Lead Generation Marketing (Part II)

Marketing is an industry that goes through frequent changes. The tactics and strategies always change to suit the demands of the people and of the times they live in.

But throughout the many changes, and despite the much evolved marketing concepts and strategies that are being observed and implemented these days, one thing doesn’t change– lead generation is still a necessary aspect in the whole marketing process.

Leads, as previously discussed, are what drives your sales funnels, and it is crucial for these sales funnels to be in motion so they can rotate the flywheel, which, as the Flywheel Model explains, is crucial to earning revenue and attaining overall growth.

This is why lead generation marketing is important. So it would come handy at some point, to know and understand exactly how lead generation marketing works.

Of course lead generation marketing is geared towards gathering leads. But exactly how are leads captured? And are all leads even the same?

You will learn all that in this article.

Lead Generation Marketing: How Does It Work?

How does lead generation marketing work?

You probably have wondered about that for many times already. Any sensible mind that is intent on achieving things has a need to understand basic concepts, as well as the finer points of these concepts.

Lead Generation Marketing can be done through the following:

Employing Lead Generation Marketing Tactics

Lead Generation Marketing Tactics include your usual email marketing, social media marketing, content marketing, among others.

Launching Lead Generation Marketing Campaigns

There is a series of steps you must take in order for you to launch a lead generation marketing campaign. Check out these steps:

Determine Objectives

This is the first step. Your objectives will be your goals, your target. And you need to determine what they are before you can proceed to the next steps of launching a lead generation marketing campaign.

To determine your objectives, you will need to take a hard look at the current state of your company and all the constituting departments. Where are they at? Where do you want to go

Examine the gap between where you are currently and where you want to go so you know how much work to do. Yes, of course you want to go ahead and formulate your lead generation strategies but in order for you to nail them, you have to first be certain of what you wish for them to achieve.

So go back to your company goals, and then when you are clear on what you want to accomplish in a given period, you can set out and create a structure for how you’re going to measure milestones as well as return of investment.

Ascertain Your Selling Points and Target Audience

Once you have your goals, it is only expected that you would also have a clearer understanding of what you have to offer and to whom you offer them to.

Any business and the teams within it must have a clear and unified vision and common understanding of the selling points of their products and/ services.

Your buyer persona will be useful in this step. They assist you in deciding how to better reach out to your desired audience.

Pick Your Marketing Channels

The reason why this step goes after you identify your target audience is because it is only after identifying who your target audience is that you can decide for sure how to reach out to them.

Some frequently used channels for lead generation are Emails, Search Engines, Social Media, and Content Marketing, among others.

Create Lead Capture Forms

Lead Capture forms are crucial to your lead generation process. But of course, this is heavily reliant on your target audience as well. For some, names and emails and an opt-in box might be sufficient. However for some businesses, more information might be necessary in order for leads to be qualified as high-quality leads. It might be helpful to include pieces of information like their business size, annual turnovers, etc.

This way too, your sales team may discern better how much time and effort to spend on these leads.

Unify Departmental Teams

It matters that your teams are unified in their vision and mission. There should be clarity among your teams so their efforts are harmonious and efficient.

Measure and Optimize

Merely hitting your Key Performance Indicators is no reason for you to sit on your laurels. Endeavor to conduct testing plans for your lead generation so you may continue to find ways for improvement. Aspects of your lead generation process that you might want to test are your CTAs, Images and Visuals, Landing Pages, Lead Capture Forms, Email Approaches, and your Pricing/Offerings.

How are Leads Captured?

To capture leads means you are getting prospects to take the first step in your sales funnel.

But exactly how are leads captured?

You accomplish this by employing various marketing tactics which, essentially, is what lead generation marketing is. Basically, in order to capture leads, you have to leverage some lead generation strategies that will entice a random visitor to sign up for something online by filling out an information form, by contacting the business directly, or even by visiting the physical store.

What are Quality Leads?

An effective lead-generating plan must include qualifying leads as a critical component. This is how you can earn high-quality leads. Keep in mind that a study showed that 67% of sales are lost simply because leads are qualified properly before being taken through the sales process. And yet you’ll be surprised to find  out that about 61% of B2B marketers allow passage of these leads to sales.

So once for all, let’s define what a quality lead is.

You probably have thought about it many times, what are quality leads?

Quality leads are simply those leads that exhibit more signs of making a purchase throughout the buyer’s journey until eventually, they do.

Final Thoughts on Lead Generation Marketing

Lead Generation Marketing is a crucial part of all types of marketing because lead generation is the first step towards a sale. This makes it important to know exactly how lead generation marketing works, how are leads captured in the first place, as well as what are quality leads so you would know how to sift through the leads you generate. You want leads that will eventually transition to a sale because that is how you earn your revenue and attain growth.

Learn all about lead generation marketing and how it can help boost your sales and expand your business. Download our eBook now!