Lead generating in B2B
more leads for your business
Lead generating with us:
Our goal in lead generation is to fill your pipeline with qualified leads as more customer requests drive sales and growth. With the right inbound marketing strategy and telemarketing measures we provide you with new prospects.
analysis phase
At the beginning there is an in-depth analysis carried out by experienced specialists in lead generation.
strategy & processes
Existing processes are checked and optimization potential is identified. Based on this, we create a lead generation concept tailored to your needs. A strategy for sustainable new customer generation is defined and the processes required for this are laid down.
economics
With a Profitability calculation we check whether and after what time the costs for the various work packages are amortized.
implementation
We implement the sub-projects in which our customers lack the know-how or the resources: building a database, search engine optimization, Google Ads campaigns, conversion rate optimization, content marketing, email marketing, marketing automation, social media marketing and telemarketing.
reporting
The common key performance indicators are already defined in the concept. Only in this way can the various measures be successful made transparent and measured. Decisions can not be made on the basis of opinions, but of facts.
We see ourselves as a long-term partner. That is why we adapt the strategies and work packages to the needs and budgets of our customers. Flexible, joint work on success instead of rigid, long-term contracts.
We develop individual approaches through the combined use of inbound marketing measures and classic methods of acquiring new customers through telephone acquisition. Depending on the goal and the need, the resources are divided individually and flexibly. Here you can find more information about LeadEngine Flex or send us a no-obligation inquiry.
What is lead generating?
Lead generating is a sustainable and cross-departmental process
A good lead generation strategy aims to continuously generate relevant leads and, subsequently, real sales opportunities. This project covers several departments of the company (marketing, sales, service, customer service) and requires well-defined interfaces. Service level agreements (SLA) between departments describe what one department expects from the other and who is responsible for what.
Why lead generation?
Common focus of marketing and sales
A constant supply of sales with sales opportunities is a basic prerequisite for making sales organizations successful and controllable. If all sales staff are provided with sufficient sales opportunities in approximately the same quality (through pre-qualification), sales employees can be compared and improved in a fairer and better way. If lead generation is not done by sales, but is done by marketing for sales, then sales people can focus on where they are most valuable: closing the sale!
What is a lead?
A lead is a potential customer who is interested in a product / service of the company. He does this by leaving contact information or by agreeing to further contact. The expression of interest is done either proactively by the interested party (via contact form on the website, downloading content or subscribing to a newsletter) or by direct contact with the company, for example at a trade fair or via telemarketing.
Qualified lead
A lead that has already been qualified by a company employee is often referred to as a Qualified Lead or Marketing Qualified Lead (MQL). The difference to a raw lead is that you have already obtained deeper information about the lead.
- The lead has a problem (pain or pain) that we can solve through our services.
- We know a contact person (but do not necessarily know if that's the decision maker).
- The lead fits into our defined target group.
The qualified lead becomes an opportunity
The next level is an opportunity, also called Opportunity or Sales Qualified Lead (SQL). This is the status in which a lead is usually passed to a sales representative. It makes sense for the lead to meet the following criteria.
- The contact person is the decision maker or significantly influences the decision.
- The contact has admitted at least one challenge (pain).
- He wants to solve it in the next 3-12 months (depending on the typical purchase cycle).
- There is budget available to solve the problem.
- A next step is defined with the contact person.
The most important measures in lead generation
Among the most commonly used Key Performance Indicators (KPIs) count
- Number of leads per activity
- Number of opportunities per seller
- Cost per lead
- Cost per opportunity
- Cost per degree
- Conversion Rates (Besucher -> Leads, Leads -> Verkaufschance, Verkaufschance -> Abschluss, Nettokontakte -> Lead)
As subordinate parameters are also in question
- Search engine rankings for defined keywords
- Opening rates and click rates of e-mails (eg newsletter)
- Visitors to website / landing page
- Number of potentials in the database
What may a lead cost?
In our experience, a lead may cost between € 50 and € 400 depending on the industry and product or service. An opportunity costs between € 100 and € 2,000 depending on the conversion rate between lead and opportunity and depending on the industry.
