Your marketing efforts are probably generating leads. This can only mean good news.
Is generating leads your primary concern at the moment? Or, is it generating quality leads that you should be more focused on?
No matter how much money you have poured into your marketing campaigns, the most important thing that matters is the quality of the leads your efforts generate. Nothing can be worse than generating leads that add little to no value to your business.
A certain percentage of the leads that your marketing efforts generate will travel through the sales funnel and turn into sales opportunities. Those opportunities that contribute to the revenue generation of your business are deemed quality leads.
In this article, we are going to take a look at some proven strategies to generate quality leads from your B2B marketing efforts.
Implement a Lead Scoring System
Lead scoring is the method of ranking prospects against a scale the represents a lead’s level of interest and readiness to add value to a business. In other words, this system scores every lead on the basis of their level of engagement with the organization.
For example, a simple A, B, C, D format can be used to rank leads. ‘A’ could represent those leads with the maximum purchasing power and the ‘D’ status could be given to those leads who are not viewed as high potential. This method is usually very generic. The scoring system is usually specific to the organization.
The sales possibility can be determined by the data concerning the industry, status of the company, pages visited, frequency of visits and so on.
Implementing a lead scoring system will provide you with the metrics to understand which leads to focus on and for which services.
Target the Right Keywords
Keywords play a major role in every search-based marketing campaign. Therefore, finding the right ones to use is crucial to make the most of it. The first step for attracting the best quality leads is by keeping the searcher intent in mind.
Using specific keywords may increase your business’s reach to qualified prospects. One of the ways is by including the location of your business. This can prove to be an effective keyword since it eliminates ambiguity and filters out those prospects who are only looking for information and not to avail the services your business provides. One of the best ways is to formulate the keywords by segmenting the services. The basic idea is, the more tailored and focused your keyword is, the better will the quality of leads.
Nothing can hurt your marketing efforts more than irrelevant keywords. It is important to keep track of the performance of the keywords in order to determine which one works and which one does not. Identifying the right keywords isn’t a difficult process. A competent SEO company in Toronto can be of help.
Communication Channel Between Marketing and Sales
If your marketing efforts are generating leads, facilitating their movement towards the sales funnel and then, forgetting about what happened to them next, then you would need to rethink the strategies.
Usually, B2B companies have complex sales processes and may be quite time-consuming. In this process, proper communication between marketing and sales is crucial. While the marketing team can send additional information about the leads to the sales team, the sales team can provide essential feedback and the activity report on each lead to the marketing team.
A complete feedback loop between sales and marketing will help in identifying the performance of the leads. This will directly contribute to devising ways to improve the quality of leads.
Are You Reaching Business Buyers?
One of the primary problems that marketers face is generating leads that are non-business buyers. Such leads can include students, researchers etc. Your goals should be to filter them so that you can lay more focus on those prospects that actually add value to your business.
A few tweaks in the registration form can yield great results. For example, instead of ‘Email’, you can ask for ‘Business Email’. This will narrow down your leads to quality ones.
These SEO strategies can immensely help in improving the quality of leads your marketing efforts generate. Proper implementation can produce a good return on investment of effort, time and money.