Lead generation strategy components

by David Jones Digital Marketor

Over 79% of marketing leads don't turn into sales, with lack of lead nurturing being the main cause. This proves that having a B2B lead generation strategy is just not enough to move up the sales funnel. Recognizing each component is equally important in reaching your target audience and converting them into qualified leads with various marketing efforts. Below are some of the most important components that should be part of your B2B lead generation strategy.

Quality leads

Your B2B lead generation marketing activities will only be profitable if you manage to collect quality leads. Just having a database of prospects who wouldn't invest in your product / service is not your ideal customer database. This component is critical to your success because you will only be able to grow if you have quality, high paying clients. The two main types of leads that are most important in a lead cycle are:

Qualified Marketing Lead (MQL)

This is a lead who is more likely to convert to a customer compared to other leads. The judgment whether this prospect would invest in your product / service is made by the interaction he has with your content, how often does he visit your web page and other similar instances.

CONNECT WITH A LEAD GENERATION SPECIALIST

Qualified Sales Lead (SQL)

An SQL is a potential customer who has been rated as a fit based on the ideal customer profile by your organization. This is a prospect who has passed the engagement stage, has also interacted with the representative of your company by showing interest in your product / service.

Paid advertising

Since the development of digital marketing, paid advertising has become a fundamental part of it. The lead generation efforts made through this medium help you reach your potential prospects at the right time. Some of the requirements of this marketing activity include:

using the right target keywords
serve ads in different formats
include a call-to-action (CTA) in all your ads

Classified content

The content marketing component is one of the most important parts of your B2B lead generation business. As part of this inbound marketing strategy, you need to post informative content for your potential prospects. This content should be diverse, as it should include blog posts, landing pages, videos, social media posts, and emails.

Pop-up forms and landing pages

One of the best ways to direct a qualified prospect to you is to use a lead capture form and pop-up forms. Generating leads through this component becomes easier as you are able to collect the required information and get your message across to the audience in a shorter and easier way.

Analyzes and reports

Analyzing and reporting the health of your potential prospect is an important part of the sales funnel. This step lays out the progress of all your lead generation activities and guides you in the direction of lead qualification.

Nurturing activities

This is the last important element in earning quality B2B leads. This step is to keep your audience engaged through various activities. While discounts and offers are a great way to nurture your qualified leads, engagement activity on social media is also a growing trend that could be helpful.