Everywhere I look, I see the term ‘lead generation’. It is clear that businesses need to generate lots of new leads all the time in order to achieve sales. However, I’m not sure what the right approach to lead generation is for us? I wish someone could point us in the right direction and help give us some guidance on how to build a successful lead generation programme in 2015.
We thought we were doing the right thing in terms of trying to generate more leads but our website is not getting enough visitors and those that do get onto our website don’t stick around for very long and they never fill out our enquiry forms or want to engage with us.
We have a reasonable sized database and run quite regular email campaigns, but still our open and click rates are low and the opt out rate is high. We have set up a Google advertising campaign but I don’t think the landing pages we send clickers to are effective enough. We’re paying out money each month but delivering few or no conversions. It’s the same for LinkedIn, as time goes on we’re struggling to justify our budget spend.
Combined with some pretty ‘thin’ content, we just aren’t engaging people. We just don’t know where to start or what to begin with in order to run successful campaigns that will generate more leads.
What I would like to be able to achieve is synergy through all our marketing activities that is going to help us generate more leads and we must be able to measure more accurately what our return on investment is.
The Next Step
Terry Forsey Consulting have a proven track record for helping smaller software businesses to grow. We have been working closely with a number of software businesses who have challenges in attracting and engaging with prospects in order to generate more sales leads. We have developed a winning four stage sales and marketing methodology. This helps businesses to attract, engage and then nurture their prospects to the point that they become a qualified sales lead and the lead is passed to sales in order to close the deal and win new business.
Our methodology works because all the lead generation activities that are carried out in each stage are underpinned by some outstanding marketing automation software.
You start by ‘attracting’ prospects. At this stage the focus has to be on driving more relevant visitors to your website in order to get them to register for demonstrations, sign up for newsletters or contact you. This is done through social media, blogs and online advertising.
Marketing automation helps us to successfully manage the engage and nurture stages. The automation measures and captures prospects behaviour i.e. what forms they complete, what landing pages they visit, what whitepapers and marketing collateral they download, what videos they watch etc. We get a complete picture of how our prospective buyer is behaving, this is invaluable.
We know what prospects are interested in and just how warm or hot they are. We send them relevant and timely content to build up valuable contacts. Through impressive lead scoring captured by the automation software we are able to tell when a prospect is ‘hot’ and ready to buy.
This supports the successful transition from prospect to qualified sales ready lead.
If you recognise yourself or your own software business here please contact us in the first instance and we will arrange a convenient time with you to have an initial chat about the challenges you are currently facing. Call us on 01536 771440 or register your interest for a free no obligation consultation on our website.