Lead Generation
As a comprehensive set of activities, lead generation is ideal for companies of all sizes to find new prospects, build relationships with them, and convert them into buying customers.
It's a powerful way to fill the sales funnel and create new sales opportunities. An integrated approach enables the creation of new promotional and sales channels, addresses current customer acquisition challenges (identifying customers who are ready to buy now), and shapes future sales (nurturing prospects and nudging them toward fulfilling their needs).
New sales channels
Stream of prospects
Convert opportunities into sales
Revenue growth
Integrated approach to lead generation:
Typically, lead generation involves either inbound or outbound activities. However, each of these approaches has its drawbacks: with inbound, it's impossible to control the quality of incoming leads and opportunities, and with outbound, the rate of qualified responses is very low. In one case, the focus must be on traffic, subscribers and likes, in the other on the number of leads. As a result, we decided to take the best and most effective mechanics from each approach and combine them into one.
When inbound and outbound activities are aligned, they become part of a complete lead generation strategy that makes results and sales predictable. No one needs more clicks, calls and meetings, but everyone needs more opportunities to sell. That is exactly what we deliver to our clients.
INTEGRATED APPROACH
Stages of our work in lead generation
Define the target market
Research the audience
Align your strategy with market trends
Engage with the market
Achieve meaningful results
Measuring data to create better offers
Some of the activities we use
Development of non-linear CJMs
Creating profiles for potential customers, contact points, formulating hypotheses about problems/needs, nurturing
SEO Optimization
Strategy for organic engagement of the target audience through keywords and trigger situations
Content Marketing
Creation of relevant, useful and NON-advertising content and thematic resources
Social Networks
Non-sales activities on social networks, blogs, forums and specialized platforms/channels
Email and Messengers
Creation of mailings (trigger, drip) via email
Targeted advertising
Advertising campaigns for narrow segments of the target audience on social networks, in search results, using programmatic
Remarketing and retargeting
Unobtrusively follow prospects using data about their behavior and interests
Outreach
Personalized (cold/warm) interaction via email or social network messages
What sets us apart is that we don't use manipulative or aggressive advertising approaches. Instead, we use soft methods that include educational and persuasive content, personalization, and hyper-segmentation, even in outbound marketing.
Key points to consider
"Nurturing" Prospects
Account information is not limited to first name, last name, position and department. It should also include: interests (both professional and personal), education, marital status and children, age, and social media activity. Company data includes: industry, location, IT infrastructure and software used (regardless of department), investment history, expansions, contractions, and major company news. Media mentions. Employee hierarchy. IP address data, associating IP addresses with known companies and departments. The company's purchasing process. History of all sales interactions.
We do more than identify leads; we help nurture them. We understand that no matter how hard you try, not every company can be converted into a customer. We also understand that sales teams don't have the time to handle all the unqualified leads. That's why we offer our services to qualify prospects in the early stages of the sales funnel (identifying needs, collecting preliminary data, setting up initial meetings, etc.).
MQL (Marketing Qualified Leads)
As mentioned above, not every prospect is ready to become a customer right away. However, many of them (either on their own or through nurturing) show significant interest in your services or products and your engaging content, and are identified as leads with high conversion potential. We qualify these as MQLs, and they enter the top of the funnel (i.e., passed to sales) for further processing.
How do we know when a lead has qualified?
The goal of any lead generation activity is to identify and acquire prospects who are ready to continue discussions about purchasing a service/product or who are ready to make a purchase. BANT's methodology allows us to eliminate invalid leads and understand the stage of each potential customer.
According to BANT, each lead is evaluated in the following areas
Budget: What is the prospect's planned budget?
Authority: What is the contact's role? Who is the decision maker?
Needs: What are the customer's business needs? What solutions can meet those needs?
Timeline: When can a follow-up call and purchase decision be expected?
