Empresa de generación de leads B2B

A business lead can be a potential customer.  Finding customers and those who may be future customers is an important part of corporate strategy.  Known as “Lead Generation,” this process is important and often overlooked.  Companies that select and target customers tend to be more profitable.  They can better manage Customer Acquisition and Retention Costs.

Understanding and implementing Lead Generation processes are critical.  Increasingly, technology supports this lead generation process.  But knowing who is your core customer is where SIS comes in.  SIS also provides value in niche markets such as Industrial markets, where there are specialized buyers that technology cannot easily identify.

Comprender la generación de leads

When one person asks a question, such as making an inquiry, about a product or service there may be no intention or capacity to make a purchase. But another person may be directly or at least to some extent involved in the decision to do so.

Ejemplo: You might be interested in cars and explore online and offline for the latest photos, brochures, features and prices of new ones. Maybe even take a test drive. But unless you go beyond gathering information to satisfy your curiosity, you are not really a lead. If however, your latest phone bill is through the roof and service is faulty, and you are actively seeking an alternative supplier to obtain detailed comparisons to your current service provider, you have become a lead. In fact, if a salesperson reaches out to you with an offer that better meets your needs, you have become a “qualified” lead.

Por lo tanto, la generación de leads implica esencialmente ganar la atención y el interés de prospectos calificados lo suficiente como para que aprendan más sobre un producto o servicio y participen en un proceso con una empresa que, con suerte, se convertirá en una compra.

¿Cómo se generan los leads?

Your approach will depend on whether you sell to consumers or to other businesses, online or offline.  Nearly every marketer will use some, or maybe even all of the following to begin the process:

• SEO (optimización de motores de búsqueda)
• SEM (Marketing en Motores de Búsqueda)
• PPC (pago por clic)
• Publicidad
• Ferias comerciales (reales o “virtuales”)
• Conferencias (por ejemplo, presentaciones, exposiciones)
• Seminarios web
• Contenido (documentos técnicos, blogs, estudios de casos)
• Publicidad impresa
• Correo directo
• Marketing por correo electrónico (por ejemplo, boletines informativos)
• Redes sociales (por ejemplo, Twitter, Google+, Facebook, Instagram)
• El marketing móvil
• Telemercadeo (seguimiento de consultas en un esfuerzo por determinar quién está “calificado” para comprar)
• Vídeos (por ejemplo, YouTube)

¿Cómo se generan clientes potenciales calificados?

Maximizing the number and percent of leads from qualified buyers is a primary goal of lead generation. The challenge is to determine which lead generation techniques yield the biggest bang for the buck.

Ya sea en un entorno B2C o B2B, una de las claves para una buena generación de leads es proporcionar algún valor real, o al menos percibido, a cambio del tiempo de una persona.

1. Proporcionar información sobre un producto o servicio o su empresa que haga que uno quiera saber más e incluirlo en su "conjunto de consideraciones", por ejemplo, especificaciones, precio de lista, colores, tamaños, disponibilidad, tiempo de entrega; ¿Acreditación, años en el negocio, número de ubicaciones?
2. Un enfoque diferente implica educación o instrucción; los ejemplos incluyen un seminario web, un documento técnico, una copia de una presentación de diapositivas o un estudio de caso que muestra cómo usar o hacer algo. Esto generalmente transmite una sensación de autoridad, experiencia o conocimiento que crea una imagen positiva de su empresa.

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¿Cómo puede la investigación ayudar a priorizar y mejorar sus métodos de generación de leads?

Ya sea que se haga internamente o de forma subcontratada, hay mucha información que se puede recopilar y analizar mediante una breve encuesta. Sería muy útil tener respuestas a preguntas como éstas:

What problems are prospects trying to solve (or what are their needs)? What specific information will they find valuable and/or need to know in order to make a decision? Where do your prospects go to find information about the kind of products or services you provide? How would they like the information delivered(e.g., online, via email, in person?) How often do they want to hear from you? What is their timeframe? What is their budget? What level of authority do they have to make the purchase? Is anyone else involved in the purchase decision? Is it a new, first time purchase? Are alternative suppliers being researched? (If so, for competitive purposes, which ones?)

¿Qué técnicas de generación de leads son las mejores para tu empresa?

Market Research can go beyond getting the answers to the above questions by helping in the design, conduct and measurement of different approaches. For example, A/B or multivariate testing can be used to find out the impact on lead generation of elements in a print or website ad or message (Caution: there can be a staggering number of variables!)

Which words are more effective? Does the inclusion of an image, graphic or photo matter? – of a product and/or people? What kind of people? an individual or group/family? What about the size, layout, and positioning of its elements? Is contact information (website’s URL, email address, or phone number) present and discoverable? Is there a clear call to action? (It is so important to let the prospect know what to do!)