Seven steps to effective lead generation

Successfully generating leads is a process, not a self-contained activity. Seven factors, when approached chronologically, can make all the difference between success and failure.

Step 1: A point that's self-evident but surprisingly often overlooked; the best lead-generating campaigns are based on data that's thoroughly understood. Both the database, and the strategy for which it's being deployed, should be developed in full consultation with the sales team from the outset. Successful marketers use their sales force's first-hand knowledge to tier and segment target organisations, and then to develop specific programmes for each.

Step 2: The Internet comes into its own when it comes to sourcing data. Sites such as Monster allow you to narrow your focus by experimenting with different job titles, while both groups and individuals can be isolated using the likes of LinkedIn and ZoomInfo. Having done the groundwork however, there's much to commend going to a reputable specialist list owner. Their data is both more likely to be fresh and to drill down to the level of detail required. RIBA Enterprises' RIBAMail, for example, is one of the most comprehensive databases available to construction industry marketers wanting to target specifiers. RIBAMail data includes both member and non-member architects, quantity and building surveyors, interior designers and many other professions.

Step 3: Or, “It's not just about the data you have, but the way you use it.” Positioning yourself and your messages correctly is key to attracting the 'right' kind of leads. Do it well and prospects will be naturally drawn to your offering. Use compelling content intelligently and prospects will help grow your database organically by encouraging colleagues to add their details.

Step 4: There's much debate about spending on brand awareness versus lead generation. The best campaigns recognise that it's never about one or the other. Continuous campaigning builds brands. It does this through communication strategies that add value, change opinion, position the offering, fuel interest and, in so doing, generate leads.

Step 5: When designing content, always consider the prospect's next step. It's very rare in B2B specifier marketing for that next step to be to click and buy. So think through the journey you want the prospect to take while navigating their way through the specification process, and focus on selling 'the next step' rather than necessarily on a simple instruction to buy.

Step 6: The quality of your content is also crucial. People tend to give only once they've taken. Don't worry about being big on spend, but do lavish thought on content. What would really help your prospects do their jobs better? Try to become a trusted information resource. If you can crack it you'll outperform any traditional campaign. This is the very cornerstone of CPD marketing.

Step 7: Learn to distinguish 'hot' leads from others. Industry statistics suggest that only a quarter of leads are sales-ready at point of generation. Monitor all accounts and keep proper records of all purchasing cycles. Make sure that ongoing customer communications include a mixture of useful information and simple calls to action. Ask for the sale when your intel suggests the time is right. At other times recognise that a softly-softly approach may achieve more.

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