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How to Create a Profitable Lead Generation Strategy

· Marketing for Leads

When a consumer downloads a piece of content, signs up for a free trial, or registers an account for a free product, leads are generated. They originate through both organic and sponsored routes, such as Google search and advertising efforts.

Mass appeal is beneficial to brand exposure, but here's the thing: not all leads are made equal. Running a successful lead-generation programme isn't about the number of leads we produce. It is about ensuring quality leads by targeting the right individuals at the right time and delivering the relevant information to them in their customer journey via the correct channel.

1. How to measure lead generation tactics

A vital measure of business growth, an important metric can be linked to an increase in product engagement and revenue. It is something that the entire organisation can get behind.

When an opportunity enters the second step of the sales funnel, our marketing team's important KPI is reached. Our sales development team has vetted a prospect at that point, and the prospect has been verified and accepted by an account executive.

Our sales team will assess the opportunity's potential revenue, allowing the marketing team to begin measuring a return on investment. From here, we will begin to construct our measuring framework. This indicator is used to assess the effectiveness of our lead generating strategies and to enhance programmes.

A 'hand raiser' is an example of a high-quality lead: someone who interacts with the brand or requests information (like requesting a demo or free trial). A passive lead is someone who offers their contact information in order to obtain an ebook but has not expressed any additional interest. We pay special attention to hand-raiser leads because they are more likely to become clients.

We prioritise content performance from the highest-quality lead sources. If traffic from a high-quality lead source begins to decline, we act fast because of the expected downstream effect. Changes to our ad style or wording, adjustments to our sponsored investment, or revising a call to action are all possibilities (CTA).

2. Develop strategies to get the right leads

There's an old adage that "a lead is a lead," but that's a massive mistake.

Customer knowledge and interest are valuable, and social networks like Facebook and LinkedIn generate revenue by giving tailored advertising based on customer data. As a result, a more focused campaign on LinkedIn will cost far more than a generic banner ad.

Some leads may be less expensive and have a large scale, but they are of poor quality since they do not reach consumers who are looking for certain items or services (and therefore less likely to convert).

Other leads are more expensive, but they are more likely to convert. Then there's everyone in the middle.

The different channels, targeting options, and content that we use to generate leads can result in hundreds, if not thousands, of iterations. We must identify which lead generating strategies provide quality leads and at what expense.

For example, on LinkedIn, we are looking for sales managers in the financial services industry who have previously interacted with our company. We serve them a banking customer's customer tale. These leads may be more expensive, but they are more likely to convert, thus the investment is worthwhile.lead