Optimize at Every Size: Scalable Lead Gen Solutions

Optimize at Every Size: Scalable Lead Gen Solutions

Leads are fundamental to your organization’s growth, but it isn’t enough to have one successful approach to lead gen. As you grow, you need new ways to guarantee a steady flow of leads, and you need to be able to spot the most promising prospects among them. A start-up benefits from different strategies than an established firm, which also uses different techniques than a company that’s just undergone a quantum leap in scale – going from regional to national prominence, for instance. Your lead generation goal is to keep a consistent, reliable stream of prospects flowing into your sales funnel.

Scalable lead gen comes from a thorough understanding of where your leads come from, how you qualify them, how you nurture them, and what produces conversions. Let’s take a look at each of these steps in greater detail to see how you can optimize your lead generation strategy with marketing automation.

Automating Understanding

Who constitutes your target audience? Where can you find them? What offers resonate with them? You may have some ideas about these questions already, but with marketing automation technology, you get far more precise answers to them. Tracking site traffic and movement gives you a deeper understanding of what your leads are looking for and where they’re headed. Add in demographic and firmographic details collected from data capture and data append services, and you’ll start to get a far more nuanced picture of your audience.

Turning Data into Insight

Not all leads are created equal. To find your most promising prospects, you need to learn more about which channels produce your highest conversion rates and which of the digital signals your leads send are most closely correlated with buying decisions. Putting that puzzle together takes significant computational power – the power that only marketing automation can give you. Most B2B companies find their highest sales rate comes from referrals, but what’s next on your organization’s list? Know where your buyers come from, and you can optimize your marketing campaigns around it.

Making the Most of Referrals

Referrals deserve more than a passing mention because they’re so closely correlated with sales, yet earning more referrals is an ongoing challenge for businesses. We’ve written recently about getting referrals from your best customers, and it’s worth reviewing the tips there to get a more complete picture of how they fit into your lead gen strategy. You need a plan in place to nurture leads who come into your sales funnel via referral, and here’s where automation can help by defining distinct nurture programs aimed at these high-impact leads.

Scaling for Growth

A start-up may get most of its quality leads from referrals, but businesses that are reaching their prime or well-established need a more consistent influx of leads. Here’s where mapping the lead lifecycle with your marketing automation system can give you the guidance needed to target high-yield leads with the right offer at the right time. Automation is scalable by nature; it lends itself to growth and allows you to adapt at every phase of your organization’s evolution.

There are no one-size-fits-all solutions for optimizing lead generation, but with a talented marketing automation consultant working with you, you’ll be able to develop the plan that’s right for you.

© Reach Marketing LLC 2017 All Rights Reserved.

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Getting Referrals the Easy Way

Getting Referrals the Easy Way

Marketers sometimes feel as though they’re doing all the heavy lifting when it comes to lead gen, but there’s a way to lighten the load and convince others to help. It doesn’t involve hiring a vast new staff of eager interns or working 12-hour days. The people who are just waiting for a reason to help you out and become your brand ambassadors are happy to do it for free. Who are they? Continue reading

Aligning for Your Customers’ Sake

Aligning for Your Customers’ Sake

It’s only natural for B2B businesses to look at sales and marketing alignment from a revenue standpoint, but there’s another huge benefit to better alignment that has less to do with your bottom line. Customers get a vastly improved user experience from seamless service too. Better customer care is a win/win, earning you more revenue per customer and gaining you a host of enthusiastic brand ambassadors while delighting your buyers. Continue reading

Finding Your Golden Hour

golden hour for email marketing

When is the best time for email marketing to reach leads? Maybe you’ve heard it’s best to send emails out during the small hours of the morning so they’re fresh and ready to read when your prospects wake up. You might have heard it’s good to aim for just before or after lunch when leads have a break in their routines that makes lead gen emails more memorable. Or maybe you’re sure it’s best to send them at the end of the day when you have less inbox competition. Continue reading

5 Keys to Making Your Email Marketing Matter More

5 Keys to Making Your Email Marketing Matter More
When was the last time you opened an email because you were completely uninterested in what it had to say? How about searching on Amazon for products you’ll never need or Googling information you can’t use? Probably never, yet B2B businesses who don’t work to remain relevant to their prospects are investing time and energy in lead gen campaigns to entice their audience into doing just that.

Without relevance, your email lead gen strategy can’t gain traction. Here’s how to make sure you remain relevant to the audience you have today.
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Want Answers? Ask the Right Questions

surveys and polls

Some of what you want to know about your leads is straightforward. Other data only becomes clear after some effort. Basic contact data is only the beginning of what you can learn about your leads – and often, all you need to do is ask. Not all questions are created equal, though. Here’s how to gather more in-depth data and put it to work by asking questions that encourage engagement. Continue reading

Why Real-Time Analytics Matter – Really

web analytics

Remember when TV stations used to sign off with the Star-Spangled Banner? If you’re a millennial, you might not, but it used to happen. It’s one of those historical artifacts you don’t see anymore because all the major networks now broadcast around the clock. We no longer live in a world that waits; your television, your phone, and your internet access are always on, and we expect instant gratification.

It’s more important than ever that your marketing analytics are always on too. Whether your leads browse your site at 2:00 in the afternoon or in the wee hours of the morning, you need to know who they are and what they’re looking for so you can deliver it immediately. When you run an A/B split test, you can’t wait a week for the data to trickle in. Last year’s lead nurture strategies may not meet your current leads’ needs.

Enter real-time analytics.

Instant feedback on how prospects move from social media channels to your landing pages and throughout your site can tell you volumes about what motivates them. Let’s say, for instance, that a lead answers your latest Twitter poll and gets curious about the answers. To learn more, he clicks through a link in your previous tweet and bounces from page to page on your site. You’re able to trace this progress and turn it into meaningful information by combining it with other user data gathered in real time. You learn about when prospects visit you, what interests them, and how you can give them what they need quickly.

So much about customer interactions is time-sensitive. If you throw in-depth information at new leads, they’re going to feel lost. Send a more sales-ready prospect entry-level content, and they’re likely to tune it out as it isn’t relevant to them. On-demand analytics that tell you where individual leads are in their buying journey let you address what they need to know now – not what they might want in a week or really could have used last month.

A/B split testing is another area in which real-time analytics make a critical difference, and only marketing automation can supply the computational power it takes. With marketing automation technology, you see which message wins the head-to-head battle in real time and can push the winner out to your audience as soon as you feel it’s ready. That’s especially important because leads’ opinions can change over time, and the results of one week’s testing may not hold true next week.

In an instant-gratification world, you can’t afford to let your lead gen lag behind. Real-time interaction is a must for customers and for your analytics.

© Reach Marketing LLC 2017 All Rights Reserved.

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Becoming Your Leads’ Perfect Match

customer match

Finding new prospects, learning more about them, striking up a long-term relationship – lead gen has at least a little in common with online dating. There’s plenty of competition, and success depends on making an appealing first impression and then following through by building trust. How you become a perfect match for your leads depends on your research skills, your ability to listen, and your commitment to earning their business. Continue reading

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