The buying process and customer journey continue to change. And marketers are looking for new ways to reach their target audiences and generate business value through lead generation and customer acquisition. According to HubSpot’s State of Inbound report, the top marketing priorities have been centered on a lead generation strategy in recent years.
A common challenge, though, is what happens to those leads once they enter your leads database. Does your sales team need to reach out? Should they go into a lead-nurturing campaign? There are plenty of things to consider during this phase of a lead generation strategy to ensure that you’re creating the best opportunity to close online leads. So we’ve put together a list to make your lead generation more meaningful for your sales team:
Create alignment between marketing and sales.
One of the most important things in creating a more meaningful and productive lead generation strategy is to create a strong alignment between sales and marketing. When both sales and marketing are in agreement about what a “qualified lead” is, everyone has a clearer picture of the sales funnel. As marketing and sales become more integrated, both learn more about the customer, and at the end of the day, that’s what is going to lead to success.
Use lead scoring.
Not all leads are created equal. Lead scoring is a methodology used to rank leads based on behavior, demographics, job function, etc. The score can then be used to determine which leads should be a priority for the sales team. This way, the sales team is working smarter, not harder, because they will, in theory, be following up with more qualified leads.
Employ a strategic lead-nurturing strategy.
Like I mentioned in an earlier blog, lead nurturing is one of the most powerful marketing automation tactics. It’s also one of the more difficult tasks to do really well. We want to make sure that we’re delivering the right content at the right time to move a lead through the buyer’s journey. Take the time to set the strategy and leverage a tool, like HubSpot, to execute your plan. This will ensure that your sales team is getting leads who are primed to buy.
Use your data.
When you’re using tools like HubSpot, Salesforce, Google Analytics or Adobe Analytics, you have access to an endless amount of data. But if you can figure out how to close the loop (not an easy task) and start to attribute marketing channels and sources (both offline and online) to revenue, you can focus your efforts on what actually works. At the end of the day, both sales and marketing need to be working smarter, not harder.
Through effective communication, data, tools and a smart lead generation strategy, brands can deliver high-quality leads that improve close rates and increase the bottom line for the organization.
If you’re just getting your lead generation strategy, check out our 60-day HubSpot Launch Plan. (It applies to any other marketing automation tool too.)