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

Lead generation strategies: how to revolutionize your

Take your B2B lead generation process to the next level by discovering the best lead generation strategies for your .

leadforensics.com UK: 0207 206 7293 • USA: 720-362-5033 “ YOU ARE OUT OF BUSINESS IF YOU DON’T HAVE A PROSPECT. ” CONTENTS

Chapter one: —Zig Zagler, American author, salesman and motivational speaker What is a lead generation strategy? … 05

Get SMART | Your lead generation objectives Barriers to lead generation strategies

Chapter two: How to generate leads: the lead generation methods … 10

Tactics as old as time | New tricks: digital lead generation strategies Maximize your website leads

INTRODUCTION Chapter three: Lead generation tools: where do they fit? … 15 According to B2B Technology, 61% of B2B marketers believe Choosing the best lead generation software for your business generating high-quality leads is one of their biggest challenges. Lead Forensics | Software: supporting every stage of the funnel For to grow and expand, lead generation is crucial. And a strategy to ensure your lead generation processes are as effective as Chapter four: possible is a sure-fire way to ensure success. The ultimate lead generation strategy … 15 Let’s dive into the world of lead generation strategies, explore the S-marketing: your lead generation secret weapon many different methods involved, and discover where they fit into your Managing leads and monitoring outcomes | Final thoughts wider business.

2 PASSIONATE ABOUT PROSPECTS

At Lead Forensics, lead generation is what we do best. We’ve been providing market-leading B2B software for years — and we firmly believe that by maximizing your website, you can take control of your lead generation process.

We can help you implement a strategy for the ultimate lead generation process and discover a bounty of new leads.

WITH LEAD FORENSICS, YOU CAN:

Access the names, phone numbers and email addresses of visiting key decision-makers | Use real-time data to reach leads before your competitors Identify business opportunities you would previously have missed | Significantly increase your online ROI

Book your free demonstration & no obligation trial today

GET STARTED ONE

CHAPTER ONE

WHAT IS A LEAD GENERATION STRATEGY?

Let’s start at the beginning and define exactly what we mean by a lead generation strategy. Your business may well have an aim to increase qualified leads and convert them to customers — but that is not the same as putting a strategy in place. Discover how to take your process to the skies with strategies designed for success.

Book your free demo to discover a bounty of ready-to-buy leads already visiting your B2B website GET SMART

“ STRATEGY IS A FANCY WORD FOR COMING UP WITH A LONG-TERM PLAN AND PUTTING IT INTO ACTION. ”

—Ellie Pidot Vice President, Global Strategy and Channel Management at Medtronic

In the wise words of Ellie Pidot, strategy is in simply another word for a plan. We all have goals, and the plans we put in place are how we aim to reach them.

When it comes to marketing and lead generation, goals should be attached to carefully outlined, realistic and achievable SMART objectives. The methods you select to make your objectives happen are what marketers call a strategy.

There are so many useful lead generation strategies to grow your business — but every organization is different. We’ll explore these in greater detail in the next chapter.

5 YOUR LEAD GENERATION OBJECTIVES

Lead generation may likely be a part of your wider marketing strategy, but to truly succeed, you must spare no detail. Start by thinking about what you are already doing, and then establish which parts of your lead generation process need improving.

The amount of leads you generate

The quality of the leads you generate AS WITH ALL MARKETING Your cost per lead, conversion rate or revenue EFFORTS, ESTABLISHING CLEAR Your lead nurturing process GOALS IS A CRUCIAL START.

The alignment of your sales and marketing teams

The data your teams have access to

No matter what you are hoping to streamline, skyrocket or simply enhance — we guarantee there is a strategy to help you get there.

6 BARRIERS TO LEAD GEN STRATEGIES

When establishing your goals in any marketing context, it is important to think big, while also ensuring you are being realistic. This includes taking into account any barriers that may stop you in your tracks. Account for these early, and you’ll avoid hiccups further down the line.

According to Technology Marketing, some of the most common barriers to B2B lead generation include:

61% 42% 38%

Lack of resources Lack of high-quality Lack of sufficient insight (staffing, budget, time) data to drive campaigns on target audience

7 TWO

CHAPTER TWO

HOW TO GENERATE LEADS: THE LEAD GENERATION METHODS

Now that you have a set of clearly defined objectives, it is time to decide on the most effective lead generation strategy to help you get there. From , to the software designed with success in mind, let’s explore some of the most popular strategies and how they can help your B2B organization generate high-quality leads.

Reveal anonymous website traffic and discover sales leads you never knew you had. Book your free demo today! TACTICS AS OLD AS TIME LEAD GENERATION EVENTS TO GET YOUR BRAND NOTICED

Let’s start with the oldest tricks in the book. Tried and tested, these strategies have proven successful for years. Are they still the go-to tactics, or are they being IN 2018, THE DEMAND surpassed by modern approaches to lead generation? GENERATION BENCHMARK B2B TELEMARKETING: HAS IT HAD ITS DAY? SURVEY REPORT FOUND 68% Telemarketing for lead generation is an age-old approach to acquiring new business leads. In its prime, it was a strategy that guaranteed success — according to Ovation Sales Group, back in 2007 it took an average of 3.68 OF RESPONDENTS BELIEVE cold calls to reach a prospect. Times have changed, however. In 2015, that same number reached 8. That doesn’t mean you need to cut it out entirely — there is still very much a place for business to business telemarketing. Consider pairing IN-PERSON EVENTS THE it with modern strategies or using software to enhance the approach. Find out more about how cold calling can fit into your lead generation strategy here. MOST SUCCESSFUL TACTIC FOR GENERATING QUALIFIED LEADS FOR THE TOP OF THE FUNNEL.

Find out what events key decision-makers in your industry attend and make sure you are there. Host your own events, present at, or sponsor events that matter to your customers. Make yourself stand out from the crowd — and don’t forget the importance of the follow up! Reach out after the event — connect with them on social media, send relevant content, and arrange a phone call to discuss how you can help.

9 DIGITAL LEAD GENERATION STRATEGIES ACCORDING TO CONTENT Now it’s time to move your strategy into the 21st century and embrace the power of online lead generation. From implementing a content strategy to maximizing MARKETING INSTITUTE, your B2B website, let’s explore the power of generating leads online. 89% OF MARKETERS USE CONTENT MARKETING

LEAD GENERATION THROUGH CONTENT MARKETING

High-quality content helps position you as leaders in your industry, gives your sales team hordes of information to work with, and can help enhance your SEO ranking. Decision-makers do their research at every stage of their buyer journey — HubSpot found that 47% of buyers view at least 3-5 pieces of content before they contact a sales representative. And, it significantly improves the lead generation and nurture process — according to Curata, almost three quarters of businesses found their lead quality and quantity improved as they introduced a content marketing strategy. Get creating!

LEAD GENERATION THROUGH Changes to data compliance laws mean some marketing efforts, including email and content marketing, may need updating. Here, you can ensure your Email marketing is like the cold call of the digital age. It goes way back and has strategies are compliant. proven truly successful in the past. According to BtoB Magazine, 59% of B2B marketers say email is the most effective channel for generating revenue. And, the Demand Gen Report found that lead-nurturing emails get 4-10x the response rate compared to a stand-alone email. So, making sure you have the resources in place to ensure consistency is pivotal to your campaign success. Consider utilizing automation to make your email marketing campaign stand out. Discover Lead Forensics to access the global leading database of B2B decision- Eliminate human error, personalize mass emails and deliver strong results. makers, all comfortably within GDPR. Book your free demonstration today!

GET STARTED

10 USING SOCIAL MEDIA TO GETTING TO THE TOP OF GOOGLE: GENERATE ONLINE BUSINESS LEADS SEO LEAD GENERATION

HubSpot found that 75% of B2B buyers use social media to support their purchase decision. So, for social media lead A lead generation strategy According to generation to be effective, pick your platforms carefully! is nothing without a HubSpot, 75% of twice as many leads reputable brand to back users don’t Businesses on generate it up. as those not using the platform. make it past the first page of search It is crucial to build trust engine results, and According to Quick ADVERT online — and one of the Sprout, 45% of marketers best ways to do that is by 35% of organic clicks have gained customers ranking high on search go to the top three through LinkedIn. engines like Google. ranking websites.

When it comes to online 26% of users lead generation strategies, According to Instagram, that clicked on ads ignoring SEO could be 60% of users say they repiorted making a detrimental to your business. discover new products purchase, according to Make sure your site is easy to via the platform. Spark Central. navigate, simple for leads to Generate more leads in real- inquire, keyword optimized, time with Lead Forensics. and full of regular and relevant content. Find out how today!

Follow accounts that matter, engage with your audience, GET STARTED post insightful content and reap the rewards of a powerful social strategy. MAXIMIZE YOUR WEBSITE LEADS ‘MARKETING PROFS’ — Internet lead generation strategies all have one thing in common. They all aim FOUND THAT 37% OF B2B to direct leads to your business website. This should be the online hub of your organization — where leads at any stage MARKETERS ARE USING of the pipeline can find just what they need. That could be anything from an informative blog post or a downloadable asset, to your organization’s contact details or the product they are looking for. It all depends where they are in their TO GENERATE LEADS. buyer journey. They may not be sales- ready, but by landing on your site they are expressing an interest in your product, service or business. That is exactly where So, if you haven’t already embraced automated lead generation software, lead generation technologies come in to you risk falling further behind. Discover lead generation software — like revolutionize your process. Lead Forensics — today.

FIND OUT MORE 98% OF YOUR WEBSITE VISITORS DON’T MAKE AN INQUIRY. LEAD FORENSICS TELLS YOU WHO THEY ARE. Book your free demonstration & no obligation trial today! MASTER YOUR LEAD GENERATION STRATEGY WITH OUR REVOLUTIONARY SOFTWARE. GET STARTED

12 THREE

CHAPTER THREE

LEAD GENERATION TOOLS: WHERE DO THEY FIT?

Include lead generation software in your wider lead generation and marketing strategies to see your business soar. Let’s take a look at where it fits, what it does, and how to utilize it for the best results.

Maximize your B2B website and turbocharge your lead generation with Lead Forensics. Book your free demo! CHOOSING THE BEST LEAD GENERATION SOFTWARE LEAD FORENSICS FOR YOUR BUSINESS

It is important to choose the software that makes the most sense for your Lead Forensics streamlines your lead generation process from start to finish. business. Go back to your original lead generation objectives and establish where The software works by tracking your business website and alerting you of visitors software could help. in real-time.

Personalization software could take your website to the next level, improve conversion rates and enhance the customer journey. Email marketing automation will keep on top of your outbound and content strategies. A social media strategy can be time-consuming, so don’t be afraid to embrace automation and scheduling software. If improved SEO is your priority, discover the services available to take you to the top. You can discover our top five must-have lead generation tools here. 98% OF YOUR WEBSITE ACCORDING TO MESH AGENCY: VISITORS DON’T INQUIRE. WE TELL YOU WHO THEY ARE. 51% 58%

of companies are currently of B2B companies plan to using marketing automation adopt marketing automation

Thanks to the global leading database of business IP addresses, users can see the 80% 70% businesses looking at their site. They’ll then be given access to the contact details of key decision-makers from that business, so sales and marketing teams know exactly who to reach out to.

Users also receive a detailed user journey map, so they’ll know what the visitor has of companies using of companies using marketing been looking at on their site. This way, marketing teams can send relevant content marketing automation automation showed an increase that matters to them. And, sales teams gain insight into the pain points of the saw an increase in leads in conversions business and know the correct products or solutions to suggest.

14 SOFTWARE: SUPPORTING EVERY STAGE OF THE FUNNEL REVOLUTIONIZE YOUR

Real-time notifications give your team an advantage. Get notified, tailor your communications and sales pitch, and reach out to website visitors when they are PROCESSES. ENERGIZE YOUR at their most engaged.

Discover Lead Forensics and see the benefits at every stage of your SALES TEAM. business pipeline.

FIND OUT MORE FUEL MARKETERS WITH ENGAGED Book your free demonstration WEBSITE LEADS. ACCESS THE DATA & no obligation trial today! AND STATS YOU NEED TO SUCCEED. GET STARTED

15 FOUR

CHAPTER FOUR

THE ULTIMATE LEAD GENERATION STRATEGY

Your B2B lead generation strategy can help your business take off. Outline objectives, select strategies, embrace software to streamline processes, and be sure to monitor success. But lead generation is not your whole marketing strategy — your business should be a well-oiled machine.

Book your free Lead Forensics demo to identify leads in real-time and transform your sales funnel. S-MARKETING: YOUR LEAD GEN SECRET WEAPON TRY USING LEAD FORENSICS

Putting strategies in place will save you time, effort and help avoid issues in the long run. When it comes to lead generation, it is also important to consider your Lead Forensics moves wider strategy. Misalignment or miscommunication could negatively impact your sales and marketing lead generation approach. communications under one roof, encouraging teams to work together. The software caters perfectly to both — with ACCORDING TO MARKETO, accessible stats and data on referral sites and ALIGNING SALES AND visitors for marketers, and a Lead Manager function for sales teams MARKETING TEAMS CAN HELP to guide qualified leads through the pipeline. YOUR BUSINESS BECOME 67%

BETTER AT CLOSING DEALS. OUTLINE QUALIFICATION CRITERIA

Lead qualification is a crucial factor in securing high-quality leads, and in-turn, high-revenue customers. But, according to Marketing Sherpa, only 56% of B2B organizations check valid leads before passing them on to the sales ALIGN YOUR SALES AND MARKETING TEAMS department. This could be detrimental to your pipeline, and drastically impact your lead conversion rate. Ask yourselves: who do we want to sell to? Then, use this information to define buyer personas for both teams to work with in mind. Consider making marketing and sales alignment a priority within your strategy. Ensuring that the marketing department and salespeople are working towards Don’t forget to consider how you acquire valuable B2B data. Lead Forensics common goals can positively influence your entire sales funnel. Reach Force offers up-to-date contact information, as well as a detailed understanding of the found that half of sales times is wasted on unproductive prospecting, and visitor’s journey through your website. This highlights their interests, needs and half of marketing leads are ignored by sales. pain points, providing an impactful qualification process.

17 MANAGING LEADS AND MONITORING OUTCOMES MONITOR, MEASURE, ADAPT

LEAD MANAGEMENT: Don’t shy away from data. Make use of the information available and use it to fuel MORE THAN JUST GENERATION your marketing, sales and business choices. If your strategies aren’t working, be prepared to make small changes until they do. The best ways to generate leads for your business may not be what you initially thought they were. Each strategy Managing and nurturing warm leads you implement will likely have a measuring and reporting tool — set benchmarks is an art. We know that B2B buyers and goals for each channel you use. 20% do their research, and not all of them make purchases quickly. They may be Lead Forensics can help results-driven teams achieve the most. Thanks to searching for the best deal, or in no software that works in real-time, users are able to see the impact campaigns have rush to buy. Don’t disregard these leads on web traffic, brand awareness and engagement. Plus, seeing where each visitor — nurture them, send valuable content has come from helps identify the most successful strategies and channels. and marketing materials, reach out on increase in sales social media, and remember to score opportunities from your leads using a model. nurtured leads

Lead Forensics can help you manage your leads effectively. By integrating seamlessly with your existing CRM, there is no extra work for your teams. It works silently in the background, empowering your sales team and supercharging your marketing campaigns.

18 10 TIPS FOR YOUR NEXT STRATEGY PLANNING MEETING. WHY LEAD FORENSICS?

1. Outline SMART objectives from the start Lead Forensics is the ultimate software for B2B organizations. We’ve already helped hordes of businesses revolutionize their processes. Don’t risk falling 2. Consider barriers before they become problems behind your competitors — include Lead Forensics as part of your strategy. 3. Select the strategies and channels that will work for you 4. Embrace technology that will support you through every stage of your funnel #HAPPYCUSTOMER 5. Make the most out of your B2B website for maximum results

“ We’ve closed new business we wouldn’t have had sight of before. ”

Tanya Brion, DA Systems

“ Lead Forensics has delivered an ROI of 423%. It’s brilliant. Fantastic. ”

Adam Widdowson, Carbon 360

6. Align sales and marketing teams to work towards common goals leadforensics.com

7. Establish buyer personas and a robust lead qualification process UK: 0207 206 7293 • USA: 720-362-5033

8. Manage and nurture warm leads to achieve the most Follow us! 9. Don’t be afraid of change — review your processes to ensure success 10. Book your free Lead Forensics to discover leads viewing your site today!

19 MORE FROM LEAD FORENSICS

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