Digital Kungfu

B2B Lead Generation

How good is your lead generation strategy?

Three proven steps to generate high-quality leads and close more sales.

We all know that sales is the lifeblood of business. If you can’t close deals and bring in revenue, your organisation won’t survive. The secret to a successful sales team, however, is the quality of leads that they have to work with and the consistency of their pipeline.

Top sales teams have two key advantages:

  • Sales-qualified leads: They connect with customers who have been nurtured through the sales funnel and are ready to buy, instead of wasting valuable time with prospects who are not ideal customers or not ready to buy. This focus exponentially increases win rates
  • Robust pipelines: Consistency is essential. Whether your sales cycle is three weeks, three months or three years, there should always be new prospects entering the sales funnel on the one side while you are closing deals on the other side. Without this steady flow of deals through the sales funnel, deals will run dry.

 

A strong lead generation strategy delivers sales-qualified leads and a strong pipeline, giving your sales team the tools they need to close more high-value deals and boost your revenue.

3 Steps to a killer lead generation strategy

Successful lead generation campaigns have three key components: A lead magnet that encourages prospects to share their contact information with you; email and content marketing that is valuable to your prospect and keeps them engaged with your brand; and lead scoring, which qualifies high-value leads and disqualifies leads that are either not in the market to buy or do not meet your ideal customer requirements.

1. Creating lead magnets

A lead magnet is packaged information that is valuable to your customers. It can be a training video series, a free trial, a webinar, an eBook or even a white paper. The golden rule is that it should not just be a product brochure; however – it should address customer pain points and offer valuable insights that they can implement with or without your solution. By giving before you receive anything (such as a sales order), you are building trust and credibility as an expert in your market.

2. Email and content marketing strategies

Promote your lead magnet through digital marketing as gated content. This means that a prospect will need to give you their contact details before they can access it, allowing you to build an email marketing list of potential customers who have already entered the sales funnel.

Through email marketing and content marketing strategies, you can educate your customers, share valuable tips with them and most importantly, stay top of mind as you continue to nurture them.

Any blogs you write and share or short, tip-filled emails that you send must have a call to action (CTA). Ultimately, your goal is to encourage your customers to do something, whether this is to visit a landing page on your website or request a call back from your lead vetting team.

3. Qualify that lead

A good rule of thumb for determining a qualified lead is to focus on the following four criteria. Make sure your sales and marketing teams each weigh in and then compare their answers.

 

Budget: Can they afford what you’re selling? Google industry news and speak to other suppliers where appropriate for financial insights.

 

Authority: Is the person you’re connecting with the decision-maker? If they are not, are you speaking to an influencer or gate keeper who can get you to the decision maker? It’s also important to determine if there are multiple stakeholders whom you need to engage with. Whether they have the authority to buy or not, make sure that you treat everyone your brand interacts with respectfully. Today’s receptionist or junior buyer could be tomorrow’s CEO.

 

Need: Do they have a pain point that your solution can solve? It’s important to understand what solutions they currently have, what is and isn’t working, how big the need is and if your solution is competing for budget that could be directed elsewhere.

 

Timing: Are they currently in the market to buy? This will be determined by whether their need is immediate or eventual. Don’t disqualify customers with an eventual need, however, keep them in the pipeline and nurture them.

 

Create a lead scoring system that assigns values to the different criteria you are tracking. A sales-qualified lead will have a high lead score, and any leads with a low score can be disqualified.

In the news

Digital Kungfu - Expands into the UK

After generating sales qualified leads in excess of £12 million in under 12 months for its clients in Africa, Digital Kungfu is launching in the UK.

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While it’s important to have a plan, don’t wait too long to get your lead generations strategy up and running. You can’t start testing your messaging, optimising your content and tracking your email open rates until you’re up and running. Remember, lead generation isn’t a once-off event – it’s a continuous process that you refine as you go along.

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