When it comes to business lead generation, there's one thing that every business professional can agree on: high quality leads are important. Here are some tips for improving business lead generation.
- Identify Your Buyer
Knowing your ideal buyer's characteristics is very important. This discovery process should also involve sales, as it's critical to successful lead generation for marketing and sales to jointly decidewho the targeted buyer is and when that person is ready to be passed to sales.
- Understand Your Buyer
More than just identifying your buyer's demographics, you also need to understand particular nuances of their personas for business lead generation. As Maribeth explains, you need to know what motivates your buyer, what their pain points are, how they like to be communicated with, and where they get their information.
- Create a Marketing Database and Keep it as Accurate as Possible
Your company needs to put a formal process in place for staying on top of your lead generation data. It's important to take the time to understand the current state of your organization'sdatabase, how much better it could be, and what it will cost to get there. Knowing these things will help you determine the ROI of improving your existing database.
- Understand the Buyer's Journey and Map Content Accordingly
If possible, talk to your customers about their buying process. Once you understand the buyer's journey and how they prefer to receive information, you can begin to map out the journey, take inventory of the assets you haveand line those assets up against the buyer's journey. This will allow you to identify where content gaps liein your current lead generation process.
- Create Relevant Content
Sending the right content to the right people in the way that they want to receive it is critical to business lead generation. A lot of content exists in the world today, but most of it isn't going to have meaning for your buyer. It's essential to differentiate your company as a solution provider that knows what buyers want. Providing relevant content is critical because itproves that point.