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5 Reasons Why Lead Generation Should Be Your Priority

Put your business in a more strategic place for your prospects.

]1 Put your business in a more strategic place for your prospects.

Do you want to be the business that interrupts people with cold calls while they relax at home? Do you want to be the business that knocks on people’s doors and hands out brochures that end up in the trash? Do you want to be the business that speaks to an uninterested audience who responds with impatience and anxiousness to leave? No? That’s what we thought.

no-calls

This is why it’s important to learn about lead generation. And why it should be a priority for your marketing and sales. In a nutshell, lead generation is THE PROCESS of attracting and converting the right prospects and getting them in touch with you.

Lead generation often uses digital channels and is continually evolving. It changes based on shifting trends of online and social media techniques. Lead generation addresses the modern consumer who is 1) constantly bombarded by information, 2) does his/her own research before purchasing and 3) is aware that they can gain something before purchasing your product or service.

“Today, buyers can do their own research online and can find a variety of educational resources through search engines, social media, and other online channels. Through content resources, today’s buyer can learn a great deal about a product or service before ever having to even speak to a sales person. So businesses must make sure that they build their digital presence.”

~ marketo.com/lead-generation/

This only stresses the importance of having a solid lead generation strategy. Lead generation will help you capture the interest of prospective buyers and not only increase your sales but make it a more efficient process for everyone involved.

This chart from Marketo demonstrates the difference of traditional marketing from then to now.

transformation-of-marketing

By showing an interest in your business, it becomes more natural for the prospect to turn from stranger to customer. As you can see in the diagram below, converting visitors to leads is a key point in the journey to having satisfied customers.

The Lead Generation Process

The Lead Generation Process

How does it work?

The most effective lead generation process begins with a landing page where a visitor (you guessed it) lands for a distinct purpose.

The landing page provides RELEVANT information, most effectively through some form of interactive content like a calculator, quiz or a test. This not only engages the visitor but sparks a curiosity, if not a desire to learn more about the product or service.

To access more information, the visitor is then led to a form where he or she provides his or her contact details and sometimes, more specific information about what he or she is looking for.

So now that we are clear with what lead generation is, it’s time to point out WHY it is important for your business.

#1. It Saves Time and Increases Profit Since you are already talking to targeted and interested prospects, the sales process is easier and more efficient. Additionally, tailored conversations based on the information you have gathered equips your sales, which leads to a better batting average and consequently, more closed sales.

#2. It Contributes to a Positive ROI “Since it is a marketing technique, lead generation contributes to a better Return on Investment. You pay only for the leads received and hence have a greater chance of squaring your ROI.” ~ xenoxglobal.com

#3. It Allows Instant Adjustment and Improvement Contrary to traditional marketing methods where your brand’s message is locked to it’s medium (such as print or TV), working with a digital medium allows you to tweak your message or approach based on your learnings from the market. Edit the copy on your page in a few seconds, install a more specific calculator in minutes, change your sales dialogue based on the filled-up forms you have been receiving. Lead generation allows you to be flexible and opens up opportunities to improve immediately.

#4. It Was Built For The Modern Consumer As mentioned earlier, the buying process has changed. The modern and empowered buyer/shopper is who you have to attract and traditional marketing techniques just don’t cut it anymore. Lead generation is your way of adapting to and capturing the market.

#5. It Creates Better Client Relationships Think about it. They found you. You did not interrupt them with a call while they were busy. You did not hold their attention hostage with sales talk. Instead, they willingly sought you out and gave you their information. In return, (through your landing page and interactive content) they got more helpful information that they needed or wanted even before purchasing anything. That already puts YOU in a good position and THEM in an interested state of mind, which if you ask us, sounds like a much, much better way to start.


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The Roadmap to Getting Consistent Leads Online

You have a great product. You also have a website that talks about how great your product is. So why aren’t the leads coming in consistently?

There are a few key steps to getting more consistent leads, and most of them require fresh and relevant content. This is the best way for potential buyers to find you through the noise of an already saturated online market.

To help you understand better, we’ve created a little analogy. By comparing your landing page to a physical store. What is a landing page? Well let’s get on to the first step then.

1. START – Build a clean and straightforward landing page.

Landing pages serve as a one-stop-shop where you can educate your consumer, sell your service and generate leads at the same time. If you’ve ever seen a webpage with a specific offer (like a quotation, free demo or ebook) that you could access by giving your email address–that, is a landing page.

Landing pages are quick and simple to set up. According to Unbounce’s landing page expert Oli Gardner, a landing page must contain 5 essential things:

  1. Your Unique Selling Proposition
  2. The hero shot (Image/Video)
  3. The benefits of your offering
  4. Proof
  5. A single conversion goal – in other words, your Call-To-Action

Click here for a more detailed description of each element.

2. ATTRACT – Show the benefits of your brand with visual content.

Just like putting up a display on your store, give your visitors something that will catch their eye and peak their interest.

Photos – Place attractive images such as that of a hero shot on your landing page, and other engaging visual content. With a visitor’s short attention span, it’s a lot easier and more efficient to tell a story visually. A great example of images that tell stories are before and after photos, diagrams, progress charts and the like.

Testimonials – A customer’s own great experience will give you a lot more credibility than any self promotion. Put in a bunch of rave reviews of your product or service as it has the power to be that final push for a visitor to pick up the phone or send you that email.

Videos – Videos are one of the most attention-grabbing and persuasive forms of content on the web. They are great for telling stories, introducing a product, and are a good format for testimonials too!

3.ENGAGE – Captivate and educate your visitors with modern and powerful interactive content.

Think of interactive content as having that pleasant salesman in the store. He is there to answer your visitors questions and understand what it is exactly that the customer is looking for. Interactive content comes in the form of quizzes, tests, calculators, interactive infographics and white papers. The beauty of interactive content is that it allows you to educate your prospects and give them information they want, which makes them more likely to engage with you and eventually sign up for your offer.

4. DIRECT – Point the way to your landing page through social media and other inbound marketing efforts.

Social media and inbound marketing are the modern ways of spreading the word and pointing arrows to your shop.

1. Social media – You can start by creating a Google+ Business account, a Facebook fan page, and a Twitter profile. Don’t stress because you can limit the upkeep to less than 5 minutes per day. Have a designer make all of your social profiles to look attractive and professional. Then, begin adding content.

Every time you create a new blog post on your website, add the link to each of your social profiles. There are services out there such as Buffer that allow you to automatically post to your social media accounts. Aside from your blog posts, add 2 updates per day. Post funny photos, relevant quotes, links or articles. Do this even if you don’t have any followers or fans yet. Google checks the overall social presence of your business and factors that into your search ranking.

2. Location-based marketing – Using a free tool like Google+ Business can be very helpful in getting your website and business ‘discovered’ in your local. It allows your business to show up on people’s maps when they search for a business within a specific place. If your physical location matches the zip code of the ‘searcher’, there is a big chance that you will be featured in the top of the search listings.

3. Paid Search – We’re talking about Bing Ads and Google Adwords. Among paid ads, these are the ones that are proven to generate the highest ROI. The process in managing these ad platforms can be tedious and overwhelming, so you might want to consider hiring an external company to do this for you. In the long run, you will save a lot of time and money.

Lastly, we’ll leave you with these facts from SmartInsights.com:

1-4% of landing page visitors convert to leads BUT having RELEVANT and ALTERNATIVE content produces 9% less bounce and 4.5% more leads.

More importantly, 35-65% of alternative content viewers convert.

Now that you are equipped with a fairly simple roadmap to follow, we hope you get started with a lot more confidence. Feel free to print this out or share with your team. We hope to see you at the end of this road with a great big smile and more consistent leads.

Easy steps you can do to get more leads through your own website.

Easy steps you can do to get more leads through your own website.


Graphics Sources:

Infographic vector designed by Shahsoft1 – Freepik.com Designed by Freepik Designed by Freepik Designed by Freepik Designed by Freepik

Sales Habits Mistakes for Finance Banking

Finance and Banking – Habits That Prevent You From Closing More Sales

Being a sales manager is a juggling act. More so when you work for the finance or bank industry. The deluge of information that you are expected to absorb, the long hours on the phone, the back and forth between clients, not to mention having to maintain that chipper and expert attitude all day. There’s obviously a lot of things to handle. But if you are not closing as many sales as you expect, then take note, because you may be falling short in some of these areas.

1) Not Qualifying

You do not want to waste your time with unqualified leads. We know this isn’t only just the sales department’s responsibility as we’ve discussed in a previous post. Double check your company’s lead scoring techniques and work closely with your marketing team to give your own department a better and more efficient use of your time and skills.

2) Not Establishing Enough Trust and Rapport

Too often we fall into practiced and (honestly) dry sales tactics that clients see through. Remember that buying decisions are primarily emotional. Which means a potential client’s feeling of whether or not he or she likes you will greatly determine your success. A natural, spontaneous and genuine vibe is what potential clients will respond too. Throw away some of your practiced lines and really listen and respond to what your lead is asking. You want them to feel like you care for them and are not just there to make a sale.

3) Talking Too Much

Some sales people think that demonstrating their know-how will earn a client’s trust. While knowledge of the industry will be much appreciated and expected, don’t overwhelm your lead or chatter until they get to the point of boredom or annoyance. Attention span is precious. Keep your information sleek and concise.

Sales people talk too much sometimes.

Slow down, no one’s doing a word count.

4). Not Communicating Your Value Effectively.

The client needs to know your business’s value to them. How are you demonstrating this?

Take a look at this advise from Jill Konrath on increasing your closing ratio:

“Know your impact. Make sure you’re clearly able to articulate the business value of your offering. You should ensure that you’re talking about key business drivers such as reduced operating costs, increase sales conversation rates or improved efficient. Adding metrics makes your message even more impactful.”

In the world of banking or finance of course, metrics/numbers talk. Once your client’s needs are evident, you can fine tune your presentation to meet their specific needs and preferences. On top of slides and portfolios, we suggest exploring interactive tools that will help you demonstrate these to your leads. Using interactive tools like an ROI calculator also greatly increases a lead’s emotional response to the discussion because of its dynamic nature.

roi-calculator-sample

On top of slides and portfolios, we suggest exploring interactive tools that will help you demonstrate these to your leads. Using interactive tools like an ROI calculator also greatly increases a lead’s emotional response to the discussion because of its dynamic nature.

Not closing a sale is like missing a slam dunk.

Just when you thought you had it… what happened?

5) Not Fully Understanding Your Lead’s Pace

We are talking about their timing and priorities, not yours. This includes their process for evaluation, selection and a number of other factors. This is where your patience is needed most. You don’t want to be too assertive.

“Objections usually evidence that the seller has made mistakes by pushing before trust and value has been established and without the necessary understanding of their timing, priorities and processes.” ~ Tony J. Hughes

You’ve established a rapport and have created a great and convincing presentation. Allow your potential customer time to ponder and get insight and discuss with other decision makers if there are any. Most saless experts will tell you, as much as talking is key in selling, so if knowing when to shut up.

Quality vs. Quantity – Better Leads for Software Companies

Quality sales lead blog photo

A few years ago, Hubspot broke the news to inbound marketers everywhere: Your job doesn’t necessarily stop at lead generation. The article stressed on the importance of nurturing a lead to transform them into a qualified sales lead before turning it over to the sales team. Did marketers listen? Apparently not.

According to these statistics:

“Just 56% of B2B organizations verify valid business leads before they are passed to Sales.” – MarketingSherpa

61% of B2B marketers send all leads directly to Sales; however, only 27% of those leads will be qualified.” – MarketingSherpa

This then causes more alarming data:

“42 percent of sales reps feel that they don’t have the right information before making a call; 45 percent report needing help figuring out which accounts to prioritize; and across the board, sales reps are spending 20 percent of their time doing their own research on prospects to try to figure it all out.”

How sales people receive leads from marketing.

via GIPHY

It is in this effort to figure it all out that precious time, talent and money is wasted sifting through unqualified leads. In the highly-competitive and rapidly growing world of business software, that’s the last thing you need.

As a marketing director or head of your B2B company, it’s up to you to make certain decisions and changes to improve lead generation and grow overall lead quality. Here are a couple of solutions you may want to consider. Your sales people will love you for it. And we all know, when sales and marketing love each other, magic happens. Ok, sales happen.

crowd-1584115_1920
Will the real buyer please stand up?

1. Involve Sales from the Beginning

The Sales team seem to just be at the receiving end of raw leads without much input into the generation process. But alignment is key. To make sure you are on the same page about your potential customers and the story you tell them, work with your Sales team to create:

A. Buyer Personas – this is a profile of potential customers that will help shape your marketing and sales strategies. A buyer persona will include core information like age, company/industry, and job title. Part of building these personas is thinking about your persona’s concerns and needs and how your solution comes into play. But the most important part is exploring their buying behavior and how to work with the complexities of their buying journey. To learn more about mapping Buyer Personas, click here.

B. A more streamlined communication – According to a research by Lattice Engines: “Sales reps feel that the collateral provided by marketing misses the mark, and in frustration, they simply go ahead and create something on the fly.”

Fortunately creating a buyer persona should help guide both departments in creating content and collateral that really speaks to the prospects and is applicable all throughout the buyer’s journey.

C. Lead Scoring – Simply put, marketing and sales must jointly establish a clear definition of a quality lead. You may feel like a mother telling two squabbling siblings to please agree on something! But there are already many established ways of lead scoring out there. Here’s a lead scoring method you should consider.

2. Create Friction

Charles Settles from Technologyadvice.com assures that Friction, which is his term for gated content on a website, is a “way to verify a prospect’s interest in your product”.

“Someone that provides a name, email, and phone number via a web form in order to access a piece of content usually does so because they have a genuine interest in the product described. Most people understand that providing contact information means they’ll be contacted.”

Add to this,advice from Josh George of Lyons Consulting Group:

“Understanding who your customers are and, in turn, what they like, will undoubtedly enable you to increase conversions and sales. Make it easy for your customers to share their data with you, and use that data to keep them engaged with your business.“

We believe that a great way to create friction is through interactive content. It not only collects data from your prospect (which you can use to fill up a buyer’s persona) but it also ticks the boxes above in terms of being an engaging and easy way for prospects to share their info.

LeadDoubler-Landing-Page-Image medium

With the right calculator or quiz, you can easily put lead-qualifying questions out there, making it easier to classify your web visitors and automate the process.

To find out more click here.

Just a few of these changes can make a big difference in the quality of leads you get and the sales you make. Give them a try, because you’ll have not just better leads, but a more solid team as well.

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Why ROI Calculators are great for B2B companies

ROI calculators is a must-have for all B2B companies

A ROI (Return Of Investment) calculator is a key element when it comes to B2B sales.

As the leading ROI calculator software company we see ROI calculators used in the following situations:

  • ROI calculators help you generate more awareness and visitors
  • ROI calculators generate leads online.
  • ROI calculators support sales reps when communicating face-to-face with potential clients
  • ROI calculators are used as a supporting tool to help guide potential clients through the sales funnel

How an ROI calculator can help you get more traffic and generate more leads

An ROI calculator on your website helps you communicate your selling points for each visitor – using their numbers and input.

We recommend launching calculators as stand alone landing pages and to link to that from your front page and to generate traffic for these from your front page or from ads directly.

By launching calculators as stand alone landing pages you ensure that your customers keep their focus on the calculator. As the calculator is a conversion element on your page you don’t want them to navigate away from that once they’ve started.

Now let’s imagine you’ve launched your calculator as a stand alone landing page on it’s own subdomain. You are now ready to generate leads.

We recommend boosting traffic for your calculator through online advertising – directly from Search engines (such as Google), through social media and perhaps even directly towards selected target companies.

Quite often we see extremely great conversion rate from the following setup: Google Adwords and online calculators are a great mix

Google Adwords and online calculators are a great mix. Google adwords has the following advantages over other traffic sources:

  • With Google adwords creating a campaign and getting it started can be done in just a few hours
  • With Google adwords you can choose to pay per visitor on your website
  • With Google adwords you can add your own text – thereby ensuring that your visitors know what to expect when they land on your page

We’ve seen combining LeadDoubler with Google adwords can boost a new company or department from zero to fully booked in less than 24 hours.

Example

Imagine you want more clients in your technology based company where you sell a device that will help your clients save tons of money and time by automating something.

Your clients might not know that your product exist or that your service allows them to save money after purchasing it.

If that’s the situation – pushing your message through online advertising can make the change for you.

The good news is that marketing might just work for you – the bad news is that you probably need to motivate your potential clients to even click your ad in the first place.

If you setup a google adwords ad as the example below you might just see great results and better conversion rates in just a few hours.

Heatpump calculator Calculate your savings from installing a heatpump! www.yourwebsite.com

Here’s why it is so amazingly effective when combining it with LeadDoubler.

In the ad we tell the user exactly what to expect when they click the ad (Calculate your savings). If the ad then leads to a page with nothing but a calculator – then they’ve got exactly what they asked for in the ad and will thus be well motivated to actually calculate their savings when they enter the calculator.

In the calculator we’ll then ask for their contact information – before or after showing them their calculated results – and will thereby convert some of the visitors into leads.

We see conversion rates up to 20% on our online calculators!

How calculators can support sales reps

During the dialogue between the client and your sales reps a calculator can support the sales reps by:

  • Helping the potential client calculate their own ROI through the calculator running as an app on an iPad
  • Helping the sales rep keep the potential client focussed on the values of your offer
  • Help the sales rep by removing the need for them to know every nitty griddy details of all your services and products

When you’ve created a calculator in LeadDoubler pushing it online through our native iOS app is easily done and allows you to manage what sales reps can use what calculators.

How calculators can help you drive more sales through the sales funnel

When you’re communicating with your clients that located somewhere in your sales funnel – sending them a link to an ROI calculator is an excellent way to force them to look at the full value of your services instead of just focusing on details like price or SLA’s help you get your prospects into the right mindset to move forward and helps you alone by allowing you to send them something that’s not pushy.

You can send them an email like the one below:

Hi xyz

This is Dan from Mark’s. I just wanted to show you our new ROI calculator: LinkToROICalculator.YourDomain.com – you can try it now – or if you want I can give you a call friday 9 am to have a fast chat about it. Can you talk 9 am friday?

Yours

Dan

The email will allow you to talk about something else than the offer itself – and will maybe make the potential client look at your offer with new eyes – after having verified the great ROI your service have for him / her.

How to get started boosting your company

Now that you’ve seen how ROI calcalators can boost your sales – it’s time to get your first calculator online.

See: How to create an ROI calculator in 5 min

You can also get a quote for a calculator or contact us by email: support@leaddoubler.com