How to Develop This Stage of The Sales Pipeline
Lead generation is the foundation of the entire pipeline, and it begins with knowing your ideal customer through the use of buyer personas. Use these semifictional representations of your customers to determine your marketing and sales efforts.
To develop a detailed buyer persona, consider the following:
What type of media do they prefer to interact with? Examples may include:
What are their problems, and how can your products or services help solve them?
What channels are they most active on or likely to see? Consider digital channels like social media or email, as well as traditional methods like signage or billboards.
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What type of content or free offer would they instantly say yes to?
What would be an easy, fun and on-brand lead magnet for your company to create?
Once you have answered these questions, it’s time to plan, create and distribute content through your omnichannel marketing campaigns.
Once you’ve captured the interest of an individual, you have to determine if they are a good fit for your business, which is known as qualification. To qualify your leads, ask questions about your customers’ needs in a survey. Alternatively, you could extend free offers or send targeted email campaigns around specific products or services and gauge which customers respond to which types of content.