Top 4 Strategies for Lead Generation Success
Are you actively building a lead generation funnel...or getting swept away by a funnel cloud of inaction?
For a long time, manufacturers relied primarily on expensive listings in industrial directories like ThomasNet or Global Spec to provide the lion’s share of their sales leads. Lately, we can’t help noticing that many of our clients are grumbling about diminishing returns.
Now don’t get me wrong. Industrial directories are useful, chiefly because they provide more focused B2B demographics and searchers who are typically further along in the buying funnel than your average Googler. But thanks to Google, industrial directories are no longer the most common resource for engineers, purchasing agents, and other industrial buyers looking for suppliers.
Tell me if any of these situations sound familiar:
- You’re placing online ads, but you’re not getting clicks.
- You ARE getting clicks, but not leads (or conversions).
- You’re getting leads, but not the right kind of leads.
If so, you’re not alone. Getting people to share their contact information is harder and harder these days, and if you’re relying SOLELY on industrial directories to provide those leads, your CRM system may get a little dusty.
So what’s an industrial, B2B marketer to do? Well, you could start with the top 4 strategies for lead generation success:
#1: Be useful!
This is head-smackingly simple, but sometimes we’re so busy selling that we forget our prospects NEED something from us. Focus on how you can solve problems for them, answer questions, and provide new and interesting facts and information that they truly value. Conversations about solutions lead to conversations about products.
#2: Give them something free.
I’m not talking about product discounts or promotions. I’m talking about free analysis, articles, case studies, white papers, videos, webinars, and application guides. Get comfortable giving away content, because compelling content is what brings leads to you.
#3: Target your content.
Don’t make the mistake of targeting the same content to all your audiences. Your efforts will yield more results if you segment your audience and direct specific content to each.
#4: Track results.
Testing, measuring and adjusting should be an ongoing process. Your data can help you develop insights into how to market more effectively. Dig into your site analytics, click/conversion, and CRM data to find out how users behave, track which marketing messages generate the most leads, increase your share of customer, and determine which marketing activities best help you reach your goals.
ashbydillon can help you get a comprehensive lead generation program off the ground, or combine creativity with analytics to take yours to the next level.