Check out the steps here, to be successful in setting up a Lead Generation model -

Build Lists, specific to the target sector/ potential customer base–

How to build lists?

There are multiple ways to build lists, we will discuss two of them – Secondary Research Based and Creating a digital funnel via Google/Instagram

We discuss the Secondary Research Based, first:

Step 1: Secondary Research-Based

Industry, Country, No. of Employees & Role specific with email and contact details- (usually board numbers)

Sources to create lists : Dun & Bradstreet | Zoom Info | Leadgenius | Salesgenie | Rocket Reach

Step 2: Create a script for the Call Centre team (It can be one person too), to call each number and verify credentials. This is Call 1. This happens with the call to the reception itself.

Step 3:?Clean your lists - make sure the contact details are correct, people are still working

Step 4:?Call Centre Call 2 Day 1 (Potential Customer First call)

Remember that as the calls will progress over multiple potential customers, the call center team will modulate this, shorten or lengthen it based on their experience –

At this step, the call center team has a script that could look like this:

Hello, my name is [Your Name], I am calling from [Company Name]. May I speak with [Potential Customer Name]?

Building rapport: Great, [Potential Customer Name], thank you for taking my call today. I am calling because I believe that our [Product/Service] could add value to your business.

Value proposition: Our [Product/Service] has helped several businesses like yours [list specific benefits or features of the product/service]. For example, our solution has helped companies [list a specific benefit or feature and the results it has achieved for a customer].

Pain points: I understand that as a business, you may face challenges such as [list common pain points in the industry]. Our [Product/Service] addresses these challenges by [list how the product/service solves the pain points].

Call to action: Let me know if you would like to know more at your discretion, and I can send you a quick snapshot. Thanks, I will send it to you now.

Conclusion: Thank you for your time today, [Potential Customer Name]. Can I call you, at the end of this week to get your feedback? Thanks, I will do so.

Step 5. Document the call (You do have the CRM system right? if not, Excel is good enough) – status update, the first contact made & then in remarks, the Call Centre team adds the potential customer’s feedback. If a potential has said no, never call me again, document that too, if a customer says to call me in three months' time, you should record that too – every conversation has to be documented – this allows for a better understanding of what is happening, what is being said, what the potential has been receptive to.

Step 6: It’s the end of the week, make that call and check the feedback from the potential customer.

Step 7: Document those calls. With feedback and meeting set up for sales – migrate the customer details in the CRM – this is considered now a 'warm lead' and sales are handed the warm leads only.

Step 8: Keep calling the list and building the warm leads

Step 9: Check In with sales on the status of the warm lead handed over. Feedback plotted on the CRM system. Monthly catch-ups with sales for review, feedback, and fine-tuning the process. Keeps the engagement going internally.

Step 10: Sales converts the warm lead, then add the revenue (attribution) to the Call Centre – (this enables the financial viability of running it in the first place)

Now we come to the second part of building lists via the digital funnel

It can be via Google Ads & SEO ranking with SEM or It can be via social media advertising.?

Let’s check the steps in this kind of setup

Google Ads & SEO (Setting up the Funnel & Customer Journey)

Seek the Seeker with 谷歌

Step 1: Research the keywords that your product or services is sought out by the potential customer

Step 2: Research the history for a year of all possible combinations that have been used to find products or services like yours.

Step 3: Identify the root words and the ones that are most used and fall in the bid ranges mid and high, also check the timings of the bids.

Step 4: Keep your website SEO complaint and ensure CTAs are available along with a sticky WhatsApp button.

Step 5: Now create Google Ad Campaign based on the search words

Be innovative but keep it simple with the value proposition – you want the people to click and land on your website. Don’t cram all the search words, Google penalizes, but of course, you already know it.

Step 6: Recheck that your website is ranking on the first page amongst the top 3, the Google Ads are running alongside, and your website is geared to receive potential customers.

Step 7: WhatsApp number is for the Call Centre as well as any queries, comments, and callbacks from potential customers are also for the Call Centre.

Step 8: The call center calls the potential customers, checks on the query, qualifies the warm leads to migrate for Sales, and filters out calls/queries that might not be of the purpose, and keeps the lead list clean.

Facebook & Insta?

Instagram advertising again will be campaign based.?

Step1. Create the content – Videos, Carousels, Images with related texts, audio, or voice-over to bring your offering to life. Remember to use the features that the Instagram algorithm is currently promoting – If it is Reels, be on Reels, If Video is trending, then the video should be the format. That being said, if Instagram is balancing out Video & Images, then use both formats.

Step 2. Segment your target market, area of interest, and geography. If you like geofence it, to ensure if someone sees your first campaign, they get to see all the related parts of the campaigns too.

Step 3. All Comments, and queries, are to be forwarded to Call Centre to ensure real-time filtering and identification of warm leads takes place.

Step 4. The website is already set up to receive and guide the potentials, and the CTR will help also gauge the metrics, including the conversion to sales.

Cool Tip

Once your warm potential list is built – from the Secondary Research method – Upload the emails to Facebook and ask for Lookalike 1%-2% and there you will find the segment most similar to the ones who have engaged with you and would be good potentials.

With this knowledge, you can do targeted ads on FB & Insta, to only this set of people, rather than to everyone.

Remember, that lead generation is an ongoing process, you will test a lot, you will find success and then you will also find the leads tapering off. Keep at it and you could help build a robust warm lead pipeline for the sales team. Word of advice – document everything.

And there you have it, how to build it from scratch for a B2B Business. For Retail, the Digital Funnel will help in building the 5-step funnel from Awareness to Conversion and would be based on Inbound as well as Outbound marketing techniques. Thats a wrap on lead generation.