Lead generation marketing is ideal for businesses that want to speed up their sales cycle and turn cold suspects into hot prospects. Targetted, automated and measurable, it can deepen customers’ relationships with a brand, establish trust and bring in qualified leads.
Despite this, only 35% of B2B businesses have lead generation campaigns in place. Get ahead of the competition with our six top tips for building a successful lead generation campaign.
1. Know your audience
Lead generation relies heavily on an in-depth understanding of who your audience is, what they want – when – and how they buy. The more specific you are when drilling down into priority audiences, the more successful a campaign is likely to be. Meaningful persona work will cover off the target’s professional goals, mindset and motivations. Vitally, it must map out what drives them to investigate relevant products and services as well as their perceptions of your brand.
2. Plot the buyer journey
Next plot your potential buyers’ path to purchase. Google’s See, Think, Do model offers an intuitive framework. Consider every step of their decision making process. From when a prospect first starts researching potential solutions to a particular business problem or client need, through to comparison of a shortlist of viable vendors. How do they enter each stage? How long are they likely to stay there? What are the challenges they face and the solutions they’re looking for as they progress through the journey?
3. Nail the big idea
This is when the creative comes in. Every piece of hero content you produce to fuel the lead gen campaign must be linked by a single, overarching idea – one that resonates across different audiences and stages of the buyer journey. The research you’ve done will have armed you with the insights you need to craft ‘a big idea’ that will grab your audience, adds value and has equal relevance whether the prospect is in ‘see’, ‘think’ or ‘do’ mode.
4. Be selective
Time to consider how to turn your ‘big idea’ into a purposeful suite of content. You might be looking at creating entirely new pieces for your lead generation campaign, or you could already have an extensive library of content to choose from. But always keep one thing in mind: less is more. Sharing too much, disparate content will only confuse your buyer. A lead generation campaign can thrive with just three ‘hero’ pieces of content.
5. Plan, plan, plan
When you’ve got your audience and buyer journey downpat, it’s time to plan the campaign touchpoints and timings that will move leads to the ‘ready-to-buy’ stage. It’s worth keeping in mind that prospects don’t always travel in a linear fashion. Leads can be rejected, but this shouldn’t mean that they fall out of your campaign – so remember to plan for these, too!
6. Keep a finger on the pulse
Like any other campaign – you need to have solid KPIs established before even thinking of going to market with lead generation. Set these against the See, Think and Do framework, and make sure that marketing, digital and sales are sharing data throughout the campaign. Having all departments on the same page is essential to optimising engagement and moving leads another step closer to conversion!
Well planned ‘lead gen’ campaigns have the power to supercharge your sales pipeline.
Download our practical guide to taking a more targeted, more measurable approach that makes the most of your 2020 marketing budget. Here you’ll see, step-by-step, how to build a campaign that turns people that don’t know you, into people that want to buy from you. Click here.
If you’d like some support building or managing a lead generation campaign, we’re here to help. Labb, our research and insights hub, establishes target audiences’ true wants and needs, while our content engine – Fabrik – transforms these insights into the right balance of useful and inspirational content that converts. Interested? Get in touch.