5 Things to Know About Lead Generation in 2016

By APSIS

2016-01-12

Did one of your New Year’s resolutions involve generating more leads for your business? We thought so. Which is why we’ve asked resident APSIS Lead expert Wilhelm Sahlberg to let you in on some industry secrets.

 

What’s the one thing companies should change in their lead generation this year?

Start looking at your customer's buying process, not your own sales process. The “salesperson” role has changed quite a bit lately: customers don’t need to contact salespeople at all for information about products, as they can find it online instead. But by being smart and working with a new type of lead generation – one that puts your customer into focus, not your company – you can act on quality leads when the time is right and your customer is actually looking for the product/service you provide. Think of it as holding your customer’s hand while they purchase something; less salesperson, more service-sales-person.

What’s the most important part of setting up a lead nurturing campaign?

Starting small. And then increasing the campaign over time. The power of lead nurturing can sometimes be overwhelming, so if you make a campaign too complicated, the results will also be more difficult to measure. But if you downsize your plans and start small, not only will you see the effects of your campaign more clearly, but it will also be easier to expand your campaign without losing track of things.

 

 

Should sales and marketing departments really work closer together in the future?

Absolutely! Today, marketing departments are often the ones bringing the leads to sales teams through their work with company websites, valuable content and so on. The thing is, we have noticed that these leads often get rejected by sales, as they feel that the leads aren’t qualified enough. Tighter teamwork between marketing and sales will lead to marketing teams knowing their target audience better, and creating content that fits them more; sales departments, on the other hand, will understand the marketing approach to lead generation more deeply, and will have more insights into their qualifying process.

How is APSIS Lead different from Google Analytics? Don’t they both measure website traffic and other data?

Let’s put it this way: Google Analytics is great for getting an overview of your website statistics (like the number of visits, total time spent on your site etc.). APSIS Lead focuses on what's behind the numbers. It’s a tool for marketing and sales departments to get information about which companies and individuals are visiting your site and what they are doing there. As not all website traffic is relevant, the greatest function of APSIS Lead is that is automatically selects the visitors who have fulfilled the customer journey, and sends them over to the sales department, while the visitors who aren’t there yet are left in peace. This way, marketing and sales teams can focus on the lowest-hanging fruits of the lead tree, keeping an eye on the rest of the prospects until they return to the website in, say, two weeks.

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What changes in lead generation will we see next year?

Recently, we’ve seen more and more companies look into these new types of lead generation tools. Looking at 2016, I believe this will be the year when companies finally realise that their old method of acquiring leads is not enough. You have to meet the customer during the correct phase of the buying process, instead of staring blindly at your own sales growth.

Wilhelm Sahlberg is an Onboarding Manager at APSIS and has several years of experience with B2B sales and Lead Generation. If you would like to ask him about something directly, get in touch with him at wilhelm.sahlberg@apsis.com.

 

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