Lead generation can be an involved process for businesses of every size. If you’re just getting started with your lead generation strategy, it’s helpful to see some examples of companies that are doing it right.
Here are some companies who have successfully implemented killer lead generation strategies:
In the tech industry, there are hundreds of web hosting companies competing for customers. And many compete on price instead of quality or features. This creates a race to the bottom in the industry, lowering margins as a whole.
WP Engine exclusively targets WordPress users, so focused on a lead generation strategy targeting Wordpress users like bloggers. The company divided its strategy into five areas including product, industry, business impact, torque, and support. Each had a dedicated content strategy, driving massive results and raising more than $40 million of funding.
This is the largest insurance broker in the UK, and Simply Business aimed to generate leads through content marketing. Their target audience is small business owners, so they created unique, helpful content for this audience, even if it didn’t directly relate to insurance. These included email productivity guides, business blogging guides, social media roadmaps, and a guide to WordPress.
This content helped Simply Business achieve first place in the search engine rankings for keywords like ‘public liability insurance.’
This company designs mobile-friendly, customizable landing page templates, and was competing against venture capital-funded favourites like Infusionsoft and Hubspot. LeadPages aimed to achieve better results with its four-person content team than most companies could with their 80+ person sales teams.
LeadPages developed a content strategy which included a popular marketing blog, marketing courses, ebooks, case studies, infographics, a podcast, and weekly webinars.
The result? The company scaled massively, reached $16 million in revenue in 2015 and was named the 148th fastest growing company in the United States in 2016.
CRM is another hugely competitive industry in the tech sector. Salesforce is the largest vendor of CRM in the world but was having issues attracting leads and maintaining traffic. Salesforce UK upped its lead generation efforts with a content marketing strategy that included fun videos about marketing and sales, presentations, and slideshares.
This resulted in an 80% increase in traffic, more than 10,000 downloads of the company’s ebook, and 6,500 more signups for the Salesforce newsletter.
These days, cybersecurity is a concern for any business with a presence online. SecureWorks detects attacks before they actually happen and then respond swiftly.
The company got back to basics with its lead generation strategy, ensuring that it had developed clear personas for its target customers. This made it easier for them to create targeted content that solved each customer’s unique problems.
SecureWorks took a two-pronged approach, focusing first on attracting traffic and then on converting those visitors into qualified leads.
The company blog attracts people to the website with its answers about compliance and information security. And SecureWorks also developed a number of resources for potential leads which included data sheets, solution briefs, videos, case studies, reports, and whitepapers.
Now, 50% of the company’s qualified leads are opportunities, and its conversion rate has doubled.
Find these companies lead-generation tactics inspiring but not sure how to get started yourself? Get in touch today and let’s talk.