Azienda di lead generation 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.

Comprendere la generazione di lead

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.

Esempio: 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.

Pertanto, la lead generation implica essenzialmente acquisire l'attenzione e l'interesse di potenziali clienti qualificati abbastanza da consentire loro di saperne di più su un prodotto o servizio e impegnarsi in un processo con un'azienda che, si spera, si convertirà in un acquisto.

Come vengono generati i lead?

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 (Ottimizzazione per i motori di ricerca)
• SEM (Marketing sui motori di ricerca)
• PPC (pagamento per clic)
• Banner pubblicitari
• Fiere (reali o “virtuali”)
• Conferenze (es. presentazioni, mostre)
• Webinar
• Contenuti (white paper, blog, case study)
• Pubblicità stampata
• Posta diretta
• Email marketing (es. newsletter)
• Social media (es. Twitter, Google+, Facebook, Instagram)
• Marketing mobile
• Telemarketing (dando seguito alle richieste nel tentativo di determinare chi è "qualificato" per acquistare)
• Video (ad esempio YouTube)

Come si generano lead qualificati?

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.

Sia in un ambiente B2C che B2B, una delle chiavi per una buona lead generation è fornire un valore reale, o almeno percepito, in cambio del tempo di una persona.

1. Fornire informazioni su un prodotto o servizio o sulla tua azienda che invogliano a saperne di più e includerti nel loro "set di considerazione", ad esempio specifiche, prezzo di listino, colori, taglie, disponibilità, tempi di consegna; accreditamento, anni di attività, numero di sedi?
2. Un approccio diverso prevede l'educazione o l'istruzione: gli esempi includono un webinar, un white paper, una copia di una presentazione con diapositive o un caso di studio che mostra come utilizzare o fare qualcosa. Ciò generalmente trasmette un senso di autorità, esperienza o conoscenza che crea un'immagine positiva della tua azienda.

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In che modo la ricerca può aiutarti a stabilire le priorità e a migliorare i metodi di lead generation?

Sia che venga svolto internamente o in outsourcing, ci sono molte informazioni che possono essere raccolte e analizzate tramite un breve sondaggio. Sarebbe molto utile avere le risposte a domande come queste:

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?)

Quali tecniche di lead generation sono le migliori per la tua azienda?

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!)