When it comes to lead generation, quality always trumps quantity. If you want to see a respectable ROI, you can’t simply collect cold contacts; you have to turn them into warm, qualified sales leads.
Here are eight lead generation best practices that can help you do just that.
1. Easily Expand Your Database
Purchased email lists are the gift that keeps on giving. While some ESPs frown on bought lists (due to an inability to handle the data), purchased lists can be used to expand your database quickly and give you access to contacts you may not have encountered otherwise. Some savvy marketers even consider this a key lead generation best practice. So take the no-lead-left-behind approach and leave no stone unturned!
2. Stop the Tug of War Between Sales and Marketing
Expanding your database is only the first step to ensure you follow lead generation best practices. Next, you have to define and identify sales qualified leads, key performance indicators, etc. To do this right, your sales and marketing teams have to be on the same page. Rally the troops and provide them with a common goal so that communication and collaboration becomes imperative. By working together, your sales and marketing staff can streamline the lead generation process to be more efficient and profitable.
3. Use Segmentation to Fine-Tune Your Message
By scoring leads from cold to hot, for example, you can segment them into appropriate groups and create targeted campaigns that deliver the best possible message at the best possible time. You can also segment based on customer interest and/or behavior. With the right email lead generation software, much of this process can be automated with drip marketing, which lets the actions of your contacts trigger relevant messages based on the unique parameters of your campaign. This is a core component to keep in mind when understanding which lead generation best practices to heed.
4. Craft Audience-Appropriate Content
List segmentation makes it much easier to create targeted, high-value content, no matter where the recipient resides in the buying cycle. For example, you can craft campaigns for the sole purpose of introducing new, cold contacts to your brand, or for nurturing contacts that are on the cusp of becoming warm leads. Knowing the specific audience allows you to create a much more personalized message, delivered just when the recipient needs it most.
5. Stay Focused
Each email campaign message you craft should have a specific goal, keeping lead generation best practices in mind. If the purpose of your email is to offer a free demo, everything from the email subject line to the CTA should push the recipient toward that download.
Remember, the subject line often determines whether or not the email is opened, and the CTA guides the reader towards the desired action. Use A/B testing to get better lead generation results and to know which key factors are influencing your metrics. Best lead generation practices is to tweak your process to encourage maximum engagement.
6. Encourage Sharing
If you want to get the most out of your content, it needs to be shareable. You can include buttons that make it easy for recipients to forward your message to their colleagues. Also keep in mind that email content can be easily shared across social media channels such as Facebook. Understand what’s best practice, such as including social media sharing buttons in your campaigns. With more eyeballs on your content, you’ll not only expand reach but can boost your lead generation efforts.
7. Keep an Eye on the Analytics
Without real-time data and robust analytical reporting, your process can’t evolve. Be aware of lead generation best practices, such as keeping track of key performance indicators. Gather information on what works and what doesn’t. This insight will allow you to better engage your target audience moving forward and increase your lead generation results and ROI.
8. Take Advantage of Email Lead Generation Software
Email lead generation software, such as Clickback, can help you achieve each these lead generation best practices.
For more information, sign up for a free software demo today.
