Want to learn more about building a productive lead generation strategy? Here are three tips to grow more leads, using examples from how we do things here at Salesforce.<\/p>\n\n\n\n
1. How to measure lead generation tactics<\/span><\/h2>\n\n\n\nAn important metric is a key indicator of business growth and can be tied to the increase in product engagement and revenue. It\u2019s something the entire organisation can rally behind.<\/p>\n\n\n\n
Our marketing team key metric is when an opportunity reaches the second stage of the sales funnel<\/a>. At that point, our sales development team has vetted a prospect, and the prospect is verified and accepted by an account executive. <\/p>\n\n\n\nOur sales team will estimate the potential revenue from the opportunity, allowing the marketing team to also begin tracking a return on investment. From here, we start to build our measurement framework. We use this metric to measure the success of our lead generation tactics and improve programs.<\/p>\n\n\n\n
When measuring, it\u2019s important to gauge which sources are bringing in high-quality leads. Are they social platforms like LinkedIn, email newsletters, or ad partners like Google? Also, make sure the money spent on ads is generating high-quality users.<\/p>\n\n\n\n
An example of a high-quality lead is a ‘hand raiser’ \u2014 someone who engages with the brand or asks for information (like requesting a demo or free trial). A passive lead is someone who provides contact info to download an ebook but hasn\u2019t expressed other interest. We pay close attention to hand-raiser leads because they have a higher chance of becoming customers.<\/p>\n\n\n\n
We focus on content performance from the highest-quality sources of leads. If traffic is dropping from a top-quality lead source, we react quickly because of the expected downstream effect. Possible tweaks include changing our ad design or ad copy, adjusting our paid investment or updating a call to action (CTA).<\/p>\n\n\n\n![\"Subscribe](\"https:\/\/salesforce-news-blog-develop.go-vip.net\/wp-content\/uploads\/sites\/8\/2023\/06\/subscription-banner-blog.gif\")
<\/a><\/figure>\n\n\n\n2. Develop strategies to get the right leads<\/span><\/h2>\n\n\n\nThere is a saying that goes ‘a lead is a lead,’ but that\u2019s a big misconception.<\/p>\n\n\n\n
Customer insight and interest is valuable, and social platforms like Facebook and LinkedIn generate revenue by offering targeted advertising that uses the customer data they\u2019ve collected. So, a more targeted campaign on LinkedIn will cost significantly more than a general banner ad.<\/p>\n\n\n\n
Some leads can be less costly and have huge scale, but are low quality because they aren\u2019t reaching people who are looking for specific products or services (and therefore less likely to convert).<\/p>\n\n\n\n
Other leads are more expensive but target people who are ready to buy. And then there is everyone in between.<\/p>\n\n\n\n
The various channels, targeting options, and content that we pair together to acquire leads can produce hundreds or even thousands of iterations. We have to recognise the lead generation tactics that produce quality leads and at what cost.<\/p>\n\n\n\n
For example, on LinkedIn, our target is sales managers within the financial services industry who have interacted with our business once in the past. We serve them a customer story from a banking customer. These leads might be more expensive, but they\u2019re highly likely to convert, so the cost is worth it.<\/p>\n\n\n\n
3. How to test lead generation tactics<\/span><\/h2>\n\n\n\nImproving the efficiency of lead generation tactics is crucial \u2014 no matter if it is a one-person team at a startup or a larger team at an enterprise.<\/p>\n\n\n\n
At Salesforce, we improve lead quality and ROI by using Marketing Cloud Intelligence<\/a> to run tests<\/a> on our paid ads. We run a test by delivering two or more versions of ad copy or form pages to different segments of our audience at the same time and seeing which ones perform best.<\/p>\n\n\n\nThese tests are done on our highest-trafficked content. We\u2019ve found that even the most basic changes have driven significant returns \u2014 and then we can apply those changes to other programs to make them more efficient as well.<\/p>\n\n\n\n
For example, we ran a simple test changing the layout of the several fields in a form that readers filled out to access a piece of content. It was simple \u2014 just shortening the vertical length of the form. This change increased form submission on desktop computers by 10%. We now do this on all our forms.<\/p>\n\n\n\n
Again, not all tests require massive change of content. What matters the most is when we do find wins, they are used across many of our programs.<\/p>\n\n\n\n
Building the right lead-generation tactics takes some work. But when it is done efficiently, these tactics will save cost and time, and bring in new revenue. <\/p>\n\n\n\n
Building relationships with your customers is vital for your business growth. Learn how to get the most out of your leads and take your business from good to great from this guide<\/a>.<\/i><\/p>\n\n\n\nThis post originally appeared on the U.S.-version of the Salesforce blog<\/a>.<\/i>
Our sales team will estimate the potential revenue from the opportunity, allowing the marketing team to also begin tracking a return on investment. From here, we start to build our measurement framework. We use this metric to measure the success of our lead generation tactics and improve programs.<\/p>\n\n\n\n
When measuring, it\u2019s important to gauge which sources are bringing in high-quality leads. Are they social platforms like LinkedIn, email newsletters, or ad partners like Google? Also, make sure the money spent on ads is generating high-quality users.<\/p>\n\n\n\n
An example of a high-quality lead is a ‘hand raiser’ \u2014 someone who engages with the brand or asks for information (like requesting a demo or free trial). A passive lead is someone who provides contact info to download an ebook but hasn\u2019t expressed other interest. We pay close attention to hand-raiser leads because they have a higher chance of becoming customers.<\/p>\n\n\n\n
We focus on content performance from the highest-quality sources of leads. If traffic is dropping from a top-quality lead source, we react quickly because of the expected downstream effect. Possible tweaks include changing our ad design or ad copy, adjusting our paid investment or updating a call to action (CTA).<\/p>\n\n\n\n There is a saying that goes ‘a lead is a lead,’ but that\u2019s a big misconception.<\/p>\n\n\n\n Customer insight and interest is valuable, and social platforms like Facebook and LinkedIn generate revenue by offering targeted advertising that uses the customer data they\u2019ve collected. So, a more targeted campaign on LinkedIn will cost significantly more than a general banner ad.<\/p>\n\n\n\n Some leads can be less costly and have huge scale, but are low quality because they aren\u2019t reaching people who are looking for specific products or services (and therefore less likely to convert).<\/p>\n\n\n\n Other leads are more expensive but target people who are ready to buy. And then there is everyone in between.<\/p>\n\n\n\n The various channels, targeting options, and content that we pair together to acquire leads can produce hundreds or even thousands of iterations. We have to recognise the lead generation tactics that produce quality leads and at what cost.<\/p>\n\n\n\n For example, on LinkedIn, our target is sales managers within the financial services industry who have interacted with our business once in the past. We serve them a customer story from a banking customer. These leads might be more expensive, but they\u2019re highly likely to convert, so the cost is worth it.<\/p>\n\n\n\n Improving the efficiency of lead generation tactics is crucial \u2014 no matter if it is a one-person team at a startup or a larger team at an enterprise.<\/p>\n\n\n\n At Salesforce, we improve lead quality and ROI by using Marketing Cloud Intelligence<\/a> to run tests<\/a> on our paid ads. We run a test by delivering two or more versions of ad copy or form pages to different segments of our audience at the same time and seeing which ones perform best.<\/p>\n\n\n\n These tests are done on our highest-trafficked content. We\u2019ve found that even the most basic changes have driven significant returns \u2014 and then we can apply those changes to other programs to make them more efficient as well.<\/p>\n\n\n\n For example, we ran a simple test changing the layout of the several fields in a form that readers filled out to access a piece of content. It was simple \u2014 just shortening the vertical length of the form. This change increased form submission on desktop computers by 10%. We now do this on all our forms.<\/p>\n\n\n\n Again, not all tests require massive change of content. What matters the most is when we do find wins, they are used across many of our programs.<\/p>\n\n\n\n Building the right lead-generation tactics takes some work. But when it is done efficiently, these tactics will save cost and time, and bring in new revenue. <\/p>\n\n\n\n Building relationships with your customers is vital for your business growth. Learn how to get the most out of your leads and take your business from good to great from this guide<\/a>.<\/i><\/p>\n\n\n\n This post originally appeared on the U.S.-version of the Salesforce blog<\/a>.<\/i> <\/a><\/figure>\n\n\n\n2. Develop strategies to get the right leads<\/span><\/h2>\n\n\n\n
3. How to test lead generation tactics<\/span><\/h2>\n\n\n\n