A: There are many different ways to approach lead generation. Your lead generation strategy will be unique based on your target audience and demographics.
No matter what strategy you choose, you should start by developing a complete customer profile. This is a list of key insights you need before passing a potential customer to a sales rep.
It would be ideal to create a complete customer profile all at once. But potential customers aren’t always willing to share all their information on first contact. As long as you know what your profile should look like upfront, you can use multiple tactics to acquire the pieces of that profile along the way — a strategy known as progressive profiling.
Content syndication is also a great way to acquire new leads. With this strategy, your marketing team negotiates with vendors who own multiple web properties — usually designed for SEO purposes — and offers white papers or lead magnet content assets that can be shared across their sites. The vendor agrees to generate a set number of leads for a set price from that content. This can be a reliable source of referrals, since marketers can forecast how much lead volume they will see over a designated period of time. Plus, as part of the negotiation process, marketers and sales teams can define what data points they want to acquire from each lead. That means you could acquire your entire customer profile externally without sacrificing conversion rates on your own website.
You can also find new leads by hosting or sponsoring webinars and live events, or by tapping into your organization’s social networks. Decision makers are much more likely to share valuable information like phone numbers if they feel their experience is personalized and relevant and that they are forming a real connection with your brand.
Marketers could also use display ads as part of a marketing campaign for creating new leads. Personalized online advertising on web pages, social media, and pop ups can make potential customers feel comfortable sharing their contact information and exploring the buying process. However, compared to other elements of your marketing strategy, the click-through rates for display ads are typically quite low.
Another common lead generation strategy is list buying — though it’s not always effective. With list buying, marketers or salespeople go to a data company and buy names and contact information. The challenge with this strategy is that these leads have never interacted with your brand before, and they most likely won’t be interested in receiving a cold email or being cold called. You can, however, use data vendors to round out incomplete profiles in your database. If you have an email and a location but don’t have a name, you may be able to buy that missing piece of information to create a finished sales lead.