New Leads to Fuel Your Funnel

Lead Generation is how you fill your revenue funnel with targeted, opted-in leads.

Lead Generation programs typically align with the awareness and discovery stage of the customer buying journey. That’s when your prospects are deciding if it’s worth it to break from their status quo to fix a problem or address an opportunity.

Today’s buyer is self-directed, multi-channel, mobile, social and adept at ignoring irrelevant messaging. That’s why most traditional lead generation methods such as buying lists or cold calling are ineffective and inefficient – and potentially damaging.

A well-designed, modern Lead Generation program engages members of your target audience in the channels and formats that they naturally prefer with relevant content, offers, promotions and other calls to action that truly speak to who they are and where they are. In the process, you earn the right to stay in touch with your audience throughout their customer journey, help them solve their problems and influence their buying decisions.

86% of marketing professionals agree that successfully integrating multiple channels under a single integrated marketing strategy is crucial to their long-term success.
— Forrester

ID’s Approach to Lead Generation

Every ID lead generation program begins with a deep understanding of how and where your unique value proposition intersects with your target audience’s rational needs and emotional drivers. To make sure this work is accurate, we develop detailed buyer personas that identify their preferred content formats, trusted media channels and key areas of interest.

We’ve learned that the best way to fill your funnel with quality leads is through an integrated lead generation program rooted in following best practices:

  • Permission-based: Don’t buy cold, stale lists and call them “leads.” It takes a smart plan and hard work to generate a truly opted-in lead, but the payback is enormous throughout the rest of your integrated demand generation program.
  • Channel Agnostic: You have to be where your target personas actually are—not where you hope they are. The prospect or customer dictates the channel, be it traditional or digital.
  • Multi-channel: Leverage a mixture of inbound and outbound tactics across paid, earned and owned media channels.
  • Relevant Point of View: Bring your brand and value position to life with messaging, creative, content, offers and calls to action that directly speak to your targeted buyer personas’ specific mindset.
  • Test and Learn: Start with small bets, immediately measure and analyze, and then let the data direct where your lead generation resources and media spend should go next.

Once the lead is generated, we quickly evaluate them and route leads who are in an active buying mode directly to sales. Leads who aren’t yet ready for sales are routed into a lead nurturing program.

Intelligent Demand brings a multi-channel, portfolio approach that leverages the following paid, earned and owned media channels as called for by your unique strategy:

  • Paid search
  • Email
  • Social media
  • Events
  • Display
  • Retargeting
  • Affiliate programs
  • Teleprospecting
  • Content syndication
  • Surveys
  • Your website / SEO
  • Blogs
  • Video channels
  • Webinars
  • Direct mail
  • Traditional advertising
  • Sales rep prospecting
  • Channel partners

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REAL REVENUE TRANSFORMATION: A HEALTHCARE CASE STUDY

Find out how Intelligent Demand and Kaiser Permanente collaborated to deliver impactful ROI across complex, rapidly-evolving B2B and B2C healthcare-buying environments. Get your copy of this information-packed case study!

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