Inbound Lead Generation Campaigns

Posted: April 10, 2012

If you’re executing a digital marketing campaign, there is a good chance you’re ROI (return on investment) is based on how many emails, prospects, or customers you can get inside of your database. If you’re using a CRM (customer relationship management system) such as or Oracle, those contacts have some real measurable value. Even more so when you can match them up with your sales data and discover little nuggets like customer lifetime value or simple conversions.

One strategy for getting more of them into the system is to offer something of value in exchange for the low cost of getting their email address. It’s not completely free, but it’s close enough. By giving them value up front, you are establishing yourself can begin to start the relationship.

Many companies try to double-dip their lead generation tactics by putting up a pay wall or going straight for the sale in exchange for their content. In today’s new economy, customers expect you to try and build a relationship before they open their wallets. This is true for B2B companies where there are sometimes hours of research or complex models involved. It’s also true for small companies or individuals wanting to brand themselves. If a potential employer visits your online resume and learns something, you’ve just jumped ahead of the bland one-pagers on their desk.

Customers want, or even demand, that you showcase your value by providing services or information on your website. It shouldn’t be a lone sales pitch with a form saying “give us your phone and email so we can call you 20 times during dinner”. Your website should be a tool driving conversation.

At some point in the conversation you can ask them to take the next step. That’s the point during inbound marketing where you ask for their contact information. That’s the point where you begin to target and nurture them via email, social media, and customer relationship managers. That point is only after you’ve given them something for free.

5 offers that add value and drive lead generation:

  1. Live or video demonstrations. Walk the prospect or customer through some of the best features of your product or put a face on your unique services. Leverage video testimonials and executives to add the personal touch to your website. Answer questions, talk about interesting facts, or reveal data that your company has access to.
  2. Informational whitepapers. PDF whitepapers make a great resource for your customers, especially when they solve a unique problem. What partners or resources do you have that could help your customers understand or act on a particular issue they’re having? If you can document a guide on how to accomplish something or educate them in an interesting area, you’ll be able to get their information quickly.
  3. Digital tools or calculators. Small and large companies usually have access to data and processes that customers don’t. If you can provide a lite version of your product or demonstrate some value with a free online tool then you’ll be able to generate some buzz and inbound traffic. Even if your product/brand is something tangible, you could create an online component to interact with it.
  4. Webinars and podcasts. Digital media is a popular tool for sharing information. They’re a quick and easy way to disseminate important information to large audiences. It becomes even more valuable when you make them interactive with surveys and live questions. The results of the webinar can be spun off into even more educational content.
  5. Community forum. Bring people together with a common background or interest. If you establish a secure place where like-minded people can come together and discuss their issues, you’ll get their information and generate content at the same time. Leverage your customer’s knowledge into shareable information. Keep everyone involved and don’t miss the opportunity for your company to jump in and be heard.

How do you attract customers to provide their contact information?

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