For building products businesses, the construction industry, or any company looking to grow; creating and implementing a winning lead generation strategy can be the determiner between failure or success.
The process can be complicated and things can often be overlooked, which is why a comprehensive model such as the 7 Pillars of Lead Generation can help you to build a lead generation strategy that will sustain your business into the future.
Pillar 4 covers the systems that can be used to collect and collate data or enable sales teams to contact leads. And it looks at how your team can learn and develop the skills to use these systems and get your products specified.
Have you got a CRM?
A CRM (customer relationship management) system helps your business to build a clear picture of your clients, so you know how they’re interacting with you. It can provide your team with quick solutions of how to contact clients, what marketing/sales endeavours are successful, and what the sales pipeline looks like.
A great CRM system will align your marketing, sales and services so everyone in your team can see each client in context and can work together to provide them with a consistent and quality experience with your business.
One central platform with a shared database gives insights about clients that would otherwise be missed or can be picked up on by other team members.
What is a lead?
Defining what a lead looks like is personal to every business. But by recording and measuring your contacts you can then see on average at what point contacts are prepared to be converted. From this, you can create a definition of what a lead is and how qualified they are.
HubSpot Research determined that ‘over a third (34%) of respondents say prospecting and lead qualification is salespeople's biggest challenge’. While successfully using a CRM can make this process seamless as interactions and conversations can be tracked and analysed.
Having a systematic structure set up for lead capture, nurturing and qualification is what separates lead generation leaders from the mainstream. Conducting these mature activities comes from top-line and executive-level support. It must become an everyday business activity and considered a ‘normal’ practice for sales and marketing teams to do.
Setting up a culture that values using a CRM should be a priority for management and business leaders. Training staff with the skills to use it properly should be a priority upskilling exercise and staff should be making the most of the emailing, blogging, and tracking tools that are available.
Lead Generation Ideas for Building Product Businesses
These methods can be used to capture the contact details of leads and clients so they can be added to your CRM. Leverage helpful content in exchange for some information about your contacts, it’s important to offer them content that they’re actually interested in
- CPD/webinar signups
- White papers
- Free samples
- Email incentive/signups
What should I capture?
The data collected needs to be verified and checked to ensure its completeness and cleanliness. You should be looking to capture a contacts name, email, company, role, location and project to get a full picture. This can be set up to be done automatically and contacts can be convinced to give you the info themselves if you supply them with useful content in return.
Once you’ve obtained this information your CRM will equip with useful methods such as marketing automation, A/B testing and chatbots so you can target leads in various ways to give them a complete experience and keep your business at the forefront of their minds.
Successful use of a CRM can take the lead generation of your building products business to a level way above the competition. A recent study showed that 22% of businesses have a very basic level of transferring data between systems (London Research, The State of B2B Lead Generation). So don’t get left behind.
And remember just because you’re using software it doesn’t mean the process is any less personal. It’s still you or your team writing the emails and connecting with the contacts/clients. A CRM just makes the process quicker, and it can be a more customer-centred approach because you will get a deeper insight into their behaviours.
Use your CRM as the foundation for the 7 Pillars of Lead Generation and make sure all your other practices, strategies and activities flow through your CRM so your whole team can provide your customers with a better, more personal experience.
At Insynth we deliver a predictable flow of leads, customers, and specifications for building product brands through our inbound marketing approach, proven to reach a technically demanding audience.
We use the latest marketing techniques such as construction inbound marketing, to equip building product companies to grow sustainability in this era of digital transformation.
As the only HubSpot certified agency to major in construction marketing. We have a proven formula of bringing a variety of functionalities together including CRM Implementation, Web Design, Sales Automation, SEO, and Email Marketing to achieve your ultimate aim: Growing your business and gaining new specifiers and customers.