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.
