Running lead generation is a crafted combination of discovering key target markets, educating those potential partners, based on their on unique stage of the buying journey and then feeding the sales machine, be that the top of funnel Sales Development teams or Inside Sales Executives.
Sales teams like contacts to be as close to the buying stage as possible, have scope to educate and present products as well as be known to the potential partner through brand awareness. This doesn’t happen by accident, (well, it can but you are not going to feed a sales team with the amount of times that may trickle through). Potential partners need to have a driver to purchase, then be introduced to a brand; brands need to keep front of mind and then be there when that partner is ready to have a conversation.
One of the keyways to execute a program like this is running multi-touch leads.
Multi-touch leads First engage with the top of the funnel. There is a focus on creating awareness, educating, and positioning a brand to be front of mind
Second touch (top to mid funnel) we see further education, positioning partners now as thought leaders and maintaining key awareness with decision makers. We know there are on average 6-10 contacts (depending on the size of the company and project) now involved in both the research and decision making of key purchases. This means having both engaged awareness across these decision makers and influencers as well as knowing who these contacts are as well.
Third touch (mid to bottom funnel) Achieving brand coverage within an account with awareness across those involved in the purchase process, garnering momentum within the brand through multiple engagements, and opening the door to a dedicated sales conversation.
By implementing a multi-touch lead program, it helps enrich the marketing narrative and streamline the buyer journey, resulting in an efficient communication and increased results.
