Lead generation. You know you need it for marketing your business but where do you start? Here’s the process from start to finish from the marketing experts at Pearl Marketing & Design.
Marketing Automation and CRM Integration
The first step of any successful lead generation campaign includes setting up Marketing Automation tools and integrating them into your Customer Relationship Management (CRM) platform. Following these steps you will create and schedule lead generation forms, landing pages, and emails, and automatically push any acquired leads from your forms to your CRM, such as Salesforce, Hubspot, or SharpSpring.
Demand generation marketing campaigns do just that—create a demand and buzz for your product or services. Typically geared to people who don’t know anything, yet, about the product or services. This strategy creates awareness with approaches such as paid search and social ads (Adwords, Facebook, Instagram), sending an email blast to a purchased list, direct mail, and print ads.
This type of marketing and lead generation is earned attention using tactics such as blogging, opt-in email automation, social media engagement, Search Engine Optimization (SEO) and creating premium gated content like eBooks, infographics, videos, and webinars. Each of these marketing strategies uses a call-to-action and landing page to capture leads. These tactics all serve your product or service’s visibility when new customers search for content related to your brand and encourage them to connect or take an action.
The next step in lead gathering includes building landing pages and forms that capture prospects’ contact information. Lead capture forms can be built into your website, email automations and paid campaigns. The data easily flows into your CRM.
Using your marketing automation tools, set up workflows that categorize leads and segments them into lists or categories you assign. These lists can then be used to nurture and engage leads with relevant content, targeted email communication, and personalized offers.
Along with lead segmentation comes lead scoring. Implement lead scoring criteria or points system to update lead lifecycle stages. Move them into your CRM funnel when the time is right and trigger notifications. Criteria to score leads:
- Persona: Industry, title, role company size, revenues
- Engagement: Number of visits, unique page views, repeat visits, form completions, email opens and clicks, blog comments, social media mentions
- Buyer stage: Clicks and conversions on specific content indicating a lead lifecycle change, such filling out a form to request a product demo
Use negative scoring to define a lead as a poor fit, such as competitor company, not opening emails or not clicking through to content, low budgets or non-company email address.
Now that you’ve got the leads, monitor and influence their progress through the sales funnel by offering them personalized, relevant content based on their persona and activity. Content can be sent via personalized email drip campaign or by retargeting ads that follow them around the websites.
Did someone visit your website or landing page and left without performing an action? Get them back with retargeting ads. These ads show up as customers visit other sites on the Internet based on their previous contact and encouraging them to interact with you again. Retargeting can be list-based or pixel based.
Use workflows to automatically move leads to your sales team and assign them to the appropriate reps when they reach lead scoring thresholds and trigger specific behaviors, such as filling out a form for a free trial or demonstration. Sales reps will receive notifications that they have new leads to nurture.
Once leads are assigned to your sales team and are officially in the sales funnel, each sales rep updates the CRM platform with the lead progress, notes and communications with their company, and expected closing information. You can also set up automated notifications to remind your sales reps to follow up with their leads and customers. Once a lead is completed, add them to a targeted campaign to send them personalized content based on their needs and support your sales team to help them close the deal!
Start Your Own Lead Generation Strategy Today!
Ready to talk to the team at Pearl Marketing & Design about your marketing strategy? Contact us today by filling out this form to discuss how we can help implement lead generation into your marketing plan. Your brand is our business and we are committed to achieving your goals together!