What is Lead Generation Process?

Lead generation Process is the attracting prospects and converting them into consumers. There are many strategies to achieve lead generation, but at its root it’s about gaining attention from people who are most likely to buy your product or service.

There are many strategies to increase lead generation, including:

  • Blogging
  • Email marketing
  • Website Landing Pages
  • Coupons
  • Networking
  • Live events
  • Webinars

Need Help Automating Your Sales Prospecting Process?

LeadFuze gives you all the data you need to find ideal leads, including full contact information.

Go through a variety of filters to zero in on the leads you want to reach. This is crazy specific, but you could find all the people that match the following:Ā 

  • A company in the Financial Services or Banking industry
  • Who have more than 10 employees
  • That spend money on Adwords
  • Who use Hubspot
  • Who currently have job openings for marketing help
  • With the role of HR Manager
  • That has only been in this role for less than 1 year
Just to give you an idea. šŸ˜€

What Is Lead Generation?

Marketing is the process of stimulating interest in a product or service and attracting potential customers to fill up your sales pipeline.

There are many ways to generate leads today. They include digital marketing, cold emails and calls, SEO optimization for web pages or blogs posts on search engines like Google, a live seminar that can be recorded and uploaded online after the event is over (webinar), paid advertising through social media platforms such as Facebook adsTwitter ad campaigns, blogging about current events in your industry with links back to your website at the end of each post

Why Is Lead Generation Relevant?

Closing deals is important, but what we often forget about is keeping the pipeline full. If there are no prospects in our sales pipeline, then its not worth closing any deals.

To motivate salespeople, it is important to consistently put leads into the pipeline.

Lead generation is the process of attracting customers for a product or service. The lead will be converted into revenue if it becomes interested in your product and buys something from you.

There are many different lead generation activities that can be effective in today’s digital marketing landscape. These include webinars, SEO, social media and online advertising.

One of the most important parts of any sales process is lead generation. This means gaining attention from those who are likely to buy your product or service.

In order to gain the attention of your customers, you must build trust and a relationship with them.

The Foundation: Overcoming Attention Overload

With the increased number of advertisements in our everyday lives, it is no wonder that consumers are inundated with requests. They receive hundreds of emails every day and they have to wade through thousands of marketing messages just to get one relevant message.

In this digital marketplace, it is easier to connect with people. But the downside of that convenience is more connections being managed on a daily basis. To stand out from all those other options and have someone’s attention for longer than just a few seconds, you need two things: relationship and trust.

It’s hard to be motivated by a paycheck when you’re constantly faced with an endless stream of distractions.

There are two things that can affect how people act in response to your email or phone call: their mood and the context of what you’re asking them.

The difference between these two concepts is that rented attention can be taken away from you at any time, while owned attention is your own.

Attention is a commodity that you have to rent. Years ago, this meant buying ads in your industrys most popular trade magazine or on the radio during people’s commute hours. Today it means asking someone to sponsor an email or blog post.

Owned attention is difficult to achieve and keep. The best way to maintain it is by providing so much value that you become the go-to resource for your industry, like a digital magazine or podcast.

The most successful entrepreneurs have an engaged following and a list of followers. People trust their opinions and pay attention to what they say.

There are so many distractions in today’s world that it is hard to keep people engaged. The few seconds they spend on your email, social media post or voicemail message might be the only time you have their attention.

The modern consumer is very well-informed and cannot be swayed by tactics that used to work. So if you want their attention, you need to work hard for it or buy the space they are paying attention in.

The Process: The Key to Consistently Generating Leads

A successful lead generation strategy has a set process that is not only consistent, but repeatable. This will create leads for your sales team to work with.

A repeatable word is of course important.

Without a systematic way to generate pipeline, salespeople must find their own leads. This means that they spend less time closing deals and more time looking for new prospects.

When you dont create a work environment that motivates your salespeople, they will be unhappy and unsatisfied. It also creates frustration for managers who can’t reach their goals because of an unmotivated workforce.

But dont worry, we will talk about how to build a strategic lead generation process in just one minute. But first

What Is Lead Generation Strategy?

A lead generation strategy is a process that generates qualified leads and places them in the top of your sales pipeline.

To form a lead generation strategy, you need to first ask yourself where your business opportunities are coming from. You want sources that can provide enough leads for the sales team.

Every lead generation strategy starts with finding the best, most reliable sources of leads for your company.

Pay and commission structure can be different for every person.

Different companies have different sources of leads. For example, some might rely on social media more than others or use content marketing to acquire new customers.

The Five-Step Process For Lead Generation

A customer lead generation process is one that uses all the different strategies and tools available to generate leads.

My mentor always told me that you need to have many ways of motivating people.

I’ve found that a one-size fits all approach to lead generation does not work. It’s better to use different strategies in a sequence so you can generate an appointment from each individual outreach.

Putting together a campaign that combines lead generation tools can be one of the best ways to lay out your process.

For example, lets say you find a prospect that meets the criteria of your ideal customer and create a list with their contact information.

The next question is, How am I going to get these people on board?

So, you start combining the strategies we’ve mentioned before: cold emails and calls to potential customers, asking for referrals from people who work with your target market. You should also identify any trade shows or conferences that are relevant to what you’re selling.

You can also work with your marketing team to create a sequence of events, so by the time you get in contact with them on email or phone they already know who you are.

If you want to have a lot of things going on at once, these are the 5 steps.

1. Set a goal

Before setting your objective, have a sit-down with the sales team and discuss what youd like to achieve. Be sure that it is attainable so there are no surprises or disappointments later on. Clear goals make life easier for everyone involved.

2. Create a plan

When setting a target, the next step is to formulate a plan. This process involves gathering information about your market and getting as much information on your Ideal Consumer Profile (ICP) such as full name, email address, company name and statecountry.

Finally, do not neglect social media profiles because they are a gold mine for data.

3. Simplify your message

Keep your message simple and genuine, but keep in mind that you want to avoid coming off as too “salesy.” It’s important to maintain a friendly tone when communicating with prospects.

Begin with the most low-cost and high return methods of lead generation, e.g., emailing or social media marketing to work your way up to expensive tactics such as in person meetings once you’ve established a relationship.

You need to create content that is valuable and appealing. Focus on the clients weaknesses, come up with catchy titles for your articles

4. Develop a process to respond to leads

It is important to have a strategy for attracting and responding to leads. This could be as simple as an email address or phone number, but it should outline the process that you want your prospectsleads to follow in order receive service from your company.

Customer Relationship Management tools such as Freshsales make it easier to send automatic responses and save time on the back-end of customer service.

5. Maintain a lead database

To maintain a database, you have to identify which leads are worth pursuing and nurturing. Youll also be able to see the ones that aren’t going anywhere so that they don’t waste your time. Lead scoring can help because it helps track your progress with each lead as well as prioritize them according to their value.

The process of analyzing the marketing funnel helps you to identify better leads and reevaluate existing ones.

Today’s Most Effective Lead Generation Techniques

For businesses, the most effective way to generate leads is through email marketing, content marketing and search engine optimization. This strategy is followed closely by live events.

Source

Content marketing is important to keep in mind, because its the fuel that drives most lead generation offers you will make.

Content marketing has been a very popular lead generation tactic for years because it informs prospects about the problems they have, your solutions to those problems and what can be expected. Content is valuable at every stage of the buyer’s journey.

Content is the best way to attract people who are not aware of their problems and what you offer.

  • Websites and articles
  • Presentations are a common way to motivate salespeople.
  • Infographics, slide decks

When people are considering their options, they need to be educated about the benefits and features of a product. This is where content can come in handy.

  • Reports and surveys
  • Training and how-to guides
  • There are a lot of resources out there that can help you do your job better.

When someone is considering a purchase, content can help them make up their mind and close the deal.

  • Case studies
  • Customer success stories
  • White papers

A content strategy is an excellent way to drive leads. Content marketing strategies are inexpensive and can be done 247, giving you a never-ending stream of new contacts for your sales team.

In the digital age, it’s become more difficult to create a standout content marketing campaign. This is where owned attention comes in handy. When you’re well known and respected by your audience before they even know who you are, there will be greater trust from the get-go.

However, if you have a hard time keeping peoples attention or don’t own any attention-grabbing products then this article is for you.

The best way to get noticed in a network is by making sure that your presence and involvement are spread out across the different channels. You don’t need name recognition or celebrity status, you just have to make enough touches.

Its important to have a variety of lead generation tactics. For example:

  • Live events
  • Email
  • Direct mail
  • Pay-per-click and display ads
  • Social media

When choosing between content types, it is important to test and see what works best for your organization.

When it comes to lead generation, choose one or two activities and test their results. If they work well, double down on them with more focus. Conversely if something doesnt seem to be working as well you should either tweak your efforts or try a new approach.

Setting milestones for when you can take on new lead generation tasks is a good way to start. For example, if there are skills that your team doesnt have now but would like in the future, set goals for what it will take before they can be attempted.

How to Maintain a Smooth Lead Generation Process

Once you have identified the tactics that work best for your company, it is time to identify who will be doing what.

  • Who will be responsible for your lead generation processes?
  • I think it’s important to be aware of what your employees are doing, and how they’re generating leads. Who will make sure that the people who generate those leads use tactics that work?

You might want to have your closers focus on the pipeline instead of being responsible for lead generation. Let them work with qualified leads that are already in place, which can be done by letting SDRs or BDRs do this task.

Make Your Lead Generation Strategy

You need to have concrete answers for these critical questions before you can set up a lead generation strategy:

  • Who will be in charge of generating leads?
  • Do they have a strategy for how to find new customers, such as through cold emailing, making calls or sending out mailers?
  • How can you optimize each piece of the lead generation strategy to maximize your results?

Make sure you take your time. Base answers on what resources and budget are available to you, as well as understanding that strategy will change over time. Dont worry about making a mistake because there is no such thing.

How Do I Begin The Lead Generation Process?

The most important factor for B2B companies is having a strategy that brings in new leads.

When you want to get people interested in your organization, it is important that they have multiple ways of learning about what you do. You can achieve this by creating a variety of different doorways and entry ramps for them.

How to Begin Generating Sales Leads

One of the most famous quotes about motivation is that nothing happens until something moves. This means you have to take action in order for anything good to happen.

  • Have a strategy for your sales team and implement it.
  • Go out and use the tools.
  • When you are short on leads, the first thing to do is create a plan for what you will do daily or weekly in order to increase your lead lead generation process flow.

When I work with clients, we start by considering the salary first.

We need to ask ourselves, How many sales do we have to make?

In order to hit those numbers, we have to generate a certain number of leads.

Lastly, we answer the question of what it takes to generate leads on a daily or weekly basis.

Once we have a clear idea of the mix, it’s just about executing the lead generation plan. And one way to do that is by maintaining consistency in your lead generation efforts.

We dont want to make 200 cold calls on one day and 0 the next. We want a system where we consistently track how many leads each contact method is generating so that it feels manageable when completing tasks.

There are two ways to get new customers: inbound and outbound.

Inbound Lead Generation

Lead generation is the process of attracting new prospects to your business by means of inbound marketing. It usually entails an automated email campaign, landing pages with lead capture forms, and content creation (blog posts).

Lead generation is the process of attracting people to your business through high-value content and marketing. Once they have opted in, you can market to them again with more incentives.

The point of inbound marketing is to provide information, not make a sale. But if done right, it can attract sales-ready leads who are actively looking for your product or service.

Inbound strategies should be used to attract attention, build brand recognition and generate leads for your website.

Inbound leads are a consistent stream of prospects. It takes some pressure off outbound lead generation strategies because you can focus on converting those who have already expressed interest in your product or service.

  • Find you
  • Look for you
  • Read your content
  • Stop and engage them to show interest

The best leads for most organizations are the ones that come from consistent, high-quality content. That’s why it is so important to have a process in place for this.

Here are my 5 lead generation steps for getting your inbound process set up:

Find a list of potential customers, and make sure to target them for your products or services.

Its important to know who you are trying to reach and be sure that they will be the right ones.

Conduct research on your best customers. Find them by using a search tool like LinkedIn and entering their company information. Study the industry of those companies, as well as how much money they make, what age group is typically employed there, where they live (in which country), and other demographic data.

With my first salespeople, I made the mistake of constantly testing pay and commission structure because I felt that high base pay and lucrative commissions would be enough motivation. It turns out that a paycheck is not the only thing that matters.

If you are unsure of what to do, have a clear visual in mind.

You need to have a lead generation plan for every possible situation you could find yourself in when communicating with prospects.

Create a monthly schedule for your salespeople to complete at least 20 touches per month.

In order to succeed in sales, you need to contact a potential customer 18 times before they will actually make an appointment. It can be hard for people with many prospects on their plate because sometimes it takes more than 20 contacts but if you’re organized and follow the process then success is inevitable.

4. Use all of your tools.

Using all of the available channels and tools is important to earn attention. It builds trust so people will remember you.

A sales engagement platform is a great way to keep track of all your tools in one place. For example, you can set reminders for yourself that will get you motivated to take the next step and then send an email or make a call from within the same tool.

This is the most important step to getting people on board with your idea. You can’t be afraid of constantly repeating yourself, and this will keep you focused on what really matters.

To stay motivated, keep your strategy simple and follow the system. Always take the next step in order to reach out to new people.

Another thing to do is keep track of the relationship you have with each lead. Make sure that your CRM reflects this, and think about it as a Prospect Relationship Manager (PRM).

Outbound Lead Generation

There are many ways to generate leads, but outbound lead generation is an effective way of finding new customers that may not have contacted you before.

The strategy of targeting leads based on demographics, industry or job title is called “push” lead generation.

When I first began hiring salespeople, I just assumed pay along with commissions and bonuses would be enough sales motivation. However, people are not just motivated by high base pay or lucrative commission structures.

There are a few ways to generate sales leads. Lets take a look at the most effective methods today.

Cold Email

In todays world, cold email is the #1 preferred tactic for outbound lead generation. It turns out that it’s really just a 21st century version of “cold calling.”

However, it’s not just about sending a blast email to 10,000 people and hoping that they’ll want what you’re selling. Effective cold-calling is personalizing your message for each recipient.

  • Builds rapport with the prospect
  • Shows that youve done your homework and have a good understanding of the topic.
  • When I began hiring salespeople, my initial lead generation plan was to offer a higher base salary and commission structure. However, after realizing that this did not work for many of the people who came in contact with me at first, I realized it is important to understand what motivates your prospects

These emails should result in a positive response. The key is to use automation tools, but always personalize the email for each prospect.

Cold Calling

Cold calling is a low-yield activity, but it does work. The problem with cold calls is that they are frustrating and time consuming.

If you want to generate sales, then it is imperative that

  • I have researched the topic of motivation and found that there are more factors than just base pay.
  • I’m not sure who you are referring to when you say “salespeople.”
  • When considering what to offer your prospects, make sure that it is relevant and tailored for them.

A key to cold calling is making sure you are only targeting the right people.

When making cold calls, you want to make sure that the people on your list are truly economic buyers. Calling someone who is not in a position of power will be much more difficult than calling an executive or business owner.

Referrals and Introductions

In order to get more clients, you can ask your current ones for referrals. The easiest way is by talking with the people who are already in business and asking them about what they know.

Many salespeople are afraid to ask for referrals because they think their clients will be angry or frustrated.

I have been in the business for 15 years and never once heard of a salesperson losing their client by asking another company to be introduced.

The easiest way to find new leads is by asking for introductions from other people who have them.

Resells and Upsells

The other way to generate leads is simply by selling more deeply into your existing client base. This means getting in front of them and trying to sell them even more.

It is easy to be satisfied with the initial sale, but we can often sell much more deeply and make a greater profit by focusing on our existing clients who already like us.

Consider this: what can you be doing to help them improve their business? A client that generates $50,000 in revenue for your company might want more services and offerings. If they are able to accomplish their key objectives with the additional services, then it would be worth getting an account like theirs at a higher price point.

Conferences and Networking

In order to find potential customers, try going to places where they might be. Conferences and networking events are a great place for this.

Make the effort to attend. If it means going as a speaker, then go and speak! But if you can’t be there in person for whatever reason, just show up as an attendee.

Before going to any conference or trade show, make a lead generation plan. Decide who you want to talk with and what topics will be discussed.

Conference and trade show events are a great way to generate leads because they provide the opportunity for people to be exposed to your product or service.

Ive found that sending cold emails to people in advance of events has been successful. You can include details about the event and your attendance, letting them know you are looking forward to meeting with them.

Calling a business and not being put on hold is another great way to get leads.

You can also ask your existing clients for introductions to people who will be at that trade show.

When you are at a show, conference or industry event, make sure to really maximize your time by participating in lead generation activities.

What Lead Generation Tools Do I Need?

Lead generation tools are all over the place. What do you need? And how do you choose which one is best for your business?

How leads will be generated? First, you want to find a tool that will generate leads for your company. You can do this by finding a list-company who has access to high quality databases of prospect information.

LinkedIn Navigator is a great tool for lead generation because it allows you to filter prospects by industry, title and organization size.

To contact your leads, you need to have a set of tools that will help you reach out.

  • To start, you will need a phone.
  • And to keep track of your sales calls, you need a CRM system.
  • To get the most out of cold emailing, it is best to use some automated programs.

You can use many tools to automate your cold email outreach, but they are often expensive or difficult for small businesses.

Stand-alone tools:

  • Mailshake
  • Quickmail.io
  • Reply.io

Within your CRM:

  • HubSpot
  • Salesforce

A good sales engagement platform is a vital tool for any company because it will help them to be more successful.

  • Outreach.io
  • SalesLoft
  • Groove

In order to start saving time, you should try some of these tools.

One of the most important parts about sales is organization, and if you want to keep your leads organized it’s best that you start with some simple tools. Once those are in place, adding other pieces like technology will be easier.

You Have a New Lead. What’s next?

In addition to generating leads, there are other processes that need to happen after the lead is generated such as following up and implementing sales techniques.

Nurture the new lead:

The next step after lead generation is nurturing, which involves following up with the prospect and trying to build a relationship.

When you are a salesperson, it is important to establish trust with your leads. One way of doing this is by using a personable tone and providing content that the lead will find valuable.

Create valuable content for the new prospect:

When you are trying to reach out to a new prospect, it is important that your content reflects their interests and pain points. You can do this by including the information in all of your emails, on social media profiles and even parts of your website.

Maintain communication through multiple channels:

In order to reach potential customers, you need a good system for managing your channels. This is where marketing automation comes in – it streamlines and automates all of the different lead generation steps needed so that leads are always getting information at just the right time.


Need Help Automating Your Sales Prospecting Process?

LeadFuze gives you all the data you need to find ideal leads, including full contact information.

Go through a variety of filters to zero in on the leads you want to reach. This is crazy specific, but you could find all the people that match the following:Ā 

  • A company in the Financial Services or Banking industry
  • Who have more than 10 employees
  • That spend money on Adwords
  • Who use Hubspot
  • Who currently have job openings for marketing help
  • With the role of HR Manager
  • That has only been in this role for less than 1 year
Just to give you an idea. šŸ˜€
Editors Note:

Want to help contribute to future articles? Have data-backed and tactical advice to share? Iā€™d love to hear from you!

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Justin McGill
About Author: Justin McGill
Justin McGill is the Founder of LeadFuze - a lead generation platform that discovers new leads for you automatically. Get 25 leads free.