Lead Generation

Campaigns to grow your customer base

Lead Generation vs Demand Generation

For inside sales and business development reps, their job is a blind fishing expedition unless they are working with good data in good leads generated by marketing efforts. Lead generation is critical to growing a business, a lot of people overcomplicate the task or rather can’t see clearly where their potential “sweet-spot good-fit” target reside.

Marketing’s ultimate job is to generate leads that the sales team closes.

You will hear people conflate demand generation and lead generation, these are two very distinct strategies with different objectives and results. Simply put, demand generation attracts suspects or people you know very little about, they only become a real “lead” when they identify themselves by providing their information via forms, etc., and you confirm they meet your “sweet-spot good-fit” target profile. Then they can be processed through your funnel.

Marketing Automation

The use for many of their marketing automation system, Pardot, Hubspot, Marketo, etc., is really just a glorified email tool, but it should be so much more than that. While email marketing (Qualifier being to opt-in lists) remains a high-performing lead generation tool, privacy concerns are diminishing that ability daily. Analytics blocking and sophisticated spam-filters open emails and click on links fooling business leaders, who spend too much time combing over analytics, into thinking they have more interest than they really do. Your marketing automation system should be fully integrated with your digital assets to do the due diligence for the marketing team and help create real leads.

Persona Mapping

Every business should have personas mapped out to understand the people who buy, use, and interface with their products and services. Doing this not only helps with lead generation but also lowers churn as you can have a voice in your marketing for all stakeholders.

Lookalike Audiences

Once you have enough data to understand the characteristics of the people who buy from you, you can then start building lookalike audiences that should give you a much higher return on your marketing investment as more should become leads.

Account-Based Marketing (ABM)

Once you have personas mapped out and lookalike audiences being mined, you can put in place front-end and back-end ABM or account-based marketing strategies. On the front end, it should help you close bigger account deals, on the back end, it will help with renewals and churn.

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Good marketing executives can help your business to drive leads into your funnel for your sales team to close. If you don’t have the resources or experience in-house, we are here to work for your success.

 

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