The Three Majors
A B2B looking to generate more leads needs to understand that there are three major aspects while generating leads They are your customer’s needs, your customer’s interests and your own objectives and values. Anything you write about or release a post on must be in accordance with these three majors. If the content is all about your company, you are not catering to the customers interests and needs. Whereas if it’s only about your customer’s interests then it would not be to their needs and to your company’s goals. Find the sweet spot between these three and it would make generating leads easier.
The User’s Perspective
There are four reasons why a user would look at something you have put out for the world to see. They are:
- Informational- To answer a question or query
- Navigational- Drives the user to a pre-determined destination
- Commercial- Researching which might lead to a future transaction
- Transactional- The user makes a transaction or completes a particular task
Look at what your customers what and with what objective are they finding you. Once you determine that then you would have to base your content on what your customers want in terms of content and what you can actually give them.
Capitalize on “Buying Triggers
Buying triggers are nothing but a set of certain events that influence your customer in buying your product or availing of your service as a reactive measure from those particular events. A very simple example would be when a famous footballer, say Cristiano Ronaldo, joins a new club like Real Madrid from Manchester United, the sales of Real Madrid jerseys rose by huge margins. This is known as a buying trigger and your business has to identify and capitalize on its buying triggers.
Create content for a “Purchasing Intent”
It only makes sense if you use the act of content creation for the purpose of lead generation if you’re a B2B enterprise as your goals might be socially inclined but sales and profits are a key to your enterprises’ success. By understand the buying triggers of your business and understanding the major questions customers ask you, you could create strategic content that would address those topics and influence your customers in taking a look at what you have to offer.
Understanding the types of data
It is imperative for an entrepreneur to understand the type of data he has to deal with. At any point of time there are two main sources of data, namely- Behavioural Data and Demographic or Firmographic data. Behavioural data serves as implicit data that helps an entrepreneur to understand what level of interest does his customer have in their products/services based upon their activity, actions and engagements. Demographic or firmographic data serves as an assessment that shows whether a product/service is actually what the customer is looking for and whether or not that customer falls within the target audience of the business. Such data can really make or break a business.
Targeting with Behavioural Data
As important as demographic data is, one must need to understand that behavioural data is equally important but it isn’t given much importance by marketers nowadays. There is a lot of potential behind behavioural data as it can give indication on which customer is more engaged in the buying process and which customer is signalling a higher chance of converting based on the parameters you set.
Tip- : Make use of consistent naming conventions in your URLs to target audiences according to behaviour in an easier manner by interest based on web activity using Google Adwords and/or your marketing automation system(if available).
Leveraging Prediction Analysis-
To implement a predictive analysis is to leverage data which would help you reach a more qualified target audience as per your business requirements and objectives.
As a lead generator, it is important to focus the majority of your resources on those with the highest productive scores. To be able to quickly gauge the type of customers that you need to target then you would save a lot of money pursuing bad leads thereby reducing customer acquisition costs.
Account based marketing is a 4 step process- identify, expand, engage and advocate. An account-based marketing strategy is an approach that coordinates personalized marketing and sales efforts to open new doors of opportunity for the marketer.
Don’t cast your net too wide
With all forms of advertising or marketing that you do, do not cast your net too wide and catch the wrong fish. Try to generate leads from the target audience that you desire to get in touch with. Attracting attention from those who are going to be your clients might help in your marketing your product but would not give you the leads you want at that particular moment.
The Relationship Lifecycle
The lifecycle in the process of marketing is extremely important. Immortality is the key. In order to maintain good relationships, see how you can move leads into the next stage. For instance, if a lead asks you a question, send them content in order to refresh their enthusiasm in your business which brings back life into the business.
Score your leads dynamically
Make parameters on which your leads can be marked on. Once this is done, you can figure out which leads can be followed up on and which leads do not need much of your time and attention.
Data never lies
Your gut might have carried you through the struggles of life without fail till now but that’s a risk which has not been calculated. That being said, if you base your calculations and assumptions on data, you are more likely to be correct.
Trial and Error
Research indicated by The Alternative Board suggested that many of those potential clients on your website have a 64% chance of becoming a potential lead if you had a trial or demo version of your product that they can make use of in order for you to showcase what you can do.