With new technology, marketing methods and regulations, lead generation has changed, and the business models of lead sellers have followed suit. Buyers — and leads — are expecting more from marketers, and sellers will need better data and communications to optimize their efforts.
Here are eight ways for lead sellers to stay strategic in the current environment.
1. Use a Sophisticated Scoring Service
How leads are scored and ranked differs from tool to tool. However, regardless of the system, it’s important that systems are properly configured and continually adjusted to meet growing needs or new business goals. Be sure to also consider both behavior and demographic information in scoring. The combination can provide actionable insights, like revealing intent or identifying fraudulent activities, and can significantly increase lead quality. In fact, 68% of B2B marketers are currently utilizing both in lead scoring models.
2. Create a Compliance Team
It’s no longer enough to just be aware of new legislation and regulations. Lead sellers must be actively engaged in everyday activities in order to avoid costly compliance missteps. Creating an internal compliance team not only ensures regulations are followed, but it is an opportunity to increase transparency and quality for buyers.
3. Monitor to Maintain Compliance
Sellers can take it a step further by arming teams with the right tools. Platforms like LeadiD, CallMiner and Call Comply can help monitor leads for compliance and allow lead buyers and sellers to:
- Ensure proper disclosures are displayed
- Listen to call-verified recordings to ensure that current industry guidelines are being followed
4. Master a High-Converting Method
There are many lead generation methods, but call-verified continues to produce some of the highest-converting, highest-intent leads. Bad leads are quickly and easily weeded out due to faulty contact information or lack of interest. However, it’s important to customize qualifying questions to the business for higher quality conversions.
5. Determine Key Performance Indicators (KPIs)
What measures success for a lead seller will vary based on the vertical and business. However, general KPIs include:
- Contact Rate
- Return Rates
- Conversion Rates
- Qualified Visits Ratio
- Search Traffic Ratio
6. Incorporate Clarity and Choice
Lead volume has been shown to increase with the strategic use of short form opt-ins. When developing and implementing these forms, be sure to:
- Clearly describe the offer
- Offer details on what to expect as a result of opting-in
- Prepare call center agents to share detailed information
- Allow leads to make choices based on their needs
These four steps will help prove compliance, increase lead volume and determine high intent.
7. Bring Value
In addition to being clear and transparent, marketers should consider offering value to leads in the form of:
- eBooks
- Brochures
- White papers
- Expert tips
- Sources
Offering a value-add is an effective and strategic way to showcase thought leadership, become a trusted resource and entice leads to opt-in for more information.
8. Encourage Results Sharing
Lead generation is even more successful when the lines of communication are open between lead buyer and seller. Campaigns should include conversations around performance and share information like:
- Benchmarks for success
- Short- and long-term goals
- Lead-level conversion data
- Detailed return reason data
These best practices can help set lead sellers apart from the competition and help buyers make informed decisions. In addition to standard company details, it’s important to include marketing methods, case studies, methodology and technology when approaching buyers. Such strategies not only make sellers more effective, but more attractive to lead buyers, as well.
