Three Marketing Insights to Influence Lead Generation

Nurturing current customer relationships while generating new business is hard work. Effective lead generation programs can result in a positive return on your time and financial investment when these three key factors are considered:

1. Identify key accounts and develop a strategic relationship approach. 

Not all accounts are created equal. Invest your time wisely by identifying who your key clients are and strategically engaging with them. Have you assessed the characteristics that qualify them as key accounts? Do they generate recurring revenue? Do their needs align with your subject matter expertise? How well do you understand the challenges your clients are facing and do you have differentiating messages that address these challenges? 

You are not alone if your go-to-market approach has been focused on growing the number of clients you support, however, faster-growing firms concentrate their efforts by nurturing strategic relationships with current clients. Of course, there is the ongoing need to supplement your current client roster with new prospects, but when it comes to growing exponentially, a strategic relationship approach is proven to impact positive returns. 

2. Address lead generation challenges by focusing on quality over quantity tactics. 

Ask the tough questions. Will the time and effort required to achieve success in this sale be worth the eventual return on investment? Does working for this client provide something more than just a financial return, such as an enhancement to reputation or access into a new area of business? Can you deliver on the value proposition you offer? Be willing to walk away from clients and prospects who may add to the number of clients you support, but who fall outside your core product and/or service offering. 

Utilize your marketing strategy as a filter by which you can identify which new prospects to invest your time, attention, and resources. Focused lead generation tactics will allow for a more robust and results-oriented approach.

3. Attract leads by developing and implementing an events strategy.

Through event participation, organizations leverage a variety of strategies to generate brand awareness and leads, nurture and grow existing relationships, and elevate the firm’s status as a subject matter expertise through speaking and facilitating discussions. Thousands of dollars can be spent on sponsorships, promotional materials, travel, and more to attend industry events. Marketing budgets are further depleted when company-sponsored and internal events are hosted. As businesses continue to adapt and events transition to virtual venues, new challenges arise. How can your organization be creative and effective when participating at a virtual conference? Who is attending the event and how can you initiate a 1:1 discussion? Developing a strategic events strategy is one tactic that high-performing organizations have utilized to achieve success.

Are you ready to generate a positive return on your marketing investment? Email BluLyne’s founder, Jill Heise, to help establish your strategic plan and develop a comprehensive, impactful marketing strategy.