Producing Content That Stands Out: 3 Lessons From Ann Handley’s #RDSummit Lecture

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Producing Content That Stands Out: 3 Lessons From Ann Handley’s #RDSummit Lecture

Lead management is an issue that is part of the reality of many Latin American companies, being an indispensable strategy for most of them. RD Station grew a lot with that strategy. In fact, our main form of growth was precisely through lead generation and management.
No wonder: when combined with the various attraction techniques we constantly talk about here on the blog, well-managed lead management has the power to significantly amplify belgium phone number results with digital marketing.This is because, especially when we talk about B2B Marketing, the purchase process by the customer is not done impulsively. There is a well-known, and often long, cycle that goes through:
In all these stages, the prospect looks for a large amount of information, mainly through the Internet, so it is not difficult to conclude that the more your company helps guide them through the process , producing content and making offers of interest, the greater will be the chances that you choose at the end of the process.In addition, a good lead management program has other advantages:
It allows you to attract and retain potential customers who are not yet at the right time to purchase, avoiding “all or nothing”;
Friction in the funnel decreases and, therefore, increases the number of specific opportunities generated by the Marketing area;
Shorten the sales cycle by educating and encouraging potential customers;
Increase the efficiency and productivity of the sales team by offering more prepared leads at the right time;
Increase customer retention after purchase, also through education and trust.


Therefore, the mission of a lead management program is to identify the different stages potential customers go through and align the appropriate information /  gulf email list knowledge to deliver them at each stage. But, before talking about lead management, we must define what a Lead is. Read on and learn all about Leads in this exclusive article on the subject!
What is a Lead?A Lead is a business opportunity for a company .
More specifically, a Lead is someone who has left their contact information (name, email, telephone, etc.) through our website in exchange for a content or value offer (tool, free trial, request about product / service, etc).In other words, Lead is a contact that voluntarily becomes part of our database because he is interested in hearing more from us. his Lead is someone who has shown interest in a topic of your business and who would probably like to see more about your company, both in terms of knowledge and product / service offers. In the same way, it is someone who can be more easily approached by your sales team, when the time is right for such action.
Observation: In other types of business the concept of Lead can take different forms. Example: A user registered in the trial version of a software, someone who calls the company directly to find more information, a subscriber to an ecommerce site , etc.Why is it important to generate leads instead of selling directly?
For this, we are going to cite the book “The Ultimate Sales Machine”, a reference in the sales area , written by Chet Holmes, in which a pattern is identified that is repeated in all markets or when customers buy.

According to the author, only 3% of the public is actively looking for options to buy something and about 7% is hardly open to proposals, the remaining 90% is represented in the following pyramid: purchasing process
How, then, to achieve a higher percentage of the pyramid and at the same time generate more credibility? That’s where the huge Stadium Pitch balcony comes in. Holmes invites readers to answer the following question:Imagine an entire stadium full of your potential customers and you had the opportunity to talk to all of them for a few minutes. What would you say to them?
Most people respond by presenting the track record or benefits of their product / service, that is, by making direct sales. The problem is, he only starts saying this and 90% of the pyramid gets up and goes.
For this reason, your speech – including on your blog, email campaigns and social media posts , should focus on offering useful content to the customer, regardless of the time of purchase. It is necessary to say something interesting so that the whole pyramid continues to listen.Lead generation meets this strategy. If your business website only has information about your product / service, your message will only resonate between 3% and 10% at the top of the pyramidTo avoid “wasting” the other 90%, your company can create valuable offers to capture the contact information of these people and, over time, nurture them to try to turn them into opportunities and sales.
Still, many companies insist on wanting to focus only on prospects that are already “ready,” in the name of supposed productivity. What we can say is that we have already seen and helped make this lead generation machine work multiple times.

In all cases, not only the number of opportunities and total sales increased significantly, but the cost of Marketing and Sales has been decreasing over time.Since we do not want (or can) place a sales team to contact each of these, the first idea that arises is to try to spam the base with product / service offers. This is not only risky as it can burn the canal unnecessarily, but it is also inefficient. According to a survey carried out in 2012 by Marketing Sherpa to a large number of B2B companies, on average 73% of Leads are not yet ready to buy.For this reason, for the Marketing area, just generating leads is not enough. It is necessary to have a process that helps Leads to descend more and more in the Sales Funnel and filter the base, managing to deliver to the sales area the Leads with the correct profile and that are already more likely to purchase your solution . For this reason, you should think about a lead management program.
Sales FunneHere the Sales Funnel that describes how a user who starts out as a total stranger to us is transforming throughout their relationship with our content, from Visitor, converting to Lead, then to an opportunity and finally reaching the moment of purchase .
This process seems complex (in fact it is not easy), however, that “problem” of lead management only appears when there is already a large volume of lead generation and the sales area is unable to account for so many opportunities. productively.
Therefore, we always recommend focusing first on generating volume and then on optimization.
Putting Lead Management Into Practice!
After a visitor becomes a Lead by giving us their data, the management of this Lead begins .
To be clearer, Leads management is a relationship that we start with the contacts in our database, through the sending of emails and communications on other channels with content that is related to the moment in the purchase process, seeking to guide you. until reaching the last stage, the sale.

In addition to sending emails , we can do actions such as remarketing; where we segment paid ads on social media and other web pages, to offer our Leads relevant content at the right time. This, for example, can help the Leads who did not open your email, to receive the material and advance in the sales process
The work of sending emails manually is tedious and unproductive, for a long time this was an obstacle to developing good lead management. That is why Marketing Automation emerged as a tool to make our strategies more productive and efficient. Marketing Automation allows for a more intelligent and therefore faster and more autonomous management of the sending of emails. It allows you to send emails that respond according to the interaction that the Lead has with us, understanding who the Leads are, their profiles and interests.Example: A visitor downloads material related to Content Marketing , there he becomes Lead, we at RD Station send a series of automatic emails related to the material he downloaded and that help him advance step by step until the moment of boarding selling.
Here is an idea of ​​how your emails can be programmed:
Send a transactional email thanking you for downloading the first material
After a few days, send other related material that reinforces the learning on the subject
Then send more materials or some success stories that prove how the product / service has helped customersFinally, we can send an email with a more formal sale proposal and inviting the Lead to contact us or give us their information so that we can contact him
The work of the sales team begins
Use related materials, success stories, videos, etc. Everything that can capture the attention of the Lead and take it to the moment of sale, without forgetting that you are delivering quality information to your audience.

If you still have questions about the materials to be developed, understand in this post, how to find content for lead generation among the materials that your company already has, you just have to click here.When is the right time to address leads with a business proposal?
Basically, a commercial proposal must be presented when the Lead accumulates a series of characteristics based on two main aspects: profile and interest, to which a quantitative or qualitative rating can be assigned that helps to show the sales team the maturity of the prospect, in front of at the time of purchase. This is called Qualification Leads , which based on the tool Lead Scoring can make this intelligent process. We will talk about this specific topic in future posts on this blogThe following graph shows a relationship between the Lead’s profile and the interest it shows, according to the stage of the purchase process. A diagonal line is drawn between the extremes and all leads above this line are estimated to represent Qualified Leads (MQLs) that can be addressed by the sales team. Also, at any time the Lead can directly request a contact with a sales representative, which is recognized as a shortcut that places the Lead in the last stage of the sales funnel, regardless of which stage it was in previously.A very important advice: Leads that receive a commercial offer and do not buy your solution should not be discarded, they can continue to be nurtured, through email automation flows, until they reach the right moment to be approached again.This graph can be adapted for each business independently, although the principles of relationship between interest and profile must be maintained, the diagonal that marks the area of ​​qualified leads and a strip where all non-qualified leads fall.

Analyze, measure, and optimize
As shown in the sales funnel figure, one stage in the process is Analyze. This is how the Inbound Marketing methodology proposes it , which states that the analysis must be present in each of the other stages (Attraction> Conversion> Relationship> Sale), in order to optimize the process of generation and management of Leads, and then convert them in clients.
For this, we must pay attention to some metrics and symptoms that will help to identify possible obstacles and points with room for improvement. Thus, your company will be able to create an increasingly powerful Leads and Sales generation machine.
These are some metrics that you should take into account in this process: Number of Leads generated, Number of qualified Leads (MQLs) that reach maturity for a sales team approach, Number of these Leads that were received by the sales team ( SAL) and Number of opportunities completed (Sales).
Here at RD Station, we deeply understand “why” to generate Leads and manage them until the moment of purchase, since that is how we managed in a short time to significantly increase our results and position ourselves as an authority company in the Latin American market. Therefore, I want to share with you this strategy that has the power to significantly amplify business results, combined with the various techniques that we will constantly talk about here on our blog

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