B2Bリードジェネレーション会社

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.

リードジェネレーションを理解する

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.

例: 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.

したがって、リードジェネレーションは本質的に、適格な見込み客の注目と関心を獲得し、製品やサービスについてさらに詳しく知り、できれば購入につながるようなビジネスプロセスに参加してもらうことが含まれます。

リードはどのように生成されますか?

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（検索エンジン最適化）
SEM（検索エンジンマーケティング）
PPC（クリック課金）
バナー広告
展示会（リアルまたはバーチャル）
会議（プレゼンテーション、展示会など）
ウェビナー
コンテンツ（ホワイトペーパー、ブログ、ケーススタディ）
印刷広告
ダイレクトメール
メールマーケティング（ニュースレターなど）
ソーシャルメディア（例：Twitter、Google+、Facebook、Instagram）
モバイルマーケティング
テレマーケティング（問い合わせをフォローアップして、誰が「購入資格がある」かを判断する）
動画（例：YouTube）

どのようにして適格なリードを生成しますか?

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.

B2C 環境でも B2B 環境でも、優れたリード生成の鍵の 1 つは、ユーザーの時間と引き換えに、何らかの実際の価値、または少なくとも認識される価値を提供することです。

製品やサービス、またはあなたの会社について、さらに詳しく知りたくなり、あなたの会社を「検討対象」に加えたいと思うような情報（仕様、定価、色、サイズ、在庫状況、納期、認定、事業年数、拠点数など）を提供しますか？
別のアプローチとしては、教育や指導があります。たとえば、ウェビナー、ホワイトペーパー、スライドプレゼンテーションのコピー、使用方法や実行方法を示すケーススタディなどがあります。これは通常、権威、経験、知識を伝え、会社の好印象を生み出します。

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調査は、リード生成方法の優先順位付けと改善にどのように役立ちますか?

社内で行うか外部委託するかにかかわらず、簡単なアンケートを通じて収集および分析できる情報はたくさんあります。次のような質問に対する答えがあれば非常に役立ちます。

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?)

あなたの会社に最適なリード生成テクニックはどれですか?

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!)

リードジェネレーション会社