Startup lead generation – Everyone’s got an idea of best practices for cold calling, prospecting and profiling new business. Fortunately (and unfortunately!) there’s a fine line between being a well-timed cold call and a slightly frustrating overaggressive call to close a sale.
We’re keen to spread the word on our own experiences on what’s hot and what’s not in handling and managing your lead generation activity.
Defining a Lead A B2B lead is a company who has shown an interest in your services. This may be an email enquiry, phone call or even a more subtle indication of interest by visiting your website.
It’s really important to distinguish between a cold call (purchased data approached completely cold) and a call which is a little warmer. In our office we call them touchpoints – basically a communication in some shape or form with a company that’s now heard of us! An example may be someone who’s downloaded a white paper on general IP tracking technology and have done so on our website but not enquired about our services.
Now, contacting someone who’s been exposed to our brand is far less intrusive than a completely cold call. It achieves a better conversion rate for your sales team and certainly provides a warmer topic of conversation to get things moving in the right direction.
Why Generate B2B Leads? Sounds like an obvious question, but often one overlooked if not done with clear objectives and process to nurture these leads. Lead generation is the path from new prospects not buying customers – by showing an organic interest in your company they are starting this path to paying customers making it a much more seamless transition into customer.
How do you qualify a lead? As we know a lead is someone who is interested in your product or service, but how do we qualify this?
There’s a couple of ways – we tend to focus on the method in which they’ve engaged in order to understand how best to prospect them and take them along the path into being an active paying customer. Below lists a few great examples:
– Content. As they say, content is king. As a general rule providing rich content on your website attracts prospects. Try to write rich, relevant content to your business and bring some personality into it! Share through social profiles and make every effort to drive exposure with your content.
– Education. Educate people. With the above content strategy in mind be sure to provide educational information. Dependent on your business this may be various webinars, blogs or tutorials, videos or other mechanisms to educate. Also consider how you engage a potential prospect i.e. subscriptions or other calls to action.
– Simply browsing. Finding out who is visiting your website is a great way to understand whether the customers a lead. What company are they, what pages are they browsing… all of these provide an insight and allow you to profile and understand the nature of the lead.
These three examples show a handful of ways to profile but also how to identify and qualify leads. (Now time for our plug! Try our product as it’s a great way to gain insight on the companies visiting your website – receive insight on who and how interested companies are with your product).
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