Lead Generation
Lead generation that leads by example
Effective lead generation provides a consistent but unique experience for your leads, which is why Notch takes a full-stack approach. Regardless of where and when your leads engage with your business, our specialist team can implement strategies to push them along the buyer’s journey.
We know it’s not easy to have all of your marketing efforts working effectively together, but once your full-stack marketing is operating as planned, you can have complete confidence that your lead generation will drive the highest ROI possible.
Take an inbound approach
It’s easy to think of lead generation as fishing, but there are two distinct approaches. You can cast a wide net in the hope that you’ll find your ideal customer. Alternatively, you can take a targeted approach and bait a hook, use a fishing rod and wait for your leads to come to you. The inbound approach is the latter.
By creating engaging content that solves the problems of your buyer personas, your ideal customers will naturally find your business. A reminder that inbound lead generation’s main objective is to attract the right people, at the right time with the right messaging.
When implemented properly, this approach usually requires minimal effort when it comes to lead qualification, as it qualifies leads based on the content they engage with.
The content can be in any form it needs to be as long as it will resonate with your target audience. Therefore, your content must solve a problem for your buyer personas, and it must be in a place where they will find it.
Go direct and outbound
Where the inbound approach is all about precision and producing high quality but low volume leads, the outbound approach focusses on casting your net as wide as you can to catch as many leads as possible.
In the B2B world, this approach requires heavy lead qualification steps to ensure your sales team isn’t wasting its time on low quality leads. Nurturing and lead scoring campaigns are a must.
Here at Notch, we like to use the RFM model at the marketing qualification stage (MQLs). RFM stands for Recency, Frequency and Monetary. By grading leads using these key metrics alongside a more traditional qualification system like BANT during the sales qualification (SQLs), ensures you have high quality leads.
Plan ahead
Once you know the approach you’d like to take with your lead generation, it’s time to plan. A dedicated campaign will allow you to scope the marketing elements you need to produce to succeed.
Campaign planning goes beyond a list of dates. It’s about understanding how you’re going to nurture your contacts through the pipeline. It’s common for businesses to focus heavily on first touch campaigns and neglect the nurturing cycle. Successful lead generation needs to do both.
Talk to our team of experienced specialists about creating your perfect lead generation campaign.