Our view at Stack - Typeform is our go-to software if we need to ask a set of structured questions of a group of customers, prospects or leads. In summary, Typeform combines aesthetics, functionality, and flexibility. User-friendly form builder with interactive design, versatile question types, real-time data collection, 500+ integrations, and diverse templates. Ideal for engaging surveys and lead generation.
Sometimes it feels like customers are scarce, budgets are slim, and every sale is precious. A streamlined and effective process for generating leads is crucial to preventing any potential customers from slipping through the cracks, starting with the tools you use to manage the process.
Budgets keep shrinking, expectations continue to rise, and somehow, your competitors still seem like they’re gobbling up leads and converting customers left and right. To keep doing more with less, it’s time to take a hard look at your customer acquisition and lead generation process—starting with the tools you use.
Great lead generation tools, when working together, can do a lot of the heavy lifting for you.
In this blog, we look at:
-
What lead generation is and why it’s important
-
Different types of leads
-
Methods of collecting leads
-
The best lead generation tools
-
Integrating lead generation tools
Let’s dive in.
What is lead generation?
Lead generation is the process of turning strangers into prospects who are genuinely interested in your product or service. It’s about creating a steady pipeline of potential buyers, ready to be nurtured into loyal customers.
Think of lead gen as your lifeline. It keeps your business afloat by feeding you a continuous flow of opportunities.
Different types of leads
The result of a successful lead is always the same: a sale or a new client. But each of them might start differently.
These are the four types of leads:
-
Cold leads: People who’ve never interacted with your product or service and haven’t shown any interest.
-
Warm leads: Prospects who have shown some interest or engagement with your brand but are not yet ready to buy.
-
Hot leads: Prospects who are ready to make a purchase or are highly interested in your offering.
-
Qualified leads: Leads you’ve vetted for their likelihood to convert.
-
Marketing qualified leads (MQLs): Prospects identified by your marketing team as more likely to become customers compared to other leads. They have shown interest through actions like downloading a whitepaper or filling out a contact form—but they need further nurturing before they can be handed over to the sales team.
-
Sales qualified leads (SQLs): These are leads that have been vetted by your sales team and are deemed ready for direct sales engagement. They’ve shown strong signs of purchase intent, such as requesting a demo or moving to the checkout page.
-
Product qualified leads (PQLs): Prospects who have explored the product through a free trial or a freemium model. They’ve engaged with your product in a way that hints they may convert into a paying customer. For example, using a premium feature repeatedly or reaching a milestone within your tool.
Methods of collecting leads
And while there are multiple types of leads, there are even more ways to collect those leads:
1. Inbound marketing
Inbound marketing is the process of attracting prospective customers to your storefront or landing page. When you answer their most common (and most pressing) questions, they see you as a trusted source — which eventually encourages them to buy from you.
Common inbound marketing methods include content marketing, search engine optimization, and social media.
2. Outbound marketing
Outbound marketing involves directly reaching out to people who might be a good fit for your product or service. You can do this through email campaigns, cold calling, and direct mail.
3. Lead magnets
Lead magnets provide something of value in exchange for a lead’s contact information. Ebooks, webinars, and free trials are classic examples. These offers entice prospects to share their details, giving you a foot in the door to nurture and convert them.
4. Events and webinars
Hosting events and webinars is an effective way to connect with potential leads. Whether it’s through networking events, product demos, or virtual webinars, you’re engaging with prospects in real time. This direct interaction helps build trust and moves leads closer to making a purchase.
There isn’t a one-size-fits-all approach for your lead generation tech stack. Ultimately it comes down to how you choose to communicate with your audience, the different types of data most important to your lead qualification and nurture process, and the other types of tools your organization uses. From email marketing to social media management, lead generation tools take many forms.
| Tool | Example | Benefits | Comments |
|---|---|---|---|
| Client relationship management (CRM) tools for lead gen | HubSpot Pipedrive Salesforce |
Track customer interactions, manage relationships, and automate tasks | CRM systems are central to your workflow. They keep you organized, track interactions, and ensure no potential customer falls through the cracks. |
| Email marketing tools | Klaviyo Mailchimp Constant Contact Brevo |
Automate email campaigns, segment lists, and track performance. | Email marketing tools help you reach customers where they are. When used wisely, email marketing can yield a very high ROI. (Up to 36 dollars earned on every dollar spent!) |
| Social media lead generation tools | Hootsuite Buffer Sprout Social |
Schedule posts, engage with your audience, and analyze performance. | The time people spend on social media has been increasing steadily since 2017, and 99% of people access social media on their phones. This means you get to spend more time where your leads hang out. |
| Content and SEO tools | Ahrefs Semrush Moz |
Perform keyword research, content optimization, and backlink analysis to create content that ranks well and attracts organic traffic. | Top-ranking search results have a 22.4% click-through rate. That means creating optimized content can drive more visitors to your website. |
| Conversion optimization tools | Unbounce Glassbox Leadpages |
Optimize landing pages and conduct A/B testing to understand how customers navigate your site and surface conversion opportunities. | Consistent conversion rate measurement and optimization can be the difference between a packed pipeline and a customer drought. |
What makes your lead gen workflow effective?
Effective lead generation is a balance between four key variables—goals, audiences, nurturing, and measurement systems. Here are the questions you need to ask to evaluate each one:
Clear goals
-
What do you want to achieve with your lead generation efforts?
-
How specific and measurable are your objectives?
-
Are your goals aligned with your overall business objectives?
Target audience(s)
-
How well do you understand the needs and behaviors of your target audience(s)?
-
Have you segmented your audience effectively based on demographics, behaviors, or other criteria?
Nurturing
Reliable measurement systems:
-
Which systems are you currently using and how effective are they?
-
What are some common gaps?
-
Which systems/tools can you use to fill those gaps?
You don’t need to answer each of these questions in detail, but you do need a holistic understanding of all four pillars—which is where integrations come in.
It’s almost impossible to build an effective lead generation strategy on one set of stand-alone tools.
In a recent survey, we found that lead gen tools and channels were largely disjointed. We asked, “What do you perceive as the main barriers to successful collaboration between departments in customer acquisition?” 13% of marketers said siloed organizational structures were to blame. 25% said there was a lack of clear communication between channels.
At a time when lead generation needs to be doubly efficient while using fewer resources, siloed data can cost you. You need to operate from a single unified source of truth—envisioning the customer journey as a single funnel—to make sure every team views and operates from a unified customer journey.
An added benefit of a single funnel approach is that you no longer need to manually strategize and analyze individual campaigns. Instead, you can view them in one dashboard and see which ones generate the highest revenue.
Tool integration in action
Double Denim Marketing was using static forms on its landing pages to generate leads but was falling short of internal targets. They knew they could generate more qualified leads if landing pages offered interactive calculators. But Double Denim didn’t have the resources to hire developers to build interactive forms. Plus, they wanted their forms to integrate with their tech stack—Hubspot, Pipedrive, and Zapier.
Rob Brooks, founder of Double Denim, used Typeform to create forms that started capturing high-quality leads mere weeks after implementation. And because these leads lived inside the CRM, Double Denim’s entire team could work on them.
The results of their new integrated lead generation approach?
Double Denim showed these results to their customers, who adopted Typeform themselves after reviewing the data and generated over $3.7 million in revenue and 2,200 qualified leads through Typeform campaigns.
Tempting as it may be to plug-and-play a series of tools for lead generation, prioritize holistic systems instead. When you have an understanding of how your customers behave and why they buy, you can pick and choose the right tools for your goals.
Then, integrate your tech stack for the lowest-lift, highest-reward lead generation engine.
If Typeform is of interest and you'd like more information, please do make contact or take a look in more detail here.
Credit: Original article published here.