What is a lead generation machine?
A lead generation machine is a structure involving all tactics, practices, and technologies used to capture and convert leads. It requires a great deal of research and experimentation to put together the systematic process that will automatically generate leads.
The goal of setting up such a system is to acquire leads in the long term without having to radically change the structure.
Therefore, businesses are always trying to find the right tools which they will place across multiple sources and channels.
Most companies share the same lead generation objectives, but not all of them have the same engine driving more leads.
Among the benefits of setting up a lead generation machine, we can mention:
- Balancing lead generation practices among the lead’s sources
- Effectively improving the leads’ quality
- Increasing the number of high-quality leads
- Driving awareness and interest
- Enhancing and maintaining the alignment between marketing and sales
- Generating sales revenue
According to Leadfuze – a lead generation agency helping businesses generate leads with cutting-edge data intelligence – the professionals that saw a return from their lead generation efforts are those who already structured a lead generation machine.
How to build your lead generation machine?
1 Set up your Goals
The first thing you need to know is what are your goals. Do you want to have more leads, highly qualified leads, or both? Do you want to raise awareness, drive sales, or both?
Therefore, your goals should be Specific, Measurable, Attainable, Relevant, and Timely. After all, the most effective way of doing business starts with setting up SMART goals.
By determining your lead generation goals, you’ll be able to figure out the tools that will allow you to measure your machine’s efficiency.
Moreover, the team involved in fueling the lead generation machine will have a clearer perspective of the workflow.
2 Identify your targeted audience:
After setting up your goals, you need to know exactly who your ideal customer is. This means that you need to research your audience
Have a clear picture of who they are, figure out their demographics and have a clear picture of how you can reach them.
There are plenty of audiences that would find your products or services interesting. However, to get results from your lead generation machine, you need to make sure that you are marketing to the right audience.
This can be very challenging for many companies since it depends on the tools, channels, and platforms that the company is using.
We will provide you later in this article with ways that can help you with finding or tracking your targeted audience.
Bonus: The key is to narrow down which people are you targeting. This will increase your effectiveness and the creation of the lead generation machine. In fact, the more precise you are with targeting the more you can focus on creating the best user persona.
3 Create your user persona
After identifying your targeted audience, you will need to do more research to develop your user persona for your regeneration machine.
Creating a Persona can be very challenging, especially for new businesses so first you need to know what a user persona is.
A user persona is a hypothetical representation of your prospective customers. You can only create a user persona if you have data on your clients and you already made a market research.
In general, you can only bend your persona if you have information about their:
- Demographics (age gender Education location income level occupation)
- Psychographics (they’re thinking and Trust emotions recognition preferences prefer media channel or type Needs & Wants)
In order for you to make sure that you created the best Persona, you can start by testing it.
For that you can use surveys or even ask your existing customers if your information is wrong or right.
Tools to identify your persona’s psychographics:
Determining the demographics for your persona is very easy. However, figuring out how they behave or what their interests can be very challenging for any company.
We have gathered around some of the tools that can be helpful in determining how your target audience behaves.
Google: Google Ads, Analytics and even tag manager offered by Google are the best tools in and recording customer Behavior. you will have data on the traffic metrics, conversion paths and goals, engagement paths and indicators
Social media: Social media platforms are the best place to track how customers behave about your products and services. You can notice that from reviews and engagement rate.
In addition, Facebook, LinkedIn and Instagram offer to target the audience according to psychographic metrics.
Those are the most common tools to determine the psychographics of your persona.
4 Map out your buyer’s Journey
Once you created, tested and validated your personas, you can now focus on mapping out your buyer’s Journey.
This means you are going to work on choosing when and how you are going to operate your lead generation machine.
The purchase decision process is all the steps that a potential customer goes by in order to make precious periods.
This map depends from company to company and from industry to industry, and also depends on the buyer’s different needs and interests.
The stages that you need to consider when mapping out your birds joining are.
This is the first stage of the purchase decision process. Your lead generation machine needs to make sure that the potential customers identify their problems and look for Solutions in your product or services.
here your marketing team needs to put a lot of effort to reach the targeted audience.
At this stage you will realize how important it is to have personas so that your marketing team can determine how and where to find potential customers.
Moreover, you will also determine the type of content that you can create which would make the visitors engage and convert into leads.
Now that the potential customer is aware of their problems, you need to provide them with detailed information about your solutions.
Therefore, you need to prepare the pitch or the right content that includes all aspects of your product or services.
They might not be ready to buy from you but you will be among their list of providers.
Bonus: your best chance here is to provide the most relevant and adequate type of content or deals for your targeted audience. This way they would choose your solutions and not the competitors’.
Now that the potential customers gathered all the information they need, they will compare all solutions offered by various companies.
Your job here is to provide solutions with the most logical, emotional, and financial sense to your leads. In general, this is where content will serve you best.
The people who reach this stage are most probably ready to make a purchase.
This is where you want your leads to end up in their buyer’s Journey. However, you don’t want the relationship to end here.
therefore, you need to give them all the support they need and stay up-to-date with your products or services to buy from you again.
This is where this cycle of the buyer’s Journey ends and begins. In general, it depends on the solutions you offer.
In case your products or services are perishable then your customer would have to reorder.
Otherwise, if you have other propositions that you think will serve your clients then you have to frequently offer these opportunities for them.
Bonus: Every step in these stages should be taken into consideration for your marketing strategy. after all you want to convert leads into prospects and loyal customers.
In addition, understanding and mapping your buyer’s Journey will help you with knowing what type of content to create and where to publish it.
5 Develop your content
As we already explained, you should develop customized content according to each persona you created.This will help you determine which topics and tones you will use to create content.
In addition, you should assign your content to each stage of the buyer’s Journey to make it more relevant and adequate.
Now comes the most important question:
what type of content you should create?
In fact, there are plenty of content types out there. Marketers categorize them according to utilities or the type of business.
For example, where is content for outbound marketing that is not applicable for inbound marketing.
In addition, there is content for B2B companies that b2c companies cannot use.
In the end your goal is to create a library of Valuable content for specific personas and segmented to the buyer’s Journey’s stages.
Here are some types of content that you can create no matter what kind of business you have:
- Articles and blog posts: You need to have articles about your products or services whether they are informative or commercial
- Audio: Whether it’s simple music in the background or podcasts, audio content is very popular
- Photos and images: Photography became very important for any business. whether it’s promoting a product or just taking pictures of the employees, photos represent an important type of content (memes, GIFs, screenshots are also valuable visuals)
- Infographics: This visual layout explains all the aspects of your products and services for your customers
- Videos: No wonder YouTube became second search engine after Google. they are great we’re showcasing products or Services reviews, client testimonials and case studies, the business culture, promotions…
- Website content: every business relies on their website content for lead generation. we are talking here about the landing page, CTA, links, SEO, testimonials, products or services descriptions, ads…
- Flyers brochures magazines
- Newsletters: you can create newsletters for your list of leads around certain events bike promotions or discounts
- Other types of content: Q&As, how to, demos, polls, quizzes, reviews, testimonials…
Bonus: There is no formula for creating the best content. Therefore, your only option is to test or, in some occasions, conduct a content audit.
But you should always keep asking those questions:
- Which content will have a higher impact on this buyer persona?
- In what stage is the persona you are addressing with your content?
- Did you include all the information that will help the persona decide to purchase from you?
And you don’t have to worry even if you fail, your findings will help you with future content creation.
6 Align your content to each sales stage
We talked so many times about lead nurturing and how to fuel your sales funnel with the right content for lead generation.
However, this is more of an overview on what you need to include in your lead generation machine. After all, you don’t want your leads to go on without buying from you.
Top of the funnel: This content is meant to raise awareness and consideration for your leads. It is designed to generate interest and attract users to your channels (for exp: Blogs, videos, newsletters…)
Middle of the funnel: Now you want to build a solid relationship between your business and your leads. This is where your lead nurturing efforts must be focused to build trust, reliability and credibility.
You can only do this by providing information about your products or services and support your lead’s efforts in evaluating his options (product description, how to, demo, Q&A)
Bottom of the funnel: The only thing that’s left at this stage is to push your lead into making the purchase decision. The most successful way to do so is by adding support which can only happen if you have reviews testimonials are a very strong sales team.
7 Choose your distribution Channels
In fact, you don’t have to stick to one distribution Channel you can always diversify. The most important thing is to know where you are going to find your personas.
Basically, if you don’t put your content in front of the Right audience then all of your lead generation efforts will be in vain.
For an effective lead nurturing you need to identify and automate your conversion Journeys for each Persona.
This means that you have to publish the content you created across channels like:
- Social media.
- Social ads
Bonus: Always make sure that your campaigns are specific to each persona so they would continuously engage with valuable and targeted content
8 Diversify your lead sources
Balancing your lead generation effort between inbound and outbound marketing is the key to building a high-performance lead generation machine.
Moreover, you will avoid failing in generating leads with only one lead source. Which means you would be dividing your efforts across multiple lead sources.
Recently companies showed attention in lead diversification, even B2B companies are using both inbound and outbound marketing.
Of course, you would have to measure your potential return on investment before determining which practices are best for you.
With inbound marketing: you can share your content on your website or social media platforms and use practices such as SEO and Paid advertisement.
With outbound marketing: it’s all about Direct contact whether in person or emailing or teleprospecting. In addition, you can syndicate your content through multiple media sources.
9 Strengthen your efforts with lead generation Technologies
Lead generation Technologies are getting more and more developed over the course of recent years.
However, you have to invest in the right systems that will eventually help you with lead generation.
Here are some examples of the tools you can use for lead generation:
- Lead data collection tools
- Email lookup tools
- Email follow-up tools
- Prospecting and outreach tools
- Communication tools
- Advertising tools
- Form & email collection tools
- CRM tools
- Landing page creation & capture tools
- Complete marketing automation tools
- Process automation tools
- Live chat or bots’ tools
- Social media tools
- Calendar scheduling tools
- Sales tools
Example of lead generation and email finding tools:
Leadfuze is one of the lead data collection tools. If you’re looking to find the best leads for your budget, then LeadFuze is the one you need.
LeadFuze allows you to find contact information for specific individuals or even find contact information for all employees at a company.
You can even upload an entire list of companies and find everyone within specific departments at those companies. Furthermore, if you want to make Leadfuze your only automated system, you can:
- Setup LeadFuze’s AI list builder named Fuzebot to automatically add new leads every day to my list that match my criteria
- Configure integrations with a CRM and cold email tools to automate outreach efforts (among the integrations there are: HubSpot, Salesforce, Mailshake, Salesflare, GSuite, PipeDrive, Zapier)
Bonus: The secret is to mix up the right tools and include them in your lead generation machine. This would make most of the tasks automated. Leaving you more space and time to focus on other important aspects of your business.
In addition, both your marketing and sales team will be able to work more with proficiency.
All marketing automation software will allow your leads to move from one sales stage to another based upon their actions and engagement rates.
Furthermore, you need to keep in mind that the stages might include:
- Marketing Qualified
- Sales Qualified
How to fill these stages will depend upon what lead generation tools, practices and steps you employ to interact with your leads.
In case you are struggling to figure out what kind of marketing tools you might need to nurture your leads, a good first step is to do market research. Also take a look at what your competitors are using.
10 Measure your lead generation efforts
You already set up in your goals methods to measure your lead generation efforts. For your lead generation machine to be highly performing, you need to assess all the parts of your engine.
In fact, at this stage you will know what tools and practices you should focus on since they bring you more leads.
You can measure the quantity of Leads by The Click through rate weather on your website or through an e-mail or social media posts or ads.
Conversion rates are also a very important metric to lead generation success. It measures how many leads took action and moved to the next stage of your buyer’s Journey.
In addition, you can take advantage of knowing the “time to conversion”, Since it will tell you how much a lead took time to make the purchase decision.
However, the most important metric should be able to measure the quality of leads. We are talking about the metric leads to qualified leads.
After all, if the leads you are generating don’t match your qualification onions then you have wasted resources.
For this reason, both the sales and marketing teams should prepare a list of data which provides detailed insights about your leads.
No matter how the numbers might look bad, you should always take into consideration your leads’ goals, Investments, products and services before you come to any conclusion.
Other metrics to measure your leads quantity or quality are:
- Cost per lead
- Leads per Channel.
- Month-to-date success.
- Return on investment
11 Fine-tune your lead generation processes
You should always make sure that you or your teams are constantly evaluating your lead generation processes.
In the end you want to ensure that the engine works effectively in bringing new Leads which you will nurture and convert them into clients.
Most companies try to identify where their leads stop in the buyer’s Journey and try to resolve the problem.
Whether you might lack information about your product or your competitor is offering the same solutions but at a lower price you need to know what makes your leads drop off.
Always Keep assessing your lead generation practices, tools, channels, sources, and the type of content or leads you are generating.
Don’t forget to eliminate the processes that are wasting your time and improve those from which you are generating highly qualified leads.
Drive more sales from your lead generation machine
Since you gained leads from your lead generation machine, you probably should start nurturing them into customers.
This would help you increase your sales and drive more revenue to your business.
However, your marketing and sales team should be categorizing the leads according to its type, we can mention:
- Hot lead.
- Warm lead.
- Cold lead.
- Information qualified leads.
- Marketing qualified leads.
- Sales ready leads.
- Sales qualified leads
- Member service request leads
Why is this important? It’s simple, after categorizing them you will know which ones to focus on more and create valuable and Long-term relationships with.
Moreover, you can successfully belt build your list of contacts from knowing how those leads act around your business and your offers.
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