An Overview Of What You Can Expect
Do you know what lead generation is? It’s a way to develop, nurture, and keep track of the interest of prospective customers so that your sales team can convert them into customers.
How Lead Generation Is Changing
The way that leads are generated has undergone a major change. In the past, the B2B marketing departments primarily focused on branding activities and building awareness, while another group would work the phones to talk to prospects and identify the ones who were ready for a sales talk. Things are different now that prospects have access to all the solution and product information they require through the Internet.
The marketing departments of today now understand that they no longer have to push the process of sales. Now, they use cross-channel marketing platforms and marketing automation to facilitate the buying process. Because of this, they are not using an approach that is dramatically different to nurture and cultivate their leads before they mark them as ready for a call from the sales department.
How To Educate A Prospect Over Time
The process of lead generation in the modern market starts in the buying cycle much earlier than it did in the past. Marketers now position themselves where they are more likely to be found by potential customers who are searching for the information on a problem that the marketers can solve with their product in search engines, educational webinars, and social media websites. This process of education means that the sales process is positively engaging with the organization and works well to nurture leads. When an organization provides content that is valuable to the consumer, they are more likely to be remembered when it comes time to decide to make a purchase.
The so-called digital body language, the behavior of the prospect online, lets the sales team understand if they are ready to talk about making a purchase. This readiness to buy is identified through a process known as lead scoring, which weighs the behavior of the individual against a list of activities linked to the intent to buy. During the sales conversation, the discussion will revolve around service levels, pricing, and contracts but will have been made possible because of the foundation built earlier in the process of lead generation through buyer education.
Are Telephones Relevant Any Longer In the Lead Generation Process?
Calling prospects still occur even though the phone is no longer the primary way of qualifying them. Either outsourced teams or inside team members continue to call prospects exhibiting some interest. This is done to further qualify and engage with prospective buyers. The call might be done to let the prospect know about an event or a value proposition as part of the engagement and nurturing process. In other cases, the call might be done to further qualify their level of interest by asking questions.
Closing It Out
The software used in today’s process of lead generation is focused on managing the life cycle of the lead process starting with the first engagement and extending through the nurturing process, scoring of the lead, and the ultimate hand off to the sales team. Even though the lead qualification process still includes teams on the phone, they are no longer the only method to determine which prospects are truly interested.