The Evolution of Agile Lead Generation
December 19, 2020
The B2B buying landscape has pivoted. Right now, there are about 30-40 direct competitors in any given tech space. That means your individual buyers are getting a constant stream of information delivered to them on a daily, sometimes hourly, basis. B2B technology marketing is requiring two key components to every facet of its composition: personalization and agility. As a demand generation focused marketer, you have to be able to deliver personalized content that speaks to individual needs and presents immediate value, with every interaction. Lead generation is no different. Therefore, it’s important to learn about how lead generation, both inbound and outbound, can be agile, while understanding the modern-day challenges that mindset might create.
The Marketing Qualified Lead Dilemma
To some, this may seem obvious, but the current lead generation process is flawed. As marketers, you spend countless hours nurturing leads and fixing campaigns only to have leads still not convert through the funnel. One of the main reasons for this is the sheer number of unqualified leads in your database. Having a high number of fatigued and tired leads creates for a major decline in MQL conversions, resulting in repetitive marketing activities and ultimately a waste of time. No one likes to waste time, and even more than that; no one likes to waste revenue. A drop in revenue means ultimately, a decline in sales overtime. The sales team is what drives your need for lead conversions- how can you capitalize on that?
Maximizing the Lead Generation Process
As it stands, the modern-day outbound lead generation process isn’t working. Not to say that it can’t work, but if you or your team were to look at the results of your current campaigns and weigh them against other marketing programs, the difference would probably be rather great. There are a lot of reasons why an outbound lead generation campaign can fail, but it’s safe to say that one of the main reasons is due to the leads not being “in-market”. So, how can you make the most of every part of the lead generation process to ensure that the data you receive is going to convert through the funnel?
Well, there isn’t a sure-fire solution to this issue. However, the first thing you can do as a demand generation marketer is to assess your buying audience. To begin, you want to pull together a buyer persona that encompasses what a customer looks like who has the highest propensity to make a purchase. Some key pieces to looks at would be:
- Firmographic data
- Technographic data
- Personal demographics
- Predictive analytics/ Intent data
Once you have that information, try putting together a flowchart of what it looks like for that unique buyer to make a decision. Maybe they have a handful of co-workers they consult with before moving forward with anything. Some of them might have unique legal processes they go through. Understanding what each lead looks like from the inside out can help you speak more productively to them and their specific needs.
As you look to build out outbound lead generation campaigns, think about the needs your buyers have and what makes them “in-market”. Understanding that not all leads you generate will be ready to buy, create a personalized narrative that helps segment the leads that might be ready to move forward and the ones that are in the beginning stages. Identification of each lead’s anatomy can be instrumental in the overall success of your campaigns.
Making Lead Generation Agile
Knowing the issues that come with standardized MQL generation and conversion– how can marketing move forward and fix the problem? Why should you be stuck with trying to force something that doesn’t work? Well, the first way to overcome the glaring MQL woes is to access an audience of contacts that have been effectively researched and vetted across multiple qualifying layers. Keeping your lead data lean and accessible is a key part in lead conversion success. The next part is to run that researched data through a buying-intent algorithm to ensure that each contact is actively searching around your specific product types. On top of that, layering on a predictive analytics filter will not only show you how people are searching, but also the best way to engage with each buyer. Finally, after all of that is done, segmenting your marketing by personas helps simplify the process to ensure that your talking to the right buyers with the right messaging. This seems like a lot of work, right?
DemandScience’s Lead Generation
DemandScience lead generation is tailor made for the demand generation marketer. It takes the standard lead generation mess and turns it into an agile and performance-based machine, designed to produce quick results. All of this is done through our streamlined marketing engine called PurePredict, which prioritizes your lead generation to ensure you’re reaching out the correct people, at the right time and place, with the best performing information. The result of all this? Sales-enabled leads, ready to be converted into revenue. The most important part of any lead generation campaign is to create ROI; and with DemandScience, we focus on helping you generate provable and trackable ROI to help you scale your marketing and sales growth.
What does it look like to get something like this up and running? Well, first you’ll need a place to store all the leads and data we send you. Finding a marketing and/or sales CRM that works for you is key to a successful lead generation program. Then, you’ll need to come up with a way to nurture your DemandScience leads to ensure that they are familiar with your brand. By nurturing your leads, you help with your brand and product awareness, working alongside your sales team to produce quick conversions. Lastly, having an established process that you follow for each lead is incredibly important. This process should encompass all parts of the lead generation follow up. It should also be somewhat malleable, because, as we all know, marketing trends and needs change over time. Truly, the best way to see if you’re ready to take on an agile lead generation solution is to reach out to one of experts and find out how it might fit your specific needs. Feel free to reach out with any questions or if you’d like to schedule a time to walkthrough how everything works!