Sabrina, founder of SalesDriver, explains how to lay out lead marketing in 2024!
To achieve effective lead marketing, there are six key points that need to be addressed
Sales lead marketing needs to establish a full-cycle marketing system, and it is necessary to determine the conversion conditions and standards of leads, MQL, SQL and other stages to ensure the smooth connection between market and sales, and form an efficient lead or order production line.
The first step of lead marketing: build a sales lead operation system
1. Building a full-cycle sales lead marketing system can continue to produce high-quality leads, reduce the cost of lead output, and improve the lead conversion rate.
From customer acquisition, MQL, SQL to deal customer acquisition and conversion, close cooperation, in order to achieve effective lead marketing.
2. Clear target customer portraits and segmentation strategies can improve customer acquisition efficiency and improve the conversion rate from Lead to MQL.
Through the AI model to analyze the target customers and analyze the enterprise value, the hierarchical customer segmentation makes the customer acquisition channels for different levels of customers clearer, thereby improving the efficiency of customer acquisition.
3. Clear data quality standards at each stage can effectively improve the lead conversion rate.
Sales and marketing departments need to adhere to a uniform standard for identifying the quality of MQL and SQL to improve overall conversion rates.
4. Appropriate marketing tools can support the implementation of full-cycle sales lead marketing, improve the efficiency of lead circulation, and improve the conversion rate of leads.
Prospect incubation is a long-term and resource-intensive project, and marketing tools can be a good helper when marketing departments are facing manpower and budget constraints.
Lead marketing step 2: Acquire customer leads
1. Different customer acquisition channels have different characteristics, and it is necessary to combine customer acquisition channels according to the number of customer acquisition, cost and MQL conversion rate.
Enterprises can combine according to the actual situation to achieve higher customer acquisition and better customer acquisition results with budget support.
Annual customer acquisition trends.
Overseas enterprises need to focus on customers because of limited budgets, ABM marketing and social ** is an important channel to obtain leads, domestic enterprises directional information flow and ABM marketing are important channels, in addition, can also improve the efficiency of sales lead marketing through multi-channel combination.
The optimization direction of the main customer acquisition channels of the year.
In-feed ads: Targeted in-feed delivery based on audience packs, click-removal, etc., can more accurately acquire target customers and increase conversion rates.
Data-based lead marketing: AL-based makes data more accurate, and improves the overall conversion rate through personalized reach communication, unified MQL standards for marketing and sales departments, and MQL warm up.
Data-based ABM marketing: Use AI to focus on target customers, and then realize content personalization based on AIGC, carry out differentiated reach, and achieve AI + ABM cost reduction and efficiency increase.
The third step of lead marketing: MQL identification and conversion
1. Six factors that affect the conversion rate of leads to MQL.
2. Different MQL screening methods have different characteristics, which are suitable for enterprises with different characteristics.
3. In the process of MQL screening, the details in the MQL standard greatly affect the quality of MQL.
The enterprise can be scored through the enterprise value scoring model, the value of the enterprise can be judged, and the clues can also be screened through SDR, and the screening process can not only be mechanized according to the BANT standard, but also need to communicate according to the different needs of potential customers (NCTPD standard).
4. You can start the incubation of potential customers first, and gradually optimize it.
Personalized reach and automated reach are not necessarily necessary for potential customer incubation, and they can be deployed and implemented first, and then continuously optimized.
5. Potential customer incubation content canvas and scheduling.
According to the portrait of potential customers, the content suitable for different purchase stages is planned for personalized output, and the appropriate channels are selected for reaching according to specific projects.
Lead Marketing Step 4: MQL to SQL Conversion
1. MQL cannot be received by sales and converted into SQL, and can be analyzed from two aspects: marketing and sales.
2. Influencing factors and improvement suggestions that lead to problems on the market side.
3. Influencing factors and improvement suggestions that lead to problems on the sales side.
Lead Marketing Step 5: SQL to Deal Conversion
The marketing department can provide useful information and materials to the sales department in terms of content, from brand preferences, value comparisons, purchase concerns, etc.
In terms of reach, the marketing department can also influence and attract other decision-makers through channels such as social ** to increase the success rate of sales.
In 2024, B2B enterprises should have the awareness of building a sales lead marketing system, have a clear plan in terms of customer acquisition, have appropriate channels, and plan necessary actions at each node to improve the overall conversion rate and ensure KPIs