Following on from the recent blog I, reigniting your Lead Gen strategy, I received some questions and Digital Marketing Company Nottingham comments about the various, often confusing aspects surrounding lead generation. I think I will respond by trying to uncover some common misconceptions, the differences in terminology and outline the perfect approach to build a pipeline.
As we explained in our eGuide – 5 ways to generate quality leads quickly – there are several ways of leads can be generated, with only one tactic rarely used in isolation. Oftentimes, joined-up strategic approach provides the greatest chance of a strong ROI. With so many variables of things can quickly become cumbersome to navigate and manage.
When it is not BANT a BANT?
The first element and often the most inconsistent of lead generation is a myriad of categories leads or kind – not only in their name but the big difference in their definition of different suppliers and stakeholders.
Some of the more common classifications are:
Lead Marketing Ready (BMR): A lead where some basic contact information (and opt-in confirmation) was arrested and contacts are ready to be marketed to
Marketing Qualified Lead (MQL): This refers to the leads that are more likely to become customers compared to other leads based on intelligence leads. It tracked from seeing certain behaviors or levels of engagement, such as website visits and downloads offer content
Sales Qualified Lead (SQL): Indicates that the sales teams or telemarketing outsourcing suppliers have been qualified to lead this as a potential customer. SQL is in the buying cycle, while MQL is not ready for that first purchase stage and need more nurturing
Budget, Authority, Need and Timeline (BANT): This is a sales qualifications frameworks are used to identify and pursue the most qualified prospects based on their budget, purchase authority, need and time. A BANT usually collected through follow-up telemarketing qualification to MQL or SQL. Depending on the product or industry, to collect at least three of four criteria will generate leads into hot prospectsr
Read also:- What is Split Testing Feature for Facebook Ads?
Causing me to lead me
Ok, so you know the product, your target audience and have developed a strong suite of assets that include travel buyers (Awareness, Consideration and Approval), but what tactics do you use to reach your audience? Again, this can be a minefield with a variety of routes and tactics to fill your pipeline. Paid to Organic, Fixed Display for Email and Content Syndication, to name a few. Before you choose, there are more things to consider.
Long and short of it
Having personally designed, built and implemented various lead gen campaign, often in the international market of large and complex, things are never straight forward. One of the pitfalls to be aware of are the assumptions made about the qualifications and criteria for lead, which can often come back to bite you if you do not investigate these elements and understand what you pay for.
Almost every major suppliers gene, which there are many, will use a slightly different terminology for the types of leads they can collect. But not only that, how can they lead the class may throw more mud into the water.
Also, different suppliers offer very different CPL (Cost Per Lead), some ~ £ 1k (USD 1.3K), while others charge ~ £ 100 (USD 130). This does not beg the question: What’s the difference? This can be explained by several reasons, from how the BANT questions Digital Marketing Companies Nottingham answered (eg digital vs telemarketed), through the quality of information provided to each field.
There is no precise, universally accepted classification leads where lead generation businesses seeking services can easily navigate the best approach with the best suppliers.
“You could say our MQLs or more like HQLs
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