Revisiting the basics of lead generation

Lead generation or, in other words, finding new customers, is essential for any business to survive. But every now and then, I believe it is a good idea, for any organization, to revisit its lead generation strategies. One of the ways I like to think about it is by going over a list of all the possible strategies that might be available for lead generation. The marketing team at ZoomInfo thought that it would be a great idea to compile this list and make it available to our readers as well. While many of us might be the lead generation ninjas, it never hurts to go through the ever evolving lead generation strategies once again.

The new guide that we have published covers all the basic concepts of lead generation, including ‘what is a lead?’ and ‘how to define a lead for your organization?’. I would encourage you to download this free resource and use it as best as possible, but I would also like to give a sneak peek of our latest guide.

Most organizations use the marketing and sales funnel to describe their lead generation process. But I always prefer a customer-centric approach to creating lead generation strategies. It is great that you have established a lead generation process in your organization, but have you ever wondered about your prospect’s process during that time? If you understand your customer’s buying process, you would be better equipped to devise lead generation strategies that would complement your buyer’s purchase process.

prospect’s purchase funnel –

Awareness is the first step in the customer’s purchase process. Awareness includes both types of prospects – ones who know that they have a problem and need to solve it, and the others who don’t know yet that they have a problem. As a company it is your job to create this awareness and draw leads to your product.

Consideration is the next step where customer is aware about you and now is considering various options. This is a less difficult problem to solve than not knowing who your customer is, because once you know your lead, you can target your buyers better. Create customized content to woo your leads at this stage. Make them feel that you understand their needs and are not just trying to push your product to them.

Purchase is where you want to arrive at with all the efforts you have put so far. By this stage, the buyer is almost ready to close the deal with you. Purchase is a lot about negotiations, pricing and other product related details.

As you might have heard from sales teams, a deal is not closed until it is all signed and filed. Customer is now ready to sign but sometimes there may be factors that he/she might be reluctant to close at the last moment. Always think from customer’s perspective about things you should take care of to close a deal.

Marketing and sales funnel –

To complement the customer’s funnel, create strategies to complement each stage of the customer’s buying process described above.

Top of the funnel (TOFU) includes all the inbound and outbound strategies that would help you create awareness for all kinds of prospects. You can read more about TOFU strategies in our new guide, where they are are described in a great detail.

Middle of the funnel (MOFU) is mostly about creating lead nurturing strategies. Without MOFU, all the time and effort you put in your TOFU stage is a waste. Has your organization put its best effort in nurturing the leads? Probably this is the time to revisit your efforts now.

Sales is the process when the customer knows a lot about you and probably your business is one of the shortlisted companies for him/her. This is where your sales team must get involved in the process, as it is the time to sell. Always try to put yourself in the prospect’s shoes and then answer his queries. You have come this far, but most likely your prospect is still considering other options. Try to illustrate features that would differentiate you from everyone else in the market/

Closed deal is when you have everything signed and sealed. While closer now seems easy, it is never closed until it is actually closed. Take care of all the things under your control. Create a sense of urgency, such as ‘You would receive a free subscription for the  first month if you send us the signed paper by the end of the month’. It works! While this can make a whole new chapter, we wanted to make sure that we at lease give you the basics so that you can make sure that you have covered all the aspects in your lead generation process.

Intrigued to read more? Download our FREE Lead Generation guide now!