Different Types of Lead Generation

20May 2024

Generating leads is one of the most important aspects of marketing. This is how you turn prospective customers into paying clients.

Different businesses use different strategies to generate leads, depending on the industry and the ideal customer. However, there are some general methods that are typically used. These include: content, social media and paid ads.

Inbound Marketing

Using inbound marketing techniques, businesses entice visitors to initiate contact with them. Inbound lead generation strategies include content marketing, search engine optimization (SEO), social media, and email marketing.

This type of marketing focuses on building trust and credibility through providing valuable content that addresses prospects’ pain points. It also establishes brands as experts in their industries and fosters long-term relationships.

This is a great method to use when targeting niche audiences or geographical regions that may not be reachable through other channels. Moreover, it’s often cheaper than outbound marketing methods. Additionally, it allows you to qualify leads based on their actions and interactions with your brand. For example, a lead who fills out a form on your website is more likely to become a sales-qualified lead than someone who simply follows your company on social media. Using this data, you can optimize your lead scoring to improve your conversion rates. This is where an inbound marketing agency can provide a huge value.

Outbound Marketing

Unlike inbound marketing, outbound marketing involves proactive campaigns that push your brand’s message out to a wider audience. These include advertisements, cold calls, and social media posts, among others. Outbound marketing can also be in the form of thought leadership, which can help you build trust with potential buyers.

For example, a recent study by LinkedIn and Edelman found that B2B leaders often vet companies through thought leadership and use this as a reason for doing business with them. You can promote your thought leadership through blogging, adverts, and social media platforms like LinkedIn and TikTok.

Outbound marketing can be time-consuming and expensive, but it can help you reach new markets that may not have heard of your brand before. And if you use a tool like Dialpad to power your sales team’s phone calls, you can make more outbound leads every day and track their status in real-time. Plus, you can integrate the platform with your CRM to keep contact information updated and automated.

Lead Nurturing

As the name implies, this form of lead generation nurtures leads to increase their conversion potential by delivering customized experiences on multiple channels. It can include automated email campaigns, content-rich websites and mobile apps, and targeted ad placements.

This approach can also involve direct outreach through email, phone, text or social media. Using feedback forms to connect with your audience, for example, helps qualify leads and identify their areas of interest.

At the same time, it’s essential to track your marketing-to-sales handoff and make it as seamless as possible. To do this, you’ll need a comprehensive CRM such as Close that can centralize data and provide insights. This is where data visualization tools can help, too. Choose from a variety of visual widgets including progress bars, radial gauges and population arrays to transform your raw numbers into engaging case studies. With these, you can show your audience how well your strategies are working. This is a key step to building brand loyalty.

Lead Scoring

Creating a lead scoring model allows marketers to assign points to a contact’s demographic and behavioral attributes. By establishing thresholds, marketing and sales teams can focus their time on leads that are most likely to convert to customers.

Explicit lead scoring is based on demographic data, information collected from the prospect and their behavior with your brand, such as frequent visits to your website or responsiveness to email marketing campaigns. Implicit lead scoring is based on how much interest a prospect shows in your business, often indicated by the quality of content they download in exchange for their contact information (e.g. a white paper, case study or infographic).

Marketing and sales team members must collaborate to ensure that the criteria they use to score a prospect is consistent with the company’s ideal customer profile. It’s also important to periodically review and reevaluate the system so that it accurately reflects the potential of each prospect to become a customer.

Leave a Reply

Your email address will not be published. Required fields are marked *