While 91% of marketers consider lead generation their biggest goal, 61% also call it their biggest challenge. Building a reliable flow of B2B leads is complex, and putting the right strategy in place is crucial.
The answer to that question goes beyond demographics, expanding to motivations and pain points. Once you know what drives your audience, and what types of questions they have when looking for solutions like yours, generating leads becomes much easier. Doing so requires understanding typical user journeys, including the sequence of information they tend to consume. From there, it's about creating natural conversion journeys through effective calls-to-action that build on each other and drive your audience to conversion points.
That means one thing above all: your lead generation strategy has to be aligned with both your sales and marketing strategies. Messaging, targeting, visuals and flow should be consistent with both the first touchpoint your audience might have with your brand and that final sales pitch to convert the lead into a paying customer.Finally, relying solely on organic leads from your website could be a potentially costly mistake.