Lead Generation

Successful B2B Lead Generation Campaigns that generate growth

At The Lead Agency we use marketing conversation strategies to build a strong and efficient sales pipelines of prospective customers for our clients.

We employ a range of strategies to reach customers across the six core lifecycle marketing stages:

 

 

 

 

 

 

GET HELP WITH YOUR
B2B LEAD GENERATION

B2B Marketing has
two key objectives:

more leads &
better quality leads

Lead generation is the marketing process of stimulating and capturing interest in a product or service for the purpose of building a sales pipeline.  Lead nurturing builds relationships with potential clients even if they are not currently looking to buy your product or service. It raises your company’s profile making it more likely that your customer or prospect will choose your product or service when it is time to buy.

At The Lead Agency we enable you to build a relationship of trust with your prospects as a strategy to move them further along your sales funnel. We create automated sales and B2B marketing processes to make sure you’re taking advantage of all the leads and prospects in your pipeline and not wasting any potential customers.

business to business strategies
B2B digital

What does a lead mean to your company?

Many companies have different definitions depending on their sales cycle, but standard definition is a qualified potential buyer who shows some level of interest in purchasing your product or solution.

For the leads that fill out a form, they often do so in exchange for some relevant content or a compelling offer.

Lead Generation can help your business growth by:

  • Topping up your sales pipeline with quality new leads
  • Nurturing new leads and current customers to prime them for conversion
  • Following up on old leads, prospects and lapsed customers
  • Cleaning your database while generating quality new sales leads as the same time.
Lead Generation

With extensive experience in developing Lead Generation Campaigns across a range of industries, we know how to deliver more, and better quality leads to your business. We know how to develop an ongoing relationship with your prospects, and deliver them as sales-ready leads to your business.

Do you need more, better quality leads? Let The Lead Agency help you with our Lead Generation and Nurturing services.

With over 20 years acquiring new customers for B2B companies, we have the tools and the expertise to help your sales team with better leads and grow your business.

Our Lead Nurturing Process

1. ATTRACT

The Lead Agency assist our clients to accelerate sales through attracting quality leads and new sales opportunities. We have considerable experience in designing and implementing successful Lead Generation campaigns.

All our marketing strategies focus on two things — more leads for your business AND better quality leads for your sales division.

By analysing your existing customer databases, we identify your perfect customer and ways to grow your business. We use a range of research options including exploring your financial and accounting data through to your CRM and even customer research to identify the best possible ways to target, communicate and convert new customers:

  • Finding where those customers can be found
  • Identifying what makes them tick and how to engage them
  • Develop value propositions and build communication campaigns to engage them and turn them into prospects
  • Create and implement a variety of targeted marketing activities to raise the profile and start the conversation process.

From this analysis we develop a range of marketing activities and lead generation campaigns to help you source and acquire new quality leads.

With over 15 years acquiring new customers for B2B companies, we have the tools and the expertise to help your sales team with better leads and grow your business.

2. NURTURE

At The Lead Agency we know that while lead generation may be effective, the problem is that most new leads are not yet ready to engage.

If your sales team tries to contact a lead before they are ready, it is unlikely to be successful and reinforces the general impression that marketing-generated leads are no good. As a result, leads risk getting lost, ignored, or snatched up by competitors.

Once you attract a lead it is important not to lose that lead. Marketing conversations allow you to get to know that potential prospect better, to understand their needs and purchasing motivations. As a result, you are better placed to know how to earn their trust and nurture them until they are ready to purchase.

NURTURED LEADS PRODUCE A 20% INCREASE IN SALES OPPORTUNITIES VERSUS NON-NURTURED LEADS ACCORDING TO A DEMANDGEN REPORT.

At The Lead Agency we help build relationships of trust with your prospects as a strategy to move them further along your sales funnel. We optimise your sales and marketing processes making sure you’re not forgetting to follow up a customer or prospect who may be ready to buy from you in the near future.

Lead nurturing builds relationships with potential clients even if they are not currently looking to buy your product or service. It raises your company’s profile making it more likely that your customer or prospect will choose your product or service when it is time to buy.

Lead nurturing campaigns build a relevant conversation with your targets to keep you in their mind and demonstrate your advantages to encourage the client to buy sooner rather than later. Lead nurturing is a traditional marketing practice, but it has taken on new meaning now that companies can create communities around their products using social media.

THE KEY TO EFFECTIVE LEAD NURTURING

The key to Lead Nurturing is identifying which targets are interested in your offering and when to connect with them. It’s about a marketing conversation: communicating with your customers and prospects regularly with content from your company so you leave an imprint on their mind until they need you.

Effective Lead Nurturing also scores each lead and prospect to understand who is actively interested and cultivating interest in those who are not by tracking their activity, level of interest and what content they are absorbing about your offering.

Through automated marketing campaigns, Lead Nurturing can considerably increase the level of communication with your customers and prospects to deliver better quality leads to your sales team without taking them away from their own sales processes.

With over 15 years acquiring new customers for B2B companies, we have the tools and the expertise to help your sales team with better leads and grow your business.

3. ENGAGE

You’ve attracted potential customers to your company through a successful lead generation campaign, but now comes the most important part: converting those leads into paying customers.

The most important aspect of sales/marketing is asking your potential customer to do something.

This is where a compelling call to action becomes most critical. While you want to give prospects a good understanding at what your business has to offer, you don’t want to give away too much or else you might never hear from them again.

That is where a valuable, well-placed call to action strategy comes into its own.

A direct call to action at a critical point in your content will allow you to engage in more detail with your prospect and turn them into a true sales lead ready for conversion into a paying customer.

By simply asking a prospective customer who has been properly nurtured over a period of time to take action and giving them a reason why they should will turn someone who may only have been curious into an actual paying customer.

With over 15 years acquiring new customers for B2B companies, we have the tools and the expertise to help your sales team with better leads and grow your business.

4. DELIGHT

For any business, your main marketing goal should be converting people who interact with you or responds to your marketing efforts into a person who takes action and purchases from your business.

But ultimately, you want to turn that one-time customer into a repeat buyer, so you need to make sure they have a great ongoing customer experience.

Follow up marketing effectively gets customers to buy from you again and again instead of just one time. Having more repeat buyers is one of the best ways for a business to succeed.

AT THE LEAD AGENCY WE HAVE EXPERIENCE IN A RANGE OF STRATEGIES TO FOLLOW UP CUSTOMERS EFFECTIVELY.

We have experience in follow up marketing that has contributed to improved business relationships, more repeat customers, business stability, and increased ROI.

We can empower your business to educate, inform, and equip prospects and customers to make better buying decisions and position you as the #1 product or service in your industry.

DON’T RELY ON THE QUALITY OF THE PRODUCT OR ADVICE YOU OFFER

Once you have successfully converted someone into a customer, you need to ensure that they are delighted with you, not just the product or service.

Many companies talk about and deliver great customer service, but that’s not enough: it’s mandatory if you want repeat business. Instead you need to develop ways to become essential and unforgettable.

BE UNFORGETTABLE

You want your customers to see your product or service in a unique way. Whether it’s the way you communicate or present their product or service information through to the way your sales staff deliver the final product or service that sets the foundation.

Nothing gets customers feeling that they made the right decision more than buying a product that meets their needs and having a great company stand behind it.

BE SUPPORTIVE

Many companies leave their client alone once the sales process is over, often thinking that they don’t want to be disturbed or annoyed.

However, often there are teething problems, small issues or a lack of understanding of the product or service for a new customer.

If you offer your customers a level of service after the sale that they don’t get anywhere else, you’ll be remembered and ensure they feel that they made the right decision.

BE TRUSTED

Many B2B companies talk about becoming a ‘trusted adviser’ to their clients. Trust is critical in marketing: building trust is often the differentiating feature of a buyer’s purchasing decision.

The ‘trusted adviser’ is based on the idea of being considered an integral part of their customer’s organisation and therefore a great way to gain repeat sales and customer loyalty.

However, trust is a difficult thing to earn and it is easily lost. The key to building trust is regular communication and dealing with honest feedback.

Around a week after purchasing your product or service, memories of that experience begin to fade — and that’s when it’s important to reach out and remind customers about you.

Staying in touch with customers keeps you in their mind but also allows you to gain valuable information for your business.

By following up, you gather important feedback you can use to improve operations, customer service or products, while also telling customers that you care about what they have to say.

With over 15 years acquiring new customers for B2B companies, we have the tools and the expertise to help your sales team with better leads and grow your business.

5. UPSELL/CROSS-SELL STRATEGIES

One of the best places to focus your lead nurturing efforts is your existing database, especially when marketing budgets are tight.

The customer database gets undervalued at most companies. If the average cost per new contact is $20 and you have a  database of 250,000 contacts, then your customer database is a $5 million asset that should be mined for additional value through upselling.

For some salespeople, the term “upselling” has a negative connotation: no client or customer wants to be upsold (it’s the idea that it’s something they didn’t want).

However, upselling can be easily and effectively integrated into the sales process — once you have a compelling strategy that fits with your sales efforts.

Upselling can be as simple as selling a product and adding services later. It can be having somebody buy what you sell, then 90 days down the road, offer them additional warranties or service.

Why would a client want to be upsold? There are many reasons, but here are some of the most common:

  • They are currently using your product – and are happy
  • There are other opportunities/challenges within that company that an upsell can answer
  • The client won’t have to look for other vendors
  • The client won’t have to worry about vendor integration – you’re already in the fold.

TRUST AND UNDERSTANDING IS THE KEY TO SUCCESSFUL UPSELLING

The key to upselling is that your customers already have a relationship with you.

They’ve already learnt enough about you to value your product or service. Not only that, theoretically, the overall risk of getting a negative response is much lower since they have already built a significant level of trust in your business.

THE GOLDEN RULES TO FOLLOW FOR SUCCESSFUL UPSELLING

Focus on “away from pain” questions. Your customers want to resolve their challenges, problems, issues, and concerns. Marketing conversations about these gives your sales valuable information for upsell opportunities.

Understand your customer’s goals and objectives: they either have the opportunity to exceed their goal, they’re doing very well (and there’s an upside), or there’s a deficit.

This information can only be learnt from regular marketing conversations with you customers and follow up marketing.

With over 15 years acquiring new customers for B2B companies, we have the tools and the expertise to help your sales team with better leads and grow your business.

6. REFER

Effective communication is about listening and conversations, not just talking at them.

The way in which you communicate with you clients is critical to being able to generate repeat business and build a referral culture. It’s important to have your own voice and style, but equally, speak with them in a way that establishes trust and exerts your knowledge and expertise. To build a referral culture you need to speak with your customers as valued individuals who are seeking your help and expertise, in ways they understand and appreciate.

Traditional advertisements don’t sell products like they used to. 75% of people don’t even believe ads tell the truth according to HubSpot. More significantly, 90% of people turn to friends for brand recommendations and are 71% more likely to buy a product or service if someone referred it to them.

A considerable amount of trust accompanies a referral, because it comes with a “seal of approval” from a reliable source.

A REFERRAL IS 71% MORE LIKELY TO PURCHASE YOUR PRODUCT OR SERVICE THAN SOMEONE YOU HAVE MARKETED TO.

The endorsement of a friend or trusted peer goes a long way toward building your client base, especially in service-based markets. When someone needs a new service, it can be difficult to determine who can provide the right service, at the right price and good quality.

They may not know exactly what they need, or where to find it. But if someone recommends a service provider to them, the biggest hurdle to the buying process has been overcome.

Keep this in mind as you meet with new clients. Be sure to ask if they were referred and, if so, by whom. By keeping track of this information, you can contact the referring client and thank them.

This puts you right back at the forefront of their minds, and they’ll remember you when others need your services in the future. Always be gracious, and never miss an opportunity to thank clients for their business.

With over 15 years acquiring new customers for B2B companies, we have the tools and the expertise to help your sales team with better leads and grow your business.

Are you struggling to find the right approach to your B2B marketing?

Do you need help improving the way your business generates more and better quality leads?

Speak to The Lead Agency: our proven approach can help your business succeed.

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