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Planning a Successful Lead Generation Process in 8 Simple Steps

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Lead generation tactics are a key part of your marketing strategy, but it’s not enough to just chase all the available leads without a good plan.

Planning your lead generation process in advance will help you organize your efforts, define your goals and stay on track.

This is an essential skill because leads are the fuel that powers your sales engine. It doesn’t matter how well you design your website, sales will not happen just because of that.

Lead generation is still a necessary part of any marketing strategy.

How To Plan A Successful Lead Generation Process

  1.  Understand Your Target Audience
  2. Define Your Business Goals
  3. Choose Your Tools
  4. Prep Your Landing Page
  5. Create Your Content Strategy
  6. Review Your KPIs
  7. Automate Your Process
  8. Iterate Until You’re Lovable

Planning a successful lead generation process is always a combination of art, science, and creativity. With the best practices, you can increase your chances of landing more leads and converting them into customers.

1. Understand Your Target Audience

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The first and fundamental stage in a successful lead generation process is knowing who your brand will serve.

If you don’t have a clearly defined target customer, then your message will be vague and unappealing.

To be able to cater to the needs and expectations of your customer, you need to understand who they are and what’s important to them.

Rather than promoting a product to everyone, you can be more specific about who your brand serves and spend more time understanding their pain points and goals.

So, defining your target audience will help you narrow down your scope.

You can start by creating a buyer persona. The buyer persona can be created in a variety of ways, but there are three important elements you need to consider:

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Group: This is the main identifiable group of target customers based on their demographics and psychographics. A group is like a target market: It serves as a general description of your brand’s target audience, which serves as the focus of your marketing efforts.

Demographics: These include the gender, age, education, and socioeconomic status of your prospective customers. Demographics can be used to narrow down your list of prospects.

Psychographics: These are the attitudes, preferences, and interests of your prospective customers. Psychographics help you understand why they would want to use your brand’s products or services.

Goals: Understanding your target customer’s goals will help you identify how your brand can serve them better. Goals are the expected outcomes customers want to achieve using your products or services.

The most important component of a lead generation process is the buyer personas and their goals. Figuring out your target market can help you narrow down your list of leads,  Define the requirements of your brand first before diving into the mechanics and tactics that will generate leads.

2. Define Your Business Goals

Knowing your objectives is essential in any lead generation process. If you don’t have clear and specific goals, then it will be difficult to measure the success of your campaign. You need to know why you’re attracting and engaging leads, which will help you narrow down your list of prospects.

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To define your business goals, you’ll need to consider three things:

  • What do you want to accomplish?
  • Why do you want to accomplish it?
  • How you will accomplish it?

It may seem simple at first but it’s not. However, answering these questions will help you set specific and measurable goals for your business.

If you’re new to marketing, setting clear objectives can feel overwhelming. Ask yourself the “why” question first, because it should align with your company’s mission and vision. The “what” and “how” questions should be answered based on your business goals.

These objectives should be realistic and measurable, so you can track your progress over time and make adjustments as needed.

3. Choose Your Tools

1654005959 802 Planning a Successful Lead Generation Process in 8 Simple Steps

A soldier never goes to war without his weapons, right? It’s more than wise to be well equipped when starting out in the lead generation space.

The proper tools can help you get your workflow organized, improve your productivity at important levels, and as a result, you’ll save time and you can focus more time and energy on other areas of your business.

Also, you should make sure not to spend money on shiny tools that won’t contribute to the progress and success of your campaigns.

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4. Decide on Your Content Strategy

One of the most important aspects of lead generation is creating a compelling and effective content strategy.

You need to have the right content in place to capture potential customers. It will help you build trust and increase awareness for your brand.

You’ll want to focus on unique, original, informative, engaging, and eye-catching content that has a proven track record of bringing in more leads.

When thinking about your content strategy, think about the information you can provide to your target market that will meet their needs and answer their questions.

In addition to the type of content you provide, the frequency with which it’s updated will also be an important factor in identifying your brand.

You should have sufficient content to address the needs of a specific group, but not so much that it feels overwhelming.

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However, the most crucial part of any content strategy is optimization. Produce highly optimized content that will attract organic traffic to your landing page. We can talk about this in another article.

5. Prep Your Landing Page

You’ve done your research: You have determined your target audience, defined the goals of your business, and identified the tools that will help you reach your objectives.

It’s time to create the ocean where you’ll attract your big fish.

No matter the method of lead generation you choose, you will eventually need to bring your leads to a landing page. Your landing page will serve as the finishing pod for your leads. It’s where they will either become paying customers or continue on their search.

To improve the chances of turning your leads into customers, make sure to prepare and optimize your landing page by keeping in mind the following:

  • Make it easy to navigate; don’t bury them down several layers deep.
  • Give them a clear call to action.
  • Present information and pieces of content that are valuable.

One of the most important elements of a landing page is the CTA button.

Your goal is to encourage potential customers to take action, so make sure you equip your landing page with some options that will get them to click on your CTA button.

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You can use the following elements to help prompt your prospects to take action:

Call to Action Button: This element gives your leads a clear call to action by telling them exactly what you want them to do. It’s important that you keep it short and concise because all too often people will skip over CTA buttons.

Form: It’s important that you’re clear about what information you need from your leads. Don’t make your form too long and don’t leave anything out.

Free Report: This can act as a gateway to prompt your leads to give you their information. A free report only requires an email address, which is a good way for you to start building trust with your new leads.

Video: If you’ve got a video that describes the value of your offer, then it’s great for increasing the chances of getting your prospects to take action.

6. Review Your KPIs (Key Performance Indicators)

1654005959 242 Planning a Successful Lead Generation Process in 8 Simple Steps

KPIs act like a compass so you don’t lose sight of where you’re headed. Just as you set a goal when designing your lead generation process, you should be able to set the same goal again using key performance indicators.

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Don’t start a sheet with 100s of KPIs when you’re just starting out. Again, start with 5-6 which are good indicators of where you’re going, and then add on as your business grows.

You need to set up your metrics so that you can measure how well your lead generation efforts are doing.

This gives you an opportunity to track every step of your campaign and identify gaps in your process that may need to be addressed.

7. Identify and Automate Your Process

It’s important to keep things moving smoothly while your lead generation is running.

Identify processes that are missing or could be streamlined and automate your lead generation process so that everything runs well at maximum capacity.

In fact, some businesses can’t function without this type of segmentation. One of the ways you can set up your process to be as efficient and effective as possible is by using automation tools.

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Automation tools have been proven to help small businesses save time and money with their lead generation efforts. Not only will they automate lead tasks, but they will also ensure that the leads follow a consistent flow through your sales funnel.

8. Iterate Until You’re Lovable

A successful lead generation process is something that you can improve and refine over time.

Even if you’ve defined everything perfectly the first time, adjust continuously based on your KPIs report.

In order to make adjustments, you need to change processes and add on new elements to the lead generation process.

It’s important that you keep your business fresh with new leads, so don’t be afraid to tweak things up where necessary to get them into your sales funnel.

Wrap Up

With these few key steps, you can begin building a lead generation strategy that will help you become successful in your B2B marketing efforts.

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Creating a more effective lead generation process is going to require that you think outside the box and experiment with different methods.

Even if something doesn’t work out the first time, it’s important that you try again so you can make adjustments and figure out what works best for your target market.

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MARKETING

Trends in Content Localization – Moz

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Trends in Content Localization - Moz

Multinational fast food chains are one of the best-known examples of recognizing that product menus may sometimes have to change significantly to serve distinct audiences. The above video is just a short run-through of the same business selling smokehouse burgers, kofta, paneer, and rice bowls in an effort to appeal to people in a variety of places. I can’t personally judge the validity of these representations, but what I can see is that, in such cases, you don’t merely localize your content but the products on which your content is founded.

Sometimes, even the branding of businesses is different around the world; what we call Burger King in America is Hungry Jack’s in Australia, Lays potato chips here are Sabritas in Mexico, and DiGiorno frozen pizza is familiar in the US, but Canada knows it as Delissio.

Tales of product tailoring failures often become famous, likely because some of them may seem humorous from a distance, but cultural sensitivity should always be taken seriously. If a brand you are marketing is on its way to becoming a large global seller, the best insurance against reputation damage and revenue loss as a result of cultural insensitivity is to employ regional and cultural experts whose first-hand and lived experiences can steward the organization in acting with awareness and respect.

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How AI Is Redefining Startup GTM Strategy

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How AI Is Redefining Startup GTM Strategy

AI and startups? It just makes sense.

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More promotions and more layoffs

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More promotions and more layoffs

For martech professionals salaries are good and promotions are coming faster, unfortunately, layoffs are coming faster, too. That’s according to the just-released 2024 Martech Salary and Career Survey. Another very unfortunate finding: The median salary of women below the C-suite level is 35% less than what men earn.

The last year saw many different economic trends, some at odds with each other. Although unemployment remained very low overall and the economy grew, some businesses — especially those in technology and media — cut both jobs and spending. Reasons cited for the cuts include during the early years of the pandemic, higher interest rates and corporate greed.

Dig deeper: How to overcome marketing budget cuts and hiring freezes

Be that as it may, for the employed it remains a good time to be a martech professional. Salaries remain lucrative compared to many other professions, with an overall median salary of $128,643. 

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Here are the median salaries by role:

  • Senior management $199,653
  • Director $157,776
  • Manager $99,510
  • Staff $89,126

Senior managers make more than twice what staff make. Directors and up had a $163,395 median salary compared to manager/staff roles, where the median was $94,818.

One-third of those surveyed said they were promoted in the last 12 months, a finding that was nearly equal among director+ (32%) and managers and staff (30%). 

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Extend the time frame to two years, and nearly three-quarters of director+ respondents say they received a promotion, while the same can be said for two-thirds of manager and staff respondents.

Dig deeper: Skills-based hiring for modern marketing teams

Employee turnover 

In 2023, we asked survey respondents if they noticed an increase in employee churn and whether they would classify that churn as a “moderate” or “significant” increase. For 2024, given the attention on cost reductions and layoffs, we asked if the churn they witnessed was “voluntary” (e.g., people leaving for another role) or “involuntary” (e.g., a layoff or dismissal). More than half of the marketing technology professionals said churn increased in the last year. Nearly one-third classified most of the churn as “involuntary.”

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Men and Women

Screenshot 2024 03 21 124540Screenshot 2024 03 21 124540

This year, instead of using average salary figures, we used the median figures to lessen the impact of outliers in the salary data. As a result, the gap between salaries for men and women is even more glaring than it was previously.

In last year’s report, men earned an average of 24% more than women. This year the median salary of men is 35% more than the median salary of women. That is until you get to the upper echelons. Women at director and up earned 5% more than men.

Methodology

The 2024 MarTech Salary and Career Survey is a joint project of MarTech.org and chiefmartec.com. We surveyed 305 marketers between December 2023 and February 2024; 297 of those provided salary information. Nearly 63% (191) of respondents live in North America; 16% (50) live in Western Europe. The conclusions in this report are limited to responses from those individuals only. Other regions were excluded due to the limited number of respondents. 

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Download your copy of the 2024 MarTech Salary and Career Survey here. No registration is required.

Get MarTech! Daily. Free. In your inbox.

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