In the world of financial services, marketing and advertising are not easy. From a complex industry to complex internal struggles, finding ways to generate leads and attribute those leads can be tough. Here are three B2B lead generation considerations you will probably need to address when planning your marketing tactics:
Determine what makes a quality lead.
Getting quality B2B leads from your lead-gen efforts is always a challenge. If you’re a financial services company that sells through sales people, you probably hear this even more often. Not to mention the term “lead” can be a dirty word. Here are a few things you can do to help solve this problem:
- Have marketing and sales each draft up what they think a qualified lead is
- Come to a consensus on a definition (or multiple definitions if you are going to have levels of leads) and document it
- Ensure your lead-gen efforts use your definition to create effective qualifying questions for your leads
Nurturing leads who are not ready to buy.
Financial services products aren’t often simple products, like, say, a T-shirt. Make sure you have somewhere for your B2B leads to be nurtured if they’re not quite sure that they’re ready to buy or need some time to think about it. Oftentimes, financial services products are a heavy financial and time commitment for consumers, so having a way to capture those who are interested and nurture them is just as important as getting those people who are ready to buy now. Not everyone’s ready to pull the trigger right away. Generating content for lead-nurturing workflows is a great way to do this.
Example: Maybe someone fills out a lead generation form about an e-book on how to choose a home loan. If this person was contacted and not ready to buy, drop them into a lead-nurturing workflow for people interested in home loans. Set up a lead-nurturing campaign that disperses content about home loans strategically throughout the next few months. This way, you stay top of mind until they’re ready to buy.
Connecting the dots.
While there are some things you can’t change, such as regulation rules and laws, legal and compliance, etc., there are some things you can do to try and simplify your lead-gen process. Start from the end of your process and work backward. If you know at the end of the day that someone in the finance department or a higher-up is going to ask, “Cool, but how many loans were generated from this campaign?” or, “How many policies came from this?” know that and work backward. What do you need to know in order to connect the dots? If you need more funds to connect those dots, see if you can get help from the person you know is going to ask the question—for example, the finance department.
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