Lead generation for technology companies requires some serious marketing skills. Many marketers in the technology space have trouble getting leads because it’s hard to get high-converting leads in a very competitive field like tech. Getting good leads takes a lot of work, time, and money, as well as a good product or service that is in demand for the price.
If you want to master lead generation for technology companies, you need a gameplan. In other words, getting new leads requires a winning lead generation strategy that makes your brand stand out. After that, you have to close the deal by convincing the customer to make the sale. In this article, we’ll be breaking down how you can generate hot leads that actually convert.
Here’s the catch…
Time and resources are needed to educate customers about your products and create new relationships. Since technology businesses still rely on one-on-one sales channels like cold calling and appointments to get leads and complete transactions, a lead generation strategy could be a game-changer.
Lead Generation for Technology Companies: The Role of Digital Marketing
The truth is:
Digital marketing is the perfect solution for technology sector companies when it comes to generating quality leads. That’s because digital marketing uses videos, posts, galleries, and other forms of media to engage with consumers on a personal level and cater to their pain points. Video content can be shared across many social media platforms and other types of marketing campaigns to create an upsurge of awareness for your brand.
To generate more leads, you should keep growing brand awareness. Then, nurture curious leads through the digital information platform where you interact with your audience unto the conversion funnel. Four excellent means of lead generation for technology companies that could be integrated into a single cohesive strategy include email marketing, social media, landing pages, and webinars.
Outbound lead generation
Generally speaking, outbound lead generation is the process of distributing or pushing communications to a target audience, regardless of whether they are familiar with your brand or products. In this scenario, it is you, rather than the prospect, who determines the point of contact (the time and place of the contact) with your lead. To track the cost of getting new leads, you can use the Cost Per Lead (CPL) KPI to measure outbound lead generation and know the cost of acquiring new leads.
The objective of lead generation for technology companies is to increase interest in a product or service and to establish a pipeline of future customers. Outbound lead generation techniques include cold calling, email campaigns, social selling, and direct mail. While often effective in traditional industries, lead generation for technology companies with innovative or sophisticated products should focus substantially on inbound lead generation.
Inbound lead generation
Inbound lead generation is a process of drawing interest and curiosity to your brand by shaping its identity and making it stand out from the pack. Therefore, the production of digital content plays a major role in creating a niche following and turning it into leads that like your brand. This is known as inbound lead generation. In short, inbound marketing depends on buyers to decide the time and place of first contact.
However, in order to entice leads to show interest in your products, you need high-level content marketing sustained over a period of time. It takes time for inbound marketing to show results. It is possible to expedite the process by using digital media, which will allow us to get your material to the appropriate audience at the right time.
Lead generation for technology companies: 4 steps
Whether you are a startup or an established technology firm, developing and continuously fine-tuning your lead generation strategy is critical to your business’s success.
After all, success will be unlikely if you’re not generating interest in your goods and services, attracting new clients, and growing brand awareness. Therefore, if you’re searching for the most effective lead-generating strategy, select a mix that efficiently targets your client avatar. A client avatar helps you focus your marketing efforts on the leads that are most likely to convert.
To begin, a lead is a prospective consumer who has shown interest in your business by taking action. Submitting a form is an example of such an action. They’ve shared their contact information or implied that they’re interested in doing business with you. By nurturing your leads and striking a note with them, they become warm leads.
The process of collecting new leads may be broken down into four distinct stages: lead capture, lead magnets, lead qualification, and ultimately, lead segmentation. This represents the process of creating new leads and moving them along the customer life-cycle. Lead generation for technology companies starts with capturing your leads, legally.
1. Lead capture
In the lead capture phase, you’ll gather crucial data about your potential customers. Make sure to follow all laws and regulations when capturing and storing data from your leads.
Your product or service may not be of interest to everyone who views your website.
It’s even less probable that a lead will make a purchase from you the first time they visit your site. Lead capture, on the other hand, allows you to make the most of the traffic that comes to your website.
As a company, you want to provide your customers with information that is both helpful and engaging. Your website visitors will give you their information in return if they value what you’re giving them.
2. Lead magnets
Lead magnets are complementary offerings you provide to visitors in return for their contact information. The lead magnet might take the form of a free gift, training, course, e-book, or anything else that entices your audience to join up.
Why use lead magnets? Actually, lead magnets are excellent for expanding your database of contacts, boosting inbound visitors, and attracting additional revenue. They exist in a variety of forms and contain elements like simple text, quotations, photos, videos, HTML embeds, and galleries. Usually, these are digital giveaways that your leads can download as a file after signing up. Lead magnets could also be discount codes or mail shipments.
To elicit an email or other kind of communication from a customer, you should begin with an exceptional magnet. It should provide new information, impart knowledge, or aid in the resolution of an existing issue.
3. Lead qualification
A qualified lead is someone who has the potential to become a prospective client for your organization. The lead qualification enables you to find the highest quality leads in the least period of time.
A critical step in qualifying a lead is making sure the lead is in line with your ICP (ideal customer profile.)
An ideal customer profile (ICP), also known as an ideal buyer profile, describes the ideal client avatar for the products and/or services that you offer.
The question is: why not send each lead directly to sales?
Certain leads may not be worthy candidates, therefore it’s critical to determine who is likely to purchase from you. This way, your sales personnel aren’t wasting time on prospects who are unlikely to convert.
4. Lead segmentation
Lead segmentation divides your database of leads into smaller lists depending on their customer profile. You can then utilize lead segmentation to deliver more targeted and persuasive marketing messages.
This allows you to identify which leads are the most successful, so you can focus your efforts on converting those leads into highly engaged consumers. Segmentation happens along various lines, including notable categories like demographic, lifestyle, needs, buying patterns, and attitudes.
Lead Generation For Technology Companies: Winning Strategies
When it comes to raw marketing effectiveness, your email list is one of the most valuable tools you own. With your list of subscribers, you may execute campaigns that generate a large number of qualified leads in a short period of time.
When performing email-based lead generation, your goal should be to employ opt-in campaigns to raise awareness and unearth quality leads. Determine who you want to target with your email marketing campaign (based on the ideal client profile) as the first action in generating leads for your campaign.
Email lead generation is a process in which email addresses are gathered from visitors who fill out an opt-in form. To increase conversion rates, you could create email messages that incorporate autoresponders to send to recipients (also known as drip campaigns).
In the event that your prospect agrees to receive emails from you, they have officially become a lead. However, this is just the start of their customer experience with you.
Landing pages resemble online pages, however, unlike websites, they lack navigation. The primary goal of landing pages is to convert visitors into leads by collecting visitor information through website forms. Therefore, the form should be the primary emphasis of the design of the landing page.
When auditing your lead-generating landing pages, be sure to keep note of the tweaks you make and the outcomes you see. This should be a continuous process of exploring, testing, and retesting your landing pages. If you feel as if the material on your landing page is becoming stale, it’s probable that your visitors do as well.
While social media may not be the first thing that comes to mind when considering lead generation, it should be. Social media has become a big avenue for lead generation for technology companies. Collecting leads on social media enables you to connect directly with individuals who are interested in your business. Social media has continued to expand and adapt, frequently becoming the cornerstone of lead generation for technology companies because it delivers a personal experience to the customer.
The best part?
Monitoring your brand’s social media platforms for consumer feedback or direct mentions of key themes helps you bond with the audience. It aids in the development of relationships with prospects and consumers at various phases of social interaction. It also fosters a feeling of community among advocates and followers.
Webinars & Virtual Events
Webinars are a great method to show off your expertise and get new customers.
The term “webinar” usually refers to an online video event. In a single video, you can reach thousands of people with a customized message catering to their curiosity. When it comes to getting new leads with digital marketing, webinars are advantageous because they allow marketers to draw interest and complete the sale on a single funnel.
Understanding your desired webinar audience is the first step in generating more qualified leads.
How many people should attend your webinars? Leads may be captured in real-time through the interaction of presenters and participants, or through a form. Webinars provide an instructional setting with the added benefit of a Q&A session. Therefore, marketers can directly communicate with leads and sell products or services.