The ‘must-have’ lead generation tools for small teams

Lead Forensics, Thursday 10 November 2016

Two businessmen shaking hands across a table, with the term "lead generation" written across the imageWhen it comes to clever tools and software that can help support your lead generation efforts, the possibilities are endless. For bigger players in the market this is great news, as they’re likely to have a good level of budget and the resources needed to wade through and pull out the best options for them. But for smaller teams, it’s not quite as simple.

So, if you don’t have the budget for an all-singing, all-dancing solution, what should you do?

The first thing is to get your hands on our quick start guide to lead generation and check you’re ticking all the boxes when it comes to turbocharging your lead generation efforts.

Online lead generation is basically about attracting visitors to your website and converting them to leads. There are tons of strategies out there for how to go about this, the key question is what is going to be the most effective use of a limited budget?

When it comes to choosing the tools that are going to be the best fit for your small team (and which will give you the greatest return on your investment), you need to have a clear understanding of the basics. Start by taking each stage of the process in turn and considering which specific software could help you optimize your results. The stages can basically be broken down as:

 

  • Before someone converts on your website
  • When they are converting
  • After they have converted

 

Before conversion

Tools: pop-ups, Lead Forensics, website analytics

At this point in the lead generation journey, you will be using various tactics to drive traffic to your website. The overall goal being to convert those visitors. However, since most visitors won’t end up converting (the average estimated as being just 2%), you need the right software in place to help you.

Internet pop-ups are one such tool to consider. The way they work is that a screen will pop-up when a visitor has met certain criteria, with the aim of engaging with them. For example, if someone is on your pricing page then a pop-up may appear that asks if they would like to talk to someone about pricing. If they respond, they are then connected with someone from your team. One thing to bear in mind if you’re going to use pop-ups, is that they need to be well placed and tied to specific rules, so as not to annoy people.

Of course, we hope you’ll opt for trying out our highly effective Lead Forensics software, which gives you the ability to know which companies have visited your website, even if they never make contact with you. A huge benefit of this system is that you can pro-actively connect with a prospect, long before they may otherwise have converted. You can also set up alerts so you know when a specific company you are targeting visits your site and what they looked at, so you can pick up the phone and have that all important perfect timing.

Another important tool is website analytics. Google Analytics is the absolute minimum you should be using, if you’re to gain any information about what’s actually happening on your website. The software will provide you will lots of data to help you better understand visitor behavior. Best of all, it’s free.

 

At the point of conversion

Tools: form generator, landing page generator

This is the moment when a website visitor finds something you’re offering so appealing that they are willing to give you their contact details in exchange for it. For example, an e-book, a free demo, a call back request, or anything in between.

Typically, this exchange of information will be done via a web-based form that asks for basic contacts details - the minimum of which should be their email address. While it may appear a simple thing to create at first glance, there is an art to creating an effective form. It needs to be short and sweet, asking for just a little information at a time and gradually asking more as the relationship builds over time.

The kind of tools that will be useful here are often ones that can be found within mass mailing software, such as MailChimp and Campaign Monitor. They all offer some type of form builder. Or, consider using dedicated software, which will give you far more options to choose from.

The landing page itself – i.e. the web page the person looks at which includes the information about the offer - is another key element to think about. The simplest solution is just to strip it of anything that’s not related to the offer. That includes any links to other pages on your website, so you are guiding the reader to just one conclusion - get the offer now!

 

After conversion

Tools: CRM, LinkedIn Sales Navigator

Once someone has converted on your website, depending on the nature of the offer you can then start connecting with them in other ways, such as by email. The data they provide needs to be saved in some sort of customer relationship management database - a CRM.  In an ideal world, you will have one database linked to all touch points someone has with the company. In reality this is very hard to achieve for smaller teams, so use the best compromise you can afford.

Again, if you’re just starting out your mass mailing software may be enough. Or if you are a Lead Forensics client then you can use our lead manager product. Once you’ve grown you may then consider investing in a bigger system.

When you know who you’re dealing with - either before you start a conversion (if you’re a Lead Forensics customer), or after they have converted - you need to set up a system for drip feeding emails. Your aim here is to qualify each lead and start building a relationship. LinkedIn Sales Navigator is an invaluable tool to do just that.

 

For more ideas

In this blog, we’ve focused on the core tools you need for online lead generation. There are of course many more, so check out these blogs for more ideas and inspiration:

Choosing the right digital tools for your business

The digital tools every B2B needs in their life

Top 5 tools every sales and marketing team needs to know about

Top social media monitoring tools and when you may need them

Internal comms tools - could you wave goodbye to email for good?

Email marketing software providers in comparison

What to ask before buying in new software for your business

 

Another interesting source of information is this thread on Quora asking about lead generation tools. Happy reading.


 Online lead generation for B2B

Topics: Lead generation, Drive Traffic

Recent posts

What can Lead Forensics do for your business?

Imagine if you could take control of your lead generation activity and convert sales-ready prospects, before your competitors even get close?  Lead Forensics is the software that reveals the identity of your anonymous website visitors, and turns them into actionable sales-ready leads. In real-time.

Lead Forensics can tell you:

  • Who is visiting your website
  • Providing highly valuable contact information including telephone numbers and email addresses
  • And….insight into what each visitor has looked at, as well as where they came from.
Take a look for yourself with a free, no obligation trial - you can get started today!

Other blog posts

Lead generation versus sales prospecting – what’s the difference?

Every business needs a steady supply of sales if it is to survive. How each business goes about generating those sales will vary widely, but there will always be certain key strategies at play. 

Read More

How to boost morale on the B2B sales floor

B2B sales is a fast paced and often cut-throat world, driven by targets and results. For many sales reps, it is the ‘buzz’ that keeps them coming back each day - the thrill of the chase and successfully turning a lead into a paying customer. (Not to mention the splash of healthy competition that often exists within sales teams).

Read More

B2B marketing trade shows not to be missed in 2018

Keeping up to date with the latest B2B sales and marketing trends and methods of best practice can be a challenge. Not to mention staying on top of all the digital tools and technologies that continue to emerge.

Dipping your toe in the water at a tradeshow is one way to ensure you stay ahead of the game and always have an eye on any new innovations on the horizon.

Read More