The term lead is used in Inbound Marketing to refer to those contacts who have left us their details through one of our landing pages in exchange for content of interest to them. Therefore, they are contacts that voluntarily become part of our database.
This video will help explain:
These users are considered potential customers of our products or services. It is important not to lose sight of them and start a nurturing process to keep their attention and turn them into customers.
The greater the number of leads, the greater the chances of getting new customers. Although there are many tricks to becoming an expert in lead generation, it is important to pay attention to the quality of the leads in order to make conversion management more effective.
We can classify 3 types depending on the phase of the purchase cycle in which they are found:
It is equivalent to a contact early in the purchase cycle, which in technical terms we call TOFU. It is a cold lead that is not yet ready to finalize the purchase, so we will have to take actions that will help you move forward in the process.
An MQL is a contact that we have identified as part of our target audience and that has a chance to become a client. This user belongs to the middle part of our conversion funnel (MOFU), that is, he already knows his need and is considering a solution. Our task will be to get them to consider us as a possible solution.
This type of contact is in the final part of the purchase cycle (BOFU). In other words, it is a hot lead that has already made the decision to value our products or services to meet your needs. At this point, we must close the sale through direct offers on our product or service (free demos, direct discounts, commercial visit, etc.).
Attracting and capturing a lead is only the beginning of our sales process. To complete it, we must implement techniques that will help us convert these users into end customers.
First of all, it is essential to know at what stage of the purchase cycle our lead is in order to carry out better segmentation. To do this, ask yourself three key questions:
Answering these questions will allow us to understand in general terms what the main needs of each user are and how to develop a strategy focused on offering usefulness to our contacts.
To develop this user-centered approach, you will have to rely on these 2 complementary techniques:
Lead Nurturing is a technique based on the creation of valuable relationships with users to help them advance through their buyer's journey. How do we achieve this? By delivering the right content to the right person at the right time, usually in sequenced email strings (but don't forget that we live in a multi-channel environment).
With the Lead Scoring we can measure both the degree of interest of a user towards our products or services and their fit within our ideal customer profile. Therefore, establishing an effective lead scoring system will help us to differentiate and prioritize contacts with a greater possibility of conversion, allowing us to develop strategies adapted to them.
It is important to emphasize that we cannot develop either of these techniques without a Marketing Automation tool that allows us to automate and measure our actions.