Our Approach
Our Approach
Finding and developing new prospects is critical to the growth of your company. Integrated lead generation promises to solve this problem. It relies on a combination of human interaction, social marketing, sales process, technology and the metrics they all generate.
There are 6 steps to generating high quality
prospects and building a pipeline.
Cherry Pick Your Sweet Spots
Cherry Pick Your Sweet Spots
The first stage in any lead generation campaign is to determine who you should target and what messages will resonate with your prospects. By determining where you have had success before and understanding why people chose your company, you can create list of prospects who have a high likelihood of buying.
Map out your market and Identify your highest value markets
Select Segments based on your distinct advantages
Define the pains and needs your prospects have
Understand what drives prospects to buy and how they buy
“Teams are tapping masses of information to understand who is likely to buy, when they’re most likely to buy and why. Companies are seeing 75% more pipeline growth, tripled sales cycle conversion rates and doubled win rates.”
Build & Manage The Data
Build & Manage The Data
Getting hundreds of hand-picked leads of decision makers verified by humans in your target industries is invaluable for scaling. But unless you can afford an army of in-house sales reps to verify data, you should consider more affordable alternatives to capture quality leads – like outsourcing.
Develop A Target List of Companies
1. Find targeted people in the right roles
2. Set up a Social Media following
3. Keep the list current and validated
Ever heard of GIGO? Garbage In, Garbage Out. For every 1% of data quality improvement, marketing can generate 5-6% of incremental revenue.
Automate Sales & Marketing
Automate Sales & Marketing
Generating new business opportunities requires a combination of human interaction, social marketing, sales processes and measurable success. Automation can help you understand the results of each element of your marketing strategy and adjust your approach.
Here are some tips:
- Choose a CRM and marketing automation platform
- Define your expectations
- Develop a marketing campaign with drip nurturing
- Build a reporting structure
- Outline and document the process
Sustained lead generation creates predictable revenue – it all leads to leads. According to SiriusDecsions, “80% of contacts who express an interest to buy today but do not, will do so in the next 24 months.”
Develop Prospecting Tools & Process
Develop Prospecting Tools & Process
Generating leads is all about developing relationships. Your team needs tools and a process that have impact and can improve their efficiency. Knowing that most decision makers are about 60% of the way through the buying process before they engage with a potential vendor means your tools should help engage and educate your prospects.
- Outline Prospect’s pains and point-of-view
- Craft relevant examples, messages and case studies
- Create email templates with tracking
- Develop qualifying questions to ask prospects
- List the common objections & responses
- Create a Sales Playbook with processes and steps
Harvard Business Review surveyed B2B companies and found “There was an 18% difference in revenue growth between companies that defined a formal sales process and companies that didn’t.”
Determine The Message
Determine The Message
Well-designed messages speak to your prospects. Knowing what happens when your messages are received and applying that knowledge can help you laser focus your efforts.
- Map your content to various prospects types, situations and buying stages
- Repurpose content and prepare new material
- Develop testing methods
- Develop a Social Media Campaign
- Set up website tracking & email monitoring
27,000,000 pieces of content are shared every day. Clicks from shared content are 5 times more likely to purchase. Whew!
Develop The Program
Develop The Program
No program can be successful without leadership and training. Once you have a process and well-defined metrics, you need someone who can manage the processes, review the results and adjust activities and messages as needed.
- Assign a Manager to lead the team
- Train the team
- Assign a person to manage the technology
- Prepare space & systems for your team
- Monitor and Mentor
The investments you make in your lead generation program will pay off in multiples. Processes mean you are tracking results, adjusting your strategy and getting more deals more quickly. You can create a sustainable competitive advantage and be more agile with a lead generation program.
