Oh, leads — you sexy, SEO-friendly buzzword that agencies love to toss around. Oh, how you are desired by many CMOs and marketers. Most claim to love you, but only a few understand you (like we do). You’ve been used for too long. People just want more of you, but they don’t care about YOUR needs. All they think about is that one night sale.
They spend their days frequenting channels, Facebooking here, Paid Searching there, hoping to catch your eye. Leads, we know you are looking for a brand that wants to have a meaningful relationship with you. We’ve been telling our clients this for years. Maybe that’s why you tend to love them so much.
Excuse Me, Do You All Take Leads Here?
Leads can’t be deposited into a bank account. A company cannot pay rent in leads, and last we checked, leads cannot be exchanged for legal tender. Leads, good leads, great leads — even the Glengarry leads — must be converted into a sale.
Your lead-to-revenue process has to be ready to capitalize on all the new leads we will generate for you. That’s why we developed a lead-to-revenue optimization process. We help our clients build the digital infrastructure to convert the most leads possible. Additionally, we build out strategies to increase customer retention after the sale. All the lead generation in the world will not improve the bottom line without a comprehensive approach to lead management.
Cats vs. Puppies: Marketing Qualified Leads.
While other digital agencies like to brag about the quantity of leads they generate, we base our success on the number of quality leads we deliver. Marketing qualified leads (MQL).
There Are Two Types of Leads: Cat Leads and Puppy Leads.
Cat leads make your business work hard for their attention. You have to keep coaxing and reassuring them, spending resources, unsure whether they will purchase from you or run away hissing. Puppy leads run right up to you with their little lead-tails wagging, just waiting for your attention. Maybe you get one out of every ten cat leads, and seven out of ten puppy leads (because three ran away to chase the neighbor’s car). Purchase intent — that’s the difference between an unqualified and a marketing qualified lead.
Cats have nine lives. Your company has one. Let us help you generate the marketing qualified leads that will stay . . . STAY . . . good boy.
This Little Lead Went to Market. This Little Lead Stayed Home.
Lead generation strategies should change based on category dynamics. New categories might require brands to balance lead generation with demand generation. Brands in established categories might have to get creative with lead generation tactics to stand out from the competition. Parallel Path keeps our clients’ sales funnels full, no matter the category.
New Categories: Starting a new category requires both awareness creation and capture. It’s hard to determine how much time and money to spend and where to spend it. Targeting audiences at the top of the funnel, creating demand, is costly but increases overall awareness. Targeting customers lower down on the funnel increases the chances of a sale, but, without category awareness, the overall market opportunity remains small.
Established Categories: Purchase intent already exists inside established categories. Brands have to be ready to grab it in a micro-moment. A brand’s lead generation strategy must adapt to changing market dynamics such as new competition, disruptive technology, or shifting consumer needs. When the opportunity of an established category is maxed out, brands have to alter their lead generation strategy again to try and create new opportunities.
Parallel Path develops lead generation and management solutions that take all of this into account. From the creation of initial strategies to working with you to optimize conversion, no one takes the comprehensive approach to lead generation that we do.
If you are running and building an organization, you are responsible for growing revenue, cutting costs, accelerating time to market, and ultimately driving the vision that will inspire every department. Our senior level teams of marketers, analysts, data technicians, and strategic business consultants will work alongside your organization, applying digital to bring that vision to life.
You know what the business goals are. Now it’s time to create the marketing strategy to meet them. Before you communicate externally to consumers, you must justify your budget and sell-in your plan internally. You’re highly accountable for the success of your initiatives, which is why we do everything we can to support you.
The greatest strategies in the world are nothing without execution. That’s where you come in. You have to manage people and resources to move everything forward expeditiously and economically. When it comes to the execution of your digital marketing plan, there is no better ally than Parallel Path.