Effective lead generation is essential for growing your business and ensuring future revenue – and this is particularly important for MSPs. However, relevant, qualified leads can be elusive, particularly if you have little experience in lead generation campaigns. With the marketplace for managed service providers more crowded than ever, it is important to give yourself every possible chance for success – and at 8-Digital, we’ve put together our top tips for effective B2B lead generation campaigns.
What’s Your Strategy?
You might have some idea of how you want your lead generation campaign to go, but be at a loss as to how to turn this into a cohesive strategy. You need to consider the channels you are going to use, the budget you’re going to spend, the method of lead capture, and how you’re going to chase and nurture leads into sales before you even begin. If you’re a newcomer to lead generation, it may be beneficial to consult with a reputable marketing consultant with experience in both B2B lead generation and marketing for MSPs. Although this may cost more in the short term, ultimately their expertise will save you money, as it is easy to sink your budget into chasing unsuitable leads. Remember that your target audience won’t hand over their details just because you’re asking for them – you will need to offer an incentive, such as a downloadable, a webinar, or other similar assets in order to give them a reason to opt in to what you’re offering, and allow you to follow up in the future.
Set Your Targets
At the core of any lead generation strategy is the intended audience. Clearly identifying and honing in on a specific target audience is crucial. Whilst you will certainly gain more attention by keeping things vague and brief, the chances of attracting leads that are actually relevant for your business’ needs are slim to none. However, by defining the type of lead you want beforehand, you’ll spend less money, and whilst you’ll see less impressions and clicks, the overall conversion rate will soar.
But how do you define your target audience? There’s two things to consider:
- What do your current customers look like?
- What do your ideal customers look like?
By combining the two, you should be able to pull together a pretty good idea of your target audience. Consider their demographics, what sort of companies they work for, what spaces they occupy where you can position your marketing to reach them, and what problems they have that you can solve. By doing so, you can start to build a buyer persona to market to.
Evaluate the Journey
Once you have your strategy, and know who you want to target, it’s important to make sure your campaign is optimised for success. Assess the journey that you expect customers to take before they give you your details. Where do they click? Where do they arrive? How long are they waiting for web pages to load? Is the action you expect them to take immediately obvious? Remember that the longer and more complex the process is, the greater the chance is of losing leads along the way. Keep your customer journey brief and simple, address the problem and prevent the solutions your target audience are looking for, and ensure all contact forms are immediately evident, to ensure the greatest chance of success.
Nurture, Nurture, Nurture!
Once you have your lead, it can be tempting to go straight to sales mode. However, remember what the lead has actually signed up for – they wanted to access something that was of value to them, not to be sold to. Whilst in some cases, this might be enough to clinch a new client, the chance of that happening is becoming increasingly rare. Instead, what you’ll want to do is continue to prove your worth over time, nurturing the lead gently into a client by beginning to build long-term relationships. Review your nurture processes, employee some inbound marketing techniques, and take the time to lay the groundwork, and you will see the fruits of your labour down the line.
Ultimately, every lead generation campaign is different, uniquely tailored to each business and their needs. Whilst there is no one-size-fits all approach when it comes to b2b lead generation, there is plenty we can do to prime for success. For more information, why not get in touch with our team?