If you've ever planted a garden, you'll know what I'm talking about when I say, "home grown is always better."

Not only does it feel good to live off of something you created, but it's empowering to know that you can. And the food itself... seems to taste better and be better for us.

It's the same with lead generation. And I'm going to show you exactly how to build a system that feeds your sales teams with home grown leads indefinitely.

There are two pieces to this puzzle:

  1. The Mechanism

  2. The Drivers

The mechanism is what actually generates your lead. You're going to have a lot of supporting components to it, but it really all comes down to a single concept. The drivers are what feed your mechanism.

Looking for more ways to improve b2b sales performance?

1. Building the Mechanism

The concept:

Give visitors a reason to exchange their contact information with you. 

This can be accomplished in a number of ways:

  • You can offer a membership to something
  • You can provide a useful tool (calculators, etc)
  • You can publish helpful information (ebooks, whitepapers, etc)

The point is that you have to provide something of value if you want people to provide their contact information.

Keep in mind, you want each offer to be focused on individual personas at their respective stage in the buyer's journey. The more narrow, the better. This is why most digital marketing agencies will recommend that you publish content in an ongoing basis.

The Architecture:

There has to be an exchange point, which is usually through a form. You may have heard the term, "gated content," and this is exactly what that is.

Post the form on a landing page. Require certain information to build a profile that's useful to your sales teams. Have it redirect to a thank you page where they can click a link to download or gain access.

That's it.

I suggest putting time into the copy itself. Make it appealing. Try not to distract people with links that take them out of the page. Don't even put the menu or full footer in there. I will typically throw in a social share button module, but that's it. Here's an example of a relatively successful landing page of ours: 

lead generation landing page example

NOTE: We use "smart" content, meaning that it will actually show different copy and imagery depending on who you are. If you've downloaded something in the past, and we know your industry, it will actually change to look something like this:

lead generation landing page example

The changes are subtle, but they make a difference in engagement. As you can see, we are well above the 20% visits-to-submits baseline across the board:

Conversion results from lead generation

2. Building the Drivers

The concept:

Drive relevant, engaged traffic to your mechanisms.

This can be accomplished in a number of ways:

The day of "if you build it, they will come" is long gone. You have to promote, optimize, and integrate your mechanisms everywhere.

The Architecture:

You want to get as much traffic on those mechanisms as possible, but you also want that traffic to have an appreciation for what your company does. So, the shortest line isn't always the most effective.

For example, driving cold traffic directly from a search query to your landing page may not be that effective. However, if you put a blog article there first, you could improve your odds, because it filters out the people in the wrong mindset and background.

Here are some of the ways we recommend setting up your drivers based on point of origin:

  • Website > CTA > Landing page
  • Email > CTA > Landing page
  • Email > CTA > Blog > CTA > Landing page
  • Social Media > Landing page
  • Social Media > Blog > CTA > Landing page
  • Blog > CTA > Landing page
  • Content offer > CTA > Landing page
  • Content offer > CTA > Blog > CTA > Landing page
  • Paid ads > Landing page
  • Paid ads > Blog > CTA > Landing page
  • Paid ads > Specialized landing page
  • Mailers > Specialized landing page
  • Sales person > Landing page
  • Sales person > Email > CTA > blog > CTA > Landing page
  • Sales person > Social media > blog > CTA > Landing page
  • Sales person > Social media > Landing page
  • Sales person > Cold call > Landing page
  • Sales person > Cold call > blog > CTA > Landing page

There are a lot of different combinations out there. I suggest doing your fair share of A/B testing to find the right path for your business.

CONCLUSION:

Home-grown lead generation is becoming increasingly important. It's no secret that those purchased lists and straight cold calling aren't working as well as they used to. 

Click HERE to learn more about our B2b Lead Generation Services:

b2b inbound lead generation services by Orange Pegs Media

Topics: Inbound Marketing, Lead Generation for Business

Lucas Hamon

Written by Lucas Hamon

Over 10 years of B2B sales experience in staffing, software, consulting, & tax advisory. Today, as CEO, Lucas obsesses over inbound, helping businesses grow!

Business Address:17875 Von Karman Ave Suite 150,Irvine,California,92614,US |Tel: (949) 478 - 5175 |Email: info@orangepegs.com.