Content: While the download of a coupon shows an individual has a direct interest in your product or service, content (like an educational ebook or webinar) does not. Therefore, to truly understand the nature of the person's interest in your business, you'll probably need to collect more information to determine whether the person is interested in your product or service and whether they're a good fit.
An MQL is one step higher than a lead, in terms of the level of engagement with your business. An MQL typically performs an activity, like downloading your ebook, which is a clear indication of their interest in your business. Sometimes an MQL can also be determined based on their demographic profile. MQLs are ready to be nurtured, but they’re not ready to buy just yet. They’re usually handed over by the marketing team to the sales team.
Companies that pay attention to each of these steps, especially in the early planning stages, and devote the right resources and budget, tend to perform better than the competition. The process isn't simple, and ignoring any of these steps can lead to poor outcomes. Building a killer process, on the other hand, leads to sustained growth and profitability.
A highly effective step by step strategy that deals with the single most common and frustrating problem for anyone in business: the problem of gaining access to the correct audience. No other skill is as directly connected to your ability to achieve success as the skill of getting in to see the right people. This approach will help you cut through bureaucracy, identify the people you most need to see. You’ll find that you can get in front of your desired prospects–regardless of their position or level of experience–faster, more effectively, and with less expense. It represents a new way of thinking about gaining access and overcomes the problem of getting through to the right people.
Sales Development reps (SDRs), also often called Inside Sales or Lead Qualification reps, are focused on one thing: reviewing, contacting, and qualifying marketing-generated leads and delivering them to Sales Account Executives. Simply put, SDR teams pass the baton from Marketing to Sales. Why do it this way? Because you want to make sure every single lead Marketing passes to your Sales team is as qualified as possible. Your SDRs should take the time to help each and every lead, offer them value, make a positive impression, create future demand, and become a trusted advisor. This step is critical in the lead generation process because you don’t want to treat your leads as blank faces to be simply questioned, qualified, and harvested.
The task of content marketing doesn’t end with just writing the content and posting it on your website, you must be able to draw readers to it. Some ways to draw traffic on your content is by distributing your content to the influencers of your company who have the large social following. Podcasting, guest blogging and social groups on Facebook or LinkedIn can be other mediums you can adopt.
Search Engine Optimization is still the primary lead generation strategy used by top digital marketers according to several reports including the State of Digital Marketing Report from online marketing expert Webmarketing123. This survey included more than 500 online marketers in the US, with SEO garnering the biggest impact on lead generation for both B2B and B2C markets.
Whether you’re dealing with consumer or business leads, successful lead scoring depends on a number of factors, such as high-quality content, well-defined buyer personas, relevant interactions, and involvement of the sales team. Lead generation software can be a useful tool, as often includes automated lead scoring. Learn more about how to generate leads on the blog.
Social media is intended for conversations, not monologues. So rather than making it all about you and trying to get attention, make it about them: see where you can be useful and offer up advice where it is needed, without asking for anything in return. That is how you build real relationships with your leads, and your efforts will be rewarded with their loyalty.
The likely answer is to do with audience biases. A survey conducted by an email marketing provider is almost certainly going to have different results to one conducted by PPC management tool, as their audiences have different skillsets and biases, skewing the results of their sample. As such, we should take the specific ranking of different strategies in these studies with a pinch of salt.
Gone are the days that a marketer only relied on outbound techniques like trade shows, cold calling, and advertisements to get leads. Today’s buyer is in control. According to Forrester, buyers seek out three pieces of content about a vendor for every one piece sent by a marketer, and for every one piece sent by sales. Because of buyer self-education, your job as a marketer is to be heard through the noise and come up with new ways for leads to find you. To be a marketer in today’s world, you need a solid grasp of inbound in order to truly amplify your lead generation impact.
For example, let’s say your company sells curtains and curtain rods. You know a blog all about curtains is probably not going to interest anyone – but a "big picture" blog about room decorating and how your curtains improve interior spaces is likely to be a hit. Out of ideas? Create an infographic on the history of curtains, or write an entertaining article on notable curtains from historic paintings or events.
Marketing works with Sales to establish key criteria for lead segmentation and scoring. Hopefully, you have already created a comprehensive list of buyer personas and a detailed buyer journey for each persona. If not, check out these resources. Now plan how you will capture this information through landing pages and forms, using a progressive profiling approach so that conversion rates are kept high. Identify relevant pages and events that, if visited or triggered, also allow you to update lead profiles during the buyer journey. Access LinkedIn, Data.com, Hoovers and other business data sites you can use to cross-reference leads and further develop their profiles. Some of these sources can be directly integrated through HubSpot and Salesforce apps and APIs.
Cost per thousand (e.g. CPM Group, Advertising.com), also known as cost per mille (CPM), uses pricing models that charge advertisers for impressions — i.e. the number of times people view an advertisement. Display advertising is commonly sold on a CPM pricing model. The problem with CPM advertising is that advertisers are charged even if the target audience does not click on (or even view) the advertisement.