6 Tips to Successfully Generate Sales Leads

Visited the website, did some research, got curious - and signed up for the newsletter: This is what the path of a potential customer might look like.

Sales Lead

For example, as soon as they leave their email address, you have successfully generated a lead. But: Not every email subscriber ends up being a paying customer.

The goal of every company is to generate high-quality sales leads - because these promise the greatest buying potential.

But what is the difference between a conventional lead and a high-quality sales lead? And how does successful lead management work?

What is a sales lead?

For every company, sales leads are the prospects with the greatest potential: they are the perfect ideal candidates for sales to bring suitable services and products to the buyer.

A lead can, for example, be an individual or a company. If we are talking about a qualified sales lead (SQL), we are talking about a solution-seeking contact with the right budget and real potential to buy your product.

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Not all leads are the same

Depending on which readiness to buy a lead signals, it belongs to a different lead category.

Put simply, this means that there are good leads with a purchase potential and less good leads with a lower probability of purchase. Therefore, the goal is to get as many qualified sales leads into the sales database as possible.

The dilemma: There have always been internal difficulties between marketing and sales teams when it comes to passing on leads. For example, when there is a mismatch in the definition of what constitutes a Sales Qualified Lead. As a result, new customers fail to materialize and the leads gained cannot be reused.

For more and, above all, high-quality sales leads, you therefore need one thing: well thought-out lead management.

Gain better sales leads

Would you like to learn more about how Marketing Automation can help you generate better sales leads? Then send us an enquiry now and we will show you the full potential of Aioma software for your business in a no obligation product demo.

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With Lead Management to more Sales Leads

Lead management plays a significant role in marketing and sales. It is the core element of every company to generate high-quality leads and win new customers.

On the one hand, this means that the cooperation between marketing and sales improves itself through targeted and consistent communication regarding new leads. On the other hand, it is mainly about planning and the successful implementation of strategies and measures for the acquisition and development of new contacts, as well as the acquisition of new customers.

The following 6 tips will help you successfully generate sales leads.

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Tip 1: Know the customer journey of the sales lead

The marketing term customer journey refers to the customer's journey: If you want to receive sales leads and encourage them to make a purchase, you also need to know the customer's path.

The touch points represent this path in individual steps. Touchpoints can, for example, be posts on social media platforms, a billboard, a Google ad or even a personal contact. In other words, they are the touchpoints your potential customers have with your company.

In order to better understand the incentives and needs of sales leads, it is therefore important to understand the customer journey, to ultimately motivate them to use your service with suitable content.

A lead undergoes the following four phases of the customer journey:

  1. Attract: Get the attention of your customers by addressing pain points and arouse their interest with possible solutions.

  2. Engage: Deepen existing knowledge and evoke a potential customer's desire for a specific solution.

  3. Convert: If the lead is ready for a first contact, make it as easy as possible to get them to an appointment or the right person.

  4. Delight: Support the qualified contact with product-related information and instructions to anticipate any questions.

Customer Journey

Source: Customer Journey according to Aioma

Tip 2: Create relevant content for the sales lead

Content marketing represents a key point for successful lead generation. Therefore, you should create relevant content for your target audience, which you define first. This, for example, works with the help of a persona: a customer who represents the target audience and makes an abstract market tangible. Important factors for creating a persona can be:

  • Personal characteristics: Age, marital status, interests, etc.

  • Occupation

  • Media usage behaviour

  • Relevant problems (pain points)

To reach sales leads, it is important to share your business expertise with your target audience. This, for example, is executed in the form of information and knowledge - such as blogposts, videos and images. This content positions you as an expert in your field and builds trust and closeness with potential buyers.

An important building block for content marketing is search engine optimization (SEO) for your digital content. In the World Wide Web today, it is therefore indispensable to optimize content for keywords.

Note: Digital trends are constantly changing - this also applies to SEO trends. If you want to successfully position your business to stand out from the competition, it is therefore best to always stay up to date.

Tip 3: Send personalized newsletters

Personalized newsletters add value to you and your potential customers:

  • A customized email creates attention and really picks up the contact.

  • With little effort, you manage to build trust and stay in the memory of your potential buyer through personalized emails. The idea behind it: Those who trust usually show a greater willingness to buy.

  • Potential customers are more likely to stay with you through personalized emails, so that the churn rate remains low.

Personalized Newsletter Aioma

Source: Personalized Newsletter from Aioma Software

Tip 4: Feed social media channels with relevant content

Nowadays, no company can do without social media. Therefore, it is crucial to create relevant content for your presence on LinkedIn, Facebook and the like, to attract the attention of decision-makers.

Social media helps companies increase their brand awareness and provide the target audience with up-to-date topics. In addition, the platform offers the ideal space to interact with its potential customers and thus stay in the conversation.

The content strategy of your company determines its success. Accrodingly, simply running channels is not enough. Consider the following points when planning your content for social media:

  • Define target audience

  • Determine content forms

  • Prepare content suitable for the platform

  • Determine interaction strategy

It is often worthwhile to let experienced social media experts do the work. After all, social media requires constant care - and often on a daily basis.

Tip 5: Qualify Sales Leads

Ideally, the marketing department will pass qualified leads to the sales department, which will target a purchase. But before that, the question is: Are your potential buyers ready to buy? Or are they just looking for more information?

Lead qualification helps find this out and brings the lead to the target with appropriate measures and suitable speed. More and more companies are outsourcing this time-consuming process to suitable service providers in order to concentrate on the essentials.

Basically, the following applies: The quality of the leads can be checked with suitable lead systems. This, above all, includes lead scoring. Scoring evaluates the collected leads and ranks them according to sales priority. This means that as soon as a lead is mature, it is passed on to the sales team.

Scoring Aioma Software

Source: Scoring from Aioma Software

Tip 6: Use marketing automation

Even the best strategy won't help if companies don't recognize the potential of their contacts. The risk is particularly high today: Big Data leads to getting lost in data. Those who still organize their business processes manually must therefore usually reckon with losses.

Marketing Automation provides a remedy at the crucial points. The automated processes are, for example, used in the generation of leads, in email marketing and in scoring. Marketing automation not only relieves the burden on marketing and sales, but also makes a decisive contribution to the sales success of your company when applied correctly.

Automated Lead Management

Aioma software helps you optimize your lead management process.

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Automated Lead Management