Lead generation plays a major role in company success, yet even experienced founders sometimes overlook untapped potential within their own lead generation strategies.
While some struggle with the concrete aspects of planning, implementation, and optimization, others may simply underestimate the full extent of the work involved and the many challenges that lead generation presents.
We sat down with our platform's experts to discuss the topic, and asked them for insights into their work as well as examples of their most notable successes. In the following article, you will find a summary of six key strategies for lead generation. In each, we outline how they were implemented, the excellent results they created, and, most importantly, why each of these approaches matters. For you, this means an insight into six unique ways to establish your company's long-term growth and profitability.
Andrei was approached by an IT security company who were struggling to translate their in-person lead generation to a digital environment.
He updated his client's SEO, search advertising, and social media advertising, and tied them together with an intelligent lead-nurturing system. This approach made it easier for the business to identify potential clients, and informed their sales team who they should be reaching out to. Using both his past experiences and additional research, Andrei was able to leverage new market opportunities and take advantage of the competition’s shortcomings.
Through the intelligent application of basic lead generation techniques, Andrei improved the company’s marketing metrics tenfold. His work highlights how covering your basics with excellent SEO, ads, and automated lead nurturing and qualifying will put you ahead of most of the competition — however, it sometimes takes experienced freelancers like Andrei to know the worth and acceptable cost of such measures.
Dana's client offered customers agile supply chain software, but they struggled with sales because their customer-base was largely attached to antiquated mindsets and legacy systems.
Knowing that she was navigating a relationship-based environment, Dana took advantage of an upcoming supply chain conference to impress potential VIP clients with a unique social event. A BBQ and bourbon tasting was organized, accompanied by an email campaign, custom landing pages, and social media advertising.
In the end, 40 VIPs attended, seduced by a combination of BBQ, bourbon and excellent marketing. Instead of reinventing the wheel, Dana relied on her knowledge of her audience and her ability to stand out. She likens her approach to fishing with a spear, rather than a net, and the results speak for themselves.
TravelPerk is an online platform for business travel-planning and management. Although company growth was strong, the business was struggling with a high cost per sale and a high cost per marketing qualified lead.
John implemented automated tracking and evaluation of his client's MQLs and SQLs. He also created a Custom Attribution Model that allowed him to track all of a potential client’s digital interactions with the business, rather than just the most recent touch-points. The acquired data was then integrated with Google Ads and used to create content and custom landing pages.
Without a change in individual cost, the number and size of leads significantly increased. Why? Because John knew exactly what data to track and how to track it — without this information, any change in marketing investment would just have been blindly aiming in the dark. Instead, John's work gave TravelPerk the necessary insights to effectively leverage custom landing pages, segmented ad campaigns, keywords and more.
Tommy's client hoped to revolutionize public transport with a smart data collection and management platform, but they struggled to effectively pitch their highly technical product.
While his initial efforts aimed to translate the product’s features into every-day benefits, the spreading pandemic soon led Tommy to completely change his client's value proposition. Talk went from helping busses run at full capacity to helping maintain now-regulated passenger numbers, supporting driver safety and ensuring the minimum required infrastructure to keep key workers mobile.
Tommy knows that customer’s decisions are often based on immediate value and benefit generation, not on the complexity of the features on offer. Approaching companies with elaborate white papers had been arduous and ineffective. By adapting their messaging to fit customer needs, they motivated leads to approach them of their own volition.
Ian worked for a data discovery platform with an excellent concept and an impressive budget, but no launched product and no content or case studies to impress leads with.
Taking advantage of his client's good position in terms of funds and flexibility, Ian implemented extensive research and testing to determine the best course of action. Based on this, CTOs, CISOs, and similar were targeted with a series of LinkedIn micro-campaigns. Their carefully chosen content introduced Slack users to blog articles about data privacy on the platform, and other corporate messenger services.
Ian's work provided his client with their first five customers and established a steady pipeline of leads they could follow-up. Starting out with a blank slate, he took the opportunity to gain as much insight as possible into the ideal types of campaigns, platforms, targets, and content for his client — rather than being afraid of failure and sticking to pure research, Ian took the opportunity for testing to achieve the best results possible.
Connor’s ongoing client is an established Balanced Scorecard software provider. In the hopes of improving their digital marketing, he was initially hired to update a beaten-up HubSpot website.
To Connor, it was obvious that staying up-to-date involved more than simply polishing an aging web domain. He championed an all-encompassing overhaul of his client's digital marketing strategy, starting with a change to how leads were prioritized and nurtured. Much of this process was automated and integrated with the updated HubSpot — the first of many steps to put his client ahead of the curve.
Connor is not just a “doer of things”, he understands the wider implications of his work and how it connects to the many facets of a business. His expertise enabled him to see that what seemed to be a core problem was actually a symptom of wider marketing issues and an incorrect mindset. He has since taken up an advisory role for his client, to help them advance a top-notch digital marketing strategy.