- Lead Generation
Pinpoint Accuracy for Targeting Prospects
Even with an abundance of relevant content and a strong multi-channel campaign approach, ensuring you are reaching the right target buyers at the right time is becoming increasingly difficult.
Planning, implementing, and optimizing your lead generation program
The first step to developing a lead generation program is to determine what constitutes a good lead and making sure sales and marketing are on the same page. In just five steps, you could have your own lead generation program up and running.
Our Process
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Step 1: Define your leadsWe start with the basics and determine what makes a good lead for your company. Leads can be defined in many ways, and there are even more ways to identify a qualified lead. For example, a qualified lead as “a prospect that is starting to exhibit buying behavior.” Then, use demographics and BANT (budget, authority, need, and time) to profile and segment your leads.
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Step 2: Align with salesJust as sales and marketing must agree on the definition of a good lead, we must agree about when that lead gets directed to sales. If done correctly, this results in a seamless transition and immediate follow-up for qualified leads. To do this, sales and marketing must agree on two main categories of lead stages: marketing qualified leads (MQLs) and sales qualified leads (SQLs)
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Step 3: Build your road mapIncluding inbound and outbound efforts.
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Step 4: Nurture and score your leadsIt’s pretty easy to generate top-of-funnel (TOFU) leads, but since those leads aren’t ready to buy, it’s important to focus on middle-of-funnel (MOFU) leads. Utilize nurturing and scoring techniques to make your lead generation efforts worth the investment.
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Step 5: Measure and optimizeWhen it comes to lead generation, the more we test, the more you know. We use A/B testing, calls-to-action (CTAs), imagery, copy choices, and multivariate testing to optimize your lead generation strategy for the best possible results.
