98% of your website visitors don’t inquire, we tell you who they are

Lead generation :

How to overcome common challenges

Learn how to conquer familiar lead generation difficulties with insightful best practices and advanced software. Achieve the ultimate marketing success.

leadforensics.com UK: 0207 206 7293 • USA: 720-362-5033 What is lead generation marketing? 03 What does it mean for your ? 04 Sharing lead generation expertise 05

The common challenges for lead generation marketing Lead generation evolves Getting the right attention 07 Managing an effective process 08 with the market. And the Measuring and documenting lead success 09 market is changing. ” Working with the right team 10

1 DARIO VILLI, LEADSBRIDGE Lead generation: Best practices

Identifying your audience 12 Organizing your KPIs 13 Choose lead generation superstars 14 Moving with the times 15 What will I learn? An introduction to lead generation software Lead generation marketing is the beginning of business 18 success; kicking off your cycle, this process continually Lead generation software: pros and cons brings your business new opportunities to grow your client 20 Solutions for conversion base. But as Dario Villi notes above, the market dictating what Lead nurture services 21 lead generation success means is changing. This significant Advanced website lead generation 22 operation, like any instrumental business element, bears common challenges we must address if we aim to combat the ever-changing market.

Brought to you by the Lead Forensics knowledge base. Let’s overcome these challenges with best practices, and by Identify your website visitors for a bounty of new business leads discovering the most exciting lead generation software. Learn – book your free demo today! how to ensure your organization secures revolutionary results.

1 LinkedIn What is lead generation marketing? Let’s start by discussing what we mean by a “lead”. When a potential customer from your target audience shows an interest in purchasing your product or solution, the marketing world calls them a lead. The process of lead generation aims to gather these engaged, potential clients, placing them into your business pipeline to start their buyer journey. This can be done by multiple business departments, in various different ways.

Gathering leads in B2B marketing The term lead generation marketing defines the process of gaining new business leads using different marketing strategies. This is a key goal for marketing departments everywhere, using a myriad of channels and tactics to increase brand engagement and subsequently drive product interest to generate new business opportunities. There is no “right way” to do lead generation marketing; most aim to select specific approaches that best fit their audience’s desires, hoping to better capture their interests. Lead generation marketing is essential for every single business.

3 What does it mean for your business? So why invest the work of a whole department into one key process? The reasons are simple, and vastly important:

Close more sales Grow your business The key goal for lead generation is to provide Gaining more clients increases the revenue and profit opportunities to gain new business. Without you obtain, helping your business grow and expand. Lead marketing leads, how will your sales teams gain the generation marketing is more than just the start of your data and information they need to secure revenue sales cycle, it provides your business with the resources and expand your client base? By their very definition, required expand your team, open new offices and a lead matches your target audience criteria and has continually retain accounts for a reliable revenue stream. expressed an interest in your product. A lead offers your team the perfect sales opportunity. Increase your Lead generation marketing market presence With more clients and business growth, your organization will turbo-charge your true starts to dominate the market you serve. As your products and services start to benefit a number of business clients, they business success. recommend your company to others. This helps your brand message spread amongst your target audience to increases your market presence.

4 Sharing lead generation expertise At Lead Forensics, we’re proud to be lead generation experts, providing an advanced solution helping over 10,000 B2B organizations. We can identify the businesses visiting your website, providing the names, email addresses and phone numbers of key decision makers for instant follow up. iitor lit

Business: ew Lead Website: wwwnewleadcom With Lead Forensics, you can: Telephone: 13448683 Address: rganiation St ew ork 15 US

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Reach leads before Close sales leads you Significantly increase Sophia Wood Chief Product O�cer [email protected] your competitors never knew you had your online ROI

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Common challenges for lead generation marketing

No is perfect, and one as vital and intricate as lead generation marketing is no exception, with similar challenges facing a majority of businesses. A problem can never be solved if you remain unaware of its presence, so let’s face these common challenges head on, and understand how they can impact our valuable lead generation results.

Identify your website visitors for a bounty of new sales leads – book your free demo today! > Getting the One size right attention doesn’t fit all Recent studies show that the most common challenge in Many try to overcome this challenge by using safe strategies lead generation marketing is finding a strategy, technique or and tactics known to achieve blanket success. This includes offer that grabs the attention of the desired audience. The promoting a wide range of offers and creating content with preferences of buyers are ever-changing, and marketing broad themes to meet the needs of a variety of businesses. departments work tirelessly to put themselves in their ideal Whilst this can increase the number of interested leads buyer’s shoes. Whilst many feel this approach helps marketers generated, this approach ignores your target audience better understand how to conduct the most effective lead requirements, meaning many of the “leads” you gain are generation strategy, it remains almost impossible to know useless to your business. exactly what buyers want.

42.1% of marketers find attracting their target audience the largest challenge for lead generation marketing.

7 Managing an Managing and tracking effective process unconverted leads Lead generation marketing manages a process of reaching out An equal number of marketers have admitted struggling with to your target audience, nurturing product knowledge to pique managing leads that are yet to be converted. Sometimes their interests before encouraging target businesses to enter referred to as “warm leads”, those who have previously engaged your sales pipeline. However, streamlining this process to gain with your brand but not directly inquired need further product maximum results poses a difficulty shared by many, with two information and nurture to pull them over the line. Discovering key areas standing out as the most difficult to master. the best way to manage these leads and track pipeline progress continues to frustrate many. Responding quickly to lead interest Whenever your business gains a new lead, you need to take action! Leads contacted within five minutes of inquiring are 4000% more likely to successfully enter your pipeline, proving just how crucial this element of lead engagement is. For many organizations, this remains difficult; a recent survey showed only 37% of businesses were able to respond within an hour of inquiry.

Around 1/3 of B2B marketers struggle to implement effective systems for immediate lead response.

8 31% of marketers A miscommunication express concern of pipeline and struggle when This struggle is often due to a lack of data and communication from departments measuring lead beyond marketing. To accurately understand what lead generation marketing channels generation success provide the best result and return, you need to confidently attribute lead quality and return on investment. Those struggling to continually measure lead progress and sales pipeline success are left with little Measuring and information when planning future strategies. This lack of data understanding continually documenting lead success damages lead generation marketing, as Every marketer knows how vital documenting and analyzing organizations struggle to improve and evolve campaign data is for continual focus and improvement. 80% of strategies to perfect future processes. marketers say they are driven by data, yet so many struggle to measure and document their lead generation marketing results. There are many possible reasons for this, from a lack of resources to cross-channel confusion, causing a majority of marketers to miss out on valuable lead understanding.

9 Some teams feel this struggle due to their small size; when 40% of marketing managers overloaded with tasks outside of lead generation, such as strategy planning, and content creation, results can take a hit. currently struggle to recruit those It’s a vicious circle, your team struggle to generate leads as they do not have the bandwidth to run an effective strategy, with lead generation experience. but the lack of new business opportunities gained prevents business growth for future recruitment.

Others struggle to recruit a fully qualified team, able to manage each channel that builds an effective lead generation marketing strategy. Those with knowledge of running email Working with campaigns won’t know how to generate leads through a PPC campaign, or through advanced SEO website conversion. Some lead generation marketing strategies require specific the right team skills that few possess. Your lead generation marketing team will dictate your results, no matter what strategy you choose. Unless you have a team comfortable with your lead generation processes and committed to persevering through difficult campaigns, there’s little hope of generating the results your business needs to increase growth.

10 2

Lead generation:

Best practices

Whilst lead generation marketing faces its fair share of common challenges, there’s certainly no reason you can’t achieve the exceptional results you want. With the help of these best practices, you can overcome difficulties in lead generation marketing to boost new business success.

Identify your website visitors for a bounty of new sales leads – book your free demo today! > Identify your audience Understanding the 50% of the leads you currently generate are not appropriate matches for your product or service. buyer mentality From these vital details, you can start to identify the buyer's Many businesses currently struggle to attract the right motives, and ask what precise processes you would work audience, stuffing their pipelines with distracting leads through when making a similar purchasing decision. How that will never become clients. To truly master your lead would you conduct research into new product options? generation marketing, you need to identify your ideal client. How many would you consider? What elements would sway Ask what elements of this “client” make them a perfect match your decision? This is the detail that ensures you construct for your business; is it their industry? Is it a specific action or a lead generation marketing strategy fully tailored to meet process they undertake? Is it their seniority, their department the needs of your target audience; maximizing appropriate or their location? channels and calls-to-action that appeal to your potential buyer's business requirements.

Identifying your website visitors with Lead Forensics offers the perfect opportunity to understand your current online audience and gain insight into their business needs and purchasing desires.

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12 Organize your KPIs Choosing KPIs With a new lead generation channel plan created through ideal buyer identification, you’re ready to readdress the key to measure performance indicators used to evaluate your team’s output Where many teams struggle in responding to lead interest, and ensure effective productivity. Organizing which KPIs to actively measuring metrics surrounding this process can help measure can seriously improve pipeline efficiency and the your team understand why this process is difficult, and how best processes used to accurately report on key metrics. to improve it. Setting a KPI of 10 minutes between lead inquiry and response for example, highlights how your team cope with this complex process, and ensures they commit to improving it.

The key performance

indicators you choose will be paramount to lead generation success.

Popular KPIs for lead generation marketing vary based on factors including preferred channels, and can include anything from email open rate to content downloads, leads generated to leads qualified. Take time to understanding what KPIs will help streamline your pipeline processes and motivate your team.

13 Choose lead generation superstars Creating a sustainable lead generation strategy, always delivering the results you need is challenging for multiple reasons. One of which is the team you employ to drive this paramount process. As so many departments find their team too stretched for continual lead generation success, or fall victim to a lack of qualified applicants, choosing lead generation superstars for your team is essential.

Recruitment strategies There are several places to start when looking to build your best lead generation team. Begin by analyzing your pipeline, identifying the key stages your potential buyers move through. Your team are more likely to thrive when their attention is solely focused on one task, such as brand outreach or inquiry response. Recruiting for roles based on these pipeline placements helps you develop a more efficient team.

Equally, recruiting team members with expertise in one channel such as email marketing or social media outreach helps maximize on team strengths whilst ensuring they aren’t too stretched to continually perform.

14 Move with the times 2 Voice search This is an exciting time for marketers everywhere; as 20% of all online searches are voice activated, and with technology continues to advance we are offered new ways the introduction of home centres like the Amazon Echo, this to reach out and discover business leads. Your need to is only due to increase. This changes how online searches are understand modern technology and strategize lead generation conducted, with average word count lengthening and searches to meet newly formed requirements has never been more taking the form of entire sentences or questions. Address your paramount for optimum audience engagement. SEO keyword selection and strategize where needed!

Here’s a few places to start:

1 Mobile optimization We are now in the world of mobile! Google predict that 50% of B2B buyer purchases are now conducted on a mobile or tablet, meaning your website needs to be mobile friendly. Ensure loading speeds are fast, navigation is easy, and your site can be easily rotated.

15 3 Website visitor identification

98% of the businesses visiting your website do not inquire.

Advanced, modern technology like Lead Forensics can identify the businesses visiting your website to ensure your team maximize on every engaged lead. Our innovative software provides contact details for visiting business and their key decision makers so you can follow up with real time, targeted communication.

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16 3

An introduction to lead generation software

To combat common challenges and maximize on best practices, many businesses turn to lead generation software. With a huge variety on offer, all enabling effective lead generation solutions from email marketing to content nurture, lead generation software can revolutionize your processes. Let’s discover advantages and disadvantages of these software, and what they can do for your business.

Identify your website visitors for a bounty of new sales leads – book your free demo today! > Lead generation Pros software: pros and cons Before we discover some of the best lead generation software, it’s important to weigh up the pros and Increased sales activity cons of implementing this kind of solution into your Lead generation software ultimately helps your team gain more marketing strategy. business leads, increasing the opportunities available to your business. Leads gained through software solutions are usually high-quality, perfectly matching your ideal buyer criteria, offering your team a more focused, sales opportunity.

Automation of time-

consuming processes These software solutions often boost team productivity, automating tasks that were previously time-consuming and drew your team’s focus away from lead generation marketing. From sending email communications to gathering lead data, a lead generation software saves your team invaluable time.

Continual results A lead generation software can evolve this process for teams struggling to gain a continuous stream of desired results. With streamlined lead generation development, software solutions can help your team gain the results you need all year round, avoiding slumps for continued success.

18 Cons

Software reliance As lead generation software can be so effective in gaining desired results, many departments find they would be lost without them. Relying so heavily on a single software solution can be dangerous, as your lead generation success stops if you suddenly lose access.

Consistent updates As technology continues to progress, new processes become possible and lead generation solutions update their software to meet new additions. As the future unfolds, it’s hard to predict how relevant your lead generation solution will be, and how much future updates may cost.

Team adoption No matter how wonderful a lead generation software is, if your team fail to appropriately adopt it as part of their daily processes and active pipeline, you won’t see the results you need and miss out on vital ROI. Ensure your team are ready for a lead generation software.

19 Solutions for email Our software of choice: marketing conversion Email marketing continues to bring lead generation success to many businesses. With advanced software offering customized email strategies for increased engagement, Dotdigital is a highly advanced email marketing platform. Users businesses have seen conversion rates increase by 10% and can organize their data for customized campaigns, easily build the average email marketing investment produce exceptional eye-catching, impactful email designs whilst managing all ROI of 3800%! Email marketing solutions help your team relevant links. Working with clients like TUI and design and deploy effective campaigns, personalized to each DHL, this is a truly holistic email sending platform, undertaking recipient. Easily measuring metrics including delivery rate, every intricate detail of email marketing and angling it perfectly open rate and click throughs. These solutions help your team for lead generation. drive an effective email marketing strategy for improved lead generation marketing results. Find out more about Dotdigital here! >

Email marketing turns 23 this year, and by 2020 there will be 3 billion active email addresses in use.

20 Lead nurture services Our software of choice: Whilst many businesses may be aware of your brand and interested in your product, it's likely some will not be ready to make a purchasing decision right now. Carefully nurturing these leads to better understand your product value is an important part of effective lead generation marketing. Leads can be nurtured in multiple ways, through exciting content Working with thousands of businesses, HubSpot offers a like blogs and eBooks, with customer testimonials and regular platform perfectly suited to elite lead nurture. Enabling easy communications. Some lead generation software manages content publication, lead data management and powerful this lead nurture process, helping you successfully convert landing page design, users can effectively measure and leads and seamlessly pass them onto your sales team. influence lead progression and engagement. Offering a vast amount of lead generation solutions for increased online success, HubSpot works with companies like Casio and Suzuki. Nurtured leads spend 47% more on your product. Discover more on HubSpot here! >

21 Advanced website Discover lead generation In a modern world, our reliance on the continues to grow. The average Google user now conducts seven different searches per day! When seeking to make a large business Lead Forensics is the chosen lead generation solution for over purchase, we put our faith in the online world to provide detailed 10,000 organizations including Pi Datametrics and DA systems, information about our available options. Some website lead Our innovative software provides names, phone numbers generation software focuses on optimizing a website for and email addresses of key decision makers from businesses increased conversion. However, the most elite solutions can visiting your website. Fuelling your team with the highest-quality identify visiting businesses, allowing users to follow-up their leads, prioritized to feature your target audience, this real time most engaged leads in real time. data allows instant lead response for increased conversion and sales success.

94% of buyer journeys start online. Find out more – book your free demo here! > Ensuring your website is setup to promote lead conversion is paramount.

22 Lead generation evolves What have with the market. And the we learned? market is changing. ” The market is changing, and so the world of lead generation must evolve to meet the demands of our buyers. However, with this change comes an opportunity. It's time to 1 DARIO VILLI, LEADSBRIDGE overcome the common challenges battling your lead generation marketing and discover the world of tomorrow.

Whilst there is no certainty in the future of lead generation marketing, these best practices and software solutions can help your team deliver a world class strategy today. With an elite lead generation marketing process, you'll be ready for anything.

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