Lead generation is a buzz word that simply means stimulating interest and capturing information from people who are interested in the product or service you sell – thus creating a sales pipeline for your marketing and sales teams.
If your company doesn’t have a lead generation program in place today, you might be asking yourself why this is important and how a lead generation program would change your company for the better.
Here are 9 of the top reasons companies should have a lead generation program.
Reason 1: During their online research, buyers eliminate 50% of vendors who offer the product/service they seek. If you aren’t getting in front of prospects very early in the buying process, your chances of making their shortlist are slim. Even if they visit your website, they are likely to forget about you make a memorable experience or offer them something after they have left the site.
Reason 2: You need sales not just today, but next week, next month and next year. Lead generation is all about feeding the top of your funnel so that you have a steady and sufficient pool of leads warmed up and ready to buy from you in the future. It’s great if you are meeting your sales goals today. Lead generation programs help ensure consistent sales in the future.
Reason 3: Companies that excel at lead nurturing generate 50% more sales-ready leads at 33% lower cost. One of the biggest challenges for marketers is generating high-quality leads. A well designed lead generation program that goes beyond lead capture to nurture and score leads based on their profile and behavior, will drive a higher ROI. (Source: SalesForce).
Reason 4: You want your salesforce spending more time selling and less time cold calling. The fastest way to close a sale is by presenting your salesforce with qualified leads who are interested in buying. In companies where lead generation is not taken seriously, sales reps spend the bulk of their day doing grunt work rather than selling. They would often spend most of their time contacting a lead that isn’t really interested in your service or product. This can be a set back for your company and can be wasting valuable time contacting leads that are actually interested.
Reason 5: Content marketing used for lead generation generates approximately 3 times as many leads as traditional marketing. (Source: Demand Metric) There are a variety of ways to do lead generation. Content marketing is a highly effective approach to lead generation that offers a longer lifespan than traditional approaches. It will attract the ideal buyer better than most forms of marketing.
Reason 6: If you already invest in content marketing, connecting it to a robust lead generation program will yield a higher ROI. The marriage of content marketing with lead generation programs create the essence of inbound marketing which uses engaging content as an online magnet to pull more of your ideal buyers to your site, request some basic contact information in exchange for great content, and then nurture them into a delighted customer. Through content marketing, you can be found by your ideal buyers. Nowadays, your ideal prospects are spending most of their time online.
Reason 7: If you want your message heard through more than one channel, it’s important to establish a strategy that creates demand, which is what lead generation strives to do. It’s about building awareness, capturing leads and making sales. The content that you create is also a way you can keep them attracted to you. The market is very competitive and you wouldn’t want to lose your own customers to someone else. For this reason, you should create engaging content that constantly attracts your consumers in order for them to remain loyal to you. Whether your focused content is blog posts, videos or podcasts, regularly maintaining the content can always keep your customers’ attention to you.
Reason 8: Organic email list building is more effective than purchasing lists. Purchasing email lists often tend to be expensive and less useful. The reason behind that is because the people in that email list may not be the right type of audience for your brand. This will only be a waste of your time and money if you plan on focusing on email marketing. Organically-grown email lists are a reflection of how effective your complete online marketing strategy is. When the content you put online is so engaging that customers want to know more about what you have to offer, your email list grows full of engaged and interested leads.
Reason 9: Times have changed and it’s time to catch-up. Perhaps you are doing the same types of marketing that has worked in the past. I’m not suggesting you stop, but the buying process has changed and companies must find new ways to reach buyers and win their attention through the noise. While mass advertising can still be relevant, you must focus on being found and learning to build continuous relationships with buyers on a digital front.
Are you interested in implementing a killer lead generation program for your company? We’d love to help!