Cutting through the online and offline noise has never been more important, or more complex, for marketers.
This makes it all the more difficult to target and find leads.
Generating high-quality leads for internal sales teams is a craft.
Also known as lead generation, this activity helps generate interest in the products and services of your company.
There are many ways to generate leads, but often digital channels are used along with targeted calls.
In other words, creating demand for your product or service involves the entire spectrum of B2B marketing and sales initiatives.
Yet, it’s not just about spotting existing prospects.
Getting people to become enthusiastic about you is all about generating interest.
In order to generate demand, marketing strategies should focus on offering solutions that address customers’ problems.
The blog covers:
- The Basics
- Successful Sales Integration
- Develop Content For Each Stage Of The Sales Funnel
- Lead Qualification And Closure
- Invest In A Lead Scoring System
- Testimonials, Referrals, And Reviews
- Marketing Automation: Lead Gen Resource
#1. The Basics
There has been a significant change in the way businesses buy in the last five years.
Mass advertising and email blasts aren’t enough to find customers.
Increasing visibility in the appropriate areas and maintaining lasting relationships with buyers are more important than ever.
As a result, setting it and forgetting it, becomes more than just a marketing function.
The success of your business growth strategy is determined by how you communicate with your customers.
Besides, how your campaign integrates and inspires your internal sales team and how effectively you guide prospects.
And so demand generation is accountable for ensuring that the company’s conversion funnel is filled with high-converting demand.
As prospects approach the end of the funnel, sales teams will step in and convert them into customers and sign the deal.
Leads (often called “marketing qualified leads” or MQLs) are the true KPI for any demand generation team.
Dedicated demand generation teams might even set quarterly revenue goals based on attributed revenue.
#2. Successful Sales Integration
Integrating marketing with sales is one very important input that is often forgotten by marketers.
This is where many great marketing initiatives fail.
How does your sales team define a high-quality lead?
How can you get them excited about following up on leads?
Follow-up is more effective when the prospect is right.
In order to improve campaign success, sales and marketing must agree on the role they play.
It should also include definitions of leads, lead follow-up SLAs, and regular feedback on lead quality.
#3. Develop Content For Each Stage Of The Sales Funnel
At each stage of the sales funnel, potential customers are interested in learning about your products and services.
You can use content strategically to address your customers.
By doing this, you raise awareness about your offerings among your target market and thereby increase demand for them.
The starting point is to consider the customer’s needs at each stage.
In the early stages of the sales funnel (top of the funnel, or TOFU), potential customers will need information about a solution’s benefits and features.
TOFU stage content examples include:
- Blog post
- Short videos
People who already use your products and services may be interested in use cases and similar products (middle of the funnel, or MOFU)
MOFU stage content examples include:
- Case studies
- Detailed guides
- White papers
Those ready to buy may benefit from reading material that compares similar brands. It should ideally showcase that your product meets their needs best.
BOFU stage content examples include:
- Competitive comparisons
- Demos and detailed specs
- Customer stories
Your existing and potential clients need relevant information to make informed decisions at every stage. Video or written content can be used.
#4. Lead Qualification And Closure
There is no point in asking for lead data if it sits on a backend list.
Maintaining a regularly updated, managed database is crucial!
A follow-up process can be developed to acquire new customers for the business by the sales and marketing teams.
An email with the latest catalogue from your company would be a great way to reach them.
A focused sales call might provide a more personal touch.
Furthermore, marketing automation software helps marketers track potential prospects’ clicks on links in email campaigns.
Sending further tailored materials or making a personalised sales call is a great way to reach out to this area of interest.
#5. Invest In A Lead Scoring System
The goal of demand generation isn’t just to generate more leads for your brand, but to drive better leads.
Lead scoring is a good way to determine the quality of your leads in order to close more deals.
Lead scoring identifies prospects who are “hot” leads for your sales team based on their past behaviour and actions when interacting with your brand.
It examines various touch-points with your brand, such as
- Viewing a page on your website that indicates purchase intent
- Requesting a demo, using free tools, or
- Being at a particular stage of the funnel (discovery or consideration)
It then assigns scores, or points to each of these actions. Then totals up the score. Beyond a cut-off point, the lead becomes hot because it has scored a specific number of points, through its actions on the site.
Armed with these observations, you can measure prospects’ actions.
The strength of a lead can also be determined by assessing the level of decision-making power and authority of the individual.
In spite of the fact that lead scoring may be tempting, it is not necessarily the best fit for your company.
It’s probably premature to worry about scoring leads if you’re having trouble generating leads for your sales team.
Lead scoring may be worth considering for brands interested in taking their demand generation strategies to an even higher level.
#6. Testimonials, Referrals, And Reviews
Referral traffic is one of your brand’s biggest sources of traffic.
In the decision stage, your most qualified leads are actively seeking referrals to find out which companies can be trusted by others.
It bolsters your search engine optimisation to have good reviews and testimonials, which tell potential buyers you’ll be a good choice.
You can ask your happy clients for a 5-star review by sending them an email.
Your existing sales system can be used to generate referrals via website pop-ups and verbal requests.
Offer incentives if you have to. However, most people will appreciate that you helped them solve a problem and asked them for a 5-star review.
Respond politely to negative reviews rather than dismiss or remove them from your page.
In the long run, your business will benefit from your professionalism and ability to problem solve, despite negative reviews.
#7. Marketing Automation: Lead Gen Resource
It might make some of you anxious to consider automating lead generation and marketing.
Is it possible to deliver a personal message through a streamlined process?
Yes, it is.
Marketing automation tools have created the possibility to optimise important marketing activities whilst retaining personalised communication’s value.
So what is marketing automation?
Using marketing automation software, monotonous marketing tasks can be automated.
Email marketing, social media posting, and even ad campaigns are among the tasks that can be automated. Automation is not only for efficiency, but also to provide a more tailored experience for customers.
Essentially, marketing automation is the process of using technology to create an integrated campaign and send relevant messages to targets.
By collecting data and then using that knowledge to create a sales journey, you can generate leads by giving each step a purpose.
Engaging new leads and prospects through interactive content is a highly effective demand generation approach.
Demand generation helps your brand build relationships with potential customers by proving they need your product or service.
Using automation where possible is key to effectively scaling your demand generation efforts.
Focus on partnerships between marketing and sales teams and evaluate marketing campaign performance.
With each of these tips, your demand generation strategy will be enhanced, your customer conversions will rise, and your revenues will increase.
Accelerate your leads with Demand Research today!
Digitalzone puts your B2B leads and sales on steroids.
Using a global B2B database of 71 million companies, we have created and managed 46,872 successful campaigns for companies based in the USA.
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