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Lead Generation: Unveiling the Process that Follows after Someone Visits Your Website or Landing Page.
Decoding the Lead Generation Steps following Website or Landing Page Interactions
You’re busy, so let’s get right to the point.
- If no action is taken → it is necessary to re-engage them, according to SALESFORCE, a lead requires between 6 and 8 touchpoints to be converted. Source: https://www.salesforce.com/resources/articles/customer-touch-points/
- If action is taken → continue nurturing them with content, put them in another campaign, email marketing campaign, etc.
REMEMBER: When receiving a lead, the customer becomes one of your most important assets, even more valuable than money, which is data (name, email, phone number). We all know that information IS POWER. And a person who provides their information is indicating that they are open to a proposal, and it is your job to devise the right proposal.
What should you do once you obtain a potential lead that may not be ready to take the next step?
- After visiting the website without subscribing or filling out a contact form: They can receive a relevant advertisement on social media regarding the service they were researching
- After subscribing to the website or filling out a contact form: The first contact and first email are CRUCIAL, but you should start sending them valuable content that helps them in the research process and aids in their decision-making.
Sales Department vs. Marketing Department – The never-ending battle
Typically, the Marketing Department of companies blames the Sales Department for the ineffectiveness of campaigns, claiming that they don’t know how to close the leads generated by the Marketing Department.
On the other hand, the Sales Department blames the Marketing Department, alleging that they don’t generate good leads.
And who is right?
Well, neither of them. The secret is to work together, as it has been proven that when both departments work together, minimum sales can increase by 32%.
I hope this information has been valuable and, most importantly, that you start implementing it!
- 32% more revenue: Study by Aberdeen Group, “Aligning Sales and Marketing: Driving Revenue Growth through Integrated Teams” (2017)
- 36% higher customer retention: Study by Sirius Decisions, “The State of Sales and Marketing Alignment: A Global Perspective” (2019)
- 27% faster profit growth: Study by Sirius Decisions, “The State of Sales and Marketing Alignment: A Global Perspective” (2019)
- 20% annual growth: Study by Improvado, “Sales and Marketing Alignment: A Path to 208% Revenue Growth” (2022)
- 38% higher win rates: Study by SuperOffice, “How Sales and Marketing Alignment Increased Revenue by 34%” (2021)
FAQs on Lead Generation
What is lead generation, and why is it important?
Lead generation refers to the process of attracting and capturing potential customers' interest in your products or services. It is important because it helps businesses expand their customer base, increase sales, and drive revenue growth.
How many touchpoints are required to convert a lead?
The number of touchpoints required to convert a lead can vary depending on various factors such as the complexity of the product or service, the buyer's journey, and the industry. However, studies suggest that it typically takes between 6 and 8 touchpoints to successfully convert a lead into a customer.
What should be done after obtaining a potential lead who may not be ready to take the next step?
After obtaining a potential lead who may not be ready to take the next step, it is important to nurture and engage them further. This can be done by providing valuable content, personalized offers, and relevant information through targeted email campaigns, social media interactions, or retargeted advertisements.
How can relevant advertisements on social media be used to engage website visitors?
Relevant advertisements on social media can be used to engage website visitors by showcasing targeted content or offers based on their interests, demographics, or previous interactions. By tailoring the ad content to resonate with their needs and preferences, you can capture their attention and encourage them to take the desired action.
What is the role of the first contact and first email when handling potential leads?
The first contact and first email play a crucial role in establishing a connection and building trust with potential leads. They should be personalized, informative, and provide value to the recipient. It is essential to make a positive impression and demonstrate that you understand their needs, offering assistance and relevant information to guide them through the decision-making process.
How can sales and marketing departments work together effectively?
Sales and marketing departments can work together effectively by fostering open communication, aligning goals and strategies, and sharing insights and data. Collaboration between the two departments enables a seamless handoff of leads, improves lead quality, and ensures consistent messaging throughout the customer journey.
What are the benefits of aligning sales and marketing efforts?
Aligning sales and marketing efforts brings numerous benefits, including increased revenue, improved customer retention, faster profit growth, higher win rates, and better overall business performance. By working together, both departments can leverage their strengths and create a cohesive and impactful customer experience.
What studies have shown the impact of sales and marketing alignment on revenue growth?
Several studies have highlighted the positive impact of sales and marketing alignment on revenue growth. Notable studies include:
Aberdeen Group: "Aligning Sales and Marketing: Driving Revenue Growth through Integrated Teams" (2017) - showed a 32% increase in minimum sales.
Sirius Decisions: "The State of Sales and Marketing Alignment: A Global Perspective" (2019) - revealed 36% higher customer retention and 27% faster profit growth.
Improvado: "Sales and Marketing Alignment: A Path to 208% Revenue Growth" (2022) - demonstrated 20% annual growth.
SuperOffice: "How Sales and Marketing Alignment Increased Revenue by 34%" (2021) - showcased a 38% higher win rate.
Sirius Decisions: "The State of Sales and Marketing Alignment: A Global Perspective" (2019) - revealed 36% higher customer retention and 27% faster profit growth.
Improvado: "Sales and Marketing Alignment: A Path to 208% Revenue Growth" (2022) - demonstrated 20% annual growth.
SuperOffice: "How Sales and Marketing Alignment Increased Revenue by 34%" (2021) - showcased a 38% higher win rate.
How can lead nurturing contribute to conversion optimization?
Lead nurturing plays a vital role in conversion optimization by building relationships with potential customers over time. Through personalized and relevant content, targeted communications, and tailored offers, lead nurturing keeps potential leads engaged, educates them about your offerings, and encourages them to move further along the sales funnel. By providing valuable information, addressing their concerns, and offering solutions to their pain points, lead nurturing helps build trust and credibility, increasing the likelihood of conversion and optimizing the overall conversion rate.
How can marketing campaigns and email marketing aid in the lead research process?
Marketing campaigns and email marketing are powerful tools for conducting lead research. Through targeted campaigns, you can gather valuable data and insights about leads, including their preferences, behaviors, and interests. By analyzing email engagement, click-through rates, and conversion metrics, you can gain a deeper understanding of your leads' needs and tailor your marketing efforts accordingly. These strategies enable you to refine your lead generation tactics, improve audience segmentation, and enhance overall campaign effectiveness.