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Lead Generation

Sales lead generation represent powerful tools to win thought leadership in your industry that can develop potential customers and lead them through the buying process efficiently. Understanding the sweet spot and who your high value customers are through segmentation is an important step creating wins.

B2B and B2C customers both use search engines and social media to guide them through the buying process so you need to address these prospects early in their buying cycle. The most effective lead generation programs are ones that can offer a high degree of targeting. Understanding your customers, what levels in the organization they operate will drive the proper messaging creating an highly valued opinion of your company. Nurturing that lead through the sales cycle with content that is precise and valued will help facilitate contact with the decision makers. You must understand the challenges they face and deliver messaging that shows you can provide solutions. A quality lead nurturing program can drive inbound calls and will help soften the beachhead when a sales team member contacts them reducing the sales cycle thereby improving revenue while reducing costs.

It is important to remember that most customers have started their research before they contact you.

  • Content must be right for the personas you are delivering. Deliver the right content at the right time. Don’t waste time delivering the same message to a CEO and a practitioner. Content must be aligned with what the prospective customer is looking to learn or to buy.
  • Have a strong call to action so they have a clear direction – is the offering free (low friction), do you want a site visit or do you want contact information or schedule a call with a sales exec (high friction)?
  • Continue to test and refine your lead generation with metrics to determine what is performing.
  • Utilize your customers to share their success stories as the results in the form of a testimonial on the website or collateral goes a long way in securing confidence about your company.
  • Capture your prospect’s attention within seconds. You only have a few seconds of time to capture attention so creating crisp, highly valued connections requires you understand your audience and their pain points. Relevance is everything.
  • Keep asking yourself and evaluating your content – is my prospective customer getting enough value in exchange for the information you are asking them to provide you?
  • Improve lead qualification metrics continually. Continued evaluation of metrics and messaging is critical so you distinguish between a lead and a sales qualified lead. How many leads convert into sales is a key metric and from which touch points did the sale occur?