[ Lead generation ]

Attract prospects, close deals

Cold calling only gets you so far. Instead, high-growth companies engage in lead-generation campaigns — e.g., their marketers attract prospects to them, then work in tandem with sales professionals to convert those leads into customers.

Add value = attract prospects

How do you attract prospects? You educate, inform, entertain — in other words, add value. Think: informative blog posts, e-books, infographics, webinars and videos. These are all tools in a lead-generation campaign, designed to attract the right prospects into your sales pipeline. It’s your sales team’s job to determine if those prospects are the right fit, and then reach out to “convert” the leads into customers.

Our lead-generation services

Our team of marketing strategists works with you to:

  • Define your ideal prospects
  • Determine what will attract prospects to you (What information or tools do they need that you are ideally positioned to provide?)
  • Create informative, educational, entertaining content
  • Distribute and promote that content via a range of channels, including email, social media, pay-per-click (PPC) ads and PR
  • Use lead-nurturing techniques (such as email drip campaigns and workflows) to keep prospects engaged
  • Create calls to action (CTAs), forms and landing pages on your website
  • Continually analyze, test and improve conversion rates

Marketing automation

There are lots of moving parts to lead-generation campaigns. The best way to manage it all? Marketing automation software such as HubSpot, Pardot, SharpSpring, Marketo or Eloqua.

We have deep experience with HubSpot, but consider ourselves “software agnostic” as they are all designed to do the same thing — make it easier to handle the range of marketing tasks required for successful lead-gen campaigns, including creating and sending emails, segmenting lists, automating social media posts, creating forms, calls to action (CTAs) and landing pages, and more.

In the end, the key to success in lead generation isn’t your marketing automation software, it’s your content. So don’t buy that marketing automation software (just yet). Before you pull the trigger, read this blog post first.

Download the AEC e-book