It’s that time of year again! As Christmas creeps closer, the festivities are in full swing here at Inbox Insight HQ. So join us by the fire, grab the tinsel and roast some chestnuts as we sing our latest B2B content marketing Christmas Carol.
On the 12 days of Christmas my Marketing Director gave to meeee…
12 Buyers Personas
Before you can begin your lead generation journey, it’s important to have a basic understanding of your customers. Creating buyer personas is an important part of identifying your target audience, planning your overall strategy and enhancing the customer journey.
With the correct personas in place, you can confidently express higher performance expectations.
11 Writers Writing
Once you have your buyer personas, it’s time to create some content. Considering your content is aimed at your buyer personas, it’s worth using them for inspiration and really targeting their needs in terms of topic and solution.
Once you have your content finalised, it’s time to share those whitepaper or eBooks with potential customers. Sharing them via all available networks is important in order to drive relevant traffic to the content and begin the acquisition journey of a potential customer.
If you’re looking for some tips on how to create an irresistible whitepaper, then take a look at this blog post.
9 Landing Pages
Now that you’ve got those whitepapers up and running, it’s time to turn them into lead generating machines and the best way to do that is through an attractive landing page that collects all the information you need to know. But a landing page is nothing without an attractive and effective CTA. Take a look at this blog post to help ensure your CTAs are performing to the best of their abilities.
8 Qualified Leads
With the responses coming through from the whitepaper downloads, you need to qualify those that meet the criteria of your buyer personas and screen out those that don’t. By doing this you can then focus your marketing efforts to nurture those that will potentially produce an ROI.
7 Leads a scoring
Now that you have a more targeted collection of qualified leads, it’s time to score them. Take a look at Marketo’s Lead Scoring Success Kit to help create an automated lead qualification process that works.
6 Drip Feed Emails
By understanding where your leads are in the customer journey means you can tailor your marketing to what they’re looking for. Using a drip feed email strategy will strengthen your lead through nurturing and build a closer relationship.
5 Sales Teams
Knowing when to pass your leads along to sales is a crucial part of the lead generation process. If you pass them along too early, the result could have a disastrous effect on the relationship between you and your lead, but passing them along too late could have a similar outcome.
Creating a harmonious relationship between sales and marketing can help to smoothen this transition and create a more prosperous lead. Take a look at this blog post for some top tips on how to reinforce the relationship between departments.
4 Calling Reps
Once those leads have been given to your sales team, the next step is to make direct contact. Calling a lead and finding out exactly where they are within the customer journey is the only way you’ll gain the insight you need.
But make sure your sales team are prepared. Create a specific script or offering that relates to how that lead was generated and make sure your team has all the relevant information BEFORE making contact.
3 Follow ups
The initial contact with a lead may not be as fruitful as you anticipated, but that’s okay. Keeping in contact and building that relationship between the prospect and your sales team is important. Multiple touch points may be necessary before making a sale and so it’s vital to continually improve the lead score by providing relevant and ever-changing offers and information.
For an easy-to-follow guide on how to write the ultimate follow up email, take a look at this blog post from Hubspot.
Don’t let your hard work go to waste. Keep the CRM up-to-date so it’s easy to reference and contains as much information as possible. By the time you come to contact your lead next time, you’re gonna want to know/remember as much as possible.