Customer loyalty and lead generation. Every business needs customers to be successful, but at Pinpoint we also want our customers to be successful. So where do you find customers? And are all customers worth the chase?
Finding and qualifying leads is a crucial first part of the sales cycle. It’s not just about grabbing any lead but about identifying the right ones, knowing where they come from and learning how to maximise the ones that make the most impact.
What is a lead?
A lead is someone who shows interest in what you/your company has to offer. Eg they are a suspect or prospect who may buy from you.
The lead may have shown their interest by clicking on an advert, signing up for your newsletter, engaging in your social media post or attending an event.
Each lead has the potential to become a customer but not all will, nor should they. It’s all about finding the right ones (more on that in a bit!).
Where do you find leads?
Leads need a source, a place where a potential customer can discover your brand.
Here are some lead sources (and this isn’t naming all the possible places nor is this list in priority order):
- Social media
- Websites – web pages, landing pages, SEO and organic content
- Lead magnets
- Email marketing
- Ads – in print, via social media or PPC/Google
- PR
- Sales calls/cold calls
- Networking and speaking engagements
- Referrals, word of mouth and introductions
- Telemarketing
- Webinars, workshops, exhibitions and events
Lead sources may vary whether your customers are b2b or b2c or a bit of both.
If you want to read more about finding leads, take a look at this past blog that we wrote.
What makes a good lead?
It’s easy to fall into the trap of going after quantity over quality, especially in difficult times or when the sales process/journey is so much longer than it ever has. When it comes to lead generation, the focus should be on finding the right, quality leads. The right leads are those that align with your ideal client criteria (this previous blog covers everything you need to know about ideal clients).
Knowing who your ideal client is will also help you to assess where you are most likely to find quality leads making sure your time, effort and marketing budget is being spent in the right places.
A great lead worth pursuing will be one where:
- You have data and qualified information for them
- You know where they are on the buyers’ journey
- They have demonstrated genuine interest
The goal is to have qualified leads that you can guide through the buying process.
Do you know where your leads come from?
Here’s a question: can you name your top 3 lead sources?
If not, you’re not alone! Many businesses capture leads without analysing where they come from.
It is important to ask where your leads come from. And I mean really delve into this. This doesn’t mean just saying the lead source is “online” but drill down into which sites or which ad? Or not just saying “referrals” but who specifically referred you, what is their role, where did you meet these referrers?
For example, as a typical b2b business, Pinpoint’s top leads sources are referrals/intros, networking and LinkedIn.
Lead Generation. Why is this important?
When you understand what works in your lead generation efforts, you can replicate those successes and expand on them, boosting your chances for new business. We are all aiming for predictability and consistency when it comes to lead gen. Knowing your lead sources allows you to maximise your impact, time, budget and overall ROI.
How can you find out where your leads are coming from?
You need to be collecting lead data on customer behaviour to see what marketing campaigns they’ve been interacting with and at what touchpoints they’ve reached out to your business.
To do this, here are some methods you can use:
- Google Analytics – can show where traffic is coming from and how leads interact with your site.
- Social Media Insights – each platform, like LinkedIn, Facebook, or Instagram, has its own analytics tools that show engagement rates, link clicks and other useful metrics for identifying lead sources.
- CRM Tracking – use a CRM system that can track the journey of each lead from first contact through to conversion, so you get a clear view of which channels are most effective.
- Email Marketing Analytics – if email campaigns are a lead source, track clicks and conversions within your email marketing tool.
- Sales Team Feedback – can reveal recurring lead sources and emerging trends. Ask your team where they see the most interested prospects coming from and any patterns they notice about lead quality.
By using these methods, you’ll develop a clearer picture of where your best leads are coming from, allowing you to invest in the right channels and adjust what isn’t working so well.
We carry out this lead gen research and ROI/results measuring as a service. Find out more here
What’s next in your lead generation?
Now’s the time to delve into your lead sources, track what is working and optimise where you’re focusing your efforts.
When you know where your best leads come from, you can shift from chasing everyone to attracting the right ones: the ones who will become valuable, long-term customers.
