Acquisition of new leads, which is important in marketing for BtoB companies. A lead is a customer who has not yet purchased your company’s products or services, and is information held by that customer. The literal translation into English is “clue,” and it refers to so-called customer information such as the customer’s name, address, phone number, address, job type, etc.
In a rapidly changing social environment, what measures do BtoB companies need to take to obtain leads from potential customers? In this article, we will analyze and explain effective lead acquisition methods, types, and strategies in web marketing.
MQL and SQL
In the business flow of BtoB companies, lead acquisition is the first step toward sales and is an important process.
First, acquire as many leads as possible for your company, establish contact through calls and appointments, and then negotiate business. After creating a project and prospecting, if a business negotiation is concluded, an order can be received.
Please be aware that there are various types of leads, such as MQL (Marketing Qualified Leads), which are obtained through marketing activities, and SQL (Sales Qualified Leads), which are obtained through sales (field sales). .
A company has a limited number of human resources, and basically cannot handle an infinite number of business negotiations. Therefore, being able to conduct business negotiations efficiently and with high quality becomes an important point for business success.
To give an extreme example, if 100% of business negotiations were successful, the company’s productivity would go up significantly, and the speed at which the organization would grow would be on a whole other level.
The key is to prioritize your approach by being aware of the depth (high potential) of your leads.
Reference source:
Super practical! Complete lead acquisition guide [Thorough explanation from definition to method to operation]
Lead nurturing and lead qualification
When considering the closing rate of business negotiations, “lead nurturing” and “lead qualification” are important.
Lead nurturing
is the process of increasing and nurturing prospects. Lead qualification is the process of selecting customers who have a high probability of closing a business deal.
Lead nurturing involves sending e-mails and other emails to customers obtained through “leads that are the first step” to increase their interest and interest. From there, leads are selected in order of likelihood based on lead qualification.
It is important for marketers to organize leads through these two efforts and hand them over to the person in charge of business negotiations.
As shown in the diagram above, it is assumed that when a certain “Introduction Case Study” is downloaded, the “Business Negotiation Closing Rate” is at a higher level compared to others. In this case, it can be hypothesized that customers who download “case studies” have high prospects and are more likely to have successful business negotiations.
Utilize digital tools to extract data on customers who have downloaded the “Introduction Case Study.” This data becomes a “list of highly promising customers,” which becomes “customers that should be approached with priority” for the person in charge of negotiations.
to get leads
There are various methods for acquiring leads.
How to use web advertising such as banner ads, display ads, and listing ads online. Additionally, SNS advertisements and video advertisements are considered to be effective in acquiring leads. SEO will also be an important factor.
Content marketing, which involves creating downloadable materials such as white papers, and email marketing are also activities that can be done online.
On the other hand, offline events, exhibitions, conferences, and seminars can be utilized. In addition to direct mail and teleappointments, it is also possible to appeal through paper media such as transportation advertisements, trade journals, magazines, and newspapers. TV commercials may also be effective in acquiring leads offline.
summary
It is important for companies to acquire leads from various angles, such as through web marketing, and to conclude business negotiations efficiently. Choose the best method based on your company’s budget and current situation, acquire new leads, and use it to grow your business.