your team reduce manual labor, maintain clean data and analyze leads in real time. 80% of marketers believe incorporating automation into their marketing efforts helps generate more leads, as well as conversions.
Using LeadBoxer as your lead generation and management platform can help you identify, qualify, score and manage leads in one place. It also includes integrations that work seamlessly with other software in your tech stack. This helps streamline communication between sales and marketing departments.
Leadboxer successfully helps with data cleansing by using profile enrichment to update customer information. The platform also provides marketing insights, which helps give automatic data analytics for your team to use.
LeadBoxer’s Custom Lead Scoring Tool works to make sure your sales team is concentrating on customers who are most likely to convert. This cutting edge software automatically calculates a lead score using a variety of factors to determine how each prospect should be ranked.
Running a software as a service (SaaS) business is exciting but challenging. By offering a digital product or service, a traditional business model won’t help your company scale. A B2B SaaS lead generation model is needed.
Read on for the full article or “jump ahead” to the following topics:
The traditional software business model is losing popularity compared to the SaaS model. With the former, lead generation is based on acquisition. With the latter, it’s based on customer retention. This is because it costs 5-25 times more to acquire new customers than it does to retain existing ones.
The SaaS lead generation model shows how incremental improvements are highly profitable. Bettering customer retention by a small amount can greatly scale a SaaS company as customers support the brand. In fact, a 5% increase in customer retention can boost revenue by up to 95%.
Of course, you’ll need to have a scalable SaaS company in order to take full advantage of the SaaS lead generation model. Successful SaaS businesses have the following elements:
Find an unmet need and offer a solution to it.
Have a minimum viable product.
Have a deep understanding of your market and customers.
Add product features based on customer feedback.
Once you launch a SaaS company, you are ready to implement your SaaS lead generation strategy. A big part of this strategy is subscription payments.
How Subscription Payments Help Your Budget and Financial Forecasting
Subscriptions are the backbone of a SaaS business. Your budget and profitability likely depend on these predictable transactions.
The B2B SaaS lead generation model “rents” access to software users instead of charging a one-time cost. This subscription payment method is effective at generating a profit and scaling a business. Instead of relying on new customers to make a purchase, SaaS companies can safely depend on monthly subscription payments.
To get people to subscribe to your product or service, they need to become customers. Afterward, the customers need to engage with you to make those payments. The SaaS business model emphasizes the use of smaller, regular subscriptions.
The SaaS lead generation model stresses the use of more frequent, cheaper subscription payments. Instead of converting prospects into customers and then having them pay you for subscriptions, you direct customers to your website. Once on the website, customers can sign up for a subscription.
Regularly charging customers smaller subscriptions removes the high price that keeps some prospects away. Additionally, this business model increases customer loyalty and upgrades, and reduces security vulnerabilities.
These frequent subscription payments help SaaS companies maintain a healthy budget that helps them plan for the future. This is because the subscription payments are predictable. You’ll have consistent money coming in.
The lower subscription costs help attract and retain more customers. A high customer retention rate means companies save on high acquisition costs. SaaS companies scale by relying on loyal customers to pay subscriptions.
The Data-Driven SaaS Model
Companies that adopt a traditional business model tend to make decisions based on intuition and gut feelings. With SaaS lead generation, the emphasis is on data, and there are numerous tools readily available for data analysis.
In the SaaS business model, information about website visitors and prospects is gathered and used to attract and retain customers. Prospect information leads the nurturing process. Data obtained in the SaaS model also helps the company to see which areas are going well and which areas need review.
Customer feedback is some of the most valuable data you can get for B2B SaaS lead generation. When you make necessary feedback improvements, you acquire more prospects, have higher net revenue, and accelerated product growth.
Feedback from current customers helps you identify your ideal client profile. The information you obtain can also be used to create buyer personas that direct your sales and marketing efforts.
When you listen to your current customers, you provide better customer service and experiences. These go a long way in acquiring and retaining customers. Forward-thinking, customer-driven SaaS companies do the following:
Segment their customers.
Design customer-friendly onboarding and in-app product walkthroughs.
Reach out to customers to increase engagement based on product data.
Create health scores on prospects and automate plans of action based on those scores.
With customer feedback-driven data, companies can meet their customers where they’re at. Your business can do its lead generation for SaaS with less time and cost using automated triggers.
The benefits of customer feedback include improvement of your product or service, higher brand loyalty, and better lead generation endorsements. These will help your SaaS lead generation efforts succeed and make your company grow.
Under the traditional business model, the sales team is responsible for pushing product or service upgrades onto customers. This creates a one-sided, transactional relationship between a company and a buyer. As a result, customer service dwindles and buyers don’t have a positive experience.
With lead generation for SaaS, the customer success team drives customer attainment and upgrade conversations into authentic experiences. When customers don’t feel pressured to upgrade but have positive relationships with a brand, they are more likely to convert. When clients have a good experience with your brand, they will enjoy your product and be eager to upgrade.
SaaS lead generation increases net revenue retention (NRR), which indicates potential business growth from customers. This metric measures recurring revenue from existing customers. Upgrades, churn, and downgrades are included in the NRR.
Automation helps your customer success team in getting upgrades and renewals. Your sales managers will be freed up for high-risk accounts. Automation enables your customer service teams to better their outreach prioritization with growth likelihood and churn forecasts.
SaaS B2B companies that use automation give customers consistent service that leads them to value a brand, product, or service. These businesses rely on user experience gained from customer segmentation, behavioral data, and buyer’s journeys. Through data and analytics, SaaS businesses can improve the adoption of their product or service.
Increase Brand Loyalty
Customer feedback can help increase brand loyalty by letting companies know how to improve and better meet customer needs. You can better market your product and service to meet the pain points of your customers.
You can develop a customer journey map once you know their needs. Monitor your customers as they go through the sales process. If a customer stalls in the funnel, your team can intervene to keep them progressing forward.
Conversely, if a customer masters your product or service, you can use feedback to upgrade or upsell advanced features. Strategic touch points along the buyer’s journey help sales teams track customer engagement throughout their lifecycle.
These touchpoints go beyond specific milestones such as onboarding and renewing. Observing customer behavior, where they are at, and what they need, creates more touchpoints. Additional touchpoints lead to reduced churn, customer value maximization, and improvement in customer service.
Encourage Endorsements for Lead Generation
Word of mouth is one of the most powerful SaaS B2B lead generation strategies. People are more willing to do business with you when they see others benefiting from your products or services. Endorsements are a great way to up your lead generation.
Endorsements of a product or service are through a distinct, outside party, usually an influencer, celebrity, or industry titan. These people or companies help sell your product or service to your customers. Credible spokespeople boost your company’s brand so your products and services appeal to and are trusted by a wider customer base.
Product and service endorsements are an important component of lead generation for SaaS. This is because the SaaS business model is customer-centric. Customers are skeptical of working with a business unless its brand, services, and products get approval from trusted others.
To scale a SaaS business, you must attract and retain customers. B2B SaaS lead generation is customer-centric. Each person in the company needs to make customer success their priority.
One way to get lead prospects interested in your brand, service, or product is through retargeting. This effective advertising strategy shows targeted, customized ads to each prospect. The tracking of a customer’s interaction with a business’s website generates these ads.
Retargeting is a way to get prospects into your sales funnel to begin the nurturing process. These ads keep your business at the top of a customer’s mind, making it more likely they will convert.
Lead nurturing is also important and is tied to retargeting. Nurtured prospects are higher quality and more likely to make a purchase.
Nurtured leads will have consistent interactions with your brand and are more likely to convert. They will know your brand and what you offer. The personalized treatment they receive will give them increased confidence in your company.
Your company, like every business, wants to draw in website traffic and generate sales. With everyone online, your first step is to create a website. You could try and wow potential customers with a fancy website and hope that word gets around about it.
However, a snazzy, optimized website is not a recipe for effective digital marketing and lead generation. You’ll have to do more. You need a comprehensive content distribution strategy.
A content-focused marketing strategy is essential for many reasons. The most important reason to invest in content distribution is that content fosters relationships between your customers and your brand. When it comes to people buying your products or services, relationships mean everything.
People who have a relationship with a brand are more likely to do business with that company. Content distribution and content promotion are key to building vital customer relationships. Lead generation content begins with a solid content distribution strategy. Keep reading, or use the links below to learn how to create a content distribution strategy in your company:
To produce content your customers will love, you must know what content distribution is and how to do it well. Content distribution is when you share, create, and promote content on various media channels to an online audience. Content comes in many forms that include:
There are three types of content you can share with your online customers. These are: owned, earned, and paid. For effective content promotion, you need a content distribution strategy that uses all three types.
Owned content is that which your company has already produced. With this type of content, you can control how and when it is published and distributed. Examples of owned content include website content, blogs, social media pages, and e-newsletters.
With earned content, third parties share or promote your content. These third parties include bloggers, customers, influencers, and journalists. This sharing and promoting of content is free to your business.
Earned content are product reviews, social shares and mentions, guests posts, forums, and public relations shared by third parties. Though the sharing of the content is free, the third party owns it, not your business.
With paid content, you pay to have your content distributed. The most common paid content distribution forms include pay-per-click ads, sponsored content, paid influencer content, and paid social ads. Each type of paid content has varying price points, format, and audience.
Pay-Per-Click (PPC) Ads
With pay-per-click (PPC) ads, you pay a third party when people click or have an impression on your ad. These ads are commonly seen on search engine results pages (SERPs). They can also appear on social media platforms where they have “ad” identifiers next to the page listing.
PPC is a search engine marketing tactic that, when paired with your SEO strategy, can produce quality leads. Google Ads is a popular pay-per-click ad platform used by businesses.
Sponsored content is paid for by an advertiser that is shared by a publisher, person, influencer, or brand. The most effective sponsored content includes a company or person that targets your ideal audience. Sponsored content can include videos, images, podcasts, and social media.
Paid Influencer Content
With paid influencer content, you pay a top content creator to write and promote the content for you. This influencer should be a well-known person in your industry. Influencer content benefits your business by boosting your brand awareness, conversions, and website traffic.
Paid influencer marketing uses word-of-mouth and social proof. Both of these are crucial in establishing brand trust with customers. This type of content has been so successful that companies spend around $15 billion on influencer marketing.
Paid Social Ads
Paid social ads include influencer content, PPC, and sponsored content. These paid ads share your content on social media platforms like Instagram, Facebook, and LinkedIn. Your content targets a specific audience most likely to interact with it.
To maximize your content’s impact on social media, you need a strategy. A strong PPC social strategy will include native social media tools to create, schedule, and share the ads.
To have an effective content marketing strategy, you need to incorporate owned, earned, and paid content. SEO, PPC, and paid promotion are ways to blend the three content types. The most powerful content is the middle ground where the three types overlap.
Content production and distribution takes time, effort, and resources. It also tends to be overlooked. While content marketing may have taken a back seat in your strategy, there are many reasons to prioritize it.
You can undergo a thorough search engine optimization (SEO) strategy to make your website and your brand more visible. What you’ll find is that you can’t optimize your website without quality content. Additionally, posting content because you have it will not do you any good.
Regular content production and distribution are important in your lead generation strategy. Content marketing is important because it centers around relationship-building. It is a chance for you to both share information and bond with your online customers.
Your customers will expect a fair share of content production and distribution. With all the websites out there, they will only do business with those whose content is valuable. This is because people want quick, relevant answers to their problems and questions.
If you’re still skeptical of content marketing, here are some key statistics to consider:
Step-by-Step Process for Creating a Content Distribution Strategy:
Not all content distribution strategies are created equal. Throwing out poorly conceived digital marketing content everywhere you possibly can is not a good strategy. You’ll find success with strategic content distribution that shows you know your audience and what they find interesting.
Promoting your content can be overwhelming and time-consuming. If you want your content promotion to be effective, here are some steps to get you started:
1. Clearly Identify Your Target Audience
As great as you think your content is, not everyone will be interested in reading it. Those who could care less about your content will go to another website for content they deem to be more relevant. When people bounce from your website, your search rankings and reputation can take a hit.
For successful lead-generating content, you need your content to be read by people interested in it. This requires you to research and identify precisely who your target audience is.
People who see value in your content are more likely to continue consuming the information you make available. Ultimately, these are the leads that are most likely to convert into successful sales. This is your target audience.
To create content your target audience will value, in addition to properly identifying who your ideal audience is, you must understand their typical consumer journey. Look at their demographics, pain points, objections to buying, and what they are interested in reading.
Research your customers’, website visitors’, email subscribers’, and social media followers’ income, age, gender, education, location, and other relevant demographics. You can find this information using Google Analytics and social media analytics tools. Try to narrow down the reach of your content, but don’t over-filter your audience so that it is too narrow.
After looking at the demographics, collect customer feedback. Ask readers how they feel about the content and how it’s distributed. Ask them what their pain points are and whether the content you provide adequately addresses these issues.
Use the feedback and demographics to create buyer personas. These buyer personas represent the preferences, motivations, and pain points of your ideal customers. Write different versions of content geared toward each of your personas.
2. Choose Your Content Types
There are different types of content. Each type of content caters to a different audience. Every content distribution channel also requires a specific content type.
The kind of content you choose to create will largely depend on where it is distributed. For instance, content developed for a blog is very different in style and length compared to what would be appropriate to share in a social media post.
A company blog is a highly recommended place to start creating online content. Blog posts are easy to share and repurpose. Additionally, nearly half your customers will read your blog before making a purchasing decision.
Depending on your objective, tailor your blog content to match the type of action you want the reader to take. If you want to generate leads, for example, offer lead generation and traffic generation content.
In contrast, social media content is much more casual and concise. With social media, it is important to research your audience using each platform’s analytics tools. This knowledge will assist you in delivering content that will not only catch the readers’ attention, it will help you to make personal connections with them.
Similarly, when you send emails, you have to carefully think about what to say and how to say it. Email marketing is one of the most effective forms of lead generation around, making it a form of content marketing you should engage in on a regular basis.
Content can also be shared via videos and images. Infographics work well when promoted via social media. Video content needs to be engaging, interesting, clear, and brief.
3. Choose Your Distribution Channels
Your website is your first-stop distribution channel. On your site, you have greater freedom as to what you say and how you say it. Your website includes information on your pages and your blog posts.
You must conduct audience research and choose your distribution channels before you write your content. These two pieces of data will inform the type of content you write and where and to whom it is distributed.
Popular content distribution channels include blogs, social media, email, directories, guest posting sites, and forums. Sometimes traditional public relations may be an option. The content distribution channel you choose must be aligned with your target audience’s interests, demographics, and behaviors.
It’s important to know your audience and where they regularly visit online. Young people, for instance, spend a lot of time on various social media sites. Even among social media sites, there are different audiences.
Look to see where your target audience tends to go to gather information. Do they read industry blogs, watch YouTube videos, or scroll through Facebook? Knowing which distribution channels your audience frequents most is vital to planning a successful content marketing strategy.
Your blog should be your first distribution channel as it is one of your company’s owned properties. Two others that you need to optimize are your social media pages and e-newsletter. With these three channels, you control the content and its distribution.
Social media is a popular distribution channel. In fact, 87% of marketers use social media to share content. Of those, most use an average of five social media platforms.
Content distribution via social media is a good option for many reasons:
Ease of distribution
The content is short and largely image-dominant
Ease of audience targeting
Provides a great opportunity to have casual, personal interactions with customers
A majority of your customers likely use at least one social media channel
Content is instantaneously shared with customers
It is free to share your content
People are more likely to do business with your company when they trust you. Finding the best combination of distribution channels to share your content will boost your brand authority. When customers see and consume your knowledgeable content, they are more likely to accept you as an authority in your field and will look to your organization as the best solution to their challenges.
Guest posting on reputable, industry-specific websites and forums like Reddit or Quora are excellent ways to distribute content to new customers. Be sure that the information you provide is high-quality and free from self-promotion and spammy links. This content should not be focused on your company, products, or services, but should be geared toward educating readers.
An effective content distribution strategy involves having a plan for how, where, and when to disperse information. Both the creation of lead-generating content and its distribution need careful thought. Once you settle on a writing and distribution process, you need to be consistent.
Writing content and publishing it everywhere on the Internet will lead to unsuccessful content promotion. If search engines don’t rank your content highly and the appropriate marketing strategies aren’t applied, your target audience will never find your content.
A good foundation for your content distribution strategy is having S.M.A.R.T goals. These goals are specific, measurable, attainable, relevant, and timely. Having such goals helps you see where your current strategy is at and what future success looks like.
To start a consistent content distribution plan, assign certain people to develop and create different kinds of content. Then, establish an editorial calendar for publishing the content on a consistent basis.
An editorial calendar focuses and aligns your team to work toward common goals. If you contract out your writing, a calendar can inform your editors and writers about what’s coming up.
Some questions to ask as you start developing your editorial calendar include:
What audiences use which channels?
What opportunities exist on each channel that you can’t achieve on others?
What subjects are most likely to resonate with your target audience?
How often and when does each audience post on each channel?
What content types or formats should you use on each channel?
When should you post on each channel to get the most engagement?
What conversations work best on each channel?
Who will be in charge of managing each channel and posting on them on behalf of the company?
Where do you want to drive traffic to on each channel?
What metrics will you use to assess the success of your content distribution strategy?
No two content distribution strategies are the same. The best one for your company will be unique as there is no silver-bullet solution.
How you produce and publish content will depend on how many resources you have, team size, industry, and brand. The concept of creating a comprehensive content promotion strategy can seem overwhelming at first. Useful content creation and distribution tools include Anchor, AnswerthePublic, Canva, and Vidyard.
You’ve created lead-generating content, but if it doesn’t have a call to action (CTA), it won’t be effective. CTAs tell the reader what to do next after reading your content. With CTAs in your content promotion, be sure to somehow capture the reader’s contact information, especially phone number or email.
To bring more readers to conversion from your content, you need to consistently get new leads to cultivate. Lead magnets are the best ways to capture the names and contact information of prospective leads. Lead magnets have content people are willing to give information to read.
Lead magnet content needs to be interesting, valuable, and applicable to the reader. If you don’t know where to start, here are three lead magnet strategies to try:
White paper content highlights industry news like trends, the current state of the industry, and what the future holds. Industry overview white papers are the most common.
The other type of white paper is a product breakdown. Product breakdowns highlight company products. These white papers may go into detail about what a product does, who benefits, and the problems these items help solve.
White papers let prospective leads know that your brand understands their pain points and questions. These types of content also show leads that your product solves their problems.
Webinars are another effective lead magnet. You can use live and recorded webinars to get a lead’s contact information. With webinars, you can ask someone to leave their phone number or email address to access the webinar.
Webinars can be one-off or regular events. Webinars are great ways to show your product or service. When you conduct live webinars, you allow the audience to interact with you.
Offering a limited-time risk-free trial has been a long-time favorite lead magnet for B2B and SaaS companies. With this type of lead magnet, customers enter their contact and payment information to access a product or service. Besides free access, some free trials give customers temporary access to an upgraded or premium version of products or services.
For most sign-ups, the terms and conditions of the risk-free trial must be clearly stated. You should be up-front about subscription cancellation and when a customer will be charged after the trial period ends. Besides transparency, your risk-free sign-up form must be simple and quick to complete.
Once you’ve created your lead magnet, publish it on your website, in blog posts, and on your social media channels. Lead magnets are also effective when used as part of your email marketing strategy.
6. Publish and Promote Content
Now that you’ve created your content, it’s time to publish it. Use your editorial calendar to push it out to your ideal audience at the best time and on appropriate channels. Regardless of what channel you use, follow the rules to optimize your content promotion on each channel.
Using a combination of platforms for your content distribution is a great way to maximize its effectiveness. For example, you can publish an industry white paper and push it out via email, social media, and paid ads. Use these channels to get your content before readers or have them sign up to see it.
Content marketing is and will be key in generating leads. For effective lead-generating content that drives sales, you need carefully-crafted content. A strong content distribution strategy looks at the best content type and what channels you should use.
Thorough familiarity with your target audience is the foundation of any successful content promotion strategy.
Contact LeadBoxer today to learn how we can partner with you to generate more leads and drive more sales.
You know how important it is to find potential customers most interested in your products or services. These are the consumers who will make a purchase. Quickly finding these prospects with a lead management platform shortens your sales cycle, increasing profits.
To learn more about lead management software and the importance of qualifying leads, keep reading or use the links below to jump ahead:
To make any sale, you need to invest in building relationships with the best prospects.
Relationship-building takes time and energy. A lead management platform helps salespeople qualify good leads and disqualify bad ones.
Why is it important to qualify leads? 67% of lost sales are a result of sales reps not properly qualifying potential customers. Unqualified prospects will not go through the entire sales process, so they won’t become paying customers.
Qualifying leads will not only result in more sales. It shortens your sales cycle and betters the use of your sales team’s time by focusing them on ideal leads. Sales teams can prioritize building relationships with the most promising prospects with lead qualification tools.
There are people out there who want your product or service. Lead qualification software helps your sales team identify and build relationships with them. Engaging the right people will bring more sales at a quicker pace.
Lead qualification is the process of identifying prospects most likely to make a purchase. The process prioritizes the nurturing of the most promising leads.
Below are the three types of qualified leads:
Marketing qualified leads (MQL): These leads gain interest in a brand, product, or service through marketing strategies. These leads come by clicking on a link in an email, downloading an e-book, or subscribing to a newsletter.
Sales qualified leads (SQL): These leads are interested in a brand, product, or service after interacting with a sales representative. They often will ask about pricing and agree to a presentation or demo.
Product/Service qualified leads (PQL): These leads are interested in a company, service, or product. They usually contact a salesperson after a free trial or consultation.
Lead management platforms identify the prospects your sales team needs to prioritize in nurturing. Qualified leads will progress through the sales funnel at a more rapid rate, resulting in revenue.
Qualified leads are crucial in generating revenue for your organization. Lead qualification tools can help you quickly identify your most promising prospects. Here are some lead qualification tools you can use to attract and nurture quality prospects:
PDFs are effective ways of informing people in a way that is easily accessible. They are downloadable, saveable, and shareable. Interactive PDFs add engagement and shorten your sales cycle.
Interactive PDFs are lead qualification tools that allow you to add filtering questions, thereby identifying your most promising prospects. These PDFs can help tailor your follow-up and move them quickly down the funnel.
Other effective lead qualification tools are solution finders. They help identify and provide a custom-tailored solution to a customer’s problem. When leveraged appropriately, solution finders can shorten the sales cycle.
Solution finders, also called product pickers, help leads navigate the various products or services your company offers. Prospects get personalized product or service recommendations with short assessments.
Qualified leads may not always know what they want or the best solution. Through solution finders, you help prospects avoid frustration and headaches. This goes a long way in building relationships between your salespeople and customers.
ROI calculators work similarly to solution finders in that they provide tailored customer service. These tools generate numeric results for each lead based on a formula generated by customer input. These calculators quickly identify and evaluate pain points, speeding up the qualification process.
ROI calculators offer personalized, valuable content tailored to each stage of the buyer’s journey. ROI calculator data can be used for scoring, disqualification, and trigger campaigns.
The second stage of lead qualification is lead generation. Once you have the qualification criteria set up, you’ll need to attract prospects. There are a variety of inbound and outbound strategies you can use for lead generation.
Inbound lead generation involves methods to get leads to come to you. These include referrals, social media ads, and web form submissions.
Outbound lead generation strategies involve seeking potential leads and using sales strategies. Cold calling, introductory emails, and meetings are examples of outbound lead generation activities. Once you’ve generated leads, you can begin the process of qualifying them.
3. Lead Score and Categorization
Once you have your lead qualifying criteria and the prospects pouring in, it’s time to score and categorize them. The leads that show the greatest interest through your inbound or outbound sales activities will earn more points.
It’s important to separate sales and marketing qualified leads. As you’re interested in sales leads, assign fewer points to prospects that interact with your marketing campaigns. They will be nurtured differently.
You can score and categorize leads manually, though lead management platforms and customer relationship management software does this automatically. After you score your sales prospects, it’s time to rank them.
4. Distribute and Rank Leads
Once you generate your leads and score them, it is time to distribute and rank them. MQLs and SQLs require different lead nurturing techniques.
For example, a sales qualified lead will get a sales presentation or demo to understand your product or service better. Each sales prospect should be ranked and prioritized by lead score or BANT analysis.
To nurture MQLs, offer more in-depth content. Start with emails and free trials for top-of-funnel prospects. Offer an e-newsletter and then whitepapers and e-books to bottom-of-funnel leads.
Once you categorize and distribute your leads, it’s time to rank them. Lead qualification tools prioritize sales-qualified leads with the highest score and rank. These will be your most qualified leads.
5. Continue Qualifying Leads Throughout the Pipeline
The last step for lead qualification is to continue down the steps of your sales pipeline. The goal of lead qualification is to move prospects through the funnel.
For SQLs, your salespeople may ask additional probing questions during presentations and demos. They are qualified and nurtured to move on through the sales funnel.
For marketing-qualified leads, you need to get them sales qualified and handed over to your sales team. MQLs will continue receiving lead scoring points as they show additional interest and interact with your campaign.
Lead management platforms that qualify leads make it easier to move prospects through your funnel. The quicker leads become paying customers, the more closed sales you’ll have.
Every company has a sales process or funnel whereby prospects enter as mildly interested leads and leave as paying customers. Along the way, you employ various marketing and sales tactics to move them onto the next stage. If your sales process is long, there are more opportunities for leads to drop off before becoming customers.
When you nurture your ideal prospects, they quickly progress through your sales funnel. As they are already excited and knowledgeable about your service or product, a long sales process is unnecessary.
Lead qualification tools shorten your sales cycle. A shorter sales funnel leads to more conversions and quicker sales.
The Growth of Lead Management Software
Lead management software is by no means going away anytime soon. Lead qualification software use will increase. Technavio predicts that the lead qualification solutions market will increase by 17.5% between 2021-2028.
Some of the driving factors that contribute to the growth of lead management platforms include:
The development of cloud-based and SaaS software and solutions (especially on mobile)
Increased demand for social interaction between companies and consumers
The heightened popularity of crowdsourcing
The increase in CRMs integrating lead qualification into their marketing and sales automation platforms
More companies looking to improve the relationship between their sales and marketing departments
The higher likelihood of sales conversions
The increased need for enterprise-level lead management software
With information at their fingertips, your leads and prospects will be selective about who they do business with. Building relationships and nurturing the right people will make them paying customers. Lead qualification platforms do this.
Lead management platforms like LeadBoxer are becoming increasingly popular because they allow salespeople to focus on the most promising prospects. There are various lead qualification tools to move prospects through your funnel. Maximize your prospect generation efforts by following a lead qualification process.
Automated lead generation software is paving the way to success for B2B companies. These highly integrated platforms have continued to rise in popularity. For businesses who want to keep a competitive edge within their sales and marketing departments, lead generation software has become a necessity.
Diving deeper into the market trends and forecasts, several reports have closely inspected how lead generation and automated marketing will trend through 2029. Keep reading, or use the links below to explore these findings:
According to an Insight Partners study, the lead generation market was valued at 3,103.80 million USD in 2021. It is expected to see a compound annual growth rate (CAGR) of 17.5%, and reach a value of 9,589.11 million USD by 2028.
The Global Lead Generation B2B Software Market Research Report 2022 shows that the lead generation market is split up into four areas. They are lead capture software, lead intelligence software, lead mining software, and lead scoring software.
These sections each play a role in successfully generating and nurturing leads while saving companies time and valuable resources. 20% more sales opportunities are created when leads are properly nurtured. However, 65% of B2B companies have not established a process for lead nurturing.
Lead generation software continues to increase in popularity due to its flexibility, low maintenance, and resistance to corrosion. As businesses continue to grow within the digital space, this software helps companies remain competitive within their industries.
Forbes reports that 58% of business leaders see lead generation as a key challenge. Lead generation platforms like Leadboxer are instrumental in helping companies find qualified prospects to fill their pipeline. Through automation, data collection, and software integration, these platforms are able to improve processes across multiple departments.
Lead generation software has benefited from the advancement of technology, and it will continue to optimize its product performance. Integration between customer relationship management (CRM) and lead generation platforms is a step toward success.
The Global Marketing Automation Market Analysis Report 2022 released by researchsandmarkets.com takes a closer look at the current environment for this software. The report finds the market was valued at 5.45 billion USD in 2021. As automated marketing software continues to gain traction among businesses, it is projected to reach 8.58 billion USD by 2026.
Due to the increased usage of these platforms, the market is expected to grow by 9.49% between 2022-2026. The report notes the advantages of using this software include improved efficiency, reduced staffing costs, and an overall increase in revenue.
Cloud and On-Premise are the two studied segments of marketing automation deployment types. Cloud deployment was found to cover a market majority at 58%.
This report studied eight channels of marketing automation:
Out of the channel categories, email marketing automation led the way with 17%.
A Demand Gen Report found that 53% of marketing teams say that early-stage lead generation is most effective when done through email. With email automation pulling ahead of other channels, automated marketing software can help companies save time and resources in producing email campaigns.
Across industry applications, it was observed that healthcare began utilizing marketing automation software strategies. This implementation has helped create consistent messaging and improved customer service. During 2022-2026, the use of marketing automation in healthcare is expected to grow by 12.5%.
As for regions, this report discovered that North America made up the largest share of marketing automation at 34.3%. Over the forecasted period of 2022-2026, Europe and North America are expected to be the largest markets. Due to a rise in mobile usage and increasing use of advertisement campaigns, the Asia Pacific is projected to be the fastest-growing market.
How the COVID-19 Pandemic Shaped Automated Software
COVID-19 continues to show lasting effects on the way businesses handle sales outreach. With quick switches to digital communication as in-person meetings were canceled, many B2B companies had to adapt to a virtual environment.
58% of experts believe poor technology infrastructure led to businesses struggling to deal with the pandemic. The Global Marketing Automation Market Analysis Report 2022 suggests that the pandemic highlighted the importance of marketing automation as companies made the switch to digital channels to keep in touch with customers.
Automation and artificial intelligence (AI) are playing a significant role in the post-pandemic world.50% of businesses plan to push forward with their AI strategies as they enter into post-COVID operations.
While the pandemic caused upheaval across all industries, it also helped drive innovation and advancement. 43.42% of B2B marketers plan to switch their in-person meeting budgets to digital efforts.
By investing in automated marketing and lead generation software, B2B companies will be prepared to face a post-pandemic world.
The Future of Lead Generation and Marketing Automation
Lead generation software and marketing automation is a growing markets. The Global Marketing Automation Market Analysis Report 2022 found several factors for these upward trends including higher social media usage and trending mobile marketing.
While many marketing budgets continue to shrink, a survey from Gartner finds 26.6% of Chief Marketing Officers plan to increase their spending on automated tools. Statista Research Department shows that 2.6 billion USD was spent on lead generation in the United States in 2019. This number is predicted to hit 3.2 billion USD by the end of 2023.
The demand for these tools continues to increase, but this market does face challenges as well. Cyber security and data quality issues were found to be impeding issues for market growth. The quick nature of social media and continued internet usage has posed security and compliance challenges for marketing teams.
As the B2B industry continues to evolve within the digital sphere, lead generation and marketing automation will increase in marketing and sales departments. The content marketing platform is expected to grow the fastest between 2022-2026. Global Marketing Automation Market Analysis Report 2022 suggests it will increase at a CAGR of 17%.
AI integration, predictive analytics, and a focus on personalized marketing are contributing to the market increase.
The combination of AI and automation software is pushing businesses toward better customer service and creating stronger interactions with prospects. Lead generation platforms help target the correct customers to drive marketing efforts in the right direction.
Lead generation and marketing automation are paving the way for companies to save time and resources when filling the sales pipeline. 80% of marketers saw an increase in their leads after using marketing automation.
Both markets continue to grow and are projected to rise to new levels by 2029. B2B companies will need to include lead generation platforms and automated marketing into their business strategies to remain competitive in their respective industries.
Marketing automation provides a huge boost in sales leads. Using this software for marketing campaigns can increase these numbers by 451%. Content marketing is used for lead generation by 80% of companies. It is expected to be the fastest-growing channel for automated marketing between 2022-2029.
Lasting effects of the COVID-19 pandemic will continue to push companies toward digital communication. Customer trends show that many prefer buying in a virtual space. These habits will most likely increase as social media marketing trends upward.
While lead generation and personalized outreach benefit from automated software, challenges with consumer privacy and data quality will continue to be part of the conversation. Salesforce found that 86% of consumers want more transparency regarding the usage of their personal information.
Investing in highly integrated platforms like LeadBoxer will help departments utilize their existing tech stack to its full potential for lead generation, marketing automation, and customer management.
See what LeadBoxer can do for your business. Get your free trial today!
Creative lead generation can help your B2B company fill the sales funnel with qualified prospects. Social media continues to be vital for marketing teams, and jumping on the upward trend of video content is a way to boost your outreach.
Utilizing video marketing is a great way to increase brand awareness and encourage content engagement. This tactic can push your outreach to additional target audiences and help increase your lead generation. Video marketing can also work when trying to retarget and engage potential prospects.
Keep reading, or use the following links to jump ahead:
While the strategy isn’t new, video marketing has become crucial for staying relevant in a competitive market. According to WyzOwl’s 2022 Video Marketing Statistic Report, 86% of businesses already use video in their marketing strategy.
This marketing tool is important to have across all channels. Videos are an easy way to educate prospects on your product, as well as create brand awareness.
In a Hubspot survey, it was found that video content was the second most popular way to increase social media engagement. By encouraging interaction from customers, this strategy can help boost shares and expand audience reach.
Even though video marketing has been around for a while, many businesses saw a rise in demand for this content during the pandemic. 64% of marketing teams feel the pandemic has affected their 2022 video marketing strategies. Coupling this with the rise of marketing on social media platforms like TikTok, utilizing these tools can make a big difference in engagement.
Increasing Sales Conversions Through Videos
Marketing teams work hard to reach audiences that can be converted successfully for the sales department. These tactics require a lot of planning and resources to make sure content is being delivered to the right prospects.
Video marketing is an accessible tool that helps engage customers before they’ve even spoken to a salesperson. If you’re just beginning your video strategy, a great place to start is finding ways to include this type of content on your website.
According to BizCommunity, conversion rates can be increased by 80% if you include video content on your landing pages. When leads are visiting your site for the first time, videos are able to introduce your product and brand quickly. This type of content encourages engagement as prospects are able to get a glimpse of what your company has to offer.
Additionally, adding videos to your site can help improve search engine optimization (SEO). By having this content on your pages, visitors are more likely to spend more time on your website, which helps boost your page in search engines.
Moving on from initial lead impressions, video marketing can play a role in boosting customer retention. This content has the ability to support salespeople as they walk clients through the sales journey. By having video tutorials and demonstrations, leads are able to interact with your product before making a purchase, which can increase customer confidence.
The options for video content are endless, and it is a great tool to build trust while showcasing an authentic brand to prospects. Utilizing how-tos, customer testimonials, and customer support videos are just a few ways your team can take its marketing strategy to the next level.
How to Create a Successful Video Strategy
Creating content that encourages audience engagement is a good starting place. With high-quality smartphone cameras and a multitude of editing apps to choose from, access to video creation is easier than ever.
However, starting without a plan can be an overwhelming undertaking for any marketing team. Take time to allocate resources and prepare your team for the content rollout. This type of foresight will help align the marketing and sales department to ensure the highest return on investment (ROI) is being achieved.
Once your teams are ready to go, begin by evaluating your company’s needs. Determine which pages and social platforms will benefit most from the content. Laying out the areas that will receive videos can help decide what the content will showcase.
Next, determine the target audience. For video marketing lead generation, have your team identify what platforms see the most traffic from prospects.
Bizcommunity found that videos help 90% of customers make buying decisions. By getting this content on pages that see the most interaction from leads, video influence can help push these prospects into the sales funnel.
Align the goals of the campaign across departments. Multiple videos can serve different purposes, but it is good to have a clear objective before creating any content. This data will also play a role in determining the video’s success late in the journey.
Decide on the video distribution platform. There are a few factors that will help narrow down the best place for your content. Consider your budget, including money for sponsored posts, and your current tools.
Shorter videos may find their home on TikTok or Instagram, whereas Youtube remains a leader for long-form content. Determining a platform before filming will help drive the subject matter. It is important to take into consideration the type of audience on each social media channel, as well as how engagement is measured.
Platforms like Instagram reels and TikTok rely on short, snappy videos that can quickly grab a viewer’s attention. These sites also work off of algorithms that rely on comments, likes, and shares. Longer videos may do better on Youtube or LinkedIn, especially if the goal of the content is to educate.
Begin scripting and filming content. If you are not sure where to start, look at similar businesses or competitors to see what type of videos they are sharing. This can help your team gather an understanding of where your industry fits into the digital sphere.
Once posted, begin measuring the content’s success. While each business may track unique metrics, there are a few basic ones that can help your team see what works and what needs improvement. Engagement is huge. Track comments, likes, and shares.
Time spent on your site is another great metric to consider. If you have longer videos, are your visitors watching the whole thing? Take a look at any generated leads or conversion boosts.
Are your visitors interacting with other areas of your site after watching the video? For example, keep an eye out for any upticks in form completion.
Lastly, continue to re-evaluate and produce video content. While you shouldn’t fix any content that seems to be working, don’t be afraid to add new posts. Variety in content can boost engagement and encourage frequent customer interaction.
Revisit any videos that don’t produce the results your team wants. This form of content is constantly evolving, and it is good to be prepared to embrace changes as needed.
Best Practices for Video Marketing
Once you have a strategy ready to go, implementing best practices can help boost the success of your marketing campaigns. Understanding the different types of video content can help your team see a positive ROI from this work.
Videos like product demonstrations, educational content, or expert interviews can help increase lead generation. While content like customer testimonials, live streams, or personalized messages from employees can create brand awareness.
Use video marketing to retarget old leads. This content can help encourage prospects to re-engage with the sales journey. Maybe the lead wasn’t sure your product was the right fit, but an educational tutorial or how-to guide can help show the ways their company can benefit from a purchase.
The rise of platforms like TikTok and Instagram has expedited the evolution of video content. Now, businesses are able to utilize these channels and interact with leads at a faster pace. In turn, social media has also helped shape marketing trends.
Viral trends dominate the ways content is viewed across platforms, and brands are not exempt from participation. While being TikTok famous isn’t the goal of video content for your business, it’s becoming more common for companies to participate in these trends.
Influencer marketing has also continued to rise in popularity. Videos like a how-to or product reviews from influencers help create brand awareness and build trust with customers. This type of sponsored content speaks to viewers without seeming too forced.
According to HubSpot, 64% of businesses found new customers because of a Facebook video. Social media helps successfully mix business with pleasure, as many adults spend time scrolling through Facebook and Instagram throughout the day. By posting video content on social media, your company can see a higher ROI on video marketing.
Get started with lead generation by trying out Leadboxer today!
Attracting qualified leads to the sales pipeline is crucial for B2B businesses. Identifying prospects and cultivating relationships will increase sales conversions and create loyal customers.
With email marketing filling up a prospect’s inbox from your company and competitors, it is important to offer valuable content that will help your product stand out. Finding ways to establish yourself as an expert in the industry and producing informative marketing materials can help create lasting customer relationships.
When trying to find potential clients and obtain their contact information, utilizing a lead magnet can kickstart the conversation. Use the links, or keep reading, to learn about lead magnet examples and how your company can benefit from their usage:
Simply defined, a lead magnet is an incentive that companies can provide to prospects in exchange for contact information. More than that, though, this type of offer can start building trust with potential clients from their first interaction with a business.
Types of lead magnets can vary across industries, but all of them should provide value to the recipient. For example, retailers may offer first-time website visitors a small discount code if they join their mailing list.
By utilizing a lead magnet, prospective clients can begin to see the value your product offers. With this in mind, planning and executing lead magnets may be different for each potential customer.
There isn’t a one-size-fits-all approach to this marketing strategy, and businesses that provide innovative and informative lead magnets can boost themselves ahead of competitors. The content within the lead magnet is crucial to forming the foundations of a strong business relationship.
Lead magnets are not seen as optional for businesses that want to remain competitive within their industries. These tools can help plot the trajectory of a prospect’s customer journey by providing a valuable glimpse into a business’s product.
For technical industries, a lead magnet tends to lean into a demonstration of a product’s solution. This can be done in many ways, like White Papers or Webinars, but the content should provide valuable market insight.
The Importance of Customizing Lead Magnets
Just like any other marketing tool, customization of outreach is important for lead magnets to be used to their fullest potential. Whether your business has a large array of products or only a few solutions to offer, customers will be coming to you with unique problems that are specific to their organization.
Initial content provided by your business, especially as a way to gain contact information and create first touchpoints, should begin the process of selling your solution. The magnet isn’t a sales pitch itself, though. Rather, it’s a marketing tool to generate interest and educate prospect’s on your product’s capability.
The goal of your marketing efforts is to be seen as an expert in the field. This means prospects and current customers will look to your content for industry insight. Using a lead magnet should entice prospects to provide contact information because they want to engage with the content of value.
Knowing your audience and understanding their needs will help create trust between customers and the business, as well as cultivate interest in your products. Alongside providing solutions, loyal customers will appreciate customized content that caters to their interests.
Before choosing the types of content you want to produce, it is important to identify your target audience and take the time to understand their needs. Research prospective clients, find pain points that your product can help alleviate, and pay attention to market trends.
Along with customization for specific customer bases, making sure your content is up-to-date and relevant to current events can help create engagement. Utilize statistics to show ongoing trends in your industry. For example, as the economy continues to recover from the COVID-19 pandemic, providing customers with content that addresses this topic will help your business be seen as an informed source.
Email marketing, lead generation, and content engagement are all important tools for becoming a successful B2B company. These are no longer optional if you want to be a competitor in the market. On top of utilizing digital marketing to reach prospects, any content provided to potential clients should begin to build a relationship.
Creating sales pipelines and adding qualified leads to the funnel can be a tough task. Some prospects may be weary of providing contact information, and others may have no idea who your company is.
By creating and providing quality lead magnets, your business should be able to showcase its value to these potential clients to build trust and begin the sales journey.
Not all lead magnets are the same. Some will serve different purposes depending on the type of customer you are working to attract. All of these tools should be enticing enough to earn contact information.
Digital marketing continues to evolve as new social media platforms pop up and customers continue to be inundated with content. However, lots of clients are still beginning their search for solutions by turning to Google.
Attracting potential clients through organic web traffic is a great way to score contact information from potential leads. This is where lead magnets can become a huge game changer. This content should be accessible on your website, in exchange for contact data, and it should be interesting enough to catch a prospect’s attention.
Below are lead magnet examples that can help your business take its lead generation to the next level.
This tool is one of the top lead generators for B2B companies, but it needs to be interesting enough to garner interest from website visitors. There are several approaches you can take to white papers, and any form should provide unique information that is specific to your client’s industry.
As with all lead magnets, the content within the paper should be valuable, and it is important to make sure it’s enough to convert a prospect into a qualified lead. The subject should be creative, but something that can be heavily backed by data.
Providing a professional reference guide or one written by a C-Suite member can be a great start for a white paper. Allowing the CEO or COO to be the face of a paper on a trending topic in the industry can help establish your company’s expertise.
A professional reference guide would act as a comprehensive resource for professionals in your industry. While this type of content may seem basic and geared toward beginners in the field, it helps show off the knowledge of your company. This content is also easily refreshable, which takes fewer resources to maintain.
Taking a more statistical approach can help gain points from prospects who may value insight into market trends. Analyze a case study or write about market predictions based on past trends. This content can help establish your organization’s credibility and focus on how your product fits into the current market.
A simple type of white paper can be a comprehensive product breakdown to provide crucial insight into the solutions your business provides. This helps with the technical aspect of your sales pitch and can help introduce prospects to your tools.
Leaning into a product demonstration, webinars are an easily accessible avenue for prospects to become acquainted with your company. Live webinars are a great resource to pitch your product to potential customers who may be exploring several solutions.
These live streams provide in-depth product demonstrations and leave time for questions that participants might have. By showcasing your product and demonstrating your team’s expertise through answering questions in real time, webinars help prospects familiarize themselves with the solution your company provides.
Also, webinars make capturing contact information extremely easy. Many platforms require participants to sign in with their email addresses and include information regarding their role within the company. This allows your team to start targeted outreach to these prospective clients as soon as the webinar begins.
Live webinars help give easy to provide participants with a call-to-action at the conclusion of the demonstration. After seeing your product and its features, potential clients can easily take the next step to set up a meeting with one of your business development employees.
Another option for webinars is creating an ongoing series that is relevant to current market trends. This moves the presentation away from a simple demonstration and allows your team to discuss your product’s role within the industry.
This type of series helps create fresh content to promote engagement from prospects and loyal customers. Along with providing valuable market insight, these conversations and the Q&A following can help potential clients see the way your team interacts with existing customers.
By showcasing your customer service and your expertise within the industry, prospects may feel more inclined to move along within your sales funnel.
A classic lead magnet for many B2B companies is offering a free trial of the product. This is particularly popular for businesses that are promoting software as a solution. Some prospects may benefit from exploring the product on their own to determine if it’s a good fit.
Important factors for a risk-free trial to be successful in qualifying leads include clear communication about the trial’s terms and ease of cancellation before being charged for the service.
Free trial sign-up forms will capture contact data so your team can reach out to these prospects and discuss their needs while they’re trying out the product. This is a great way to establish a relationship and help potential customers see the full benefit of your services.
Another aspect of the risk-free trial is gaining feedback from prospects as they self-navigate your product. Conducting check-ins to the contact information provided can start the conversation and allow your team to hear about the customer experience.
This type of lead magnet does require a product that can be easily trialed, but other types of products may be able to utilize a virtual demonstration if a free trial is not possible. Allowing prospects to test the software before purchasing can help build trust.
Communication is important for successfully providing free trials as a lead magnet. Make sure your team is able to reach out to the user as they work, listen to feedback that’s given, and be transparent about the subscription details.
Similar to a white paper, an eBook is a long form of content that can serve as an informational guide to prospects. However, an eBook tends to cover general topics and may combine multiple pieces into one piece of content.
This type of lead magnet is great if your marketing team works heavily with blogs or has a series on specific topics that relate to your product and industry. Different from a white paper, an eBook tends to be less academic and bundles more information together.
Sharing an eBook with prospects helps them save time that they would’ve spent searching through your website. The information covered in the content can go over trending industry topics and the solution your product provides.
Since prospects won’t be able to view the content in your book before providing contact information, the brief overview and title should be catchy enough to catch their interest.
A quiz can be a fun way to introduce your product and help clients feel comfortable sharing their contact information with your business.
Making sure you’re implementing an appropriate quiz format is important for this type of lead magnet to be successful. Create a relevant title that entices website visitors to engage.
For example, if your company offers multiple solutions to workplace problems, you could use something as simple as “What Type of Product is Right For You?”. Next, the length of the quiz matters. Avoid making it too long because you don’t want prospects to get bored and abandon the activity.
The results of this should prompt action from the prospect. Try to tailor the results to collect contact information from qualified leads. You can take it a step further by using a quiz to assess where the prospect is in their customer journey.
This type of lead magnet can provide your team with data to move the lead within the sales funnel, as well as encourage prospects to take the next step with your product.
Offering a way for a prospect to streamline their process by simply providing contact information in return is an easy way to start building a relationship. Often, potential clients are trying to achieve something through their search and that’s how they’ve ended up on your webpage.
By providing templates as a lead magnet, customers are able to gain access to a quick solution and then explore your product in more depth as your team begins targeted outreach. Templates are a great resource for your marketing team to create as well because they don’t require constant refreshing.
Templates can also be used for most industries since they are easy to create in any form. For example, your business can offer email, design, social media, or spreadsheet templates. This type of content targets qualified prospects by tapping into their needs and providing a quick solution.
While templates don’t necessarily demonstrate how your product works, they are able to provide market insight. Tailoring these templates to things such as “Cold Outreach” or “Instagram Posts” can help your prospect see the understanding you have of the industry.
Email inboxes are cluttered with promotional emails and irrelevant content, so it is important to find ways to reach your prospect with valuable information. Email courses are a great way to allow potential clients to opt-in to a sequence providing insight into industry topics.
This helps establish a relationship between your company and the customer, and they are actively engaging with your content by reading the course. Also, it can help promote the ways your product integrates with the topics covered in the emails.
An email course provides multiple touchpoints to continue nurturing the lead and qualifying their needs. While some prospects may download an eBook but never get around to reading it, email courses provide a consistent stream of digestible content.
This helps your company stay at the forefront of prospect’s mind while they are searching for solutions to their needs. By sharing educational content, the customer will feel like your business has added value and they may be more inclined to move forward in the sales process.
Using Lead Magnets to Demonstrate Product Solutions
Lead magnets are resources that your marketing team is investing time and money into creating, which means you want it to serve a strong purpose. Rather than passively capturing contact information, a lead magnet should do more than just expand your email campaign lists.
Using these tools to their full potential means finding ways for them to demonstrate how your product provides solutions. Potential clients want to see the value your business can share, and a lead magnet is a great first step.
By relating the magnet to your service, your business should be able to qualify the incoming leads and ensure they are getting to the right salespeople. High-tech service providers need to demonstrate the value of their product, whether its data analytics or AI software. By using a lead magnet to begin showcasing the product’s features, potential clients will start to understand the solution.
While it may seem like the easiest way to do this is using a free trial as a lead magnet, other formats can provide the same kind of experience. Webinars, email courses, and white papers help establish businesses as key players within their industries while building trust with clients.
The important thing is to make sure lead magnets are providing educational information, not just serving as an advertisement for the tools your business offers. White papers can lean into your product’s ability while providing data-backed research on market trends. Webinars and email courses can cover industry-specific topics and demonstrate the solutions offered by your product.
This content should be specific to the audience you are trying to engage. Lead magnets should be tailored to the interests of your potential clients and refreshed as needed to stay relevant within the industry. By demonstrating how a product works and the features it has, targeted prospects should feel more confident in allowing your business to provide the solution.
To get started with engaging prospects with these lead magnet examples, check out Leadboxer’s free trial.
Your website is the first interaction customers have with your brand. Make a good first impression with an updated website.
Updating your website doesn’t mean going overboard with videos, graphics, or text. If you think your website is “cool” because it has Adobe Flash Player, think again.
Great websites are optimized for search engines, have user-friendly designs, and valuable content. You may already have these on your website, but here are more tips to make your website great:
Don’t Overwhelm Visitors With Options
People like having choices. However, too many choices can be a bad thing.
When people have too many options, they can get confused and overwhelmed. They may get flustered and bounce from your website because they can’t make a decision.
To see how easy (or difficult) it is to navigate the options on your website, explore it yourself. Better yet, have someone else poke around your site. Ask them to write down questions and observe their experience.
Pay attention to how easy it is to go on to the next step. Look at whether your pages make sense and accomplish your company’s goals.
Put in the Effort to Tell People Who You Are
Chances are you put more blood, sweat, and tears into certain pages of your site. Your product or services pages and testimonial pages likely took much of your attention. How much time did you devote to your About Us page?
It’s great to give specifics on your products and services and share the experiences of satisfied customers. Consumers want to know about your company before doing business with you. Your About Us page is your chance to give a good impression and build trust with potential customers.
Your customers will feel more comfortable working with your business if they know its background, staff, mission, values, and awards. Think of it as introducing your business to a new customer or friend.
Be sure to include high-resolution images of your leadership and staff on your About Us page. For content, include your mission, value proposition, and a clear call to action.
Get Information on Who Visits Your Website
Gone are the days when you hope the right people find your website, make a sale, and return. With our Lead Identification solution, you can know valuable information about who visits your site. We can tell you:
Who visits your website
What company do they work for
All the company’s firmographic details
What services or products they are interested in
Visitor’s company contact information
How many visitors from this company visited
Based on above and more, what is the visitor’s lead score value
Embedded Lead Identification into your website requires no buttons or forms to fill out. All the data is collected automatically and discreetly.
Utilize Effective Landing Pages
Landing pages are good at capturing leads. However, a poorly-created one will not give you the amount or quality of leads you want. Here are some tips for creating effective landing pages:
Keep Your Landing Pages Simple
Marketers can overthink when it comes to creating landing pages. They want them to be complex and sleek. An overly-complex landing page, however, will lead to more bounces.
The purpose of a landing page is for people to leave their contact information to access valuable content. It is important to grab people’s attention and offer high-quality content. You also need a clear call to action telling people what to do next.
Get straight to the point in telling visitors why they need your services or products. Also clearly show them what they need to do to get started.
Include Testimonials on Your Landing Pages
You know how powerful testimonials are. You use them on your website. Why not use them on your landing pages?
Testimonials by satisfied customers let people know your offerings are effective and your brand is trustworthy. Adding testimonials to your landing pages are simple and effective lead generation strategies.
It is easy to find testimonials. Look at your company’s social media channels, customer support emails, and product reviews. Before you use a testimonial, reach out to the source and get permission.
Have a Mobile-Friendly Landing Page
Your leads and customers are more likely to view your website and landing page on the go via their cellphone. Your landing page needs to be optimized to fit on the tiny screen of a phone. If it isn’t, your landing page will look clunky and unappealing.
Since your landing page will be formatted and look different than it would on a desktop or tablet, shorten your opt-in forms. Be sure to optimize your call to action (CTA) buttons and make them highly visible.
Remove Menus From Your Landing Pages
Menus on your landing pages are distracting. Going back to the first point, the simpler the landing page, the better the conversion rate. Remember, you want them to stay on the landing page and follow the call to action.
Upgrade Your Content
Using the text on your website and blog simply as an area to stuff keywords won’t get you conversions. To generate leads, you need to know your desired customer and what content will be valuable to them. You’ll attract customers most likely to convert and your informative content will boost your brand’s authority.
There are many ways to use high-quality content. You can have it on your website and feature an opt-in form for visitors to read more. A blog with good content has a better chance of getting noticed and shared.
Start Blogging and do it Consistently
Blogs are real estate for you to share valuable information with website visitors and they can boost your SEO. A blog adds personality to our brand and improves your brand’s credibility. They can also attract 67% more leads per month.
First-time website visitors will want to know more about your company than the great products or services you offer. They expect your business to be knowledgeable in your industry. They also want to be treated with the utmost importance.
Once you start a blog, you need to regularly produce high-quality content. If you’re not consistently blogging, customers will get bored. Your blog content will no longer be engaging, current, or relevant.
When you blog consistently, you help create an engaging interaction with potential leads. The longer a lead engages with you before signing up or opting in, the more likely they will become paying customers.
A relationship with a lead not only increases their likelihood of becoming a paid customer, but also a returning customer. Loyal customers can be counted on for repeat business and they can become valuable brand ambassadors.
Before you write your blog posts, research your target audience and keywords to use throughout the content. If you need help coming up with topics to write about, look up trends happening in your industry. When writing your blogs, be sure to include clear CTAs (call to actions) alerting readers what to do next.
Email Marketing is Your Friend
You may think flooding people’s inboxes with emails is a bad idea. However, email marketing is one of the most effective lead generation strategies around. It is also one of the easiest to do.
According to Neil Patel, email marketing has an effectiveness of 48% and a difficulty rating of only 18%. Email marketing beats out content marketing, landing pages, social media marketing, and SEO. Only the creation of landing pages is easier.
Whether you need a landing page, a blogging or email strategy, or to get started on social media, LeadBoxer can help you to translate your Lead Generation Strategies into qualified leads. They know how important lead generation is for your business.
Effective online lead generation is easier than you think. You may be doing some of the listed ideas already. Regardless of what strategies you try, remember it is about the customer.
Want to stimulate interest in your brand without paying for ads? Content marketing is the answer. This type of marketing involves making videos, blogs, and social media posts that solve problems for your ideal customers, thus building loyalty to your brand and encouraging them to buy from you.
This strategy is essential for staying ahead of competitors. A 2021 report from HubSpot found that 70% of over 1,500 marketers surveyed are actively investing in content marketing. The same study noted that 40% of marketers consider content marketing vital to their overall strategy.
Creating and implementing a content marketing strategy doesn’t have to be time-consuming. The following techniques will set you up for success.
Great content marketing happens when everybody in a company collaborates. To do this, you’ll need to get the leaders of various teams and departments behind you.
Ardath Albee of Marketing Interactions explains, “You need executive backing to fund and source a content strategy. You also need the support to ensure there is enough commitment to see a content marketing strategy through.”
To get leaders of your company on your side, position content marketing as a way to help their departments reach their goals.
Understand Your Audience
Before creating content, you need to think carefully about your ideal customers and anticipate what videos, blogs, or resources they want. Consider these questions:
Who is the ideal person reading your content?
What information do people want that isn’t readily available?
What pain points are your customers feeling?
How does your target audience make buying decisions?
By creating content that anticipates and answers your ideal customer’s questions and pain points, you can simplify their decision to buy from you.
Invest in Branding
Consider hiring a reputable agency to develop your brand’s look. The visuals and messaging used to represent your company impact your bottom line. A 2019 Reboot study of 2,500 consumers found that the right color can increase brand recognition by 80%. Furthermore, a 2019 Lucidpress survey of 400 organizations found that a consistent presentation of brand imagery, messaging, and values across channels can increase revenue by 33%.
Publish Guest Blog Posts
Curating blog posts from thought leaders in your industry is a win-win for all involved. It creates new content for your website with less lift from your marketing team and gives contributing writers a platform for sharing their ideas.
Guest blog posts also encourage the creation of backlinks, or links connecting one website to another. This happens when the contributing writer shares the article on their personal site. Backlinks signal to search engines that your content is valuable, which in turn boosts your site’s ranking on search engine result pages (SERPs).
Here are some tips for finding and recruiting credible guest bloggers:
Visit other blogs in your industry and see who is writing for them
To grow your audience quickly, reach out to in-demand writers with large audiences and offer to pay them
Mention the benefits of writing for you, such as the number of monthly visitors to your site and the exposure writers will receive
Create Evergreen Content
While new content is helpful for keeping social media and email audiences engaged, there’s no need to churn it out all the time. Instead, invest energy in creating evergreen content, or resources that are always relevant. Examples include:
Frequently asked questions
Over time, these pieces of content will rise to the top of SERPs and draw new prospects into your audience.
Another way to save your marketing team time is to reconfigure content for different channels. For example, transform an interview between a member of the marketing team and one of your executives into a podcast episode, blog post, infographic, and series of social media posts.
Pillar pages help keep your site organized. They’re also another effective way to reuse existing content.
Include Videos and Graphics
Visuals help break up long blog posts, appeal to visual learners, and can increase site traffic and the amount of time visitors spend there. A 2020 survey conducted by Wyzowl found that 86% of marketers say video has increased traffic to their website. The same survey noted that 83% of marketers credit video with helping increase the average time visitors spend on a page.
Measure Your Results
Analyzing the effectiveness of your marketing helps determine what types of content lead to the most sales and what parts of your strategy need improvement. To measure your results, use a tool like Google Analytics or LeadBoxer to study your site’s data.
LeadBoxer tracks what your leads do on your website or when you email them. You can see what pages they visit, how much time they spend there, and what resources they download.
By comparing customer journeys, you can identify common pathways or pieces of content that lead to sales. You then know which content types are most effective and worth replicating. You can also determine which pages to keep updating and sharing on social media.
Content marketing is vital for attracting, nurturing, and retaining customers. By anticipating and answering questions with your content, you establish your brand as a thought leader with unparalleled customer service.
Techniques like publishing guest blog posts, creating evergreen content, organizing content into pillar posts, and repurposing content across channels help your marketing team reach the most people with the least amount of lift.
A tool like LeadBoxer helps you analyze your strategy. With LeadBoxer, you can see what pages or downloadable resources are driving the most sales. Get started today with a free trial.
Having a deep understanding of customer behavior can increase sales conversions. As technology continues to advance, businesses have the advantage of utilizing data to target their audience and successfully pitch their products.
Collecting this data helps marketing departments better understand their ideal customers. Sales teams are able to improve outreach and streamline their communication with potential clients.
Use the following links to jump ahead, or keep reading to learn ways to successfully increase sales through internal data.
As industries continue to face constant evolution within technology, the way sales are made have changed. Most customers begin their journey for new products or services through a web search. Online behavior can provide crucial insights for sales teams.
Intent data is information that is collected regarding a user’s online behavior, specifically through content interaction. By tracking these actions, businesses are able to see patterns and gain knowledge about their prospect’s interests.
Most importantly, this data can provide clues that help sales professionals understand the likelihood of a purchase from customers. This helps tailor sales tactics, drive marketing campaigns, and increase the chances of conversions within the pipeline.
Behavioral data is collected through the ways users are interacting with your content. This allows your team to see what areas of your site are most attractive to potential customers. This information can also help sales professionals gain an understanding of where a client is at in the buying process.
Having access to this information helps take the guesswork out of the sales process. Intent data can help pinpoint the market for your product, how to segment clients for marketing outreach, and what their purchase intent looks like.
Analyzing behavior is a huge asset for marketing. This allows teams to personalize content to target the proper audience for your products and services. By reaching these prospects, your sales team will have more leads funneling into their pipeline.
Behavioral data can help with brand exposure. Having an accurate idea of the topics and areas on your site that get the most traction provides marketing with important insights. The team is able to customize messaging to drive similar customers to your web pages.
This type of brand awareness helps your business reach more individuals who are still in the research stage. By having content that reaches customers in need of your solutions, information on how your business is the best fit for prospective buyers is provided.
This data allows your teams to sync up by higher quality leads and better understanding of client behavior. Marketers are able to discover unique interests among target customers, and this information allows sales to strengthen relationships with their accounts.
Behavioral data provides your business with the necessary tools to accurately predict buying patterns. By having insight into their actions, it is possible to track where customers are at in their purchase process. This allows marketing and sales to accurately plan outreach to nurture leads and walk clients to the end of the sales process.
First Party Intent Data Vs. Third Party Intent Data
While intent data can help increase sales, it is important to understand the different types and how they can play a role in your business. First party data is collected through your website and content pages. This tracks how visitors are engaging with your marketing.
First party data is something most businesses already track in some form. Analytics, automated tools, and the backend of your website keep up with this engagement. Internal data provides deep insight into customers, but often, it comes across as anonymous engagement.
Leadboxer helps your business discover the leads behind internal data. The platform captures the cycle of behavior from online engagement, starting with the first visit to your site. By uncovering this data, Leadboxer is able to identify who your visitors are.
This allows your team to have access to qualified leads, which helps plan client outreach. The identification of these customers happens through IP addresses, email engagement, and other touchpoints.
Third party data comes from providers who are able to collect the ways prospects are engaging on other sites. This allows for a complete view of buyer activity to see how customers are interacting with competitors. Behavior data can provide a sense of consumer purchasing patterns online.
This side of things provides valuable insight into any backtracking or missteps that are made throughout the buying cycle. By seeing where customers are spending their time, it is easy to pinpoint their pain areas and see where their greatest needs lie.
Most third party intent data will surface during the research stage. This information can provide crucial guidance for future outreach and marketing tactics. Third party data shows what keywords customers are using, which brands they interact with first, and what solutions they are searching for.
While first party data comes directly from users interacting with your content, third party information can be trickier. As privacy concerns push for tighter restrictions, companies that rely on third party data are beginning to focus on ways to utilize what they are able to collect.
The biggest concern regarding third party data is that it can be unknowingly collected. This information comes from tracked behavior across websites, and it can contain personal identifiable information (PII). As concerns have grown, actions have been taken to promote transparency within the data.
Sites that use third-party cookies, which track engagement across sites, are putting banners on their content to ask for consent from visitors. These regulations have caused restrictions on the data that third parties are able to provide. This shift promotes the need for businesses to rely on first-party data.
Internal Data and Its Importance to Closing Deals
Once your business understands the importance of intent data, it is time to optimize its use. Most importantly, internal data is a tool that can help increase sales conversions by encouraging warmer leads and stronger client relationships.
Businesses must qualify prospects as part of their sales planning. In order to see higher sales conversions, the team must know where to spend their time and resources. Not every lead that comes through a website will be a buyer.
Through behavioral data, engagement can provide insight into how serious a customer is about making a purchase. From the first website visit, Leadboxer tracks the content, forms, and emails that see prospect interaction. This helps put together a timeline for sales professionals, as they are able to gauge where a client is in their customer journey.
Creating Customer Profiles Based on Internal Data
A customer profile helps your business keep personalized records of your clients. This information helps marketing segment their messaging and allows sales to keep up with their pipelines.
Each profile is a detailed record of a customer’s needs, demographics, and behavior patterns. By using intent data to fill out these descriptions, your team can keep track of customer relationships and note their behaviors to increase conversions.
By understanding what problems individual customers are facing, sales will be able to drive solutions to their doorstep. Online behavior can provide insights through touchpoints to help illustrate a customer’s current needs.
When a qualified lead begins interacting with your product page, downloading your content, or filling out interest forms, sales will be able to reach out at the right time. This data helps sales nurture leads through the process.
Providing Insight to Identify, Segment, and Score Leads
Each visitor is tracked when they reach your site, but it is important they make it to the right place in the sales funnel. Throughout their time on your site, Leadboxer collects information and tracks their actions to accurately discover the lead’s identity.
From there, leads can be integrated with a business’ tech stack to move them through the cycle. After identification, prospects can be segmented into groups to receive appropriate marketing. These segments allow your team to filter leads by company name, size, location, or behavior.
Most importantly, Leadboxer handles automatic scoring to keep the most relevant leads at the top of your pipeline. This distinction is based on customer behavior, interests, and properties. Sales will be able to begin their outreach to provide the proper solutions according to specific customer needs.
With internal data, lead scoring is accurately ranked to help pinpoint prospects who are most likely to make a purchase. Their behavior helps determine where they are in the process, and what they need to get to the finish line.
Get started with your internal data analysis today by signing up for a free Leadboxer trial!
Generating leads is a crucial part of building revenue for any business. This involves having a constant stream of new customers to nurture into repeat, loyal patrons. Your prospects are looking online for products and services to meet their needs and solve their problems.
The lead generation process begins with your website, your company’s online presence. With more than 455 million websites built on and hosted by WordPress, chances are yours is too. WordPress is a solid website builder that offers easy customization and SEO-friendly items.
If you use WordPress, the many plugins can be overwhelming. Which ones are best for your business? Which ones will generate leads?
Below are the 16 best WordPress plugins for business – read on or use the following links to jump ahead:
Your website must have a way for customers to reach you. WPForms allow you to easily create surveys, payment forms, order forms, contact forms, and subscription forms. With WPForms, you can access 300+ pre-built landing pages and forms and see valuable analytics like tracking and abandonment.
MonsterInsights connects websites to Google Analytics which allows you to gather data on who visits your site and how they find it. With MonsterInsights, you can make the necessary changes to boost subscribers and traffic.
3. All in One SEO
More than three million websites use All in One SEO. This plugin is SEO-friendly and offers all the tools you need to maximize your on-page SEO. With an SEO-maximized site, you’ll boost your website traffic, which increases revenue.
OptinMonster is the most widely-used plugin for boosting sales and email subscribers. It allows you to convert bounced website visitors into email subscribers. With hundreds of conversion templates, it is easy to build personalized campaigns.
Push notifications allow you to send targeted announcements to website visitors. PushEngage plugin offers A/B testing, drip campaigns, tracking, segmentation, and opt-in reminders.
6. Shared Counts
Social sharing effectively allows your customers to tell others about your company. With Shared Counts, you can add social sharing buttons to your website. Additionally, this plugin lets you see how many people shared your content.
With the Internet connecting people worldwide, you likely have customers in different countries speaking various languages. WPML allows your business to create multilingual websites.
WooCommerce is a must-have plugin for e-commerce businesses. More than five million websites and online stores use WooCommerce. WooCommerce offers a WordPress ecosystem that includes hosting and themes.
With the speed of the Internet, customers are impatient. If your website takes too long to load, people will abandon your site and head to another. WP Super Cache improves your site’s speed by converting dynamic pages to static ones.
14. Pure Chat
Having more than one way for customers to contact your company will help you retain them. In addition to contact forms, offering live chat with Pure Chat will allow customers to talk to someone at any time. With someone always available, your customers will be satisfied.
15. MailChimp for WordPress
It is crucial to have an email list. MailChimp allows you to access customer emails from comments, contact forms, and opt-in pages. MailChimp is one of the best and easiest-to-use email platforms around.
LeadBoxer tells you who visited your website. This notifies your sales team and lets them know who they need to reach out to. People who repeatedly visit and spend time on your site are interested in what you offer.
Leads are what generate sales for your business. One of the most important lead-generating options out there is a WordPress website. A website will ensure your company will be found online.
Having a website for your business is a great start. However, if you want to maximize the effectiveness of your website, you need customization. With these 16 WordPress plugins, you’ll be on the fast track to building your business.
Marketing strategies are constantly evolving to keep up with the fast-paced digital world. Now, more than ever before, customers are able to see a comprehensive list of solutions in a matter of seconds.
As technology continues to get smarter, potential buyers are becoming even more accustomed to personalized product searches. In order to stay relevant, businesses must remain on top of the trends to make sure the internet is working to their advantage.
Search Engine Optimization (SEO) is not a new term to those familiar with digital marketing practices. However, SEO has become a major buzzword as these campaigns continue to rise to the forefront of marketing plans. With this increase in popularity, successful digital communications rely on an accurate understanding of SEO and best practices for campaigns.
Search Engine Optimization is the process of improving your digital resources to increase visibility and engagement through web traffic. The goal of SEO campaigns should be twofold: to grow the volume of visitors and to improve the quality of their online experience.
This works when your content is able to show search engines that it is the best answer for the topic. While all search engines are powered by different algorithms, Google has a market share of about 92%. Focusing your optimization efforts around this platform is the best place to start.
Spending money and allocating resources for marketing strategies is an investment for future growth. You want to make sure your return-on-investment (ROI) is as high as possible. By using SEO, you should start to see an uptick in web traffic from qualified leads as your site reaches your target audience.
Successful SEO campaigns are based on thoughtful and targeted keyword research, link building, and web analysis. An in depth understanding and correct implementation of fundamental SEO principles will significantly boost your ROI.
The first step to successfully implementing an SEO campaign is understanding who your target audience is. A target audience is a real group of people that could be interested in the products or services offered by your company.
Your SEO campaign should work hard to direct as many potential buyers to your site as possible. This kind of brand exposure will help increase your sales conversion rates and build out your sales pipelines with new leads.
By understanding the ideal base for your audience, you will be able to map out your SEO strategy. This will help guide your keyword search as you narrow down the most likely used terms for optimization. Tailor your online content toward this specific group of visitors to help improve your overall customer experience.
There are a few ways to determine your target prospects. Start by understanding your current client demographics. Open communication between marketing and sales teams will allow salespeople to share profiles of their customers.
Identify the questions being asked by potential buyers. Which problems does your current customer base have that are solved by your products? If you can pinpoint the topics of discussion, your content can reach similar groups facing these issues.
Organization is also key. Avoid dumping words onto one page, and make sure to use them throughout your site. Unique content that offers genuine information is the best way to utilize these organic keywords.
Data-driven marketing means using collected data as the main component when creating your SEO campaigns. This tactic allows your research to guide the build-out of marketing strategies for effective implementation.
Use data analysis tools to better understand the ways traffic interacts with your content. By analyzing your data, you will gain a better understanding of visitor behavior and drive more organic traffic to your site.
Developing and Implementing a Successful SEO Campaign
Now that you have the basics down, executing your SEO strategy should be easy. Try the following steps to get started.
1. Evaluate Your Current Site and Its Content
Are you using a modern website builder? If your site’s platform is up-to-date, optimization will be a much easier undertaking. SEO will not work outside of a user-friendly environment.
Audit your current SEO plan. Maybe some of your pages already have a good foundation. Don’t throw out anything that is already working.
Make sure to pinpoint the areas that need change. Focus on evaluating your current URLs and page structures.
2. Topic & Keyword Research
Before you can develop a list of keywords, you will need to create a set of topics to explore. A topic is a set of related search terms broader than your keyword list. Gather all relevant details when building out these sets.
You will want to dive deep into the research to have comprehensive knowledge of your chosen topics. Figure out the total search volume for these words, analyze the type of existing content appearing, and gauge competition levels.
3. Create Quality Content
It’s a simple step, but it may be the most important one in creating your campaign. Content needs to be authentic and relevant to your audience.
Your site should be free of technical errors. Pages should include strong titles, which is a key element in SEO.
Try to produce evergreen content. If your blog is full of pieces that are relevant to the industry, chances are you will see more engagement. This can include ‘how-to’ articles, product reviews, and videos.
Establish partnerships and create strong relationships with social influencers. Your content should provide shareable information. Earn credibility by producing pieces to share your brand’s mission with your target audience.
Once you have content ready to go, it is important to maintain your website for SEO-friendliness. Utilize keywords in your URL slugs. Optimize the alt-text for your digital media, and be sure to incorporate long-tail keywords.
Don’t forget about technical optimization as well. Server speed, source code, and IP addresses should be evaluated for the best user experience.
Making sure your content is mobile-friendly is extremely important. To help with this, use the smallest file sizes possible for graphic content.
Create meta titles and meta descriptions that look natural while featuring keywords. Optimize the layout for user experience and search engines. Focus on fixing any accessibility issues such as any 404 redirects from Google.
5. Combine Your Campaign With Other Marketing Resources
Use personalized blasts to drive qualified traffic to your site. Test content through email, and add successful elements to your site.
While social media isn’t a direct ranking factor, you can still use it to boost your overall brand awareness. Increase engagement through social shares, find link opportunities, and have positive interactions with potential web traffic.
When providing this type of content, make sure it fits within your SEO plan. If potential decision makers engage with your site, it’s important to make sure they are directed to the right place.
Integrations and SEO Campaigns
Once you have a plan to roll out your SEO campaign, use integrations for smooth implementation. Leadboxer connects with email marketing tools like MailChimp to help track data from audience engagement.
This software allows you to see who is visiting your site so you can learn what they do once they land on the page. Use this information to fine-tune your content and improve the customer experience.
By tracking engagement, Leadboxer helps demonstrate which parts of your SEO campaign are working and which areas could use improvement.
To see how your business can benefit from the LeadBoxer lead generation platform and its many app integrations, sign up for your free trial today!
Lead generation, like almost everything in the business world, is a fluid and ever-changing paradigm. Sticking doggedly to strategies that worked in 2015 may result in a business seeing a depressing decline in lead generation numbers in 2017. Staying ahead of the game is crucial to quality lead generation in a competitive marketplace, and in order to do so, it stands to reason that a business should be constantly analysing the range of lead generation strategies that are available to them, in order to ascertain which are the most successful, and which will suit their business model most comfortably.
In order to analyse which lead generation strategies are going to be the most useful and profitable for a given business, it is necessary to break down which strategies tend to be the most successful. There are numerous channels used by B2B marketers to generate leads, including online directories, re-targeted adverts, rented lists, live events and affiliate marketing, but there are four channels which stand out as being the most efficacious. A number of different surveys have been undertaken,and top spot tends to differ based upon which institution organised the poll, but there are four channels which consistently register as the strongest: Email Marketing, Search Marketing, Social Marketing and Content Marketing.
Email Marketing has been a mainstay of lead generation for two decades now, but the proliferation of email sign ups and heavy spamming means that there are diminishing returns for traditional email marketing techniques. However, new advances in marketing automation mean that many businesses have had great success in using this refined version of an old technique. Marketing automation software allows email marketing to be both automated and, crucially, targeted and personalised to each potential client, by using data from the business’s CRM and metadata from their website and landing page. Instead of ‘spamming’ thousands of emails to every person who has ‘signed up’, i.e. entered their email address into your system, each person will receive a marketing email that seems to anticipate their needs. A fine example of this is the case of Paper Style, a business that sells wedding cards and invitations. They created a dual marketing sequence, split by whether the potential customer was buying for their own wedding, or for a friend’s. Each sequence had its own order, which was devised based on an analysis of their previous sales data. Brides-to-be, for example, would require different products than Maids-of-Honour; the former purchasing wedding invitations, for example, and the latter bridal shower invitations. The order in which they purchase products also tended to be sequential, with, for example, wedding invitations first and ‘Thank You’ cards last. By devising these two parallel marketing sequences, every potential customer who had entered their details could be, by way of an initial email, sorted into the appropriate marketing sequence. This then allowed the automated marketing system to send personalised marketing emails which seemed, to the customer, to anticipate their needs every step of the way. The results for Paper Style spoke for themselves, with, among others, an impressive 330 % uptick in revenue-per-mail.
Search marketing is a product of the paradigm shift in marketing and sales that has occurred over the last two decades due to the monolithic growth of the Internet, and in particular Google. The fact of the matter is that, for many people, the first point of call when looking for a new service or product is a Google search. This being the case, achieving and maintaining optimum organicSEO rankings on Google is one of the key channels for generating leads. The ever-evolving complexity of Google’s ranking algorithms means that it is a great deal more difficult to achieve high organic rankings than it was a decade ago, however, that can also be a plus point: it is much more difficult for businesses to ‘game’ the algorithms, which means that a well-conceived and executed SEO strategy can pay dividends. The reality of search marketing now is that it is inextricably linked with our next topic: content marketing. The SEO strategies of a business need to be aligned with their content strategy, and achieving a symbiosis between the two is crucial to achieving the first-page ranking that isconten needed to deliver good quality business leads.
Content Marketing is increasingly important in an age when people are used to being on the receiving end of a great deal of information. Whether B2B or B2C, potential clients and customers expect it. This presents its own problems, but also its own opportunities: with so much information and content out there, much of it becomes, at worst spam, and at best nothing more than background noise. However, this creates a space for companies that can make their content stand out from the crowd, and deliver information that is both targeted and, most importantly, helpful to the prospective customer. This dichotomy of problem-and-opportunity is a theme within Content Marketing, as the sheer range of possible content means that is possible to waste time and money on creating content that will have no demonstrable impact upon ROI rates, but likewise the opposite is true; a judicious choice and deployment of content can generate a huge amount of interest. Content can also act as what is known as a ‘lead magnet’, in as much as they can offer an incentive for potential customers to provide their email address. Many people are wary of doing so because of the proliferation of spam messages and mailing lists, and are much more inclined to enter a company’s email system if they ‘get’ something before they ‘give’. Content can be deployed in such a way with superb results: offering a free E-book, or webinar, access to interviews or even a free trial are often very successful in generating leads, as well as beginning a process of engagement between the potential customer and the business. Furthermore, content such as blogs can perform a dual function: working in tandem with Search Marketing strategies to improve Search Engine Optimisation, while also engaging the potential customer in a personal way, leaving them feeling like they have tangibly benefited from their experience.
Social Marketing is a slightly different animal, in that it can be broadly seen as an off-shoot of both Search Marketing and Content Marketing. Of course, there are leads to be generated by using a business networking site such as LinkedIn, particularly because, aside from networking, it can also provide a lot of data. EKA, a risk management software firm,used LinkedIn in this way – profiling network prospects, mining data to provide both market analysis and individual data profiles for companies, and mapping networks to identify viable connections- and created a $2 million sales pipeline in a matter of a few weeks. However, it is more common that a company’s social marketing amounts to little more than spamming promotional announcements on Twitter. In the case of social media platforms such as Twitter, it is more strategically useful to utilise Social Marketing as a tool of Content and Search Marketing, in so far as it can be a useful medium for directing people towards the high-quality content that will boost SEO rankings and engage the potential customer, both of which will, if done correctly, be effective lead generation strategies. It can also be a useful tool for establishing and promoting business brand identity, something that is crucial to standing out in a crowded marketplace. If your brand identity is established then it can make generating leads that bit easier, as potential customers can already be at a certain level of engagement before they have even hit a business’s landing page or explored their content.
Integrated and Reactive Approaches
In essence, successful lead generation strategies have to be flexible, reactive to customer-habits and realistic about changes in those habits. Flexibility means the innovative combination of aspects of each of the four major lead generation channels discussed, using data driven analysis to discover what works best for a given business. Being reactive to customer-habits is also a data-driven practice: for example, customers today, whether in the B2B or B2C sectors, are distrustful of what can be termed ‘traditional advertising’, and this can be seen by the fact that up to 80% of potential customers ignore paid ads on Google. They’re just not interested. As the old sales adage goes, people don’t like being sold to but they like to buy. This is why moving away from ‘traditional’ advertising or marketing methods, and into an integrated method that seeks to promote customer engagement and personalised promotional marketing emails is proving to be a more successful model. This is why a channel such as Content Marketing is so important –80% of decision-makers surveyed, from a wide range of businesses, preferred to imbibe information about a company through articles and other content, as opposed to ‘traditional’ adverts. Adverts, in that sense, have lost their power to engage, and offering people content which they feel educates them and allows them to make an informed choice is now a far more successful model. This may not always be the case – re-activeness, remember, is crucial to successful lead generation strategies, but it is certainly the case in 2017.
Another aspect of this reactive approach, for example, is creating a scoring system for leads, such as awarding a numerical points score for acts of engagement, such as opting-in to an email system or downloading an E-book, and subtracting a numerical points score for acts of disengagement, such as unsubscribing from an email list. A system that scores and ranks leads allows a company to respond in real-time to the reaction of customers and potential customers to their marketing strategies, as well as identifying potential customers who are primed to take that step into becoming actual customers. This streamlining of lead analysis can also help to save time and money by efficiently deploying their lead follow-up resources.
Invest in Strategy
Effective lead generation strategies require just that; strategy. Throwing money at out-dated models of marketing and lead generation is only going to waste both the initial marketing investment and the time and effort of the staff who are responsible for turning cold leads warm. For lead generation success in 2017, willingness to be adaptive, flexible, analytical and innovative will give a business a far greater chance of staying ahead of the game.
Anyone involved in sales and marketing knows that developing sales through cold calling (cold leads) can be a thankless and frustrating task. In the modern age, though, an effective digital marketing strategy can mean that prospective clients already know all about your business and are ready to convert into customers with just a little encouragement. Welcome to the world of warm leads. An effective web presence and strong social media engagement means that the word is already out there regarding your business. People will be aware of your service and your unique selling points, and the whole sales dynamic becomes easier and more successful. This meansbetter conversion rates and less time wastedon trying to develop interest in your product or service from scratch.
Is cold calling dead?
Everyone has experience of a cold call, whether it is a telephone call from a double glazing company, an unsolicited email offering you car insurance or a catalogue through your letterbox. Cold calls do generate some sales leads, or nobody would be doing them, but generation and conversion rates are poor. An increasing number of people block unsolicited calls and emails, and there is a school of thought thatcold calling is no longer worth the effort. In the majority of cases, cold calls get you off on the wrong foot with the customer and put you at an instant disadvantage. They are suspicious of you and your motives, they never asked you to call and you probably interrupted them in the middle of dinner. Not the best start for a successful future.
What are warm leads?
A warm lead is someone who has already shown an interest in your product or service. They might have taken a look at your website or signed up for an email newsletter. Or perhaps they have followed you on social media or read an article or blog post that you have published. At the very least, you can be confident that warm leads are aware of and are interested in your product or service and have demonstrated an interest in learning more about it. They are far more promising than cold leads, as the initial “foot in the door” part is not necessary. There will not be the same level of suspicion and reluctance to engage. Many warm leads will approach you, rsocather than you having to chase them, but there are others that just need a little push in the right direction.
Getting hotter – qualified leads
A qualified lead is one that is a step further on in the buying cycle. While warm leads are aware of what you have to offer, a qualified lead is one that specifically needs that product or service. For example, if you operate an Italian restaurant in New York, then warm leads might be those who look at your social media pages and sign up for newsletters. They know something about your restaurant, and might be prepared to give it a try if they were in the neighborhood. Compare this with someone who has googled “Italian restaurant in New York” – this is a qualified lead, as it is someone who is specifically looking for a service just like yours.
Focus on Warm Leads
SEO expertsSearch Engine Journalcarried out some research on warm leads versus cold, and the results are remarkable. They concluded that search-driven leads have a 14.6% close rate compared to just 1.7% for cold leads. This is simply because warm leads are already better prospects. Cold calls mean a lot of wasted time on prospects who have given no thought to your offering.
Identifying warm leads
The digital age is all about big data. There is more information available regarding every part of a business than ever before. Everyone who clicks on a link, conducts a search or uses an app leaves a unique data stream. The amount of data that’s being created and stored every day is truly mind-boggling, and it just keeps growing. The company that makes the best use of the data at its disposal is the one that will gain an edge over its competitors, but in the grand scheme of things, only a small percentage of data is actually analyzed and used to make critical insights. By making use of onlinelead generation tools,you can identify who is visiting your website and why. This gives you some useful information as to what people are looking for, and how they are driven to you. It provides a ready-made list of warm leads for you to develop into paying customers.
Evaluating your best leads
You can achieve unprecedented conversion rates by using the latestproprietary algorithmsto rank those warm leads and make sure you focus on the ones that are likely to bring the highest prospects of a completed sale. Traditional sales strategies have relied on what is known as the BANT approach to evaluate leads. In short, this evaluates the following parameters:
Budget: does the potential lead have the funds available to buy your product or service?
Authority: is your prospective buyer in the position to make the purchase decision, or will they have to seek approval from somebody else?
Need: do they have a specific need that the product or service will satisfy?
Time frame: are they in the market for your product now, or at some future date?
Conceptually, there is nothing wrong with the BANT approach, and it has become the go-to sales qualification methodology. However, it does have certain flaws and limitations. For example, the implication is that Budget is the first and most important consideration, when in reality, most people will agree that Need is most important. What is it that people want, what problems are they facing or questions do they seek answers to that have driven them to your business? Customer need should really be the first consideration of anyone in sales, and in order to understand that, you need to know your customers.
Understanding your customers
Customer personas are the basic characteristics of your customer base. They might include basic demographic information such as age, gender, income level and employment status, as well as non-identifiable personal data, including geographic location, personal goals, past behaviour and lifestyle. Through personas, you also learn why they are looking to interact with your business and what needs they think you can satisfy. This information is of critical importance as it helps you decide where to focus your marketing efforts. Traditionally, companies have defined their most valuable customers as those who spend the most money. However, that may be over-simplistic, and there are plenty of other factors to consider, including the following:
Acquisition costs: How much did you have to spend on sales and marketing to win this type of customer? If acquisition costs are high and returns are low, then it could be time to rethink your methods.
Retention costs: What do you need to do in order to keep your customers? Do they expect a large amount of communication, support or training? In general, acquisition costs are higher than retention costs, so it makes sense to do whatever you have to, in order to maintain a close relationship with your customers and give them no reason to look elsewhere.
Average purchase size: On average, how much does your customer spend on a single purchase? Consider this question not just in the aggregate, but by each persona or customer type. Bear in mind that people often make purchasing decisions on the basis of value, not just on price. Ask yourself whether you might sell more to any customer segments through carefully targeted promotions and by developing an awareness and interest in other product lines. Social media coverage can be great for promotions like this.
Lifetime value: Single purchases are great, but repeat purchases are better. How much does each segment spend with your business over the course of their lifetime? This metric says a lot about the overall relationship that you have with your customers.
Customer satisfaction: To what extent are your customers satisfied with your product or service offering? Can you identify groups of satisfied and dissatisfied customers? If so, what makes one group happy and the other group unhappy? This is a great way to identify areas for improvement, or it could be a case of needing to communicate better to manage customer expectations.
Value alignment: Are your target customers actually the people who are buying from you? If not, then who is? Knowing this will help you to further refine your customer segments, and to make sure you are perfectly aligned.
By examining the above metrics, you will have better knowledge than ever about your customers. Armed with this knowledge, you will be in the ideal position to develop those leads that can bring real long-term success to your business and ensure you maintain that all-important competitive edge. In our next article that you can find here, we have discussed our best Lead Generation strategies for 2017.
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With WordPress being a massive force on the Internet, there are naturally dozens upon dozens of plugins available to assist you in your lead generation. With so many WordPress lead generation plugins available, it can feel somewhat intimidating to figure try to figure out which lead generation plugin will work best for your needs.
We’ve roamed the Internet, tested countless plugins, and found which ones we enjoy most. Many of these plugins suited our own WordPress lead generation needs well, and some weren’t quite right for us. Nevertheless, even the plugins that didn’t work well for our goals could potentially be perfect for your business objectives.
The right lead generation plugins for your growth strategy will help you do things like collect and manage emails, find potential clients, and grow your company faster.