When your eyes are firmly on the prize and you’re racing to generate leads it can sometimes be easy to miss what’s right in front of you.
You may be focused on hitting massive new data pools and exploiting ‘big data’ to see where it can take you. The problem is, thinking big can sometimes come at the expense of the small stuff.
In this case, your ‘small data’ is all the information you already hold, which can often present more opportunities than you may realize.
So before going large, think small.
Consider what data you currently hold and how you are using it. Are you making the most of what you’ve got for lead generation? What more could you be doing? Have you used it to squeeze out every potential lead?
Here are five top tips for exploiting your small data to generate quality online leads:
1. Convert bounce backs
How many email hard bounces do you get? (These are the ones where there is a permanent reason your message won’t be delivered). And what are you doing with them?
How can you reduce this number? And how can you use this data to your advantage? For example, to re-engage with lost customers and find new ones.
The answer: For B2B lead generation, the answer is to phone your hard bounces and do some comprehensive, targeted data cleansing. Compile new names and grab all the details you can from social media research, such as checking updates on LinkedIn and seeing where people have moved jobs.
TOP TIP: If you think a lead is dead but you’re not sure what to do with it, check out our blog ‘Is there ever such a thing as a dead sales lead?’ for hints on when to call it a day and ideas for how to start warming a lead up again.
2. Turn negative metrics into a positive
How many anonymous website visitors do you have – ie. visitors to your site that never make themselves known to you by filling in a form or making contact? If you are like most B2B companies then these unknowns could be as high as 98% of your total web traffic. So, what can you do to improve this figure?
The answer: Consider investing in digital tools such as Lead Forensics that will allow you to find out the identity of B2B visitors, even if they never make contact with you. This will provide you with a new source of hot leads for your sales teams, as well as insights that can help transform your marketing and website effectiveness.
TOP TIP: For more tips on making the most of your web analytics, check out our blog – ‘How website analytics can help you convert leads into sales’
3. Re-evaluate what is the best media to use
Do you know which media will work best for your next campaign, or are you just going to do what you did last year? How should you decide what media to use this time around?
The answer: Before you choose the channels you will use for your next campaign, take a media-neutral approach and brainstorm some new ideas. Be sure to get input from the sales team about who your ideal prospects are and how they’re likely to behave – such as, what blogs they are likely to follow.
TOP TIP: B2B businesses can have a tendency to neglect social media but it plays a key role in a B2B buyers’ decision making so should be carefully considered within any marketing plans.
4. Make sure you’ve joined up all the (data) dots
Do you have pockets of data sat around, perhaps left on sales peoples’ mobile phones and devices? Is there anything you can do about it, without embarking on a massive CRM programme?
The answer: Bringing all your data together, even just into a simple file, can help reveal important insights. For example, it may show how many of your customers are using mobiles to access your website, compared to how many mobile numbers you have on the marketing database.
Geolocation data can also be helpful in showing which customers may be working somewhere completely different to their work address. This can help in understanding quality levels across your different data sources and help with your CRM road map.
TOP TIP: If you are considering investing in a CRM then here is a checklist of things to think about.
5. Keep it simple
When was the last time you looked at your customer journey from the outside in? Do you know what’s working and what’s not? For example, are all website inquiries always followed up and how quickly? Are there any gaps in your email chains? Do you have poor quality data because of issues in your online forms?
The answer: Carry out a customer experience audit from initial search right through to buying from your company. You are guaranteed to find things you can fix that will impact on your sales lead figures.
TOP TIP: When you step into your customer’s shoes, make sure you are evaluating the whole experience, not just checking the mechanics work. Providing a positive customer experience can prove very profitable, if you can get it right. See this blog for top tips on improving your customer experience.
Want more ideas and inspiration…
Then look no further.
Once you’re on top of all these methods for making the most of what you have, check out these blogs for more ideas and inspiration. Then, before you know it, your business could be a smokin’ hot lead generation machine.