B2B companies, revenue teams and sales managers build their success on leads to record sales and generate revenue for the company. Lead generation is the keyword to building a successful business. Lead generation is the process of turning prospects into valuable leads that generate sales.
Lead generation is therefore the key to a successful business. No matter how innovative and unique your product is, you need to find people who need exactly what you are selling. You have to work hard to earn your leads, because there is hardly a product that is not already on the market. But in this crowded market, how can you make sure your lead generation strategy is innovative and not a chewed-up demand generation method?
We’ll show you how to successfully generate leads with automated scheduling and integrating meetergo into your workflow. Find out our 7 tips for lead generation and what lies behind this important aspect of business strategy in this article.
The process of digital lead generation
In order to generate really successful leads and implement lead generation strategies, it is first important to understand what a lead actually is. A basic distinction is made between the terms interested party, lead, and customer. A lead has already shown interest in a product or service but is not yet a paying customer. A person who has shown interest through an inquiry is also called a qualified lead.
Tactics for lead generation can therefore bring you a lot of inquiries. However, you have not yet made any sales with them. Your sales team must first convince the lead to buy.
The different types of leads – lead scoring
Not all leads need to be convinced of your product in the same way. A distinction is made between different types of leads. Also called lead scoring. Lead scoring helps you to divide your leads into different categories. You can also use your online appointment scheduling software from meetergo to colour-code, categorise and assign your leads to employees and view your leads at a glance.
Depending on where the lead is in the lead generation funnel, different sales teams are required:
- Information qualified lead: The so-called IQL is still at the very beginning of the funnel. You have already received information from the lead, but the lead itself still needs impulses from you to be convinced.
- Marketing qualified lead: The MQL has already responded to emails, ads and links from the marketing team. Free tools, a trial period or a product sample can be used.
- Sales qualified lead: With the SQL, it’s the sales team’s turn to follow up with the lead and find out if this is a valuable customer. To make the lead realise that your product is a perfect fit for them, you can offer them time-limited demos.
With the online appointment scheduling software from meetergo, you can easily filter the information you need for the different leads by colour, employee or category. This way you know directly in which phase of the lead generation funnel your sales or marketing team is currently in with the respective leads.
The difference between Lead Generation and Demand Generation
Lead generation and demand generation are in fact almost the same thing. One crucial difference, however, is that they are different phases of the lead generation funnel.
In demand generation, users don’t know about your product yet. You first have to show them what the service is about and why it could be interesting for them.
With the lead generation, the users already have background knowledge about your service. They know what is behind it and have a need for the product.
Therefore, you have to use a different approach depending on whether it is a lead generation or a demand generation.
How to generate more leads for your business – 7 lead generation strategies
Whether your customers are B2B or B2C, lead generation strategies are not fundamentally different. B2B customers are still consumers, too, and thus have just as much demand for personalised buying experiences, trustworthiness of the company and making purchases on their terms and in the timeframe they want. You’ll find countless tips and strategies on the market to attract more leads in B2B, but only you can know what works best for your business. The following strategies will help you generate more valuable leads in line with your marketing strategy.
1. Get involved with content creation and content marketing
Anyone who has ever dealt with marketing and increasing the success of websites has heard this phrase before: Content is Key! Maybe you’re rolling your eyes now: Not this tip again, can’t you come up with something else?! But there is some truth to this much-used saying.
Paired with a solid SEO strategy, you can use content creation to generate a lot of organic traffic for your site, which automatically leads to more leads. Familiarise yourself with the terms your buyer personas are searching for and offer them the exact solutions your future leads are looking for.
Especially in the B2B sector, excellent content tailored to the target group is important. After all, it is precisely these buyers who conduct in-depth research before deciding to make a purchase or enquiry.
But not only the content itself is important, but also how you market it. Since you should not only appear as a professional provider on your own page, but links – so-called backlinks – contribute a large part to the success of your lead generation, guest posts on relevant blogs are essential. This way, you establish your brand as a pioneer in your industry and reach an audience you didn’t have access to before.
The content marketing strategy with guest posts works best if you select blogs that are not part of the competition, but are relevant to your target group and belong to a similar industry.
Both in B2B and B2C, content creation and content marketing are indispensable pillars of a productive strategy to generate leads and increase sales.
2. Use email marketing
If you have received an email address from your potential client via an enquiry form and have already offered them a free tool, the next logical step is to continue with this strategy. Automated scheduling increases the turnover of freelancers, but also of companies, revenue teams and B2B firms. Invite your prospects to a free conversation about a German Zoom alternative or present them with your latest tool as a free trial.
With this strategy, it’s important that you don’t spend too much time on email communication, but that it’s automated via a functional online appointment scheduler. Create a list of your potential customers, write a simple, personalised email and include a link to your offer. In a few minutes you will have sent a series of emails to valuable leads who will become customers thanks to your excellent service.
As key data, you should aim for an opening rate of 17 to 18 % and a click-through rate (CTR) of 3 to 4 %. You are very likely to achieve this, as you already have the prospect’s attention through the content or the free product, and by nurturing loyalty and trust, you build it even further.
3. Be present on social media such as LinkedIn
Lead generation via social media platforms is becoming increasingly important for B2B companies. This lead generation strategy is more about brand awareness and presentation of services.
In the B2B sector, LinkedIn is the platform to generate valuable leads. Here, various tactics are available for lead generation:
- Network with industry and business leaders in your target market
- Promote on LinkedIn with sponsored posts or advertisements
- Comment on posts from relevant, related accounts with useful information
- Write directly to contacts who match your service or product
- Ask your contacts for referrals to your products or services
- Publish posts, articles, case studies and other informative content on your LinkedIn account.
In addition to LinkedIn, Facebook is also becoming increasingly popular for using Lookalike Audiences to reach new audiences and generate more leads. This strategy is so successful because you are in the same place where your buyer personas spend a lot of time. This way, you subliminally offer them your services and place your advertising in a targeted, organic way.
4. Improve your Google ranking
To attract people to your website in the first place, you need to be discoverable. Your potential customers and leads need to find your products or services quickly when they search for them. This is only possible if your website or your entry on Google Maps is in the top ranks. How do you do that, you wonder? With a successful search engine optimisation of your website.
To ensure that your leads find you organically, SEO is the best way. Entire websites and businesses are based on SEO and have gained leads through SEO alone. To improve your website’s ranking, here’s what you need to know:
- Find out your keyword with keyword research tools like Google Ads Keywords, SEMrush or Ahrefs.
- Optimise your home page and landing pages for your keyword
- Link your website with backlinks
- Optimise your website for mobile devices
It’s up to you whether you implement the measures yourself or turn to an SEO agency. Regardless of which option you choose, the improvement of your Google ranking will lead to your business being found organically via Google search.
5. Use Outbound Sales Development Representatives (SDRs)
While inbound lead generation – when the leads come to you on their own – is a surefire way to generate leads for many businesses, not all B2B companies can rely on this tactic.
Sales Development Reps (SDRs) are aimed at exactly those companies, helping you reach qualified customers who fit your company’s ideal customer profile (ICP).
Sales Development Reps are inside salespeople who focus exclusively on finding customers. The SDRs contact new leads, qualify them for your company and move the leads further along the lead funnel towards a purchase.
6. Run PPC advertising
Although you’re likely to get the same conversion rate for Google Ads and Pay Per Click advertising as you would for email marketing, it’s still worth running PPC ads. This is because brand awareness is a big part of lead generation. This paid ad strategy helps you reach your target market without them having heard of you before. In this way, you open up a new market and generate leads who were previously unaware of your service or product.
7. Use automated appointment booking
You think that as soon as an enquiry arrives, you can relax and put your feet up and have already done everything for a successful lead generation? You thought wrong! Just because someone shows interest it doesn’t make them a valuable lead, and just because someone makes an request it doesn’t mean they’ve already bought the product.
No, to successfully generate leads, you have to start with the enquiry form. Sure, search engine optimisation, content marketing and ads (on social media) help you position yourself as a professional company and build brand awareness. But nothing is more off-putting to customers than companies that are slow to communicate.
After all, who of us doesn’t know when a request for cooperation or a purchase has been sent and then you get the message “We’ll get back to you shortly”. This “shortly” can often drag on for a long time – a day or two, a week or sometimes even longer. By then, most people have already found a provider who will process the request immediately. But how can you offer your leads a quick turnaround despite the constant stream of new enquiries.
The answer is: automated appointment scheduling.
With the integration of meetergo on your website, you offer your leads and interested parties an appointment directly during the initial enquiry, which they can also choose themselves. Integrated into the enquiry form, your lead chooses a suitable time for you to talk to them about your service, your product or a possible partnership. This way, your lead is directly involved and does not have to wait for you to contact them. They receive an appointment quickly and easily and are reminded of your meeting or telephone call in a timely manner by email. Even better for you: The appointment is automatically transferred to your calendar, saving you a considerable amount of time.
You give your prospect or lead the information he or she needs in a timely manner and bring your service closer to him or her. This fast processing is reflected in your sales figures. Your leads become paying customers due to the excellent service and quick appointment scheduling, which significantly increases the success of your business.
In just a few steps, you can integrate automated appointment scheduling with meetergo on your website and successfully acquire valuable leads for your B2B or B2C business.