We’ve all heard the analogies. Business is an engine. If you want it to run, you have to provide the proper fuel. Sure, it sounds cliche, but you can’t really argue with the logic.
Your business relies on targeted lead generation to pour qualified leads into the sales funnel. Without that fuel, your sales garden can’t grow. But instead of mixing metaphors, let’s consider three ways you can improve your lead generation process.
Keeping a steady stream of top of funnel leads flowing through your pipeline doesn’t have to be a grueling process. With the following lead targeting strategies, you can tweak your game plan to include proven tactics that have the power to grow your business’ revenue.
Targeted B2B lead generation
When it comes to digital marketing, generating B2B leads is a critical first step towards landing paying customers. Each industry will have its own ways of best-nurturing leads, as buyer personas differ from audience to audience.
By definition, lead generation is the process of stimulating and capturing interest in a product or service for the purpose of developing a sales pipeline. The abundance of information readily available to prospective clients has changed the way businesses look at targeted lead generation.
The “self-directed buyer” has emerged, which means that marketing teams must effectively nurture a moving target before they consider your business solutions.
An effective B2B lead generation strategy will:
- Identify potential leads
- Target qualified leads
- Keep leads engaged
- Nurture leads to close
The transformation of marketing (Marketo)
Effective lead generation includes leading top-of-funnel prospects down the sales funnel. Most new leads are not yet ready to buy, which means that if they are not properly nurtured before reaching the sales department. Instead, invest in middle-of-funnel lead nurturing strategies that get leads to further engage with your business using relevant content.
It’s impossible to deliver relevant content to your leads without knowing exactly who you’re talking to. Generating high-quality leads is considered to be the biggest challenge marketers face, which is why identifying your target audience is so important.
Identify your target audience
Before you can craft an effective message to a targeted lead, you have to know exactly who you’re talking to. Otherwise, you’re just whistling in the wind. Think about the problems you’re trying to solve with your products and services to create content assets that your target audience finds most valuable.
Who out there needs your help? Do the research, narrow down the target demographics, and create buyer personas to help guide process of content creation. When you know your target audience, you can speak directly to their pain points, and generate more targeted leads.
Create beautiful landing pages that not only let prospects convert but also showcase the professionalism of your brand. The key to effective content marketing is keeping the end-to-end user experience top of mind. Put yourself in the shoes of your ideal customer, and over-deliver with quality content that places your brand as an authority in the marketplace.
Build a quality database of contacts
Once you know who you want to reach with your message, you can start gathering the data necessary to make those connections. Traditional methods of capturing contact information are a good start, but waiting for leads to come to you via inbound marketing can waste valuable time and growth potential.
You can manually build a database of cold contacts by scouring LinkedIn profiles and browsing company directory sites. This method can be tedious and time-consuming, so consider outsourcing these tasks to a virtual assistant to automate the process. If this method of data collection is still too slow for your liking, consider purchasing a list from a reputable data provider.
The targeted lead generation data in these lists have been vetted by experts, so you know the audience you’re about to engage is primed to hear your message. However, even though these contacts are industry-related potential leads, your messaging and will need to be spot-on if you hope to convert this cold audience.
Purchasing a large list of contacts immediately expands your database, so it’s one of the fastest ways to grow your potential leads. Although you are not directly buying targeted leads, you are essentially building a database of prospects that are potentially ready to enter your sales funnel.
Deliver relevant, valuable information
Once you’ve purchased a highly targeted email list, you’ll need a way to get your message to those prospects. Instead of turning to a traditional email service provider who can’t properly clean the data and create a compliant, no-risk campaign, consider using our proven email lead generation software.
An email marketing platform that allows purchased lists can reduce bounce rates and increase deliverability and click-through rates. These programs also offer detailed analytics, which provides the insight you need to segment your lists and tweak your strategy for targeted lead generation.
BONUS TIP: Keep the motor running! Remember, targeted lead generation should be an ongoing process. As cold contacts become warm leads, you’re going to want to purchase additional email lists to refill the funnel, and use the analytics you gather from each campaign to fine-tune the next!
If you’d like to know more about how targeted lead generation can fill your sales funnel, get a one-on-one demo of the Clickback MAIL email lead generation software.
This post was originally shared on Sept. 22, 2015, and revised on May 22, 2018.