Each lead generation strategy is different, requiring its own specific approach. Why?
The answer is simple: you often have to deal with multiple contacts in the B2B business world.
This is especially true of complex sales, where identifying the players involved is a crucial step in closing the deal. The purchase decision is often long, especially if it requires the involvement of several people who do not necessarily all have the same vision of the solution to be implemented.
It is therefore essential to have a comprehensive sales and marketing approach for the entire company, one which isn’t focused on one person individually. While the sales director may have specific expectations about the offer you are proposing, the financial director may be more attentive to the cost and profitability of your solution. As for the legal director, he will probably be more focused on personal data protection issues. As you can see, for the same product, the same purchase within the same company, expectations can be very different!
You must therefore ensure that tailored, personalised approaches are adopted according to the unique expectations of each contact (such as quick-hard, long-soft, or quick-soft approaches), while injecting specific and attractive content into your inbound marketing strategy.
Here again, the alignment of sales and marketing teams is essential when faced with the complexity of certain sales processes to generate turnover and boost the growth of your company.
Lead scoring: a scoring technique at the heart of your strategy
By integrating lead scoring into your lead generation strategy, no time is wasted on contacts that have no immediate business interest. Your sales teams are able to classify their prospects according to their degree of maturity in the buying cycle.
They will be able to automatically determine the ‘hot leads’ identified by marketing and contact them as a priority. Thanks to this scoring technique, which assigns a certain number of points to the lead according to each action taken, you can refine your knowledge of your prospects without wasting time on prospecting.
Thanks to marketing automation, each interaction (opening newsletters, clicking on links, etc.) assigns points to that lead, increasing or decreasing the contact’s score. Your teams can then evaluate the maturity of the prospects to transform them into loyal customers.
Given the increased competition and ever-changing buying habits of consumers today, lead generation is absolutely essential to the development of your business. And because the B2B buying process can be long and difficult, effective tools and methods to handle your leads are a must.
While various marketing strategies have been proven to convert leads into customers, such as account-based marketing (ABM), lead generation is a complex process that relies on a few fundamental principles to capture mature leads and increase sales opportunities.
Learn more about the topic : Tips and best practices for effective b2b lead generation strategies
