Lead generation has taken over the digital world quickly. Whatever the industry you are in, you cannot sustain in the market without a firm lead generation strategy.
As for everything, there is both a right and wrong way to do it. That’s why we have put this article together to elaborate on the do’s and don’ts for a successful strategy for the lead generation.
Do Create Data-driven Buyer Personas
Get to know about your buyer persona inside out. Using feedback and information that you gather from website visitors and customers to make your targeting effective. You can do competitor research to come up with the right buyer persona. Understanding your target audience is very important to generate qualified leads.
Implementing data-driven buyer-persons will help you get a better view of your B2B customers’ challenges, needs, and pain points, as well as knowing the motives and objectives behind their purchasing intentions. Once you understand the buying signals, you can create content as per the needs of your target audience.
Use this information to fuel your marketing communications, and provide the right prospects with the influential top of the funnel (TOFU) content.
Do Provide Value Through Your Content
B2B Companies that use blogging generate 67% more leads a month. At this point, your blog content needs to cover industry news, reports, and statistics that support your product or service offering (but don’t overly promote them). Your content should solve the problems of your target audience and guide them in the right direction.
Provide useful, insightful, and instructional content to your target audience and sound less salesy. The B2B clients may not be looking that day to buy anything, but that doesn’t mean you can’t give them useful insights.
Don’t Neglect ROI
Never indulge in some new TOFU marketing operation until you have calculated the best, estimated, and worst possible ROI performance.
Before investing in any strategy, you need to understand precisely what outcomes you need to produce to generate a healthy ROI in top-of-the-funnel ads or marketing activity.
If you can benchmark your performance, you will take the guesswork out of your marketing activity for TOFU.
Don’t Forget You’re Playing the Long Game.
In B2B marketing, there could be a willingness to overpopulate the lower funnel, where prospects are closer to conversion, but with a detrimental effect.
Take a long-term approach for your funnel plan, and concentrate on customers who may not be buying now but maybe buying in a year or two. Invest in TOFU activity not only to build your bottom line but also to reinforce your brand awareness.
Do Invest in the Right Tools for the Job
Nowadays, there are so many interactive resources around that can help you improve the performance of your lead generation. From sales intelligence marketing automation software to smart CRMs, social media scheduling tools, and our software for Lead Forensics.
These Do’s and Don’ts for the effective Lead Generation is the number one place to start while searching for business tips. The more knowledge you can gather, the greater the chances you will see of success.