Digital Interactive Services

How to make lead generation effective and relevant for your business?

Lead generation is the #1 priority for marketers, according to HubSpot. And despite that, 61% of marketers consider it as their biggest challenge.

Gone are the days when you’d rely solely on time-intensive cold calling, networking, and database buying. Today’s businesses take a proactive, smart, and digital-heavy approach to generate leads.

Whether it’s a B2B or B2C enterprise, no business can hope to survive (and thrive) without a solid lead generation and management strategy in place. Businesses need to invest in collaborative and seamless networks in every digital interaction to enhance their lead generation strategy. *

Why a solid lead generation strategy is crucial?

While many marketers know why leads are important, not many stop to ponder over the effectiveness of their lead generation strategy. A study reveals that businesses with effective lead generation strategies have at least 133% more revenue than those without the right plan.

Poor lead generation strategies generally result in — you guessed it — little or no leads. Some of the biggest pitfalls of a bad lead generation strategy include the inability to attract qualified leads and push them into the sales funnel and losing capital on inefficient lead generation activities.

Benefits of a holistic lead generation strategy

The following advantages underline why lead generation (and lead management) is important:

• Getting marketing qualified leads (MQLs) and pushing them further into the funnel
• Generating new sales qualified leads (SQLs) in the funnel, thus directly augmenting revenue
• Improving brand awareness and brand value by reaching a wider set of audiences
• Converting leads into buying customers and increasing revenue and profits

The highly targeted nature of a quality lead generation strategy ensures all the above benefits if your planning and execution hits the bullseye.

How can you make your lead generation efforts more effective?

The key to making your lead generation strategy work is by assessing your biggest challenges and objectives (short- and long term). This involves nurturing leads and meeting and enhancing customer expectations. Based on these answers, you can mould your strategies to find a mix of marketing tactics that deliver impact.

For businesses that wish to take an inbound marketing–focused approach to lead generation, here are some channels that you must invest in:

• Website

Having a responsive, fresh, and optimised website is indispensable today. Using AI-enabled chatbots (conversational marketing) to guide visitors and collect lead data is also a relatively new trend that businesses must explore.

• SEO

With an estimated 3.5 billion searches on Google each day, search engine optimisation (SEO) is growing exponentially. Businesses must stay on top of constantly changing algorithms by optimising all their online assets according to the latest trends, including voice search.

• Content marketing

Content is king, but how you market that content is crucial. From a lead generation perspective, businesses must invest in visually appealing and engaging content, rising above text-based formats to deliver video, webinars, demos, live streams, and the like.

• Email marketing

Automated email marketing campaigns can do wonders for your lead generation and nurturing efforts. Experiment with formats, copy, design, and A/B testing to make the most of your email marketing endeavours.

• Social media marketing

This is where most of your customers are. Cashing in on the power of social media marketing with multi-format content, advertising, and influencer marketing can push the right audience into your lead funnel.

Apart from these, you can explore options such as lead generation ads, retargeting ads, and landing pages to support your inbound efforts.

On the outbound front, you can look at trade shows, conferences, and geo-specific events. However, many in-person events are being replaced by virtual ones. Therefore, you also need to invest in hosting and successfully pulling off online events, seminars, and conferences that invite relevant people to participate, engage the audience, and nudge them towards your offerings while keeping the cost of operations low.

How Infosys BPM can help

With the perfect mix of digital interactive services, Infosys BPM takes a tool-agnostic and process-centric approach across content management, creative design, multi-channel marketing, social media services, and digital analytics value chains for your business to stay connected, agile, and productive.

The Infosys BPM Communication Studio is built to support you with omnichannel content creation, multi-channel publishing, and creative design and branding services.

Our solutions include digital event management services (pre and post-event support) that help businesses organise and manage virtual events, execute marketing campaigns at scale, apply analytics for added efficiency, and deliver an exceptional user experience.

As your lead generation partner, Infosys BPM can help you ensure:

• Faster speed to market
• Greater accuracy of deliverables
• Enhanced return on marketing investments

Discover our scalable and flexible digital interactive services.

*For organizations on the digital transformation journey, agility is key in responding to a rapidly changing technology and business landscape. Now more than ever, it is crucial to deliver and exceed on organizational expectations with a robust digital mindset backed by innovation. Enabling businesses to sense, learn, respond, and evolve like a living organism, will be imperative for business excellence going forward. A comprehensive, yet modular suite of services is doing exactly that. Equipping organizations with intuitive decision-making automatically at scale, actionable insights based on real-time solutions, anytime/anywhere experience, and in-depth data visibility across functions leading to hyper-productivity, Live Enterprise is building connected organizations that are innovating collaboratively for the future.