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Lead generation marketing: How to overcome common challenges

Learn how to conquer familiar lead generation difficulties with insightful best practices and advanced software. Achieve the ultimate marketing success.

leadforensics.comUK: 0207 206 7293 • USA: 720-362-5033

Lead generation evolves with the market. And the market is changing. ”1 DARIO VILLI, LEADSBRIDGE

1 LinkedIn

What will I learn?Lead generation marketing is the beginning of business success; kicking off your sales cycle, this process continually brings your business new opportunities to grow your client base. But as Dario Villi notes above, the market dictating what lead generation success means is changing. This significant operation, like any instrumental business element, bears common challenges we must address if we aim to combat the ever-changing market. Let’s overcome these challenges with best practices, and by discovering the most exciting lead generation software. Learn how to ensure your organization secures revolutionary results.

07Getting the right attention

03What is lead generation marketing?

18Lead generation software: pros and cons

12Identifying your audience

08Managing an effective process

04What does it mean for your business?

20Solutions for email marketing conversion

13Organizing your KPIs

09Measuring and documenting lead success

05Sharing lead generation expertise

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10Working with the right team

21Lead nurture services22Advanced website lead generation

14Choose lead generation superstars15Moving with the times

The common challenges for lead generation marketing

An introduction to lead generation software

Lead generation: Best practices

What is lead generation marketing?

Gathering leads in B2B marketing

Let’s start by discussing what we mean by a “lead”. When a potential customer from your target audience shows an interest in purchasing your product or solution, the marketing world calls them a lead. The process of lead generation aims to gather these engaged, potential clients, placing them into your business pipeline to start their buyer journey. This can be done by multiple business departments, in various different ways.

The term lead generation marketing defines the process of gaining new business leads using different marketing strategies. This is a key goal for marketing departments everywhere, using a myriad of channels and tactics to increase brand engagement and subsequently drive product interest to generate new business opportunities. There is no “right way” to do lead generation marketing; most businesses aim to select specific approaches that best fit their audience’s desires, hoping to better capture their interests.

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Lead generation marketing is essential for every single business.

What does it mean for your business?

Grow your business

Increase your market presence

Close more sales

So why invest the work of a whole department into one key process? The reasons are simple, and vastly important:

Gaining more clients increases the revenue and profit you obtain, helping your business grow and expand. Lead generation marketing is more than just the start of your sales cycle, it provides your business with the resources required expand your team, open new offices and continually retain accounts for a reliable revenue stream.

With more clients and business growth, your organization starts to dominate the market you serve. As your products and services start to benefit a number of business clients, they recommend your company to others. This helps your brand message spread amongst your target audience to increases your market presence.

The key goal for lead generation is to provide opportunities to gain new business. Without marketing leads, how will your sales teams gain the data and information they need to secure revenue and expand your client base? By their very definition, a lead matches your target audience criteria and has expressed an interest in your product. A lead offers your team the perfect sales opportunity.

Lead generation marketing will turbo-charge your true business success.

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Sharing lead generation expertiseAt Lead Forensics, we’re proud to be lead generation experts, providing an advanced solution helping over 10,000 B2B organizations. We can identify the businesses visiting your website, providing the names, email addresses and phone numbers of key decision makers for instant follow up.

With Lead Forensics, you can:

FIND OUT MORE

Book your free demonstration & no obligation trial today

Business:Website:Telephone:Address:

Robert Cross Chief Executive O�cer rob@newlead.com

Name Job title Email address

Michael Evans Finance Manager mike@newlead.com

Gabriel Miller Sales Director gab@newlead.com

Sophia Wood Chief Product O�cer sophia@newlead.com

New Leadwww.newlead.com212-344-8683Organization St, New York, NY 10005, USA

Visitor list

Reach leads before your competitors

Close sales leads you never knew you had

Significantly increase your online ROI

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Common challenges for lead generation marketing

No business process is perfect, and one as vital and intricate as lead generation marketing is no exception, with similar challenges facing a majority of businesses. A problem can never be solved if you remain unaware of its presence, so let’s face these common challenges head on, and understand how they can impact our valuable lead generation results.

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Getting the right attention

One size doesn’t fit all

Recent studies show that the most common challenge in lead generation marketing is finding a strategy, technique or offer that grabs the attention of the desired audience. The preferences of buyers are ever-changing, and marketing departments work tirelessly to put themselves in their ideal buyer’s shoes. Whilst many feel this approach helps marketers better understand how to conduct the most effective lead generation strategy, it remains almost impossible to know exactly what buyers want.

Many try to overcome this challenge by using safe strategies and tactics known to achieve blanket success. This includes promoting a wide range of offers and creating content with broad themes to meet the needs of a variety of businesses. Whilst this can increase the number of interested leads generated, this approach ignores your target audience requirements, meaning many of the “leads” you gain are useless to your business.

42.1% of marketers find attracting their target audience the largest challenge for lead generation marketing.

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Managing an effective process

Managing and tracking unconverted leads

Responding quickly to lead interest

Lead generation marketing manages a process of reaching out to your target audience, nurturing product knowledge to pique their interests before encouraging target businesses to enter your sales pipeline. However, streamlining this process to gain maximum results poses a difficulty shared by many, with two key areas standing out as the most difficult to master.

An equal number of marketers have admitted struggling with managing leads that are yet to be converted. Sometimes referred to as “warm leads”, those who have previously engaged with your brand but not directly inquired need further product information and nurture to pull them over the line. Discovering the best way to manage these leads and track pipeline progress continues to frustrate many.

Whenever your business gains a new lead, you need to take action! Leads contacted within five minutes of inquiring are 4000% more likely to successfully enter your pipeline, proving just how crucial this element of lead engagement is. For many organizations, this remains difficult; a recent survey showed only 37% of businesses were able to respond within an hour of inquiry.

Around 1/3 of B2B marketers struggle to implement effective systems for immediate lead response.

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31% of marketers express concern and struggle when measuring lead generation success

Measuring and documenting lead success

A miscommunication of pipeline

Every marketer knows how vital documenting and analyzing campaign data is for continual focus and improvement. 80% of marketers say they are driven by data, yet so many struggle to measure and document their lead generation marketing results. There are many possible reasons for this, from a lack of resources to cross-channel confusion, causing a majority of marketers to miss out on valuable lead understanding.

This struggle is often due to a lack of data and communication from departments beyond marketing. To accurately understand what lead generation marketing channels provide the best result and return, you need to confidently attribute lead quality and return on investment. Those struggling to continually measure lead progress and sales pipeline success are left with little information when planning future strategies. This lack of data understanding continually damages lead generation marketing, as organizations struggle to improve and evolve strategies to perfect future processes.

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40% of marketing managers currently struggle to recruit those with lead generation experience.

Working with the right teamYour lead generation marketing team will dictate your results, no matter what strategy you choose. Unless you have a team comfortable with your lead generation processes and committed to persevering through difficult campaigns, there’s little hope of generating the results your business needs to increase growth.

Some teams feel this struggle due to their small size; when overloaded with tasks outside of lead generation, such as strategy planning, and content creation, results can take a hit. It’s a vicious circle, your team struggle to generate leads as they do not have the bandwidth to run an effective strategy, but the lack of new business opportunities gained prevents business growth for future recruitment.

Others struggle to recruit a fully qualified team, able to manage each channel that builds an effective lead generation marketing strategy. Those with knowledge of running email campaigns won’t know how to generate leads through a PPC campaign, or through advanced SEO website conversion. Some lead generation marketing strategies require specific skills that few possess.

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Lead generation: Best practices

Whilst lead generation marketing faces its fair share of common challenges, there’s certainly no reason you can’t achieve the exceptional results you want. With the help of these best practices, you can overcome difficulties in lead generation marketing to boost new business success.

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Identify your audience Understanding the buyer mentality50% of the leads you currently generate are not

appropriate matches for your product or service. Many businesses currently struggle to attract the right audience, stuffing their pipelines with distracting leads that will never become clients. To truly master your lead generation marketing, you need to identify your ideal client. Ask what elements of this “client” make them a perfect match for your business; is it their industry? Is it a specific action or process they undertake? Is it their seniority, their department or their location?

From these vital details, you can start to identify the buyer's motives, and ask what precise processes you would work through when making a similar purchasing decision. How would you conduct research into new product options? How many would you consider? What elements would sway your decision? This is the detail that ensures you construct a lead generation marketing strategy fully tailored to meet the needs of your target audience; maximizing appropriate channels and calls-to-action that appeal to your potential buyer's business requirements.

Identifying your website visitors with Lead Forensics offers the perfect opportunity to understand your current online audience and gain insight into their business needs and purchasing desires.

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G E T S TA R T E D

Organize your KPIs Choosing KPIs to measureWith a new lead generation channel plan created through

ideal buyer identification, you’re ready to readdress the key performance indicators used to evaluate your team’s output and ensure effective productivity. Organizing which KPIs to measure can seriously improve pipeline efficiency and the processes used to accurately report on key metrics.

Where many teams struggle in responding to lead interest, actively measuring metrics surrounding this process can help your team understand why this process is difficult, and how best to improve it. Setting a KPI of 10 minutes between lead inquiry and response for example, highlights how your team cope with this complex process, and ensures they commit to improving it.

Popular KPIs for lead generation marketing vary based on factors including preferred channels, and can include anything from email open rate to content downloads, leads generated to leads qualified. Take time to understanding what KPIs will help streamline your pipeline processes and motivate your team.

The key performance indicators you choose will be paramount to lead generation success.

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Choose lead generation superstars

Recruitment strategies

Creating a sustainable lead generation strategy, always delivering the results you need is challenging for multiple reasons. One of which is the team you employ to drive this paramount process. As so many departments find their team too stretched for continual lead generation success, or fall victim to a lack of qualified applicants, choosing lead generation superstars for your team is essential.

There are several places to start when looking to build your best lead generation team. Begin by analyzing your pipeline, identifying the key stages your potential buyers move through. Your team are more likely to thrive when their attention is solely focused on one task, such as brand outreach or inquiry response. Recruiting for roles based on these pipeline placements helps you develop a more efficient team.

Equally, recruiting team members with expertise in one channel such as email marketing or social media outreach helps maximize on team strengths whilst ensuring they aren’t too stretched to continually perform.

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Move with the times

Mobile optimization

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Voice searchThis is an exciting time for marketers everywhere; as technology continues to advance we are offered new ways to reach out and discover business leads. Your need to understand modern technology and strategize lead generation to meet newly formed requirements has never been more paramount for optimum audience engagement. Here’s a few places to start:

We are now in the world of mobile! Google predict that 50% of B2B buyer purchases are now conducted on a mobile or tablet, meaning your website needs to be mobile friendly. Ensure loading speeds are fast, navigation is easy, and your site can be easily rotated.

20% of all online searches are voice activated, and with the introduction of home centres like the Amazon Echo, this is only due to increase. This changes how online searches are conducted, with average word count lengthening and searches taking the form of entire sentences or questions. Address your SEO keyword selection and strategize where needed!

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Website visitor identification

Advanced, modern technology like Lead Forensics can identify the businesses visiting your website to ensure your team maximize on every engaged lead. Our innovative software provides contact details for visiting business and their key decision makers so you can follow up with real time, targeted communication.

98% of the businesses visiting your website do not inquire.

FIND OUT MORE

Book your free demonstration & no obligation trial today

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An introduction to lead generation software

To combat common challenges and maximize on best practices, many businesses turn to lead generation software. With a huge variety on offer, all enabling effective lead generation solutions from email marketing to content nurture, lead generation software can revolutionize your processes. Let’s discover advantages and disadvantages of these software, and what they can do for your business.

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Lead generation software: pros and consBefore we discover some of the best lead generation software, it’s important to weigh up the pros and cons of implementing this kind of solution into your marketing strategy.

Pros

Increased sales activity Lead generation software ultimately helps your team gain more business leads, increasing the opportunities available to your business. Leads gained through software solutions are usually high-quality, perfectly matching your ideal buyer criteria, offering your team a more focused, sales opportunity.

Automation of time-consuming processes These software solutions often boost team productivity, automating tasks that were previously time-consuming and drew your team’s focus away from lead generation marketing. From sending email communications to gathering lead data, a lead generation software saves your team invaluable time.

Continual results A lead generation software can evolve this process for teams struggling to gain a continuous stream of desired results. With streamlined lead generation development, software solutions can help your team gain the results you need all year round, avoiding slumps for continued success.

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Cons

Software reliance As lead generation software can be so effective in gaining desired results, many departments find they would be lost without them. Relying so heavily on a single software solution can be dangerous, as your lead generation success stops if you suddenly lose access.

Consistent updates As technology continues to progress, new processes become possible and lead generation solutions update their software to meet new additions. As the future unfolds, it’s hard to predict how relevant your lead generation solution will be, and how much future updates may cost.

Team adoption No matter how wonderful a lead generation software is, if your team fail to appropriately adopt it as part of their daily processes and active pipeline, you won’t see the results you need and miss out on vital ROI. Ensure your team are ready for a lead generation software.

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Solutions for email marketing conversion

Our software of choice:

Email marketing continues to bring lead generation success to many businesses. With advanced software offering customized email strategies for increased engagement, businesses have seen conversion rates increase by 10% and the average email marketing investment produce exceptional ROI of 3800%! Email marketing solutions help your team design and deploy effective campaigns, personalized to each recipient. Easily measuring metrics including delivery rate, open rate and click throughs. These solutions help your team drive an effective email marketing strategy for improved lead generation marketing results.

Dotdigital is a highly advanced email marketing platform. Users can organize their data for customized campaigns, easily build eye-catching, impactful email designs whilst managing all relevant landing page links. Working with clients like TUI and DHL, this is a truly holistic email sending platform, undertaking every intricate detail of email marketing and angling it perfectly for lead generation.

Find out more about Dotdigital here! >

Email marketing turns 23 this year, and by 2020 there will be 3 billion active email addresses in use.

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Lead nurture services Our software of choice:Whilst many businesses may be aware of your brand and interested in your product, it's likely some will not be ready to make a purchasing decision right now. Carefully nurturing these leads to better understand your product value is an important part of effective lead generation marketing. Leads can be nurtured in multiple ways, through exciting content like blogs and eBooks, with customer testimonials and regular communications. Some lead generation software manages this lead nurture process, helping you successfully convert leads and seamlessly pass them onto your sales team.

Working with thousands of businesses, HubSpot offers a platform perfectly suited to elite lead nurture. Enabling easy content publication, lead data management and powerful landing page design, users can effectively measure and influence lead progression and engagement. Offering a vast amount of lead generation solutions for increased online success, HubSpot works with companies like Casio and Suzuki.

Discover more on HubSpot here! >Nurtured leads spend 47% more on your product.

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Advanced website lead generation

Discover

In a modern world, our reliance on the internet continues to grow. The average Google user now conducts seven different searches per day! When seeking to make a large business purchase, we put our faith in the online world to provide detailed information about our available options. Some website lead generation software focuses on optimizing a website for increased conversion. However, the most elite solutions can identify visiting businesses, allowing users to follow-up their most engaged leads in real time.

Lead Forensics is the chosen lead generation solution for over 10,000 organizations including Pi Datametrics and DA systems, Our innovative software provides names, phone numbers and email addresses of key decision makers from businesses visiting your website. Fuelling your team with the highest-quality leads, prioritized to feature your target audience, this real time data allows instant lead response for increased conversion and sales success.

Find out more – book your free demo here! >94% of buyer journeys start online. Ensuring your website is setup to promote lead conversion is paramount.

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What have we learned?The market is changing, and so the world of lead generation must evolve to meet the demands of our buyers. However, with this change comes an opportunity. It's time to overcome the common challenges battling your lead generation marketing and discover the world of tomorrow.

Whilst there is no certainty in the future of lead generation marketing, these best practices and software solutions can help your team deliver a world class strategy today. With an elite lead generation marketing process, you'll be ready for anything.

Lead generation evolves with the market. And the market is changing. ”1 DARIO VILLI, LEADSBRIDGE

1 LinkedIn

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UK: 0207 206 7293 • USA: 720-362-5033

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