According to CSO Insights, as many as 68% of businesses struggle with lead generation. It is a highly necessary part of your wider business plan — and, for the best results, it should be ongoing! A lot of your team’s time, resources and budget go into the lead generation process — from sourcing and qualifying leads through to nurturing and converting them. So, it can be tough when a once-hot lead turns cold and you have to let go. But, it’s crucial to remember that not every lead that appears to be dead is a lost cause. In fact, there are a number of ways to re-energize your pipeline and inject life into your leads.
Get personal with your content
Content marketing should already be a part of your B2B marketing strategy. But, have you considered it as an effective way to reach new prospects — and reconnect with old ones? Send blog posts, downloadable e-Books, video marketing material and other insightful content directly to leads that have gone cold — and remember to opt for a personalized approach. Tailor your content to meet the needs of particular leads, based on their industry, the product they’re interested in, or their business specifically. Content Marketing Institute (CMI) found that, even back in 2014, 57% of marketers reported that custom content was their top marketing priority. This makes sense — since as many as 78% of consumers will trust a brand that creates more customized content, according to Key Difference Media.
Product updates are key
Keep your potential buyers in the loop with regular business news and feature updates — whether this is through press releases, an on-site news page or an email newsletter. Things can change pretty fast in the B2B world, so shouting about the changes going on in your own business is crucial. Remember, something as simple as an update to your product or a new feature could be exactly what an old lead needs to see to spark their interest once again. Not to mention that new features also make a great talking point when it comes to phone calls and face-to-face meetings!
Lead generation on social media
Social media is an incredible tool when it comes to generating leads, staying relevant online and building relationships with potential buyers. If a ‘dead’ lead is still following you on your social channels, you have the chance to impress them once again. Share engaging content, start conversations, comment on topical and trending subjects, and position yourself as a leader in their industry. Run campaigns, link back to your website as often as possible, and leverage your social platforms to help you get noticed by the right people — especially since, according to IDG, 84% of C-level and VP-level buyers are influenced by social media when purchasing.
Nurturing email marketing
Email is a highly popular platform — Statista found that 293.6 billion emails were sent and received each day in 2019. Plus, it delivers a strong return on investment — with every $1 you spend on email marketing, you can expect an average return of $42, according to DMA. Use it to send high-quality lead nurturing material to help warm up leads, as well as keeping your business at the forefront of their mind. Share content, send personalized offers and develop engaging campaigns. Like with your content marketing material, your email marketing audience should be segmented, and emails should be personalized for the best results.
Knowing when to let go
According to Strategic, as many as 79% of marketing leads never convert into sales. Managing your sales pipeline is key to B2B sales success — and a huge part of that process is removing leads from your pipeline when they are no longer likely to convert. If a business has explicitly stated they are not interested, or hasn’t opened an email from you or visited your website in a long time, then it could be time to call it a day. Letting go can be tough — especially if you’ve working on the account for a long period of time — but remember, focusing on the best quality leads is a crucial part of executing an effective lead generation strategy and winning new business.
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