6 Best Practices For Linkedin Lead Generation

linkedin lead generation

Let’s understand LinkedIn lead generation by starting with a few interesting stats – 

linkedin lead generation

These compelling stats prove that for most businesses, especially B2B, Linkedin is the most effective social media channel which gives its users the ability to build and grow professional networks to reach their potential buyers just with the tap of one button “Connect”.

Lead generation via Linkedin is an integral part of any digital marketing strategy and today we will be discussing – How can it be leveraged to its maximum?

Read on….

LinkedIn lead generation best practices

1. Identifying your buyer persona

It might sound basic, but according to Hubspot’s report in 2018, 52% of marketers say that they provide salespeople with their best quality leads, while salespeople rank marketing-sourced leads last.

Hence, it is very important for marketing and sales teams to answer the question – “Who is your buyer?” collectively to reach common ground and minimise wastage of efforts.

Always remember, that having a very broad target audience or a very narrow one – can drive ambiguous and unreliable results. Before defining your target audience using hundreds of filters, always keep one thought in mind – When your potential buyer reads about you and your brand/product, they should think that your existence in the market is to be of service to them and you are exactly what they need, right now. Segmentation of this intricacy drives the maximum results.

Read more about buyer persona here

2. Linkedin Sales Navigator

With most of the users using Linkedin for marketing or selling their products, Linkedin introduced Sales Navigator back in 2014. However, only since 2018, salespeople have started relying on Sales Navigator as a viable resource for expanding customer relationships, acquiring new businesses and improving productivity.

However, till date, Sales Navigator cannot be used as an only tool for lead generation via Linkedin due to multiple limitations – like outdated information, limited user-base, availability of only personal email IDs as contact information and more. Also, the problem of being able to generate only a small chunk of leads on a day-to-day basis makes it even more difficult to scale.

In such scenarios, using platforms like LeadMi.io helps you leverage all the features available in Sales Navigator and multiple other social media channels. Avail validated contact information and without any audience limitations.

3. Linkedin Lead Gen Forms

In case you are doing Linkedin ads, then the best way to do lead generation would be via Linkedin Lead Gen Forms.

As soon as a person clicks on your Linkedin Ad for downloading your lead magnet, Linkedin Lead Gen Forms take them to an auto-filled form with all the required professional information from their Linkedin profile. The key here is that without any manual efforts from your lead’s end, a validated lead is created in your CRM automatically.

For these forms, Linkedin displays large and dynamic CTA buttons, mostly to make it mobile-friendly. Hence, designing your Ad accordingly will help in deriving the maximum results.

4. Prepare the end-to-end Sales process before beginning

Once you start leveraging Linkedin for lead generation, you get access to potential leads for your business, in abundance. For most of the companies, this becomes a big issue because the sales process is not aligned to its entirety.

The cost of getting back a customer who is already lost, is very high as compared to retaining them. So, plan out your entire sales journey and also the marketing around it for maximum engagement and conversions.

5. Clear and convincing messaging

In today’s social media world, user attention is a scarce resource, making it extremely complicated to get your message noticed. Hence, you have to focus on multiple aspects of your messaging to connect instantly with your buyers and enabling them to relate to your product and showing true value.

An ideal way of doing this is classifying your messages as answers to questions like –
What do you do?
Why do you do it?
How do you do it?
How much does it cost?

If your messaging is answering more than 2 questions at once, then there are very high chances for the potential buyers to not show any interest.

However, if your messaging is answering questions like –

What is in it for your customers?
Why is it better than your competitor?
What results have you produced?

Then the chances of getting an immediate response showing interest are higher.

6. A/B Testing

Test, test and test!

You will never know if your lead generation strategy is providing you with the best results unless you perform multiple A/B tests to find the ideal combination of tools, methods and messaging. Hence, it is always suggested to do A/B testing before finalising your Linkedin Lead Generation Strategy.

Conclusion

If you’re a B2B company, then data and research suggest that you’re most likely to find your potential buyers on LinkedIn. There are several paid and free strategies that will help you find them. Some of these strategies can be tedious and time-consuming. But they help you find hot leads so you can nurture them better.

The key is to push maximum relevant content and measure the ROI with the help of your lead generation tool. This strategy takes all the guesswork out of the box. As a result, you can contact your potential buyers with confidence.

Reach out to LeadMi if you would like to know more!

How Does A Lead Generation Software Improve Your Sales Velocity?

lead generation software

Sales is what makes the B2B world go round. The more sales you make the more successful you are. The faster you make these sales the faster is the growth that you ensure for your business. With such a fast-paced trend in the market ‘sales velocity’ has, as a result, become the new buzzword in town. Therefore, a lead generation software is now more important than ever because the technology offers speed, accuracy and ways to measure ROI and growth.

What is a lead generation software?

A lead generation software is a tool that helps sales and marketing teams generate leads through digital channels. It streamlines the process of identifying potential customers, also known as leads, and targeting them through smart activities.

A software, in this case, will expedite the process and facilitate:

  1. Acquisition 
  2. Nurturing 
  3. Scoring 
  4. Management 
  5. Lead Generation Process Evaluation 

Read more about lead generation and how it is useful for your business

What is sales velocity?

Sales velocity measures how fast your business is making sales conversions and generating revenue. In simpler words, sales velocity accurately calculates how fast your business is making money. You get to keep a close eye on how your sales team is performing. You can measure the impact of existing strategies and 

If you want to measure the productivity and ROI of your sales team then keeping tabs on sales velocity will help you improve and grow.

Read more about sales velocity in detail here

How does a lead generation software improve sales velocity?

A lead generation software can improve sales velocity in a number of ways.

  1. Find leads faster

Since sales velocity is all about measuring how fast your company is getting sales conversions it is important to ensure that you acquire leads at an equally fast pace.

A lead generation tool will help you acquire interested leads and engage with them. The faster you find these leads with the help of a lead generation tool the faster you will be able to segment them. If they seem interested you go ahead with them. If they don’t seem interested, they drop off and you get to focus on the next potential customer.

  1. Track leads status for better engagement

A lead generation software will help you engage with leads in a personalised manner.

If you really want to convert leads into customers at a faster pace then you must be aware of the stage at which they are in your pipeline.

When you engage with these leads you ensure that the interested ones don’t drop off.

  1. Focus on retention

Sales velocity is not only about generating sales and filling in your sales bucket. What if the sales bucket is leaky and you have to find a fix for it?

A solid lead generation software helps you identify pain points, faults or errors in the customer journey right on time. So, you get ample opportunity to find a fix for those errors, correct them and increase customer retention.

This way, your sales velocity doesn’t get a hit. You win customers by acquiring them and at the same time retain them with personalised engagement.

  1. Measure results for improvement

A lead generation tool will help you fill the gaps in your lead/customer journey so that you can focus on improvement. When you work towards improvement you plan the correct growth strategy.

Further, you get the chance to review how you guide prospects through the sales pipeline. You would not want your prospects to go silent. So, focus on personalising and improving leads and customer journey to keep up the sales velocity. And, of course, this is easier with a lead generation tool.

Conclusion

Keep up the sales velocity in your company with the help of an effective lead generation tool. The key is to look for ways to improve and the best way to ensure improvement is constant growth measurement through a lead generation tool.

To know more about sales velocity, lead generation and growth, visit LeadMi

10 Outbound Sales Strategies For 2020

outbound sales strategies

Every business wants to increase its overall revenue. For this, they mainly put their major focus on inbound sales strategies. But believe it or not, outbound sales gets them high returns when planned strategically.

All the talk about inbound methods sometimes makes us think that cold emails and cold calling aren’t effective sources of lead generation. However these 2, and other means of outbound sales strategies, are amongst the most popular and widely used strategies. When done right, they don’t just ensure high quality leads but help increase sales conversions too.

Learn how to write the perfect cold calling script

outbound sales strategies

Source

Here Are 10 Outbound Sales Strategies To Help You Get Started

Identify your most attractive markets

Outbound sales strategies work the best when you reach out to leads who are most likely to buy from you. Or for that matter, hear out your proposition.

The process of market segmentation will help you clearly divide the market into identifiable customer groups. You will get valuable results as long as you maintain consistency, discipline and regular iterations.

The key here is to identify a broad market and then fragment it into subdivisions that have common needs and interests. Value-based segmentation will help you figure out the most lucrative market and implement specially crafted strategies to target them.

Build your ideal customer profile list

Your ideal customer profiles are those companies which you think will benefit from your services.

Try to identify the characteristics that are similar to your existing customers who have found value from your offerings. You can make a list of questions to make the targeting easier.

  1. What is the size of the company?
  2. How much revenue does the company generate?
  3. How many employees does the company have?
  4. What is the company’s location?
  5. What is the industry or vertical of the company?
  6. Which department of the company uses your service?
  7. How many employees work in that department?
  8. Do they use any other software?

Research and qualify your prospects

Your research to qualify leads will help you narrow down your list and target a specific audience.

You can find out a lot about your prospects through their website, blog, social media and online portals that lists information about them.

Ultimate sales guide to get high quality leads

Set tangible sales goals

In order to set tangible sales goals you must first and foremost realise what your end goal is. You can identify an initial strategy by planning from the beginning, making adjustments and set initial benchmarks to identify results.

Start small but aim big, or vice versa.

Generate customer data and insights

Develop a set of accounts to use as a data set. This list must be comprehensive and include all customers with minor exceptions of trial and proof of concept accounts.

Additionally, don’t include those accounts that are outliers, they may erroneously influence your analysis. The overall goal here is to determine basic criteria that will create segmentations between different groups of customers.

Build outreach plans

Build a workflow, and outline what your sales team should cover in each of those connections.

You can start with the following-

  1. Build a script for your cold call but don’t neglect flexibility.
  2. Trust in your team and guide them to pursue leads with ease.
  3. In certain circumstances, let the potential customer lead and direct the call.
  4. Make an agenda for your call, review it with the customer, and ask if they’d like to include any points.

Make connections through social media

Be social, and use the information you learn on social media to your advantage. Don’t just connect with someone on LinkedIn to sell to them. Build connections in a subtle manner by sharing a post, commenting on other posts, and also through Likes and other engagement activities.

Use social media to research about decision-makers and learn about companies. Incorporate this information into your emails and calls for personalisation.

Offer credible value

You may create a cold calling script but don’t adhere to or fixate on it. Go with the flow of the conversation and offer credible value to your customers.

If you don’t promote something, don’t discuss it. If you cannot offer something, don’t promise it. On the other hand, if you think that you have a competitive edge then don’t shy away from discussing it till full length.

Measure results from outbound sales strategy

How do you know if your strategy is bringing in the desired results?

It’s simple, you need to first understand the end goal of your outbound sales campaign. Based on your end goal, you can track the key metrics to gauge the success of your outbound sales strategy.

Work around an improvement strategy

Once you start measuring results you will be able to identify the problem areas and figure out solutions to work around for improvement.

Keep an open mind, remember your end goal and make adjustments in the plan that lead to your end goal.

Conclusion

If you are running a small company then building an intelligent and smart outbound sales strategy is the way to go not just in 2020 but always.

If you’d like to know more about outbound sales and lead generation, please visit LeadMi

***

Blog Cover Photo by JESHOOTS.COM on Unsplash

How To Speak The B2B Marketing Language With Prospecting Tools For Sales?

prospecting tools for sales

We have all heard it enough but we will stay say it again. “It’s not about what you say but how you say it”, and this is going to be the theme of this blog. With the increasing number of prospecting tools for sales available today, businesses ought to become careful about their marketing language to avoid imminent marketing mishap. So, you need the right marketing words to grow online.

Create your brand and then tell your story

Many B2B marketing companies do not fathom the importance of stories but customers trust brands because they like stories. They look forward to hearing every interesting story that relates to the brand.

Also, create your brand story by keeping the end user in mind. This way you tell them what they want to hear without compromising on your business aesthetics.

Here, defining a definite buyer persona comes handy for marketers. Distribute these stories through effective prospecting tools for sales. This is how sales representatives will benefit through this.

Learn how to define a buyer persona as a part of B2B marketing strategies for your business

Engage users with corporate newsletter

Corporate newsletters are genuine, trustworthy and authentic. They work the best with hot leads who know about your business and would like to gather more information right before making a buyer decision.

Keep the language consistent and frequency regular. Customers crave regularity and consistency.

Tell you a secret. As much as businesses want to sound professional and astute, customers would only be interested when they see value in your content. Have a sophisticated conversation with them like a friend. Then only they would want to listen and communicate further.

Check out how CB Insights does it. They are simple yet elegant, professional yet friendly, and informative yet exciting.

Educate your buyers through examples

Persuasion is key to marketing. Educate your audience with your marketing material just enough so that you are able to provoke, challenge and excite them.

Just remember what the end product is that your buyer is looking at. Communicate according to the end goal of your user.

Guide through examples. Testimonials, customer feedback, reviews, etc, work the best in this case.

Intelligent content strategy for different buyer persona

We have already discussed the importance of defining a buyer persona in one of the pointers above. We have also discussed how targeted content guarantees increased ROI.

Plan your content strategy and focus on the right prospecting tools for sales to increase efficiency.

You don’t have to use big words rich in vocabulary. B2B marketing doesn’t run on fancy words, it runs on the right words. Smart words, basically.

Once you define the buyer persona, create a category of words that your customer would relate to with the most. Study their behaviour through social listening and other channels to deliver what they are looking for.

Invest on visual content and design

The web is flooded with content and growth hackers find out ways to engage their audience via other mediums. That’s why and how visual content and design plays a crucial role in inviting more readers and engage with them.

Today, an authentic design captures all the customer attention before you get an opportunity to talk about your offerings.

Therefore, while you invest time and resources to formulate the right branding and marketing language, focus on visual content and design too!

Talk like a thought leader but with data

We are deluged with leaders, visionaries, evangelist and entrepreneurs sharing their thoughts and vision with the audience. However as a B2B marketer, aspirations and ideas are just opinions if you cannot back them with data.

Businesses don’t run on aspirations, thoughts or ideas. They run on numbers, data, analysis, and true and honest customer service.

Therefore, talk as a thought leader. Act as a thought leader. Let your customers believe that they are believing the right business when they partner with you.

Want to learn what is B2B marketing and lead generation? Read it all in our blog here

 

For everything else about marketing automation, visit LeadMi

Blog Cover Photo by William Iven on Unsplash

12 Effective Lead Generation Strategies To Get Your First 100 Leads

lead generation strategies

In this blog, we discuss some of the most highly effective lead generation strategies to help you get your first 100 leads. Not just any leads but qualified leads and potential clients for your business.

When you are new to lead generation, there are always small gaps between your offerings and your leads. These strategies will help you bridge these gaps and get started.

Direct mail

Direct mail is an extremely flexible yet effective way of generating leads through intelligent corporate communications. You can reach out to the right customer with the right offer at the right time to increase the efficiency of the process.

When we day ‘right customer’ we mean a potential customer who is most likely to make a purchase from your business. For this process, defining your buyer persona will be the most useful aspect.

You read more about buyer persona in our blog here

Moreover, right time refers to the most active hours of your potential buyers. You can reach out to them when they are most likely to respond with a query or in interest.

Effective advertising

Advertising is no longer about gamble. It is about efficiency, data, discipline and a bit of science. Effective, target advertising can you help you reach a wider audience within a given time period.

Effective advertising should revolve around solving a customer problem rather than engaging in a profligate advertising behaviour.

So, the messaging should be accurate, promotional yet informative, and attractive enough to compel them to take action. And hence, this way you generate a quality lead.

Social listening and monitoring

Thanks to the power of technology, social listening and monitoring makes it easier for businesses to track user behaviour on various social handles.

This helps businesses understand user intent and approach them in a personalised way.

Find out more about social listening and its benefits in lead generation

Referral systems

It is possible that you get in touch with people who may not be interested in your product or service but their direct contacts might be.

Always leave an option for these users so that it is easy for them to refer their contacts. Show them the benefits of your referral system.

Offer a referral code, highlight the benefits, make referring easy that doesn’t require much effort and incentivise active participation and loyalty.

Word-of-mouth marketing

Even though we live in a world of technology and advancements, word-of-mouth is a powerful lead generation strategy that is never going to die.

There are multiple ways in which you can go about it in the form of BTL activities.

Create and distribute brochures, pamphlets, etc, encourage users to try your product/service for free and recommend it to their network. 

Qualified lists

You can create an impressive list of qualified leads with the help of lead scoring.

Learn more about lead scoring here

A list of well qualified prospects is no less than a gem when it comes to generating leads and bagging paying customers.

This list will help you identify prospects specific to your business and their customer needs.

Networking

The more you network, the more people get to know about your product and service.

Social media is an easy as well as an excellent way to boost your networking skills and get in touch with people who can help bring you more business.

For example, LinkedIn is an effective networking tool for B2B lead generation.

News stories on social media

Again, social media plays a crucial role in engaging with users through new and trending stories.

LinkedIn has recently added this feature that shows trending news articles on your homepage. It suggests articles or posts written by other influencers. You can easily take idea from this content and share your own unique post to engage viewers.

Intelligent content marketing

Content marketing is the most influential way to hook, engage and convert users into paying customers. An effective content marketing strategy includes- blogging, social media marketing, ad campaigns, email marketing, etc.

It also lets you leverage words because it’s not about what you say but how you say it. Content Marketing lets you create intelligent campaigns and talk about trending topics that users are interested in reading.

Attractive and easy to understand landing pages

Marketers would already know the importance of a landing page and how useful it is to gain a conversion.

A landing page must be decluttered, easy to understand and must give easy options to users to take action.

Smart remarketing

There are times when marketers underestimate the importance of remarketing but it is actually quite effective.

With remarketing, you reach out to viewers who have already viewed your business proposition. Therefore, the next time you reach out to them, all you have to do is give them less information with great impact.

Search Engine Optimisation

Search engine optimisation allows you to conduct in-depth keyword research, competitive analysis and industry research.

It is much more authentic and reliable than paid advertisements because rich SEO is backed by Google. If you are investing on paid ads to generate leads, you must also invest time and resources on building a strong organic presence to generate genuine leads.

Also, to find out more about lead generation strategies and ways to grow your business please visit leadmi.io!

Photo by Christina @ wocintechchat.com on Unsplash

Marketing Automation Or Traditional Marketing – What Is Better For Your Business And Why?

marketing automation vs traditional marketing

Businesses today are growing much faster than before. They are operating at more complex levels where reviews, ratings and word of mouth have become quite important. In fact, it’s simply remarkable how reputation can make or break a brand image. That’s why businesses are becoming more and more careful about customer service and communications with the help of marketing automation.

As a functioning business there are two popular marketing communications – marketing automation and traditional marketing. Both provide marketing solutions and seem to be similar but in reality they are quite different. 

Here, you will understand the difference to see which solution is right for your business.

marketing automation is crucial in business strategy

Photo by Dylan Gillis on Unsplash

What is marketing automation?

Marketing Automation is a set of tools that simplifies some of the most time consuming marketing and sales tasks.

Once your business has an automation strategy implemented to handle repetitive marketing tasks, you are free to tackle more significant problems and human error is reduced. An automated marketing strategy can save time and resources to drive revenue while you focus on growth.

Marketing automation allows you to implement a marketing strategy without having to manually click “send” on every message, email, social post or campaign you create. 

An effective automation tool helps you identify your target audience, create personalized content for them, trigger actions based on schedules and customer behaviour, and nurture and score your leads. 

Many companies automate repetitive marketing tasks to not only maximize efficiency but to provide a personalized experience for customers. 

Marketing automation has various benefits. See how it is crucial in business strategy. Read here.

What can marketing automation do?

Email Marketing

Email marketing automation allows you to source and compile a list of potential contacts, create campaigns and send to a whole list of people in one go, send targeted/personalized messages, onboard customers, and share both informative and promotional content that will drive both visits and revenue for your business.

Lead Management

Marketing automation helps in engaging and nurturing a potential lead and driving them towards a decision while providing a smooth customer journey right from onboarding to conversion.

Analytics and Reports

Marketing automation provides metrics, key performance indicators and generates accurate reports which allow you to analyse and tweak your marketing plans accordingly.

Social Marketing

With marketing automation you can publish, manage and track social interactions for your business. You can also identify user engagement and its frequency. Moreover, you can assign a score to your leads by lead scoring to gauge lead quality and categorize them according to their relevance with your business.

Lead Generation

Marketing automation assists in building and deploying dynamic landing pages, SEO, and automating lead scoring in order to attract new customers and boost conversions.

Landing Pages

Build attractive and relevant landing pages or embedded web forms designed to attract and convert visitors into leads.

A/B Testing

A/B split testing is one of the most essential marketing automation software features that enables companies to use advanced email segmentation to compare results and optimize the effects of their marketing strategies.

API

Marketing automation provides developer APIs which allow users to integrate them easily with their already existing software architecture.

What is traditional marketing?

Traditional marketing refers to a broad promotion strategy that involves communicating with your audience in the form of print advertisements, billboards, flyers or pamphlets, TV, newspapers, radio etc. 

No matter how brilliant the results achieved through social media, email marketing or viral marketing are, there is still a very important place carved out for the more traditional forms of marketing. 

While it is an important means of reaching people, online marketing is not the only way. Potential customers still watch television and are receptive to messages in commercials. They still read newspapers and are intrigued by advertisements. People still drive past billboards and notice the message being conveyed, they still listen to the radio in the car and hear advertisements. None of this has changed through the advent of online marketing. 

The only drawback of this type of marketing is that it provides very little interaction with your audience when compared to online marketing. 

Traditional marketing can be particularly beneficial if you’re looking to target an older generation that isn’t always as internet savvy as the millennial audience.

Which is better, marketing automation or traditional  marketing?

Marketing is a field that’s constantly evolving. This makes it necessary for businesses to alter the way and means they reach out and communicate with their customers. It’s definitely different than how they did it 5 years ago.  

Today, all sorts of marketing information constantly bombard customers. Therefore, personal messaging is now the most effective form of communication.

Marketing automation makes use of all the information gathered about the user to create a strategy. This strategy delivers the information customers are looking for. They get it exactly when they need it at the place where they’re looking for it. 

If you want to share information about your product or service, you may want to go the traditional way. It’s the best approach to educate your customers.

If your goal is to identify customers based on their needs then marketing automation is the way to go. This way you can provide solutions that your customers are looking for and turn them into loyal customers.

Why Lead Scoring And Lead Nurturing Is A Must For Every Marketer

lead scoring and nurturing

Lead scoring and nurturing is an important aspect of lead generation. Better quality leads result in an increase in sales and bring in more business. However, marketers often overlook the importance of quality lead generation. This blog will help them revisit their lead generation process and improve it for faster conversions.

How marketers generate leads

Marketers generate leads through landing pages, buying data dumps or leveraging marketing automation.

Lead generation is, in fact, a top priority of 82% of marketers. And why shouldn’t it be?

Let’s look at some basic steps that marketers can consider after lead generation. This is to fish out those easy to convert, invaluable leads and go after them to make our sales teams’ life easy.

This is where lead scoring and nurturing help.

Lead scoring and nurturing

lead scoring in lead generation

Photo by Mika Baumeister on Unsplash

Lead Match

Let’s start at the top of the funnel.

If you are working in the marketing team, you must be having a set of customer persona that you cater to and ensure every new product you launch or have ever launched has their own set of user personas, that’s like marketing 101. But, we tend to forget the basics over time

    • Use your vast repository of leads and match them against your user persona.
    • Whether it is demographics, behaviour, intent or something else that you are looking for in your customer, give the leads weightage or score according to the persona values that they match and sort out your best leads.

Generate leads of the best quality, learn with LeadMi

Lead Intent and Behaviour

After sorting, this is the filtering step. Time to separate out seeds from the chaff. Look beyond email opening rates and CTAs. Track the behaviour of your leads, what are they looking for? Was it only the blog post or are they actually going to buy it? Try out 2 step CTAs by taking them to your blog posts and websites and see whether they are actually interested in a seminar, pricing page, demos or will just register with their name as XYZ, and email id as test@yes.com.

Every time a user takes an action, allot a score or weightage to this action to filter out the best leads based on their intent and buying stage.

Taking the final call

After sorting and filtering your best leads, take the final call. Arrange them on the basis of information that you know are non-negotiable in a lead and contact details you absolutely need. Arrange them on the basis of your needs and requirements and start selling.

It is time to look beyond just traditional lead generation and towards other qualitative aspects after leads generation that will help your sales team filter out and choose the best prospects to go after.

Try Leadmi.io for lead scoring and nurturing

It is a new generation marketing automation platform that lets you set required user personas, and gets those leads for you with all the contact information you need (email, phone number, social profile). Junk the junk data and get all leads HOT.

Leverage AI and meet all your lead generation, scoring and nurturing needs with one single tool.

It is important to strike when the iron is hot. After all, the most important thing that matters at the end of the day is conversions.

 

Why Is A Buyer Persona Important And How Can Your Business Leverage It?

buyer persona

Every marketer has learnt, read or at least heard about the concept of STP in marketing. STP stands for Segmenting, Targeting and Positioning. It is quite a common concept along with SWOT and 4Ps. In modern marketing, we use buyer persona in addition to defining the target market. It is a description of a user – their attributes, aspirations, expectations, pain points etc.

define buyer persona to improve lead generation

Photo by Artificial Photography on Unsplash

Attributes of a buyer persona

The attributes are broadly categorized as:

Demographic – Age, marital status, education, employment, gender etc.,

Geographic – Region, City, State, Country, Neighbourhood etc.,

Psychographic – Core values, Lifestyle, risk taking ability etc.,

Behavioral – Loyalty towards the brand, Product usage patterns, Benefits expected etc.,

And a buyer persona is the persona definition of the buyer of either your product or service or the brand itself. Defining it means the culmination of multiple possible attributes that you can leverage to attract the buyer and convert the sale.

How to define a buyer persona

Here’s an example of how you can define a buyer persona.

Box is a cloud storage platform to store and back up documents, images etc. all at one place. Also, it allows you to access, update and delete documents across multiple types of devices irrespective of your current location.

Let’s assume Box aligns itself with large businesses and wants to capture the document storage segment in this market. A buyer persona for Box could be a VP or above in Information Technology or Operations function. The core decision maker in the organization with employee count more than 2000.

The definition helps in identifying and targeting the right leads. Once the buyer persona is defined, the next step would be to target them.

Inbound marketing vs marketing automation

Traditionally, marketers have had different levels of success in Inbound Marketing. Marketers build out content, distribute them on various social channels and attract prospects to a landing page where they can fill a form. Marketers then screen the prospects and qualify leads to check if they match the buyer persona.

However, there are several issues with this process:

    • Form filling has a 30% error rate in prospect data collection. Prospects fill dummy values for name, contact information.
    • There isn’t a predefined set formula to get prospects to fill a form. At best, it is only an expectation.
    • The process of mapping prospects to the buyer persona is a manual and tedious effort.
    • The cost of motivating a prospect to fill a form is more than USD 25 per lead.

Marketing Automation is an alternative to inbound marketing. It is better than traditional marketing, ensures high performance, is cost efficient and provides better control.

Read more about marketing automation vs traditional marketing

Leadmi.io is a marketing automation platform that allows marketers to define the persona of potential buyers through multiple attributes. Once defined, the automation platform will generate leads with their profile information. This contains user email, contact number and other demographic details. The information is sourced from the internet. Moreover, the leads are automatically qualified to your buyer persona. It cost less than 50 cents per lead!

In fact, Leadmi.io can also identify the prospects interacting with your brand on multiple social media platforms and automatically qualify them. Social listening as they call it is at the heart of Leadmi.io.

How about working only with hot leads everyday?