Lead Generation Overview

Lead generation is tricky. It’s not so much about quantity as it is about quality. Who cares if you get 100 leads, if none of them convert? Instead of focusing on how many leads we drive to you, we focus on how many of the leads we drove converted into paying customers. With all the techie “mumbo jumbo” out there, brands can easily get waylaid focusing on the wrong metrics. Let us help you get your lead gen campaign on track so you can drive qualified leads to you and your sales team.

  • On-site — landing pages, microsites, download centers, A-B multivariate testing, etc.
  • Off-site — SEO, SEM, PPC, email & direct mail, tradeshow, promotions, etc.
  • Campaigns — acquisition, engagement, conversion, retention, drip, etc.
  • Analytics — Google Analytics, Goal Funnels, Adwords, HubSpot, etc.

Lead Generation Process

A strong lead generation campaign consists of multiple elements and technology fully integrated and focused on one result: qualified leads that have a high likelihood of converting. Determining which elements or pieces of technology to use always starts with a conversation based on our understanding of the customer and competitive landscape as well as what your ultimate business, sales, and marketing goals are. Until we fully understand what “problem” we are trying solve, whether it’s more business from existing customers or generating revenue from new customers, we cannot make an appropriate recommendation. That is why the due diligence piece is so important.

Equally important is understanding your cost of customer acquisition and the average lifetime value of that customer. When you fully appreciate how much revenue that one relationship will generate and the average lifespan of that customer relationship as well as what your COGS is, you can then assign a value to the expense you’re willing to invest in acquiring that customer. It takes a little bit of extra work up front, but it is well worth the time and energy when you can equate a value to a qualified lead and factor in your percentage conversion of your sales team to calculate up front and project how many leads a campaign must generate in order for it to be successful.

There are many components that go into a “lead gen” campaign. We always start with the basic foundation of on-site work that must consist of a landing page on a URL that you control. It doesn’t necessarily have to be public-facing, but it must be controllable by yourself and our team so that we can make modifications and adjustments as we go along. Next, we determine how that landing page will function and what its role will be within the entire campaign. For example: If we are collecting leads for a B2B professional services firm, we might put together a webinar and drive traffic via email and a PPC campaign to a landing page that has a video embedded and a form tied into the webinar system and SalesForce CRM. Then, we might auto-send a thank you email followed by a drip campaign encouraging the lead to engage with the brand deeper via social media, by downloading a white paper, or by tapping in to a special offer. Of course, our recommendations always vary based on the technology options at hand and what is appropriate for your target audience.

In some cases, a landing page is not appropriate and a microsite is required. Determining the content for the microsite and whether or not it is mobile-optimized or responsive are just a few of the many decisions we will make together. Of course, our goal will be to ensure that we capture as many qualified leads or engagements as is required. For example: if it is a microsite that is for a B2C healthcare organization and we want to drive traffic to multiple landing pages that have content specific to the different needs that a patient might require, we may start with a microsite on a different URL that is tied to a PPC and SEO campaign. Then, those pages would offer key answers to FAQs on a per common issue basis with videos and links that drive back to the parent site. Each parent site landing page would have its own phone number tied into a piece of software for call tracking and measuring the effectiveness of that PPC campaign so that the client could track the performance of the campaign on a per keyword and per common issue basis. This would in turn give them the information they need to decide where to reallocate PPC funds or apply additional funds to specific high-performing keywords to optimize and improve campaign results.

In addition, Incitrio Branding & Marketing Agency can program a download center as a means of capturing leads from web visitors seeking to acquire additional information from your company. Many items can be stored within this download center, such as: white papers, case studies, articles, news releases, PDFs, datasheets, and presentations. By connecting the forms on your site with your CRM (like SalesForce) and other robust analytics platforms (like HubSpot), we can give you deeper data on that web visitor. With proper software integration, we can give you information about their geographic location and the name of their company, even if it is not specifically requested within the form on the landing page they see before entering the download center. In some cases, a member portal is also required whereby once your prospect or client has logged in to create an account, they can then access protected video and audio content that is restricted on a permissions basis. We can help to program that, too. It all depends on your organization’s specific lead generation needs.

Incitrio Branding & Marketing Agency can also offer A-B multivariate testing on said landing pages. At any given time, we are testing: messaging, imagery, calls to action, number of questions within a form, and video or infographic performance. This tracking gives marketers a way to collect statistically significant data and make smarter marketing decisions based on ROI. There’s nothing better than being able to point to a report and tell your CEO exactly what is resonating with your audience and why we should continue with that particular messaging or brand direction because we can prove it really is generating revenue.

If you think about your website (or landing page) as the party, your content as the food, and your video or imagery as the band, then the SEO/PPC tactics you use to drive traffic to your landing page are definitely the invitations. You can’t have a great party and be upset that no one enjoyed it, if you didn’t invite them to join you! Incitrio Branding & Marketing Agency employs the latest SEO, SEM, PPC, email, direct, and other tactics to drive traffic to your landing pages and website as part of our lead generation campaign work. How we choose which tactics to employ always depends on the depth of our insight into your target audience. The more we can dive in to understand their decision making patterns, the better we can optimize our acquisition campaigns.

Understanding who you are targeting is just as important as why you are targeting them. Whether it’s an acquisition campaign to get new clients, a conversion campaign to increase sales, an engagement campaign to increase touch points and shorten the sales cycle, or a retention campaign to get more business from existing clients, it is absolutely critical that we define your lead generation campaign’s core objectives from the start. Both parties must be on the same page in terms of ideal outcomes so that we can make the most appropriate recommendations for your unique situation. This is where clear, honest communication is absolutely vital to the success of your campaign. And, if your goals or desired outcomes are not realistic, we will tell you. As your trusted adviser, we take our job seriously. It is our fiduciary responsibility to tell you up front our professional opinion on whether or not a campaign or technology will perform.

Once the campaign is setup and almost ready to go, the thank you page (with a well-placed pixel for tracking) and an auto thank you email followed by a drip campaign gets its chance to shine. The more ways you can “touch” a prospect via online, social, or email, the shorter your sales cycle will be and the faster you will be able to close them. Implementing automatic touch points is a really great way to streamline that communication process. Ensure brand consistency with look and messaging to make it easier for your sales team to close, once they pick up the phone to call that prospect. It’s all about increasing your prospect’s likelihood for conversion and providing relevant, appreciated content to him/her. Then, prospects can have a higher level conversation about what your brand can do for them.

The final critical piece, one that is often missed by many marketers, is the analytics. It’s not enough to place code for Google Analytics or Google Adwords so that you can tie conversions or keyword traffic to specific landing pages or microsites. You also need to take it one step further and connect your Google Goal Funnel so that you have deeper data and insight into specific campaign performance. Segmenting your database per campaign or per landing page will also help you to track the effectiveness of your online marketing efforts with a deeper understanding of how/why your prospects make decisions. In addition, we can tie that data all the way into your CRM of choice (like SalesForce). And, if you have a stronger analytics platform (like HubSpot), we can connect that, too! The best part is that we will not only monitor your analytics and create a report, we’ll also walk you through the results so that you can interpret the data in “plain speak” and have the information you need to move forward.

Lead Generation FAQs

A microsite is basically a “baby” website. It has all the components of a larger, more robust website but on a smaller scale. It lives on its own URL but could be hosted within the same server environment. Typically, it has content that is dedicated to or focused on a specific topic/theme. Some organizations use a microsite to launch a new product or service. Others might use a microsite to segment different populations that might need to access content on their site, like a patient or physician-focused microsite. Microsites can also be used for hyper-specific content, such as an online annual report. Whether or not you “need” a microsite is a decision that should be made with your agency depending on your objectives for engagement with that content.
Imagine two identical landing pages. Then, change one variable, like the number of questions you require within the form. Drive equal traffic to both pages and see which one converts better. That is A-B testing whereby you test two variables. When you do multivariate testing, you might end up with 4, 8, 16, or more landing pages that are all testing various elements. Each set should have one variable change. For example: If you were testing branding (design and imagery) vs messaging vs call to action vs length of form, you might have 4 or 8 variations in that campaign. Truly successful lead generation campaigns are based on an understanding that what we “think” we know about our online audience is usually not accurate. It is only by testing and retesting ad nauseam the various elements on a landing page that we can generate data to prove we “know” what resonates with our online audience to actually generate conversions.
It’s not easy, but it is well worth the time and trouble. Here is a link to a past blog article that will help.
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