Generating leads, especially qualified leads, is of capital importance for a company that wishes to increase the number of its prospecting requests and feed its sales force. In this article, you will find the complete advice of the digital marketing agency Alpha on the essential techniques that any structure must master as part of a generation of leads .
In the customer acquisition process, lead generation is the Slovenia Email List and no less the most important step. Moreover, this will largely depend on the appropriation of a part of the coveted market. At a time when digital is growing enormously in our daily lives, generating leads is one of the main challenges for marketers today.
A lead is neither a prospect nor a customer. It is defined as a commercial contact that a company presses to become a potential customer for one or more of its product and service offerings. The lead is a common term in BtoB. Getting leads is a winning step. It is also necessary to know how to encourage them to take an interest in the products and services offered by the structure to lead them to become qualified leads.
These are the visitors who have provided enough information about them from the company’s web platform. They have shown a certain interest in the structure, in its products or in its services. Lead generation, also called “lead gen” or “lead generation” is a common expression in the field of B2B marketing. Moreover, it is implemented by specialized marketing teams and sales.
Analyze your target and your audience
In fact, lead generation is a set of marketing strategies used by a company to gain new customers, to stand out from the competition and which ultimately aim to increase the activity of the company and its turnover. Concretely, it aims to capture the attention of potential contacts and get them to fill in their contact details. Through the generation of leads, a company may be led to use existing marketing channels, whether digital or traditional.
To attract the attention of a new prospect, to encourage them to provide information about them, to be able to finally start the process commercial. The emails of contacts, their names, companies, sectors of activity or their needs are all information that can be collected.
The structure can then use this data to evaluate the contact thanks to various criteria and to grant him a score or a note. In short, lead generation aspires to optimize the sales department of a company. Lead generation is not only a complex but also a strategic process that must be put in place by a good marketer. Thus, a good inbound marketing strategy must begin with the analysis of the audience and the profile of your targets.
From this analysis, you can define the profiles you want to attract to your website, precisely determine their problems and finally allow you to offer them concrete solutions. A company that wants to generate qualified leads must work on its persona. These represent the client profiles considered perfect for the structure.
Study the purchasing journeys
Conducting a persona study consists of identifying the main characteristics of the ideal client. These are not only behavioral characteristics but also demographics. Indeed, if a structure wishes to generate qualified leads , it goes without saying that it must first define the characteristics of a lead that it considers qualified.
Knowing the target audience’s purchasing journey is a necessary step in order to be able to generate a qualified lead . Indeed, this will allow you to send the right message at the right time and to the right person.
In order to attract targets and convert them into customers, it is essential to understand their expectations.
It is just as essential to be able to give concrete answers to all the questions they are asked to ask during their purchasing journey. Moreover, the expectations of the targets vary according to the phase in which they are. They can be in the phase of becoming aware of a problem or Awareness, in the phase of identification, research and comparison of solutions or Consideration or in the phase of validation of the choice or Decision.
The study of the purchase journey thus allows the structure to adapt its content, messages and publications to the phases of reflection of its prospects. Therefore, the company must opt for content with high added value for its target audience.