This isn’t an anti-online marketing plea. Online lead generation definitely has its advantages:
- This allows you to target specific target groups, industries, niches, etc. online.
- You can market your company as an expert in your field through the online channel, for example by taking Content Marketing seriously.
- Online is very measurable. If you set this up properly, you will have precise insight into how many initial contacts (for example, completed contact forms or downloaded whitepapers) ultimately become customers and which referral channel was responsible for this.
- The online channel is more cost-effective than traditional media.
- You are where your target group looks for information.
So why isn’t online lead generation the holy grail? Online Lead Generation
1. You may qualify less well
Online contact alone will not get you there. Sales often finds leads generated online too cold. It is difficult to fill your ‘customer card’ completely via online alone. Based on online behavior, it may be possible to determine where a lead’s interest lies and how serious this interest is. However, it usually does not say everything about the decision-making authority or the available budget. In other words, requesting all your BANT criteria via the online channel is a challenge. In most cases, this is no problem by telephone.
2. You don’t know if your information is understood
Reading from a screen is simply less pleasant than from paper. Online, people mainly scan. So you never know whether a lead has taken in all the relevant product information. Also, everyone interprets information in their own way. Online, you cannot check whether your potential customer has the right expectations. In a personal conversation, you can provide all the necessary information, raise the right expectations and ask check questions.
3. You don’t build a personal bond
Furthermore, through personal contact you give the peru phone number library company a face and you build a better bond with your lead. Because you cannot visit every lead, personal contact will initially mainly be by telephone. Personal attention ensures that your potential customer feels heard. In a personal conversation there is much more direct interaction than online. It offers more opportunities to discuss the potential customer’s problem and to ask good questions. In this way you really offer added value during personal contact.
Ultimately, B2B is also bought on emotion. The conversion rate: definition, importance and calculation (2025) assignment/order must be granted to you. If you build a better relationship with your prospect than your competitor, then there is a good chance that he will ultimately choose you. For the party he has a better feeling about. Price is usually not the decisive factor, but the (expected) quality!
Generic content versus personal attention Online Lead Generation
If personal attention is so important, what is the role of content? Content is step 1. With content you awaken a (latent) need. By mapping the buyer journey and personas you determine which content is relevant for whom in which phase.
Even if you want to nurture a lead further , for example because the time is not yet ripe for a purchase or even an appointment, content plays a role. Nobody wants to germany business directory be called too often by the same company. But receiving relevant content is a different story. Just avoid overkill. People already receive a lot of messages (un)requested. Dose it and you will stay top of mind without being pushy. In fact: if you personally draw your lead or prospect’s attention to a specific piece of content that is relevant to him/her, you score points because you have delved deeply into his/her needs!