How to kickstart lead generation with 4 simple steps
Many B2B tech companies – even those with world-class products – are struggling to achieve the level of sales traction they need to match their growth ambitions. But there is a solution.
In this blog we’ll outline our 4-step guide to kickstarting lead generation. It describes how to create a strategy focused on delivering the right message to the right people at the right time to generate a sustainable, high volume pipeline of hot leads that you can convert into sales.
STEP 1: REACHING THE RIGHT PEOPLE BY GETTING TO KNOW YOUR IDEAL CUSTOMER
Knowing your ideal customer is THE most critical element of successful lead generation. If you’re talking to everyone rather than being focused on your ideal customer, you’re wasting your time.
Being truly customer-centric and taking the time to really know your customers’ needs brings benefits to your entire organization, creating economic gains of 20%–50% (McKinsey Quarterly Report, 2019).
You need to define criteria for your ideal customer such as their job titles, company details, demographics and psychographic data.
Build a description of your Ideal Customer Persona using:
- Market research
- Insights from customer-facing staff
- Interviews with current customers that already champion your product.
Download our Ideal Customer Persona Template HERE.
Keep reviewing and evolving the Ideal Customer Persona by incorporating feedback from customers and staff.
STEP 2: SUPERCHARGING YOUR SALES BY ENGAGING VOLUMES OF PROSPECTS
Over 40% of sales professionals say prospecting is the hardest part of the sales process (HubSpot Study). Take the hard work out of prospecting by using software to source contact information for a high volume of people who meet your ideal customer criteria.
- Tap into LinkedIn using tools like Sales Navigator, Dux Soup and RocketReach to build your ideal customer email list
- Check your in-house database for prospects to add to the list
- Be proactive in reaching out to prospects with the right content.
This is a volume play – more prospects combined with a focused strategy on how to convert them will result in more sales.
STEP 3: DELIVERING THE RIGHT MESSAGE AT THE RIGHT TIME USING CONTENT THAT ATTRACTS, NURTURES AND CONVERTS
The right content creates awareness of your brand, drives engagement, adds value and builds relationships, credibility and trust. Content marketing outperforms traditional marketing, costing 62% less while generating three times as many leads (Demand Metric). Create compelling content that engages your prospects by:
- Focusing on solving their problems, facilitating their goals and mitigating any objections they have to you and your product
- Mapping your content across the three stages of the buyer journey – awareness, consideration and decision
- Guiding the audience with clear calls to action.
Don’t overload your prospects with promotional material at the awareness stage. Focus on offering educational, thought leadership content that establishes your company as a credible, trusted supplier.
Content Strategy and Buyer Journey
STEP 4: GENERATING RAPID SALES TRACTION BY HARNESSING THE POWER OF MARKETING AUTOMATION
Automated email marketing provides the power you need to reach a high volume of prospects without having to add additional resources to your team. Businesses that use marketing automation tools experience an average of a 451% increase in qualified leads.
- Take time to find and trial the automated marketing platform that suits your business and your budget
- Integrate the platform into your wider sales and marketing strategy
- Ensure that your website is sales optimised.
Marketing automation enables companies to streamline, automate and measure marketing tasks and workflows so they can increase operational efficiency and grow revenue faster. It’s a game changer for your business and should be a priority investment.
YOUR NEXT STEP
If you’re frustrated because you can’t identify and convert the volume of leads you need to meet your growth targets, we can help by guiding you through a proven action plan that delivers immediate results.
To find out more about Grand Scale please book a call with our team or download The ultimate guide for B2B companies to rapidly scale their customer base.