In the way they choose a product or service, users have changed their purchasing behavior, and they do not maintain the same expectations as before. Concretely, marketing maneuvers with a unique and “universal” commercial message are no longer necessary today, because you have to succeed in capturing attention in an environment already saturated with information. Faced with this new context, the implementation of a lead generation strategy becomes essential: here are 4 arguments that prove it.
1. Buyers/decision-makers prefer to do their research
Only a few years ago, salespeople had only one way to increase their customer portfolio: they had to prospect directly, by calling targeted individuals (through database purchases) and “selling” to them. a product or service. Now obsolete, this method appears to be intrusive and inefficient. Disturbed in their daily lives, consumers or purchasing managers (in B2B) do not want to be called by companies they know nothing about. Generally, they are not in favor of the idea of validating their choice of purchase by telephone.
Nearly 60% of B2B decision-makers prefer not to have any contact with a salesperson throughout their buying journey. They do their research, inform themselves, compare and want to keep real power over the entire duration of the conversion process.
Finally, untargeted canvassing becomes a real waste of time. Conversely, as part of a lead generation services agency strategy, we obtain contacts potentially interested in the product or service, who have read an e-book, received newsletters, or voluntarily left their contact details. Coming to these people considerably increases the chances of expanding your clientele.
How to generate B2B leads with a few tips!
2. “Classic” marketing no longer generates the expected results
Even though a lead generation services agency fits much better into an Inbound Marketing campaign, some continue to use the older methods of Outbound Marketing. The paradigm of one-way communication (from the salesperson to the prospect) with the sole objective of selling and minimizing investments no longer makes sense today. Because it does not allow you to stand out from competitors or easily obtain new customers, this process should be abandoned altogether.
Embarking on Inbound Marketing means getting rid of outdated methods: communication becomes two-way since we seek to collect information on prospects before converting them. We are not necessarily aiming to reduce the budget to a minimum, but rather to produce premium content, based on interfaces that take care of the user experience. It costs more upfront, but the ROIs are much higher!
3. A good way to stand out from the competition
In terms of communication on the Internet, one of the main obstacles remains competition: they are all present on the same channels and they all aim at the same target… How to emancipate ourselves from these formidable players who are part of the same market?
Through a well-thought-out lead generation strategy, we will promote highly qualitative content (in-depth articles, white papers, infographics, media of all kinds). These will be unique, and naturally absent on competitor sites. They can make a difference because a better-informed user will always be more inclined to convert.
4. Methods to manage your budget well
If budget management is a priority in old-fashioned marketing and if we aim for “premium content” in Inbound Marketing and lead generation, we quickly tend to believe that modern methods cost more: this is not true!
To start, you will have to spend more to implement the entire lead generation strategy. But you lose a lot less money than using expensive and wide distribution channels like television, not to mention that you save time compared to untargeted telephone prospecting campaigns.
Thanks to targeting, Inbound Marketing offers excellent returns on investment, which have the added advantage of being easily measurable. So many advantages that considerably simplify budget management!
If you have not yet started to think “Inbound Marketing” in your communication strategy, it is in your best interest to get started now, to benefit as quickly as possible from the positive effects of a lead generation campaign
