Lead generation should be a core component of any marketing plan; it’s not simply a sales strategy.
Lead generation describes the marketing process of capturing a consumer’s interest in a product or service, for the purpose of making a sale. Lead generation is now predominantly an online process, and can happen across a range of media including websites, social media and emails.
The abundance of information readily available online has led to the rise of the “self-directed buyer” and the emergence of new techniques to develop and qualify potential leads before they are moved into the sales pipeline.
New leads, very early on in the buying cycle, may not be ready to make a firm decision, and need lots of information and handholding: and this is where marketing should really take the reins; nurturing that lead, providing information, and remaining in regular communication.
Responding to leads
Responding to leads isn’t just a case of defining where your lead might be in the buying process. It’s also about maintaining consistency, brand identity and credibility.
Marketing teams can be frustrated by passing on leads and finding that they haven’t been followed up in a timely manner. Sales teams, on the other hand, resent leads that they feel are not qualified or useful. As such, it is important for sales and marketing to work closely together and agree a workable process.
55 Connect can help you to establish a suitable lead nurturing strategy that effectively merges sales and marketing efforts; we can also advise on key messaging, supporting materials and timings.
We were looking for someone to improve and modernise our marketing activities, to take it to the next level. 55 Connect fit the bill perfectly with their friendly yet professional approach. They have worked with us to assess all of our marketing actives, evaluate what works and how to move the campaigns forward to meet our business needs. 55 Connect are genuinely interested in understanding our needs - this has greatly contributed to a successful partnership.
Sofia has been an absolute pleasure to work with. Not only is she very personable and quick to communicate, but her expertise and guidance have been invaluable.
Sofia has been perceptive and proactive in putting together a comprehensive and wide-reaching marketing campaign for the launch. This has included a social media strategy, email activity, print campaigns and sales collateral. She has also been forward-thinking, initiating plans for future web development and blog creation. Additionally Sofia’s reporting on marketing activity and website statistics has been highly beneficial in feeding the business’s monthly reporting.
Key account manager at NHM Images
Sofia is an all-round marketing guru and a pleasure to work with. She has always provided very thorough and logical copywriting briefs which makes the whole process of turning work around both smooth and efficient. It's clear that Sofia is very passionate about her work and that she quickly immerses herself in her clients' businesses. A true professional.