Now that we have users on our website, what next? Very easy, we have to convert them. That is, get them to download content from our website so that we can obtain information from them.
For this, forms are necessary and we cannot Generation: always have the same ones, they have to be progressive. Let me explain:
The more valuable information that content has (it is usually premium for a form to exist), the more
Compromised data must be requested
For example, if I have a catalogue of my products, I can ask for the name, email and company. But if they want to request a demo for a quote, which will take some time, I will have to ask for more information (position, available budget, etc.). In this way we will find out information about that lead and we will know if it is an SQL or not.
And for all this to work properly, we must have a well-optimized website, that is, one that has a good web architecture, that has depth, that links pages to each other and that is also oriented towards an SEO approach.
Since we already have the leads
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An example: if our company is B2B and a student downloads
one of our eBooks, even though we have all of their data, we know that they are not a suitable lead. Therefore, we can put a label on them in our CRM and thus they will not waste time for marketing to nurture them or for sales to contact them.
Another way to qualify leads is through email marketing
If a campaign is focused on finding out where they are in the sales process, specific landing pages can be created that are linked in email sequences. With the CRM we can see if they have clicked or not, if they have downloaded something, etc., which will help us to know if they are really interested in us or not.
2.4. Lead maturation
At this point we have already carried out the lead generation, and we are looking for them to go to MQL and from MQL to SQL. To do this we must carry out a maturation strategy.
On the one hand, we have both free and premium content, which will give the lead information and make them more interested in us. They will have us as a reference for information, as if we were their personal Wikipedia.
We will have to transfer this content to a newsletter
and we will have to evaluate the frequency of its delivery. However, we will only use those that have been most interesting or those that fit with the pain points of our buyer persona.
On the other hand, we find Social Selling. A strategy that is carried out using social networks (usually LinkedIn) and that is used as an accelerator of the strategy. The actions carried out are more Outbound than Inbound, but this is not a problem but an advantage, since it is essential to be active on both channels.
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Lead Generation: What Marketing and Sales Can Do
And finally, we want to explain what actions each department can take to generate leads. Referring to marketing and sales, of course.
Marketing team.
The marketing team should be in charge of creating the editorial calendar, both for social networks and for posts. The latter should always be focused on an SEO strategy. It is also interesting for them to take care of premium content such as ebooks. And, of course, newsletters, since they are in charge of analyzing which content has been the most successful.
The sales team can also be in charge of writing blog posts
as they are also experts and sources of information.
They themselves can carry out email marketing strategies for the maturation phase of lead generation.
And, of course, Social Selling strategies. It is a very useful tool for the sales team, as it speeds up the acquisition of these leads.
Smarketing – Sales and Marketing:
Here we combine both peru contact numbers data departments, since a good alignment between them can help achieve the objectives proposed by the company in an easier way.
This refers to the editorial calendar, for agb directory example, since salespeople have a lot of information about prospects and can provide it to the marketing team to know what content to create.
Sales can also help marketing create the forms
That is, they know what data they need to know to make it an SQL. Just as marketing can help sales with forms and chatbots. Since they are the ones in charge of managing the leads and if they see any interesting ones, they can pass them directly to the salespeople.
And finally, email marketing strategies. If there are pain points or a specific sector that the sales team wants to reach, they can tell marketing so they can create an email sequence that helps them get qualified leads for sales.
Are you interested in knowing how your company could create a lead generation process? Don’t hesitate to contact us using the following form or with our sales team: Julio Caulín and Paula.
