Five Strategies to Convert Leads into Customers
Generating leads is one of the biggest challenges facing B2B marketers. To overcome this challenge, many marketers are making an effort to elevate their lead generation efforts in 2014. In the infographic below, explore which methods are proving to be the most effective for B2B lead generation. Then, uncover five strategies for turning qualified leads into customers.
According to the infographic by Placester, 78 percent of B2B marketers believe that generating more leads is one of the biggest challenges facing B2B marketing. In response, B2B companies are adopting methods to generate more qualified leads. The infographic shows that the hottest method, at 71 percent adoption, is using content – primarily case studies and customer testimonials – to generate leads. This is followed by engaging in mobile marketing and implementing marketing automation tools.
However, without the right demand generation strategy in place, these methods of lead generation can fall short of marketers’ expectations. The article by 1to1 Media, The Top 5 Demand Generation Strategies, uncovers secrets for converting your lead generation efforts into customers. These strategies include:
1. Define your goals. When defining your goals, ensure that they include the most critical metrics and key performance indicators that will be used to measure the project’s success. It is also important to have a demand generation strategy that addresses every step of the buying cycle, and for companies to fully understand who their buyers are. The tighter your focus and the more defined your audience, the faster you’ll be able to determine the best way to engage and penetrate accounts.
2. Engage in a digital one-to-one conversation. Research shows that customers tend to go through almost 60 percent of the sales process before engaging a sales representative. To stay ahead of the game, businesses need to make sure they are able to read the signs that customers are sending and reach out to them with the right information at the most appropriate moments. Rather than waiting for prospects to reach out, organizations need to be proactive and get involved in the purchasing journey from the start.
3. Focus on the right content at the right time. Having the right content in place is imperative in making sure that prospects don’t lose interest in an organization but rather continue to consider doing business with a particular firm. Many brands are focusing on creating the right content, such as case studies, that will help prospects better understand the company’s products and solutions. It’s all about putting the right message in front of prospects at the right time, while ensuring that the content speaks to the prospects’ needs and insights.
4. Add a layer of human intervention. Organizations tend to make the mistake of automating the whole demand generation process. This procedure leads to too many under-qualified, dead, or recycled leads getting into the sales funnel, leading to wasted time for sales teams. To overcome this, organizations should add a layer of human intervention into the demand generation process. These agents can engage the leads and give them a final qualification and score before determining whether they should be passed on to sales teams.
5. Align sales and marketing. One of the biggest demand generation challenges facing organizations is a lack of alignment between sales and marketing. And, in an age of marketing automation, sales and marketing alignment can make or break effective lead generation. Aligning sales and marketing can provide relevant, timely messages to prospects at every stage of the buying cycle.