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What Is Lead Gen Technology?

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Lead gen technology allows companies to attract inbound and outbound leads to make sales.

Lead generation has been around for a long time, but methods have changed from simply finding a customer early on in their sales journey and sending the sales team their way.

The self-directed buyer is inundated with information, so it’s vital to find new, creative ways to cut through the static and reach potential customers.

If your lead generation strategy has yet to catch up to the age of the self-directed buyer, it’s time to reevaluate.

Using modern lead generation software can help leads find you by increasing brand visibility and capturing interest with informational content buyers can use during their research before they’re ready to purchase.

Unless you’re Google or Apple, you will have to fight for your customers’ attention when releasing a new product.

Easier said than done, right? In such a competitive environment, you can flourish if you implement the right lead generation strategies for technology companies.

The tech industry’s growth trajectory is unique. Hence, the companies operating within it need tailored techniques to put their product in front of customers.

This blog shares the best lead generation techniques for technology and software companies.

Who Implements Lead Generation?

Leads can be defined in many ways, and there are even more ways to identify a qualified lead.

For example, Marketo defines a qualified lead as “a prospect that is starting to exhibit buying behavior.”

Lead generation is a step-by-step process conducted by two groups: sales reps and marketers.

The sales group usually generates cold leads and then uses them for cold calling, cold emailing, and cold marketing campaigns.

They go for quantity first, qualify leads, and work closely with the most engaged ones. The marketing group focuses on generating warm leads.

First, they acquire business leads through different marketing channels, warm them up with relevant approaches, and then forward hot leads to the sales department or make the sale right away.

Sales and marketing have different methods and needs, but the goal is always the same — a client, a deal, or a sale.

Unsurprisingly, a survey from August 2016 found that improving lead quality and adding new customers were the top two goals for most B2B marketers.

Lead generation is more like conducting an orchestra than a simple, transactional exchange.

A Brief History of Marketing

With the continuing advancement of technology, marketing has never been more convenient. 

We evolved from the traditional mediums of marketing like:

  • Classified print ads in the newspapers

  • TV and radio commercials

  • Cold calling

  • Email marketing

Finally, we have modern marketing methods which need minimal interaction.

Sixty percent of marketers state that lead generation is a key pain point for their company.

Determining a good lead is more complex than just targeting people who downloaded your white paper, and your sales reps mustn’t waste their time cold calling unqualified leads when there are ways to narrow down the pool.

Implementing a lead generation program increases brand awareness, builds relationships, generates qualified leads, and ultimately closes deals.

These lead generators are just a few examples of lead generation strategies to attract potential customers and guide them towards your offers.

Start filling your sales pipeline today

Why Is Lead Generation Important?

Now that you have some background on marketing, let’s dive into lead generation meaning, and its process.

A lead is someone who has shown interest in your product or service in any way. But it doesn’t mean they are ready to make a purchase.

Generating leads in the tech, IT, and SaaS industries work best to educate people about the benefits of your product or service to eventually convert them into a customer.

Top tech companies of the world use the best lead generation strategies.

Irrespective of the nature of your business, lead generation is a must. If you have the perfect lead generation strategy, your sales funnel will always be full.

It is through leads that you can get to customers. Sometimes the leads turn into customers, and sometimes they provide valuable information about potential buyers.

Based on the same, you can drive further lead generation.

What Is Inbound Lead Generation?

The inbound lead generation process is permission-based, meaning that your potential customer finds and decides to interact with you on their own.

The inbound way of getting new leads rests on lead generation marketing. The latter consists in finding promotional channels that will attract your potential customers.

The sources of inbound leads vary depending on the niche.

What Is Outbound Lead Generation?

Leads found can be harder to convert because they have not taken an interest in your offer voluntarily.

However, the so-called cold leads can be converted just as easily using specific targeting and personalization.

Among the widespread outbound lead generation strategies are pay-per-click (PPC) advertising, cold outreach, and content syndication.

PPC is a paid option, while lead sourcing can be paid and free, manual and automated.

Who Is Your Target Audience?

To generate leads successfully, you need to define an ideal customer profile (B2B) or buyer persona (B2C).

This simple lead gen technique gives technology companies clearer, more concrete insight into their prospective customers’ interests, challenges, and buying habits.

Once you’ve gained your target audience and defined your marketing platforms, you can strategize how you’ll connect with your target audience.

Your initial content will probably get attention, sure. But how many people are the target for the call to take action from your campaigns?

Engaging with your prospects is an important aspect of conversion. Engagement means posting content that drives engagement.

Start filling your sales pipeline today

Who Is Your Target Market?

Define your target market. This way, you get a clearer picture of what leads you’ll want to generate. It can be tricky if you have a new business and lack data.

Defining your targeted audience will make it easier for you to optimize your sales process.

Marketing Qualified Lead

An MQL is interested in you but is still not ready to communicate.

Let’s say, they’ve subscribed to your blog newsletters or signed up through your lead magnet, leaving their contact information in exchange.

Sales Qualified Lead

An SQL has expressed interest in your product and is one step closer to becoming a paying customer.

For example, such business leads leave their contact information to get in touch with your sales team to learn more details about your product.

Product Qualified Lead

PQLs demonstrate an interest in your products or services by signing up for a free trial. They usually take action after trying your products.

A PQL, for instance, may contact your sales team to ask questions and learn more about your offerings.

Service Qualified Lead

Service qualified leads are interested in your products or services because they already use and pay for them.

For instance, these types of leads will usually contact your sales team about making an upsell by choosing a different cable or Internet plan.

Content Marketing

Lead generation drives content marketing. Eighty-five percent of B2B marketers say lead generation is their most important content marketing goal.

Lead generation helps you to direct users to relevant content.

Content is the foundation of your lead generation efforts. Think of content as the fuel for all of your marketing campaigns—from email, to social, to event collateral.

Sometimes video works better than copy, so use video marketing to explain complex data and other topics more suited for the screen.

You’ll also want to see how your website, landing pages, social media, email marketing, paid programs, and sales tactics fit into the lead generation execution plan.

Search Engine Optimization

In addition to creating content, you also optimize it for search engines and users.

That means your content marketing efforts will include SEO, so businesses almost always use SEO and content marketing together.

The higher your SEO score, the higher your content will rank on search engine results.

Start filling your sales pipeline today

Influencer Marketing

For a B2C company, finding new influencers on social media will bring a new audience to target for your paid advertisement or partner with those influencers for lead generation campaigns.

Web scraping differs from how influencer marketing helps lead generation in general.

It brings an automated way to collect the most up-to-date trends and names that people speak about your product type on the internet.

Typically, their audience is highly engaged and similar to yours. The influencers may review your product or service and then put up the review on their social media account or blog.

When followers see good things written about your brand by a person they trust, they’ll want to check it out.

They can add a link to your website or landing page. Their followers will then land on your website, and many of them might become your leads.

Social Media Marketing

There are hundreds of different social media management tools on the market — some designed for basic content sharing, others for deeper “listening” and analysis.

And yes, there are tools designed to help you find and generate leads from social channels. These are often referred to as “social prospecting” or “social selling” tools.

If you haven’t broken into the world of social lead generation, you’re missing out on an opportunity to engage your buyers.

Email Marketing

Email is still one of the best tools to help you generate leads. With this software, you can do this through targeted email campaigns or cold emails you can easily build and automate.

For instance, with Snov.io email drip campaigns, you can create an email sequence, schedule follow-ups, personalize your message with the help of variables, etc.

For the best results with email marketing, ensure your company offers valuable content.

While you may want to send content highlighting your services or products, remember to think about your users. Give them something valuable.

Otherwise, they will unsubscribe from your emails or not even read them.

Email Lookup Tools

With this software, you can automate the lead scoring process, namely, finding the email addresses of your leads. Snov.io is just one of them.

It allows you to get emails from any website and social media page, automatically verifies them, and lets you create a list of targeted leads.

Warm Leads vs. Cold Leads

Warm, or inbound leads, are the ones who showed their interest by themselves and found you on their own (for example, they came across your blog and subscribed to your newsletters).

Thanks to your targeting strategy and lead generation tools, cold or outbound leads are a subgroup of leads generated by you.

The ROI of A Lead Generation Strategy

The ROI of a successful lead generation program depends upon determining qualified leads and moving them along the sales funnel at their own pace.

Whether an external ROI calculator brings value to your company depends on the scale of your lead generation efforts.

To show your marketing team’s impact, you’ll need to plan out a strategy and determine what to measure, when to measure, and how to measure.

Choose metrics that show how marketing increases effectiveness across the board, generates qualified leads, amplifies sales pipeline velocity, and improves sales and marketing alignment by leveraging lead generation software.

Start filling your sales pipeline today

What Is Artificial Intelligence?

We can use this technology in predicting trends and consumer behavior. AI also helps filter out leads based on their data patterns.

This addition of AI to lead generation technologies has shown significant results. There are AI assistants developed to work alongside you to qualify leads for conversion.

Another advantage that AI has brought about is the convenience of no errors. LeadFuze’s FuzeBot is a good example. It continues to work, filtering leads whether you’re online or offline.

As humans, we make mistakes.

Lead nurturing is easier with AI because it offers the warmth and connection that humans do, to an extent.

Because this is currently a developing technology, it can move faster than humans. Using the same approach, it can reach thousands upon thousands of potential leads.

Apart from reaching out to prospects and leads, their programming allows them to extract and develop their own insights.

We can use this technology in predicting trends and consumer behavior. AI also helps filter out leads based on their data patterns.

Google Analytics And Google Search Console

Google Analytics provides detailed metrics on how people engage with your website and how much they spend there.

The search console provides detailed metrics on what people search on the web to find you. Together, they are an essential resource for any website to measure its performance.

The search console is for free, and Google Analytics is for free for many useful metrics and offers a premium service for more advanced tasks.

What Is Augmented Reality?

AR is one of the leading lead generation technologies. In augmented reality, it’s common to fuse digital objects into the actual world, making them seem present.

Marketing and sales strategies take advantage of this new technology. Ikea is one of the more popular brands to take on augmented reality as their marketing strategy of choice.

Mobile apps and AR goggles are available for viewing AR scapes.

With the recent events like the global pandemic, marketing teams can use AR to provide an in-store experience without breaking health protocols.

Customer Relationship Management Tools

It bears about as much importance as a marketing automation platform, but the main user group, in this case, will be sales.

After connecting your web forms to your CRM, you can automatically save each entry as a new lead.

If the case of third-party programs, many lead gen providers can deliver leads through an API, so you won’t have to manually import long lists.

The real magic (and the real utility) of a CRM is its ability to sync with marketing automation software.

That integration gives your marketing team the ability to update leads as they progress through the sales funnel.

What Is A Marketing Automation Platform (MAP)?

A marketing automation platform is one of the most critical tools in the lead generation stack.

That’s partly because of its broad range of features (a MAP helps you orchestrate multichannel campaigns and track ROI) and because of its lead management capabilities (lead nurturing, scoring, segmentation, and analysis).

MAPs are also great at identifying prospects and logging their behavior across your digital properties.

That’s a big deal since somewhere between 57% – 90% of B2B site visitors are anonymous.

Start filling your sales pipeline today

Optimize Your Website

Having a website will be one of the best advantages for your business. They bring in a ton of leads from a single click. So make sure you build a good one.  

This is where integrating lead generation technologies can represent an opportunity for a business. An optimized landing page is easier to have using page builders for your site.

Apart from this, Page Builder helps pages get optimized for mobile view. It works great with your theme and is customizable without the tedious process of building web pages.

Create Landing Pages

According to a 2012 benchmark study by HubSpot, B2B companies with 40 or more landing pages generate seven times more leads than companies with only a few.

In addition to helping you capture leads, landing pages are a critical component in marketing analytics, serving as a medium through which you can track conversion rates and lead sources.

Landing pages are ground zero for prospect-to-lead conversion.

After traveling in through a link from one of your various marketing channels, prospects must decide whether or not to abide by your call to action.

In the context of lead generation, that usually means submitting their contact and firmographic information through a web form — name, email address, business name, industry, location, etc.

Using UTM codes and reporting tools built into your web form/landing page software, you can see which channel and which specific campaign generated each lead.

Common features of landing page software include templates, dynamic content, email, and CRM integration, A/B testing, and reporting.

Host A Webinar

Through a webinar, you will instantly learn how many people are willing to become warm leads. You can gauge it from the interest that they show in your brand.

If not, you can send a quick follow-up just after the webinar asking them questions. Surveys like these will help you learn whether they are showing any interest.

Use Intent Data

As many as 87% of customers begin product search online, and they rarely feel the need to contact salespeople for advice.

They gather as much information as possible from various sources to make an informed decision about their purchase.

The most successful marketing teams use a formal system to organize and store their leads. That’s where lead generation tools and lead generation software come into play.

The main benefit of intent-driven account-based marketing is targeting a focused group of buyers.

You can start creating personalized lead gen campaigns rather than targeting a generic audience.

Gartner predicts that more than 70% of B2B marketers will use third-party intent data for lead gen by the end of 2022.

B2B technology companies can generate better leads with intent data. It helps get prospects’ attention right when their buyer journey begins. And before they learn about your competitors!

Intent data is sales intelligence that helps businesses take advantage of prospects’ buying signals.

Chatbots

One of the emerging lead generation trends of 2021 was the implementation of chatbots.

When you send a message, there are options for what message you’re going to send, and there will be an automatic reply and answer.

For sure, you will need to integrate the questions and answers manually. However, this way, you will not lose a potential customer if you replied later than usual.

According to a study, it is clear that the customer expects the business to respond to their Chatbots are growing in numbers, used on different websites to provide customer service to a certain degree.

What Is A Sales Stack?

If you’re figuring out what software you need to attract and capture qualified leads, you’re building a lead generation technology stack.

A sales stack or sales technology stack is a group of technology or software used by a sales team. This can benefit and increase your sales productivity.

A sales technology stack will enhance:

  • Generating leads

  • Collecting and storing data

  • Creating effective campaigns

  • Distributing campaigns and ads

  • Communicating with members of your team

  • Communicating with customers

Start filling your sales pipeline today

Free Tools

Free tools can attract leads by offering free access to their product for a limited time (free trials) or access to basic features of their product (freemium model).

Both strategies give prospective customers a chance to test the potential of their product or service and help them make their decision.

This is the best lead generation strategy for companies trying to sell an intangible product or service, such as software, apps, games, and analytics.

It’s easier to let prospects experience this product instead of explaining its unique value proposition.

To ensure the success of this strategy, make sure your visitors know what’s behind the gate.

According to the 2021 Content Preferences Study, people look for visual, research, or influencer-backed content that tells a valuable story.

They don’t mind (or mind the least) revealing their contact details in exchange for:

 

  • White papers (57%)

  • E-books (54%)

  • Industry newsletters (50%)

Free Trials

Offering free trials is among the top lead generation tactics for technology companies.

Free trials give your prospects a hands-on experience of your products and services. That is why car dealerships offer test drives, and there are trial rooms in clothing stores.

This strategy also reduces the need for aggressive selling and takes the pressure off sales teams which is great for small business tech companies.

Prospects get an accurate value and don’t mind providing their contact details.

People like to use and see how the product or service works for them. When you start a lead generation campaign, ensure that your landing page has a free trial section.

If it’s a software solution, you can let them opt for the trial.

Ad Technology

From traditional, pay-per-click networks to social media, retargeting, and account-specific platforms, these solutions give you the ability to supplement organic traffic with paid advertising and increase traffic at the top of the funnel.

Paid Advertising

You can run paid ads through Facebook, Google Search, ad networks, and many other paid sources that can provide lots of targeted traffic.

Usually, such leads are captured on custom landing pages created specifically for every campaign.

Paid lead generation marketing campaigns also have more detailed lead capturing forms.

This is done for a simple reason – you pay money for traffic, and you want your business leads to be as targeted and enriched as possible from the beginning.

Customer Reviews

One of the most effective B2B lead generation strategies for technology companies is reaching out to their loyal, happy customers and asking them to leave you a review.

Much like we would ask friends and family before making a purchase, consumers trust the words of other consumers much more than companies.

The Bottom Line When You Generate Leads

Starting out, a lead generation program can increase brand awareness, new relationships, higher quality leads, and more sales.

If you’re looking to optimize an existing program, you may want to reevaluate your audience profiles, buyer journey, channels, and tactics.

Keep your goals, customer concerns, and challenges in mind, deliver content that solves their pain points, and keep nurturing those relationships—soon, you’ll have a funnel filled with qualified leads.

Lead generation technologies are transforming how sales teams work to generate more sales.

Lead generation for technology companies needs unique strategies to maintain growth and stay competitive within the industry.

Technology can surely put you ahead of your competitors, but only if you use it on a personal scale.

Setting the right goals and monitoring them is the basis for successful lead generation.

No one sales process works for all businesses, but it helps to keep a list of objectives that all businesses can follow.

More than 70% of businesses make use of a structured sales process.

With these lead generation strategies for technology companies, you can increase your lead generation efforts.

The goal of lead generation for technology companies is to get serious potential leads. You cannot rely on prospects who are only “interested” in your service or products.

You need people who are most likely to purchase from you in the future.

As a marketer, if you succeed in getting in touch with these leads, give them a perfect reason to stay connected with you.

Implementing Kennected Into Your Lead Generation Strategies

Many of today’s new technological advances can help generate leads faster, better, and more. Technological trends can become overwhelming and even scary to take on.

Marketers have a lot on their plates already, so using these kinds of technologies can help make their day-to-day easier.

With 660 million members as of 2019, LinkedIn is still the ultimate marketplace for finding new companies, people working there who may be in your network, and a list of contacts you may want to reach through different lead generation strategies.

For these purposes, scraping LinkedIn data periodically can generate a very up-to-date and targeted list of people and companies in focus.

Kennected offers Cloud Kennect, a lead generation software that sends personalized messages to your prospects for additional networking and lead generation.

Launch your lead generation campaign today, and let Kennected help you on your way to getting high-quality leads!

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