How a technology company can build their own lead generation machine
Although retaining existing customers is far more profitable than converting new ones, as your business grows, so too does the need to increase sales. Which means spending time and effort finding new customers.
According to B2B Magazine, 80% of B2B marketers rate lead generation as the technique with the highest profit potential. But in the age of self-service product research, technology company lead generation is more than simply buying an email database; it is the quality of the leads that will define profitability.
So how do you go about building a technology company lead generation machine that actually works?
1. Get Indexed
The Internet, and particularly Google, has made it easier than ever for buyers to conduct pre-sales research themselves. In fact, as much as two-thirds of the active evaluation phase of product research is conducted completely unaided using the web.
It is essential then that your website is visible and easily found using major search engines. As well as performing on- and off-site search engine optimisation, you will need to ensure that the content available on your site is sufficiently amazing that visitors will happily trade their contact details in return for access.
2. Get blogging
One of the best ways to attract the attention of search engines (and repeat visitors) is to maintain a company blog. Your business can quickly establish a reputation for excellence and expertise by sharing news, views and tips on the blog section of your website.
Some reports suggest that B2B technology companies who regularly blog can generate 67% more leads than their non-blogging competitors.
3. Get social
Whether your business sells technology to consumers or businesses, social media still has a role to play. Modern professionals maintain and augment their networks using social media tools, so it is important that your company has a suitable social presence.
LinkedIn and Twitter are both great places for sharing B2B content and for connecting with potential prospects and brand advocates. But more than simply pushing content at anyone who will listen, your business also needs to engage with followers, asking and answering questions to address customer pain points. You may even uncover new findings that help to determine future product developments.
4. Get automated
Even if your website is set up to collect email addresses, your business needs a way to analyse, score and follow-up each lead. Using a marketing automation platform like Hubspot, you can quickly and easily do all this and help to keep each lead engaged using triggered emails and suggested content, drawing them into the inbound marketing funnel automatically.
The modern sales and marketing model is customer-driven, allowing buyers to “pull” the personalised information they need to make informed purchasing decisions. Usually, this involves a heavy degree of customisation that is far too resource intensive to be performed manually, so your lead generation machine must use automation, or you risk missing opportunities as you play catch-up.
One final thought
The importance of generating new leads should never be underestimated – over 50% of leads in the average contact database are already obsolete. So your technology firm cannot really afford to put off building a lead generating machine any longer. If you have trouble getting this kind of leads, you may want to consider building a new marketing funnel. This will help you to get more high-quality leads. And there is a high chance that with better leads, the results will quickly improve.
For further help and advice on how your technology company can get ahead with lead generation, please give the Bias Digital team a call today on 0203 637 4426.