Qualified leads are like awards: marketers can never have enough. And these days the pressure is on – marketers are responsible for sourcing up to 50% of leads, and play a role in influencing up to 82% of leads in the sales pipeline.

WHY
 

So what’s the secret to generate more leads? Leveraging specific best practice tools and techniques that are designed to help marketers target prospect markets and understand potential buyers better than ever. LIFT tailors lead generation best practices to suit unique industry challenges, including:

 

  • Data Mining
  • Market Research
  • Internal and Market Factor Profiles
  • Relative Targeting
  • Persona Profiles
  • Buyer Journey Mapping
  • Messaging Strategy
  • Offer Strategy
  • Tactics and Touch Strategy
  • Reputation Building
  • Create Demand
  • Deploy Tactics
  • Dynamic Creative
  • Thought Leadership
  • Interactive
  • Calculators and Sales Tools
  • Affinity List Sourcing
  • Automate Marketing

Best-in-class organizations that use the right lead generation approaches not only net more leads, they tend to convert 2.5 times more leads (9.7%) than their peers (3.9%). Identifying the best prospect markets for ramping up sales volume begins with a thorough grounding in the following SiriusDecisions’ principles, which LIFT (a SiriusDecisions’ certified partner) can help you implement.

Five sure-fire ways to generate more leads

Blueprint new business. Without a thorough analysis of a target market, including an outline of what the new business is and how large the opportunity is, sales and marketing will struggle to generate new leads. Defining your market is a science that requires an understanding not only of the lead generation technology, but how to tackle the insights generated by the tools.

Set goals for new business. According to SiriusDecisions, most organizations do not create specific goals around lead generation, which limits their ability to measure outcomes. This is also a sign that sales and marketing are not collaborating as they should.

Emphasize marketing’s role as lead generator. Sales teams do not have the time or knowledge to generation new leads, whereas the marketing function understands its target (assuming it is effective in its communications). Making marketing accountability for lead generation ensures leadership, sets expectations and enables benchmarking.

Assess marketing’s demand creation skill. According to SiriusDecisions, true competency in demand creation is a combination of process planning; time management and leadership (inspiring others) skills; target markets and qualification criteria knowledge; technology experience; and passion, persistence and discipline. Is your team adequately equipped in these areas?

Consider outsourcing various or all stages of lead generation. Once you’ve identified where you need assistance, LIFT can step in to aid in one or all four stages including the target market stage, list development, campaign development, and qualification stage (delineating who will enter the sales pipeline).