According to Marketo, as little as 4% of your website visitors are ready-to-buy. So, it’s unlikely that your business will be seeing hordes of conversions and generating leads after just one visit. That’s where a robust, engaging marketing strategy comes in. The world of B2B marketing is widely misunderstood, but it has a number of purposes — from creating demand for your business and helping your brand get noticed by the right people, to identifying new business opportunities and generating Marketing Qualified Leads (MQLs). If you want to maximize the ROI you see from your marketing efforts, then focusing on lead generation as a marketing priority should be important to you.
Generating Marketing Qualified Leads
So, what exactly is an MQL? The definition is pretty flexible, and it will likely vary from organization to organization. But essentially, it’s a lead that has directly and intentionally expressed an interest in or engaged with your business and, in turn, is deemed ready to be moved further along your sales pipeline. This could include anything from visiting your site regularly and spending a long time there, to filling out a form and requesting more information, to downloading a piece of content and adding a product to their basket. To spot an MQL, you’ll need to closely examine customer behavior, buyer habits and website visitor journeys.
While an MQL has not made a purchase or taken a step towards a sale yet — because they have taken action or made a conversion, they are now considered a ‘warm’ lead. They are deemed more likely to respond to lead nurturing content and approaches or a sales pitch than an unengaged lead. The next stage for an MQL is the lead qualification stage, where they’ll be asked a series of questions that will help your team gain the data they need to decipher how likely they are to go on to become a customer and, eventually be moved through to sales. But, how can marketers weave effective lead generation strategies into their wider marketing approach?
Supercharging traditional lead generation activities
Traditional marketing tactics are often deemed less effective, more costly and somewhat old-fashioned compared to modern, digital approaches. Tactics like event marketing, cold-calling, public relations, direct mail marketing and print advertising all fall under this umbrella. While they may be a little outdated, there are a number of ways to revive these traditional strategies to help boost lead generation efforts. Consider including scannable QR codes and social media hashtags in your printed campaigns and display ads to move them online, run competitions and offer free trials at events in exchange for contact details, and supercharge your cold-call process by using innovative website tracking technology to reach out to website visitors in real-time.
Generating MQLs online
Every single one of your digital marketing campaigns has the chance to generate leads if executed and optimized effectively. Start by ensuring your website is up-to-date, attractive, and optimized for search engines. Junto discovered that 57% of B2B marketers say that SEO generates more leads than any of their other marketing initiatives. Once that traffic lands on your website, a robust conversion-rate optimization strategy will be what helps you gain those MQLs. Ensure a simple user journey, personalized calls-to-action displayed above the fold, fast-loading pages, present case studies and relevant content — always driving your visitor towards making a conversion. Make it as easy as possible for visitors to get in touch and ensure you have the resources in place for a quick follow-up — marketers that follow up with web leads within five minutes are nine times more likely to convert them, according to Inside Sales.
Think about the content that lives on your website and is shared across your digital marketing channels. According to Content Marketing Institute, 88% of B2B marketers use content marketing as a lead generation tactic. Create a mixture of free and gated content to inform your audience, as well as generate inquiries. Share your insight across social media as part of a social engagement and social selling campaign to gain relevant interest. And, don’t dismiss the power of email marketing — Circle Research found that 42% of organizations believe email is one of their most effective lead generation channels. Consider running paid-for adverts across social media and search engines that link back to designated landing pages with clear calls-to-action, too.
Lead Forensics is an innovative lead generation software that transforms the B2B sales and marketing process. The tool works by utilizing reverse IP tracking technology to reveal the previously anonymous website visitors and notify users in real-time. Thanks to a global leading database of business IP addresses, Lead Forensics can tell you the exact organization visiting your website — as well as providing you with contact details of key decision-makers from that business, and detailed visitor journeys of the time spent on your site. This way, sales teams and marketers have everything they need to know to generate high-quality leads, directly through their B2B website. Discover new business leads, maximize marketing ROI, streamline your processes and more. Book your free Lead Forensics demonstration today!