Why Lead Generation Is Important and What Marketers Should Do With the Leads They Generate?

Marketing Advice - 30.03.23

Lead generation is hugely important to the success of your business. But when you’ve generated those leads, what do you do? How do you nurture and convert those leads into paying customers?

First things first, what is lead generation? Simply put, it's the process of attracting potential customers to grow your business. The goal is to turn those potential customers into paying customers using a lead-nurturing strategy that will boost your conversion capability.  

But before we get into what to do with those leads, let’s break down what the difference is between lead generation and lead nurturing. 

Lead generation vs lead nurturing 

Lead generation and lead nurturing are important components of a marketing and sales plan but they refer to different stages of the customer journey.

Lead generation is about getting new leads into your sales funnel, while lead nurturing is about developing those leads over time, building relationships, and ultimately converting them into customers. So what should marketers do with the leads they generate?  

In this blog, we set out to answer this very question using 5 effective marketing strategies that will help you nurture leads once a prospect has shown an interest in your product or service. 

1. Create meaningful content

Quality content is vital to engaging and converting leads and using content to encourage engagement and build relationships through social media, webinars, or other events will encourage potential customers to take action. But always remember: 

  • Create content that speaks to your buyer's pain points and provides helpful solutions.

  • Use content to build relationships, establish trust and demonstrate your expertise.

  • Use content to strengthen the case for why your product or service is the right choice for your ideal customer.  

  • Use content to nurture leads through targeted landing pages and calls to action.

For an informative resource on content marketing and how to create the best types of content for B2B check out our blog ' Content Marketing 101 - What Is It and Why Is It Important for Your B2B Business?'

2. Implement targeted campaigns

Use content to develop targeted campaigns that speak to specific segments of the market. Tailored campaigns that target specific leads will help to engage them and encourage them to convert. It helps to ensure your campaigns are tailored to the needs of each lead.

This is accomplished by the following steps: 

  • Identify Your Target Audience: It's important to understand who your target audience is. You need to know their demographics, interests, and behaviours so that you can create campaigns that are tailored to them.

  • Leverage Data-Driven Insights: Leveraging data-driven insights can help you understand your target audience better and create campaigns that are more relevant. Analyse data from web analytics, CRM systems, and other sources to gain insights about your target customers.

  • Set Clear Campaign Goals: It's important to set clear goals for your campaigns so that you know what success looks like and can measure the results. 

  • Use Personalised Content: Personalising your content to fit the needs and interests of your target audience can help make your campaigns more effective. Use segmentation to create custom content for different segments of your target audience.

  • Utilise Multiple Channels When targeting leads, it's important to utilise multiple channels to reach them. Consider using email, social media, and even direct mail to reach your target audience.

3. Use automated emails

Automated emails are a great way to keep leads engaged for several reasons:

  • Consistency: Automated emails are sent out at a predetermined frequency, ensuring that leads receive a consistent message from your business. This can help to build trust and familiarity, which can ultimately lead to increased engagement.

  • Personalisation: Automated emails can be personalised to include the recipient's name, company name, and other relevant information. This personalisation can help to make the email feel more relevant and valuable to the lead, increasing the likelihood that they will engage with the content.

  • Timeliness: Automated emails can be triggered based on specific actions taken by the lead, such as downloading a white paper or filling out a form. This means that the email will be sent at the optimal time to engage the lead, increasing the likelihood of a response.

  • Scalability: Automated emails can be sent to a large number of leads at once, making it an efficient way to keep leads engaged without requiring a significant investment of time or resources.

By leveraging these benefits, businesses can increase engagement with their leads, ultimately leading to higher conversion rates and increased revenue.

If you're looking to know more about email marketing, we highly recommend checking out our article entitled 'Email Marketing Is Not Dead. It’s Thriving! But How Do You Use Email Effectively to Help You Succeed?'

4. Leverage social media

Social media can be a great way to engage with leads and build relationships for many reasons including: 

Wide reach: Social media platforms have a large user base, which means that businesses have the potential to reach a large number of leads. This makes it an effective way to build brand awareness and attract new leads.

Two-way communication: Social media allows businesses to have a two-way conversation with their leads, which is essential for building relationships. Businesses can respond to comments and messages in real time, which helps to create a sense of connection and fosters a more personal relationship.

Visual content: Social media platforms allow businesses to share a variety of visual content, such as images and videos. This type of content is more engaging than text-based content, making it more likely that leads will interact with the content and develop a relationship with the business.

Targeted advertising: Social media platforms offer highly targeted advertising options, which allow businesses to reach their ideal audience with precision. This makes it easier to engage with leads who are most likely to be interested in the business's products or services.

Analytics: Social media platforms offer analytics tools that provide businesses with valuable insights into the performance of their content. This allows businesses to make data-driven decisions and refine their social media strategy to better engage with their leads.

5. Measure results

Tracking and measuring the results of leads is essential for marketers to optimise their campaigns, refine their target audience, increase ROI, identify opportunities for improvement, and justify resources. 

By leveraging data and insights from lead tracking, marketers can make informed decisions about their marketing strategies and ultimately drive more revenue for their business. And marketers can benefit in the following ways by tracking and measuring the results of their leads. 

  • Improve campaign effectiveness: By tracking the results of leads, marketers can determine which campaigns are generating the most leads and adjust their strategies accordingly. This optimisation can lead to more effective campaigns that generate more leads and conversions.

  • Refine target audience: Tracking the results of leads allows marketers to segment their audience based on behaviour and characteristics. This segmentation can help to refine the target audience and ensure that marketing efforts are directed towards the most relevant leads.

  • Increase ROI: By tracking and measuring the results of their leads, marketers can determine the return on investment (ROI) of their campaigns. This helps justify the resources used for marketing and ensures that marketing efforts are directed towards the most profitable campaigns.

  • Identify opportunities for improvement: Tracking the results of leads allows marketers to identify areas where their campaigns can be improved. This information can be used to refine marketing strategies and ultimately lead to increased revenue.

  • Justify resources: By tracking and measuring the results of their leads, marketers can justify the resources being used for marketing and ensure that resources are being used effectively and efficiently.

In conclusion…

Lead generation is a critical process for businesses looking to grow and increase revenue. A successful lead generation strategy requires a deep understanding of the target audience, effective messaging and targeting, and ongoing optimization and measurement. 

By leveraging various tactics, such as content marketing, social media, and email marketing, businesses can attract and engage leads and ultimately convert them into loyal customers. 

However, it is important to remember that lead generation is an ongoing process, and businesses must continuously adapt and refine their strategies to stay ahead of the competition. By following the best practices outlined in this article and staying up-to-date with the latest trends and technologies in lead generation, you can work to build a strong pipeline of leads and drive sustainable growth for years to come.