Qualified lead generation ensures that your buyers are the right fit for your company. When they match your target industry, product needs, and online behavior, we can better ensure their future satisfaction as customers.
In order to establish a well developed lead generation strategy, the marketing and sales teams must collaborate and build a buyer persona together. As you may already know, a persona is the fictional definition of your company’s perfect buyer.
As you define your own persona, make sure to pay close attention to the fit of the individual and how involved you want them to be throughout the buying process. Also known as explicit and implicit data.
- Explicit data: This category includes your leads’ industry, title, company size, geography, location, etc.
- Implicit data: This is a lead’s activity on your website, downloads, email engagement, opens and clicks, etc.
Choosing your own answers to the above categories should eliminate any lead generation management discrepancies between marketing and sales. Your sales reps should also commit to a designated time to reach out to qualified leads – maybe once they’ve interacted with a high level asset or have engaged with a certain number of email campaigns.
Of course, even after sales has reached out and started a telephone relationship with a lead, marketing must continue the nurturing process.
In modern lead generation marketing, there’s no longer a formal “hand off” where marketing creates content and educates leads, then passes their names and phone numbers along to sales to close the deal. Sales reps must periodically check in on leads, even as they continue researching, engaging content, and exploring your services.
Depending on the marketing software you implement, you may have to bring in IT lead generation backup. Consider investing in a marketing automation software to keep lead generation in the family – the marketing and sales family that is.