Marketing lead generation is all about keeping the sales funnel full and ripe for conversion. Do that and you can’t help but drive business growth. But what often puzzles marketers is the how-to of continuous marketing lead generation. With prospects spread across the buying cycle, how can you drive everyone in the appropriate direction?
Valuable Content
Every prospect counts—whether they’re cold contacts, warms leads, past customers, recycled leads or fresh referrals—but every prospect is different. You can’t push out the same message to everyone and expect them to respond with equal excitement. Content must be tailored to fit the audience.
Consider this department store analogy. If you grab a shirt off the rack and it doesn’t fit, you put it back, right? But even if the shirt does fit, you’re less likely to make a purchase if it’s too far out of season.
This is exactly how your audience feels about your marketing message. If you’re not offering the right content at just the right moment, your marketing lead generation efforts are going to suffer. So how do you manage to get the right content to the right people?
Email Lead Generation Software
For marketing lead generation to be successful, you have to provide value to your prospects, no matter where they are in the buying cycle. The tricky part is quickly identifying prospect position and pushing out the content accordingly.
For example, let’s say you send out a welcome campaign to a fresh new set of cold contacts. With the obligatory introductions out of the way, you have to decide your next move. Instead of just lumping them in with the rest of your database, wouldn’t it be great if you could segment them based on behavioral triggers?
With Email Lead Generation (ELG) software, you can accelerate leads using automated drip marketing, which pushes out targeted content based on the behavior of your prospects. If Anne opens your email, clicks through to your landing page and downloads your demo, you can push her further down the sales funnel and provide more appropriate content, in real time. Meanwhile, Bob, who didn’t bother to open your first email, can stay in a colder group of contacts and receive content specifically designed to warm him up for future conversion.
This process accelerates more qualified sales leads through the funnel, while you focus your marketing lead generation efforts on turning cold contacts into warm leads.
Improve Your Marketing Lead Generation Strategy
ELG software can also help you fine-tune your marketing lead generation campaigns for increased ROI.
- Data Cleanup – Clean data leads to increased email deliverability, which automatically improves the odds that your email will be seen by decision makers.
- Real-time reporting and analytics – Evaluating data in real time enables you to make quick decisions, take advantage of opportunities for business growth, and avoid costly mistakes. You can also see exactly how your marketing lead generation efforts are performing and adjust your strategy accordingly.
- A/B/n multivariate testing – By testing everything—and often—you can learn a lot about your audiences’ preferences. For example, how does a slight variation to an email subject line affect the overall open rate? How does a change in CTA language affect your click-through rate? Do variations in landing pages affect downloads? All of these questions, and more, can be answered using ELG software.
What Are You Waiting For?
If you want your marketing lead generation to drive business growth, you have to know your audience, and you have to provide them with a well-timed and irresistible value proposition. Clickback’s ELG software can help. Request your free software demo today.
