Marketing Activities

Lead Generation

As a comprehensive set of activities, lead generation is ideal for companies of all sizes to find new prospects, build relationships with them, and convert them into buying customers.

It's a powerful way to fill the sales funnel and create new sales opportunities. An integrated approach enables the creation of new promotional and sales channels, addresses current customer acquisition challenges (identifying customers who are ready to buy now), and shapes future sales (nurturing prospects and nudging them toward fulfilling their needs).

New sales channels

Stream of prospects

Convert opportunities into sales

Revenue growth

Integrated approach to lead generation:


Typically, lead generation involves either inbound or outbound activities. However, each of these approaches has its drawbacks: with inbound, it's impossible to control the quality of incoming leads and opportunities, and with outbound, the rate of qualified responses is very low. In one case, the focus must be on traffic, subscribers and likes, in the other on the number of leads. As a result, we decided to take the best and most effective mechanics from each approach and combine them into one.


When inbound and outbound activities are aligned, they become part of a complete lead generation strategy that makes results and sales predictable. No one needs more clicks, calls and meetings, but everyone needs more opportunities to sell. That is exactly what we deliver to our clients.

INTEGRATED APPROACH
  • Role of Inbound Mechanics:
  • Role of Outbound Mechanics:
Role of Inbound Mechanics:

Create awareness

Build purchase intent

Demonstrate expertise

Develop target audiences

Influence decision making

Attract prospects

Creating triggers for outreach

Role of Outbound Mechanics:

Connecting with target companies to leverage an inbound marketing strategy

Initiate dialog when there are clear signals

Activate leads that are qualified from a marketing perspective

Grow business with existing customers through sales

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Stages of our work in lead generation

Define the target market

Research the audience

Align your strategy with market trends

Engage with the market

Achieve meaningful results

Tab 2

Measuring data to create better offers

Some of the activities we use

Development of non-linear CJMs

Creating profiles for potential customers, contact points, formulating hypotheses about problems/needs, nurturing

SEO Optimization

Strategy for organic engagement of the target audience through keywords and trigger situations

Content Marketing

Creation of relevant, useful and NON-advertising content and thematic resources

Social Networks

Non-sales activities on social networks, blogs, forums and specialized platforms/channels

Email and Messengers

Creation of mailings (trigger, drip) via email

Targeted advertising

Advertising campaigns for narrow segments of the target audience on social networks, in search results, using programmatic

Remarketing and retargeting

Unobtrusively follow prospects using data about their behavior and interests

Outreach

Personalized (cold/warm) interaction via email or social network messages


What sets us apart is that we don't use manipulative or aggressive advertising approaches. Instead, we use soft methods that include educational and persuasive content, personalization, and hyper-segmentation, even in outbound marketing.

Полезные материалы

Trigger Communication Schema
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Nurturing Strategy
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Customer Journey Map
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Key points to consider

"Nurturing" Prospects

Account information is not limited to first name, last name, position and department. It should also include: interests (both professional and personal), education, marital status and children, age, and social media activity. Company data includes: industry, location, IT infrastructure and software used (regardless of department), investment history, expansions, contractions, and major company news. Media mentions. Employee hierarchy. IP address data, associating IP addresses with known companies and departments. The company's purchasing process. History of all sales interactions.

We do more than identify leads; we help nurture them. We understand that no matter how hard you try, not every company can be converted into a customer. We also understand that sales teams don't have the time to handle all the unqualified leads. That's why we offer our services to qualify prospects in the early stages of the sales funnel (identifying needs, collecting preliminary data, setting up initial meetings, etc.).

MQL (Marketing Qualified Leads)

As mentioned above, not every prospect is ready to become a customer right away. However, many of them (either on their own or through nurturing) show significant interest in your services or products and your engaging content, and are identified as leads with high conversion potential. We qualify these as MQLs, and they enter the top of the funnel (i.e., passed to sales) for further processing.

How do we know when a lead has qualified?

The goal of any lead generation activity is to identify and acquire prospects who are ready to continue discussions about purchasing a service/product or who are ready to make a purchase. BANT's methodology allows us to eliminate invalid leads and understand the stage of each potential customer.

According to BANT, each lead is evaluated in the following areas

Budget: What is the prospect's planned budget?

Authority: What is the contact's role? Who is the decision maker?

Needs: What are the customer's business needs? What solutions can meet those needs?

Timeline: When can a follow-up call and purchase decision be expected?

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