Lead acquisition: definition
A lead is simply a marketing or sales contact . It is a person who has expressed interest in your products or services without having been previously contacted by a salesperson. They are not yet considered a prospect, but they have every chance of becoming one.
Lead generation brings together all the techniques used to generate qualified leads : SEO, SEA, social media, landing pages, content marketing, etc. It is the first stage of the conversion funnel. The channels can be used separately or not.
To evaluate lead generation tools and make a choice, different overseas chinese in australia data criteria can be considered: the number of leads produced, their quality, and the relational aspect. For example, participating in a B2B trade fair allows you to obtain a large number of high-quality contacts. In addition, this type of event establishes a strong relationship with the company. Webinars generate fewer leads, but of the same quality. On the other hand, the establishment of business relationships is limited.
The cost of acquiring a lead (CPL) is an important KPI for evaluating the effectiveness of your marketing campaigns. When calculating CPL, the direct and indirect costs incurred, from the design to the execution of the campaign, are taken into account. This allows you to know the overall budget allocated to each of your contacts. This way, you will know which lead generation lever is the most effective.
Cost per lead does not provide sufficient information about the quality of prospects. Only the conversion rate can provide more details. To obtain a large number of qualified leads, it is best to compare the two indicators.
Optimize your conversion funnel
Discover the most important steps to increase the performance of your conversion funnel:
Define the profile of the ideal client to reach the right target.
Capture your audience's attention with the right message.
Maintain the interest of leads with quality content, encouraging them to take action.
Collect data about your contacts so you can qualify them .
Transform prospects into customers by focusing on simplicity and offering attractive deals (trial periods, demos, promotions, free audits).
Build customer loyalty by maintaining a relationship of trust.
Segmentation is the cornerstone of your lead acquisition strategy
Personalization is an essential resource for converting a lead into a customer. It is about targeting the right message, to the right contact, at the right time. Sending personalized messages to all prospects is not feasible; therefore, it is necessary to segment leads.
To properly segment your targets, you need to create homogeneous groups , with contacts who have the same needs, who are accessible through the same channel, and who are receptive to the same communication. To do this, you need to define appropriate segmentation criteria in relation to the offer: socio-demographic, psychographic, behavioural. To help select these criteria, don't hesitate to create customer profiles.
Defining profiles allows you to:
Focus your marketing activities on specific segments of your audience;
Respond as effectively as possible to the needs expressed by your target customers;
Choose the right channels to acquire qualified leads, based on your prospects' habits and behaviors.
The different channels
Summary of the main lead acquisition channels proposed by Dataventure:
E-mailing . Dataventure opt-in With , distribute your results-based campaigns in the group's databases (100 million active profiles) and in the database of more than 1,000 partners in Europe;
SMS marketing . Start your campaign in three steps, accompanied by one of our experts:
Defining a custom audience segment.
Creation of the message, campaign scenario, mobile minisite.
Campaign planning, monitoring traffic and conversion statistics.
Co-registration . This is the ideal solution for collecting large volumes of leads at controlled costs;
Social media. On Messenger, for example, you can create a campaign with the goal of “Generating leads .” This allows you to ask questions to people interested in your offer and then continue the conversation with qualified prospects directly in the chat.
ROIAs experts in digital conquest, our team can help you optimize your return on investment ( ).
