B2B Lead Generation part 2 - How to use lead generation in your sales process
Call to action and lead tool combined
By combining the use of “call to action” and the “lead tool”, we have identified two effective lead generation methods on the website. According to empirical data, the combined method will extend the benefit with approximately 100% more leads in favor of the companies who manage to incorporate the method in a structured and continuous process.
The aberrational percentage between the 3.5% identified visitors and the 0.35% leads from lead tool, is caused by already existing partners and customers visiting your site, who are not considered relevant according to new leads.
The question remains whether a lead generated by a lead tool is actually considered a sales qualified lead and what benefit a company can achieve from it?
“Call to action leads” vs. “lead tool leads”?
The leads generated from the “call to action” method will in most cases be considered more valuable compared to the alternative identified by the “lead tool”.
The reason is that a ”call to action” lead has name and contact information provided by the actual visitor himself, meaning that the lead can be handed directly to the sales team for further processing.
In comparison, the “lead tool” lead is not an actual person, but a company, which has been identified according to an IP-address or similar available information - meaning that it cannot be considered an actual lead, but rather intelligence that a given company has visited your website at a certain point.
Combining your “Call to action” strategy with a lead tool will enable an additional 100% lead generation through your website.
Combine “lead tool” leads with sales activities or telemarketing
Since the “lead tool” leads are different from the “call to action” leads a different sales approach is needed in order to capitalize from them. This is why you need to combine the intelligence from the lead tool with your telemarketing and current pipeline.
Many B2B companies use telemarketing or conduct internal sales activities. In order to support this approach, imagine, that a potential customer visits your website searching for a given product and is identified by the lead tool. The lead tool will then automatically reveal the identity of the company and what product the company has shown interest in.
This information is extremely valuable for your internal sales department or your telemarketing people as it generates more effective and timely intelligence about the potential customer. It will enable your sales reps to make contact at the most favorable time in the process, during which the customer has shown genuine interest in purchasing a product. This is why we claim that the combination of lead tool and telemarketing is extremely powerful.
Lead tool + Telemarketing = More qualified leads
Please consider the following scenario:
Integrate the lead tool with your CRM-system
To gain maximum return from the lead tool you should integrate it with your CRM-system. This will make it possible to store website behavior data from the lead tool in your CRM-system and automatically create leads in the CRM database for internal sales and telemarketing. With high website traffic, this approach will save lots of manual work and probably have a good return of investment.
However, the integration will also provide new possibilities to support your sales reps, as automatic notifications will occur every time existing and potential customers visit the website, searches for specific products, and thereby generates favorable opportunities for your sales reps to maintain efficient pipeline management.
A fully integrated sales approach with the lead tool integrated with the CRM-system will therefore be beneficial for most B2B companies.
Available information from the lead tool
The lead tool offers you a web based interface, where you can access certain information on each lead identified, which is further described below.
- Location and Company name Provides information based on the IP-address of the visitor. Most importantly, this can include a company name, a domain name and a location that can be used to acquire more detailed information about the lead.
- Referrer Let you know how the potential lead found your website. If, for instance, a search engine was used, you can review the search keywords and your rank in the search.
- Pages visited Displays all pages visited by the potential lead and enables you to open any of the pages in a new window.
- Files downloaded Displays all file downloads (if any) made by the potential lead.
- Visits Provides information (such as the date of visit, number of page views etc.).
- Advertising. If the potential lead was referred to your website through an online advertising campaign such as Google AdWords, then you can use the information here to identify the campaign.