Lead generation is the process of attracting leads into a contact management system through which you stimulate, capture interest, and nurture them during the buying process in the hopes of converting them into paying customers. Listed below are 5 steps to create a more effective lead generation system:
Acquire Leads
This process starts by finding out where your target market “lives” on the web. Once you have found your potential clients and have determined their wants and needs, you must attract them to your website by generating engaging content that can be shared through various marketing channels. These can include eBooks, blog posts, white papers, photos, and infographics.
Nurture Existing Leads
Once you have acquired a lead, you must promote a positive customer experience. Work on building feelings of trust, loyalty and confidence in your work so they want to do business with your company.
Score Each Lead
Scoring allows you to understand which leads are more valuable than others. The focus of your team should be on nurturing better quality leads that will have a greater impact on your sales. It is also important to analyze the rise and fall of a lead’s score to better understand what stage in the process most leads begin to fall off and how this can be corrected. It also allows you to determine the point in which a lead is ready to be passed off to your sales team.
Pass Along Leads to Sales Team
Some questions to ask before transferring a lead to the sales team are: Is there a healthy profiled created on the potential client with data points? Does the lead score high? Do their behavioral attributes show high interest? Do they appear to have a budget? Do they have the authority to close the deal? Does their timeline imply that the buying process must be expedited?
- The marketing team must focus on: reaching leads, retaining their interest, nurturing the relationship to prevent them from dropping off and establishing their desire to interact with your company.
- The sales team must focus on: moving the desire the customer has to action, enriching their overall experience and retaining them over time.
Evaluate Your Lead Generation Process
Constant analysis is essential to successful selling. Determining your strong and weak areas of the process will allow you to create best practices and as those best practices are implemented, low producing sales months will be a thing of the past.
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