Fishing for new clients? Our lead generation programs help you fill-up your sales funnel.
Generating demand helps gain traction and cultivate an interest in your solution within a specific audience. The next step, lead generation, focuses on identifying prospective clients to be included in your sales funnel. In essence, leads are prospects that have indicated interest in your solutions after you’ve successfully attracted them with your demand generation strategy. They have an understanding of what your organization can offer them, but you need to acquire knowledge on them specifically to convert them from anonymous to qualified leads. Since an initial level of trust has been established, they will be more likely to share information with you, which your sales team will then be able to utilize.
The age of mass advertising, cold calling, and isolated communication channels is long gone. Nowadays, effective marketing campaigns need to focus on providing an abundance of information, mixed media, and a heavy use of automation tools. Businesses need to tailor their offerings to clients and engage them in a steady relationship while creating constant presence. This shift from traditional to modern lead generation has brought with it added knowledge from various data sources, making it easier to conduct fact-based decisions.
There is no use investing valuable resources and time into non-qualified leads. Content should be targeted towards the right people at the best moments. Thus, one must start with a broader content strategy, ensuring the process of content development is aligned with each stage of the sales funnel. An effective lead generation campaign conveys a consistent message throughout all phases of the sales funnel.
The goal of lead capture is to provide a complementary offer (e.g., document, event, exclusive deal, application) designed to attract prospects in exchange for their contact information. This is the art of collecting contact information to channel prospective clients further down the sales funnel. A good example is an online landing page where a web visitor chooses to complete a form in order to download a document.
Generating a large number of leads is every company’s dream, but it is crucial to ensure that those contacts are qualified prospects. Filtering this pool of leads and finding the right ones for your solution is what we call lead qualification. This is where organizations carefully select their prospects by deciding which have the highest likelihood to become clients. By having enough information and asking the right questions, organizations can gauge the level of interest of a prospect for their solution and determine if it is worthwhile to engage with them. Take a contact who downloads a specific document and then revisits the same page topic of your website three times. This may be a clear indication of a qualified lead waiting to be engaged.
While you acquire new prospective clients, lead qualification does not mean that all your new contacts are ready to convert to paying clients. Some may still be in the research phase, some might not have an approved budget, and others may have specific concerns. With an analysis that determines the best, personalized approach for nurturing clients, they are brought to a point where they are comfortable and ready to become paying clients. Lead nurturing develops a relationship through content and information that caters to the prospect’s buyer persona. Marketing automation can prove to be extremely useful here, with ongoing personalized email campaigns to address specific concerns, lack of knowledge, and continuously remind them of your offering.
Direct Objective has vast experience with each of these lead generation strategies. Our clients trust us with the coordinated implementation of lead management for their business.
“With their technical background, Direct Objective was able to easily understand complex technology and engineering processes, and translate that to a simple concept that our customers could understand. We feature these concepts on our website now, and we are getting international leads from all over the world.”Joël Martin, President, Transtech Innovations