Lead Generation Tips for New Business

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Lead generation software is important in today’s marketing because not only has cold calling become a lost cause, so has the phone book and other archaic methods for finding new customers.

There are many different marketing software programs available, so the real task is researching which one makes the most sense for your business. Whatever you decide, keep in mind the following tips.

Inbound Marketing Tools

Modern marketing software universally integrates with web development and provides valuable tools to build content and traffic. If you need to create or enhance a web presence, marketing software can be part of a turnkey solution for all your digital marketing needs. Most of these programs offer built-in web design, blogging and SEO while integrating with social media. If your business is local or targets specific regions, then make sure the software includes local optimization for SEO. More advanced platforms will help you create multimedia presentations such as slideshows, podcasts and webinars.

Lead Verification and Scoring

In order to develop an effective marketing list, lead verification is important, otherwise you can end up sending out thousands of emails to nowhere. Lead verification is the process of determining that the prospect and contact information are valid and linked correctly.

Lead scoring can be a manual or automated once marketing and sales staffs define a qualified lead. The lead scoring scale is arbitrary to the degree that it can be on a scale of 1-10 or 1-100. The more qualified the lead, the higher the score. Low scoring leads, however, can still be retained and nurtured for the future, while efficiency and productivity goals dictate higher leads are prioritized for engagement.

A more sophisticated model for lead scoring, used by Oracle, is to plot a graph that compares fit with engagement. A prospect may be a perfect fit but may not be ready for engagement, just as someone who loves to engage may not really want to buy, which can use up valuable time. Keep in mind that any lead score can fluctuate over time.

Email Marketing

One of the key reasons businesses originally flocked to marketing software was that it provided automated email marketing. This feature has been particularly helpful for sending out a newsletter, which can also be created in the program. The trend toward inbound marketing and social networking, however, has caused many marketers to rethink their automated email campaigns to work on personalizing each email. In other words, the trend has moved toward partial email marketing automation starting with a template and partial customization for each message.

List Management

Another key reason why marketers originally invested in marketing software is that it simplifies creating and organizing marketing lists. Not only can all contact information be stored on individual client profiles, you can also keep a log of communication you’ve had with the client so that each relationship becomes more familiar and personalized. List management is an excellent tool to keep track of all clients through various marketing channels, especially social media.

Real Time Reporting

Web traffic statistics have become increasingly important in online marketing campaigns since they can be reported in real time, allowing marketers to monitor market demand and conversions. Something to consider is that these platforms offer so many metrics to study, it’s beneficial to focus just on key metrics that directly pertain to your business.

The metrics relevant to most businesses are number of page views, bounce rate (the percentage of visitors who leave after visiting one page) and click-through rate. The beauty of real time reporting is that it lets you know which areas of lead generation deserve the most attention.

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