tips to generate better leads

Tips to Generate Better Leads

2© Copyright 2016 by the Association of National Advertisers, Inc. All rights reserved.

In 2015, 68 percent of B-to-B marketers said increasing lead quality was their top priority for the next year. It’s well understood that companies need higher quality leads, but finding them continues to be a challenge.

This presentation will be a boon to any business marketer grappling with quality lead lag.


Invest in Prospecting Data


A lead has no worth when the prospect has no real interest in your company. Ensure you

tap prospects who have a need for your product or service by using a reputable vendor like Salesforce or Equifax to supply prospecting data. This information is increasingly available, and the best vendors can provide customer profiles that approach 99 percent accuracy.


Leverage Your Website


Your website needs to be an SEO juggernaut. Research has shown that buyers — and

especially young buyers — will go out of their way to avoid clicking on a sponsored search ad.

When they turn to Google for a business problem, your website needs to appear

organically. Get it there by leveraging AdWord data when crafting web copy and using

content to drive traffic. Speaking of content…


Take Social Seriously


Social media platforms are the 21st-century version of a trade show. One tip: Create gated

content, push it via targeted social posts, and require users to share an email before gaining access. If your content is engaging,

it’ll become a powerful information-capture tool. Bonus: The traffic will improve your SEO rankings.


Target Mobilizers


When looking for strong leads, you need to target the people within the organization who fear obsolescence, and champion the need for change as a result. These are not

always the top decision makers. Target your content toward the people who recognize

a need to innovate, and you’ll build advocates for your brand on the ground floor.

All content for this slideshow has been aggregated from the ANA’s Marketing Knowledge Center. Want to dig deeper? We’ve got you covered:

What’s Hot in Lead Generation

How to Create New Sales Opportunities and Resurrect Lost Ones

B-to-B Data-Driven Marketing: Sources, Uses, Results

Unleash Your Content, Drive Business Results


Sources

http://www.marketing.org/library/index

http://www.ana.net/miccontent/show/id/er-b2b-160504-stevens?st3=160506-may-B2B-slideshare&utm_medium=ana-social&utm_source=slideshare&utm_campaign=mkc-webinar_recap-lead-generation1600513

http://www.ana.net/miccontent/showvideo/id/v-moe-mar16e-deepermedia?st3=160506-may-B2B-slideshare&utm_medium=ana-social&utm_source=slideshare&utm_campaign=mkc-event_recap-create-new-leads160513

http://www.ana.net/miccontent/show/id/er-moc-mar16e-emarketing?st3=160506-may-B2B-slideshare&utm_medium=ana-social&utm_source=slideshare&utm_campaign=mkc-event_recap-B-to-B-data-driven160513

http://www.ana.net/miccontent/show/id/er-moc-mar16e-vonage?st3=160506-may-B2B-slideshare&utm_medium=ana-social&utm_source=slideshare&utm_campaign=mkc-event_recap-B-to-B-data-driven160513

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