6 Practical Tips to Generate More LEADS

By Team - Doble Group, LLC 2016-06-01

If there is a direct correlation between lead generation and sales transactions, the first step would be to focus on generating more qualified leads and the second would be to convert more of those leads to grow your revenues.

The lead generation process should not be sporadic, but rather continuous and evolving. If your pipeline is not growing, it is likely your sales are not either!

Successful business partners standing by whiteboard with graph of market analysis on it

Focusing on the most qualified leads allow the sales team to focus on those that are most willing and ready to buy thus significantly increasing the quality of your sales team opportunities. This does not mean other leads are not pursued, however, your strategy will be different. Some leads need closing, others need nurturing.

Here are 6 Practical Tips to Generate More LEADS

# 1 – Align Marketing, Sales and Customer Service

  • Marketing generates interest or loyalty by reinforcing your value proposition
  • Sales demonstrates how that (same) value proposition meets customer’s needs and enriches their life, situation or challenge
  • Customer service makes the value proposition a reality
  • Processes between these areas must be tightly aligned to deliver an experience that is 100% coherent with your value proposition

#2 – Marketing Automation (CRM) and Innovative Practices

  • Maximize SEO in website content (generate traffic)
  • Ensure relevance of content and promotions via blogs and traditional social networks (quality content must be relevant)
  • Optimize lead capture via “Call to Actions” and “Landing Pages”
  • Maximize Lead Nurturing through drip campaigns with personalized and conversational content
  • Use Case Studies and White Papers to reinforce customer success and thought leadership
  • Webinars should be of educational value not just about products
  • Use educational videos or demos of your products on YouTube
  • Use videographics, infographics and social networks
  • Use SlideShare to share Presentations
  • Capture targeted leads on LinkedIn (B2B)

#3 – It is a mistake to disregard traditional methods

  • Traditional networking through industry associations and other activities
  • Events to attract prospects and/or reinforce relationships (breakfasts, cocktails, etc.)
  • Customer referrals
  • Participation in Industry Fairs and Expos
  • Execution of traditional targeted campaigns and other outlets (newsletters, press releases, promotions, success stories , etc.)

# 4 – Effective Lead Qualification

  • Marketing works with Sales Teams to establish the key criteria for qualifying leads and ranking. For example:
      • Budget
      • Authority (DMP)
      • Need
      • Timeline
      • The qualification process is an initial contact requirement to ensure the legitimacy of the prospect
  • Prospects are prioritized based on ranking to focus on those most likely to purchase
  • Sales management verifies the qualification process and addresses higher-ranked prospects in sales meetings
  • Sporadic audits are conducted to validate process adherence

# 5 – Convert Qualified Prospects

  • Those prospects who meet the key purchasing criteria are converted into an Opportunity as soon as possible
  • The conversion rate of prospects is tracked to measure the effectiveness of the qualification process
  • Processes and qualification criteria are determined taking into account conversion and closure rates to standardize the most effective best-practices
  • Best Practices are automated in CRM to ensure consistent adherence

# 6 – Continuous Learning (Effective use of Data and IQ in your CRM)

  • Marketing works closely with Sales Teams to establish the criteria for customer segmentation and up/selling – cross/selling potential
  • Targeted campaigns are delivered based on pre-defined criteria in the CRM (Key criteria fields are agreed upon and made mandatory at the right time)
  • Behaviours and responses from your prospects are analyzed to increase content relevance and define future strategies
  • Your prospect’s and customer’s responses regarding personal interests and preferred communication methods are encouraged and used to improve interactions

Every interaction with your prospect/customer must demonstrate a legitimate commitment to building a personal and lasting relationship based on mutual value, reliability and relevance!

And remember this: “Technology will never replace the warmth of a handshake or looking at someone in the eyes”