Best Practices for Balancing Multiple Lead Generation Channels
As far as the lead generation process goes, most demand generation marketers find that it’s an incredibly daunting task to manage full scaled campaigns. The biggest reason for that is simply that each lead generation channel requires direct management of KPIs and goals. All of that seems pretty normal, right? I mean, you can’t have a successful marketing campaign without managing it correctly. Well, 61% of marketers still say that generating leads is one of their top challenges. So, in a sea of frustration and over-encumbered marketing teams, what are some best practices to managing multiple lead generation channels?
CRM and Marketing Software
First and foremost, any successful lead generation campaign will need the correct software. Contrary to popular belief, you actually don’t need the outrageous numbers of software that are probably being sold to you. In truth, any successful lead generation strategy uses a CRM and/or a marketing nurture software. Equally as important to this first step, is the fact that these software only work as well as the data that’s put into them. That’s why we highly recommend bolstering and enriching your marketing database before you run a lead generation campaign. You’ll want to make sure that you have all the right data points to build out the various targets you’ll want to go after.
Lead Generation Segmentation
Okay, so now that you’ve ideally built up your marketing database with solid, opted in contacts, you’re going to want to focus on the segmenting your campaigns. Marketing segmentation is a pretty common practice that involves breaking down your total addressable audience into bite-sized pieces that fit common characteristics. You’re more than likely already doing this. Where lead generation segmentation comes into play is based solely on the one simple question, “who is most likely to buy in the shortest period of time?”.
That actually might be a million-dollar question to some, and it’s essentially what all marketers are trying to find out. However, you can make huge strides in the right direction by segmenting your campaigns by buyer intent and predictive analytics. In this situation, you want to gather data on your existing contacts to see who’s trending around various keywords and topics, as well as gathering future insights based off their specific behaviors. Now you’re looking a lot more equipped when putting together all the different campaigns for the multiple channels you’re going to manage. You can take a look at what your highest performing marketing channel is and put the most valuable intent data into that channel, continuing to segment from there.
Marketing Monitored Follow up
You’re in a good spot now. You have your database all cleaned up, multiple lists of intent and a handful of lead generation campaigns going live. The next piece to the successful strategy puzzle is the lead follow up process. This is a touchy subject for some, and it mostly boils down to the fact that lead development doesn’t always fall under marketing’s supervision. There can be multiple reasons for that, but the biggest take away is that, regardless of who is actually following up on the leads, the marketing team can create a process to monitor their performance over a certain amount of time.
Yes, it would be great if every lead converted to a sale, but the point with this practice is to set a parameter of time in which marketing monitors the lead’s behavior. Are they opening emails? Do they come back to the website? Are you catching them in basic marketing nurture? You want to track the lead on a contact level to see where any gaps are in the follow up, as well as the campaign itself. Maybe your lead generation campaign needs an extra piece of content in the mix because the leads are engaging around specific pieces of the website. You won’t know this unless you monitor it.
Post Lead Generation Road Map
This point is all about planning what comes after the campaign is completed. You’re going to want to put a lot of effort into creating a roadmap that highlights various engagement points the leads can be hit with after they’ve made it through the follow up process. In fact, some marketers even run this alongside their lead development strategy. The point here is to catch any low hanging fruits that might have been missed due to poor timing. A good post campaign road map can include:
- reviews/ testimonials
- product videos
- recorded demos
- case studies
Anything that drives home clear facts about how your products perform. You want to make a final impression on your buyers before they become inactive. Some might even convert to a sales opportunity through this.
This is by no means a complete list of every lead generation best practice. The point here is to get you on the right track to alleviating the stress of the various campaigns you run by creating easy to follow steps. Very few things are constant when it comes to lead generation, so marketers need to work towards self-manufacturing those constants in order to really see success and failure metrics. The last thing you want to do when managing campaigns like this is go into it frustrated by the lack of accessibility and organization.
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