Now that we know what lead generation is, where do we go from here? As any obsessive, type-A B2B marketer would tell you, we start with a model.
This will help your department determine where your most qualified leads are coming from and what types of content they’re consuming. Creating a lead generation model helps you answer the following questions:
- Who is our audience?
- What does our audience want?
- What keywords are bringing them to our site?
- What keywords are we missing?
A successful lead generation company ponders these questions multiple times a year. As technology, business practices, and even your average customer evolve, so too should your model. Think back to the way your buying cycle looked 10, five, even one year ago. Things are changing and they’re changing quickly.
Now, internet marketing lead generation serves as the leader of the pack. This is accomplished by enticing potential leads and prospects to our website – usually through content such as blog posts, infographics, videos, or promotions.
We can score each lead based on their activity on our website. The longer they explore, the more pages they visit, and the more times they come back, will increase their score. Once they’ve reached a minimum threshold, we can capture their contact information, such as email address, name, and company through a lead generation landing page.
From there, we can adopt a lead generation email marketing plan. Remember, an email address is the most powerful piece of information we can have about a potential lead. Once you have that address, you can email them to opt-in to additional messages from your company. This increases their opportunities for engagement – helping to educate them while simultaneously broadening your audience!