Lead generation aims to encourage new people who might be interested in your offering to contact you and request further information. In the B2B sector, leads are individuals acting on behalf of a company and involved in the purchasing process. These are the people whose decisions you should gradually influence to convert them from potential prospects into customers.
Customer Pain points
Secure, team-wide visibility and control.
From unclear leads to predictable growth — with confidence.
- Do you feel like your business website isn't efficient enough?
- That you get almost no customer inquiries or feedback on your content?
- If your website has traffic but generates few or no leads, you need a good lead strategy and functionality that makes your website user-focused.
Most common reasons for lack of lead generation on the company website:
Confusing structure of the website
Insufficient and unclear content, e.g. confusing presentation of products/S
Lack of or incorrectly positioned call-to-actions
Steps to digital lead generation
Determining customer needs
The key to generating high-quality leads is understanding what your target audience really needs. What do they care about, what challenges are they struggling with? What are their problems that your offer could solve? What information and content are they looking for online?
Develop a needs-based strategy
By understanding customers, you can develop your strategy and content according to their interests. Determine where your potential customers are and which channels they can be reached through. Can you improve the channels you already use? Are there new channels you can explore?
Make content planning
“Content baut Beziehungen auf. Beziehungen bauen Vertrauen auf. Vertrauen treibt Umsatz voran.” -Tom Fischburne
By focusing on the needs of your potential customers, you can create valuable content that encourages action. Structured content planning facilitates the regular creation of relevant content for all platforms. It helps you define marketing goals and set priorities.
Use lead generation tools strategically
“Making your prospects feel like they have an exclusive membership in a club makes lead generation a positive customer experience.” -Eric Bower
Once valuable content has attracted the visitor, you can encourage interaction through various tools and make it easier for them to contact the company. These tools include, but are not limited to:
Lead generation forms offer a simple and personalized way to make contact. The content guides the visitor directly to the form as the next logical step. The lead data is collected centrally in the backend.
Measuring results
If attractive contact options are integrated into the website in a contextually appropriate way, the behavior on the website and the reaction to your content need to be measured so that you can better understand user behavior and further optimize customer guidance.
Automate lead generation
Once the strategy is implemented, you can use marketing automation tools to prioritize processes and automate routine tasks.
Automated lead generation is a combination of marketing solutions based on AI tools and machine learning.