Customized Lead and Demand Generation Solutions
What is lead generation?
Technically, lead generation is the process of nurturing interest in a product or service until it is ready to be converted to sales. Practically, lead generation is the first part of your sales funnel. Ideally, you want to manage it so that leads are reliably processed in line with your business needs.
For many businesses, this means a steady flow of leads all year round. For some, however, it means building up leads so that they mature in time for a certain event, often Christmas. Either way, an effective lead-generation strategy will deliver what the sales team needs when they need it.
The very best lead-generation strategies typically nudge the targets along from one point to the next. This has the effect of ensuring that targets are suitably pre-qualified for their next move. Effectively pre-qualifying targets is essential to avoid wasting resources by attempting to sell to people who are not yet ready to purchase.
For example, in most cases, showing interest in a social-media post is a pre-qualification for being recommended to subscribe to the account. It is not, generally, a prequalification for an approach from sales. The possible exception to this is if the social-media post was explicitly a sales-related post.
The Challenges Of Lead Generation
Probably the single, biggest challenge of lead generation is undertaking it effectively without overspending. This challenge is particularly significant for SMBs. Major corporations can afford to run a strong multi-channel approach paired with first-class content. Even for them, however, it is becoming increasingly difficult to reach the right target buyers at the right time.
SMBs are working on much smaller budgets. This means that increasing the number of channels they work across creates the risk of diluting their impact on each channel. Given the level of competitiveness on all channels, this means that they are at serious risk of diminishing returns.
As a result, many SMBs choose to focus their resources on a more limited number of channels. This often helps to improve the quality of the content they produce for these channels and hence improve their competitiveness. It does, however, mean that they have access to a smaller pool of leads. This makes it even more important to make the most of it.
For many SMBs, the only way to get maximum value out of the channels they use is to leverage technology. In simple terms, using technology to do the bulk of the work frees up human staff for tasks where they can really add value.
How Technology Can Help With Lead Generation ?
There are two main ways technology can help with lead generation.
Schedule & Promote Content
Firstly, technology can help manage the content marketers generally need to get initial engagement. All experienced marketers know that producing great content is a starting point rather than an endpoint. That content then needs to be scheduled and promoted to maximize engagement.
Businesses of all sizes now use technology to help with scheduling and promoting content. The first benefit of this is that it minimizes the likelihood of human error. It is possible for somebody to enter incorrect details into an automation tool. Realistically, however, it’s far less likely than somebody forgetting to release content on schedule because they were too busy.
Predictive Analytics Technology
The second benefit is that pushing routine tasks onto technology leaves human staff much more time to interact with potential leads. For example, viewers leaving comments on social media posts generally appreciate a response from a human (rather than a bot or no response at all). This can be the start of the nurturing process that will ultimately convert them into a sale.
Secondly, technology can now assess and predict user behavior in much the same way as experienced real-world salespeople. Predictive analytics technology has long been used to great effect by the major digital players (including Amazon). It’s now available at prices SMBs can afford.
Why Choose Access Next ?
Accessnext has developed predictive analytics technology that accesses multiple layers of buyer intent. This is matched with a research-backed contact database, to generate high-quality leads from your content.
In other words, PureSyndication cuts out the irrelevant background noise and works to generate high-quality, in-market leads. It also provides you with actionable insight into your in-market buyers’ intent activity.
To Generate High-Quality Leads From Your Content
If you’re looking for customized lead and demand-generation solutions at a price you can afford, contact Accessnext today.