Bottom of the Funnel (BOFU) Strategy
SQL lead generation involves a type of BOFU (Bottom of the Funnel) strategy. These are campaigns aimed at people who are in a decision-making phase and whose searches – both on search engines and on social networks – are aimed at deciding which provider to use to resolve a specific need.
A Bottom of the Funnel strategy is, precisely, a strategy to capture SQLs. It is a strategy where the focus is on capturing few leads, but that are very well qualified to pass them quickly to the sales team.
This strategy requires having a page or landing page with success stories, product information, prices, customer testimonials, showing the methodology and the work team, etc. The consultation form must be used to gather information, beyond the name and email, that allows us to better qualify the lead and thus know if it really matches our buyer persona .
Top of the Funnel (TOFU) and Middle of the Funnel (MOFU) Strategy
In the case of demand generation, the largest number of leads are found at the top or middle of the Funnel. Here, the strategies are very different from the previous one because you are not going to capture those interested in buying and you are not going to refer them directly to the sales team, but rather you are going to capture leads to increase the database of potential clients. These prospects will remain within the marketing area for a while, who will manage and cultivate them to detect commercial opportunities.
The objective is then to capture them in order to feed the database on which communication actions can then be carried out. They will be provided with valuable content in exchange for information that will allow us to rate them and provide feedback on the content provided to them until they are defined as potential clients ready to be passed on to the sales team.
The key moment to know when to pass these potential clients on to the sales team is after having identified that they have a specific and obvious need that my product or solution solves and that it is a type of company that matches the type of client I am looking for.
Campaign conversion
The conversion rate of a campaign depends, to a large extent, on how relevant that campaign is for the prospect or lead with whom I am interacting. This relevance is given by the perception of the lead when he or she comes into contact with the campaign communication. This communication is characterized by having very little time to convince, which makes a good definition of the Buyer Persona or customer prototype necessary.
Today, many companies are competing to attract attention on Google, LinkedIn, Facebook, Twitter, but they use empty, generic, valueless messages that are not designed for the segments they want to reach. When this happens, the result of the campaign conversion rates is usually low.
However, if you manage to create a narrative that generates an efficient connection with the value proposition, with strong messages and that also captures the attention of the segments you want to reach, conversion will most likely be high.
Remember these 7 steps and reverse the results of your campaigns
Be sure of the type of short-term and long-term strategy.
Define and separate SQL (Sales Qualified Leads) lead generation campaigns from MQL (Marketing Qualified Leads) and QL (Qualified Leads) long-term demand generation or acquisition campaigns.
Establish a protocol between the marketing and sales areas on how each lead will be treated , to create two cyclical funnels and not lose any prospects.
Create narratives according to each market segment you are targeting : understanding that country area code philippines there are different market niches with different needs, problems and aspirations. If you know them well and speak to them specifically, the better the results will be. To do this, you can:
Create educational content to help prospects or leads understand their problem and then understand how to solve it.
Create content that accompanies leads in each of the phases they go through.
Have a lead capture system that allows you to include them in a database and classify them. This way, you can know if the lead is in the maturation phase or ready to buy.
Don't give up on any lead : If the lead was qualified and met the expectations of a potential customer, you should try to maintain a relationship with them because, although they may not have purchased at that time, they are likely to do so later.
Rest assured, all of these elements will help feed the pipeline so that there are always leads to work with.
Now that you know much more about what results to expect from a lead generation campaign, don't hesitate to ask us your questions. At Pragmática we have the best team to help you generate the B2B leads you need.