<\/span><\/h2>\n\n\n\nA detailed plan outlines the actions. However, an effective lead generation strategy will give you the system to integrate all these actions seamlessly so that it continues to function effectively even when you’re not actively managing it.<\/p>\n\n\n\n
The distinction between tactics and strategy is crucial. Tactics can be described as actions: “Let’s launch our LinkedIn advertising campaign.” Strategy encompasses the entire system, the target audience, the offer, the user experience on your website, the criteria for qualifying leads, the automated follow-up, the lead hand-off procedures, and the metrics framework. Tactics without a strategy are comparable to having a powerful engine installed in a car without a steering wheel.<\/p>\n\n\n\n
Lead Generation Strategy Example: The Interactive Funnel<\/h3>\n\n\n\n
Here is a practical lead generation strategy example showing how all components fit together in a campaign:<\/p>\n\n\n\n
A B2B marketing automation platform was looking to boost the number of qualified leads in their enterprise-tier category. Rather than creating additional whitepapers that would generate lots of leads, they opted for an interactive solution with their potential clients. They created an online quiz with Outgrow where respondents had to answer 12 questions on their existing marketing stack, organizational structure, and the performance of marketing campaigns.<\/p>\n\n\n\n
In the end, users got a maturity score, a comparison of their business with that of their peers within the same industry, as well as specific recommendations. This approach yielded some impressive results: lead capture rates increased from 8% (for the traditional download of a whitepaper) to 40% (for the interactive quiz). The quality of MQLs became three times higher as all leads were pre-qualified based on intent data from quizzes.<\/p>\n\n\n\n
The salespeople no longer had to guess about the problems of their leads before reaching out to them because of prequalification data that came with leads. Inbound marketing should be designed like this \u2013 not only to help you collect leads’ contact information but also educate them, qualify, and finally capture.<\/p>\n\n\n\n
Four Pillars for a Conversion Optimal Lead Generation Strategy<\/h3>\n\n\n\n
Precision Targeting: <\/strong>Everything in your strategy should be geared toward the ICP with precision targeting. If you are casting a wide net, you’ll end up with poor quality and low-converting leads.<\/p>\n\n\n\nValue Offer: <\/strong>The initial offer must provide clear value from the get-go without making promises of value down the road. For example, don’t expect people to read 40 pages of a PDF file to start reaping the benefits. The closer your offers match what your ICP is looking for, the better.<\/p>\n\n\n\nMinimal Friction: <\/strong>More fields on your capture forms mean lower completion rates. Every click that’s required beyond the first adds a chance for the prospect to abandon the process. Make it as simple as possible and progressively profile for more information over time.<\/p>\n\n\n\nOptimal Follow-Up Sequence: <\/strong>On average, a lead needs around 6-8 touches before they’re ready to buy. This means that your nurturing processes must be put together and tested well ahead of time.<\/p>\n\n\n\nAnd one channel deserves particular focus when it comes to creating such a strategy at scale for B2B.<\/p>\n\n\n\n