How to acquire leads effectively?

Last updated on June 4, 2024 Lead Gen

In any business, while it's important to build customer loyalty, it's just as important to renew it. Acquiring qualified leads is essential to growing your business. Wondering how to improve your lead acquisition? Discover our tips for optimizing the effectiveness of your lead generation strategy.

Lead acquisition: definition

A leadlead is simply a marketing or sales contact . It's a person who has expressed an interest in your products or services, without first having been approached by a sales representative. This person is not yet considered a prospect, but has every chance of becoming one.

Lead acquisition brings together all the techniques used to generate qualified contacts: SEO, SEA, social networks, landing pages, content marketing, etc. It's the first stage in the conversion funnel. It's the first step in the conversion funnel. Channels may or may not be used separately.

To evaluate lead generation tools and make a choice, various criteria can be taken into account: the quantity of leads produced, their quality, the relational aspect. For example, taking part in a B2B trade show generates a large number of high-quality contacts. What's more, this type of event establishes a strong relationship with the company. Webinars, on the other hand, generate fewer but equally high-quality leads. On the other hand, the establishment of business links is limited.

The cost of acquiring a lead (CPL) is an important KPI for assessing the effectiveness of your marketing campaigns. When calculating CPL, direct and indirect costs are taken into account, from campaign design to implementation. This enables you to discover the overall budget allocated to each of your contacts. So you know which lead generation lever is the most effective.

The cost per lead does not give any indication of the quality of leads. Only the conversion rate can give you more information on this point. To obtain a large number of qualified leads, it's best to compare the two indicators.

Optimize your conversion tunnel

Discover the key steps to boosting the performance of your conversion funnel:

Define the profile of the ideal customer to reach the right target.
Capture your target's attention with the right message.
Maintain leads' interest with quality content, moving them to action.
Gather data on your contacts to qualify them.
Turn prospects into customers by focusing on simplicity and offering attractive packages (trial period, demo, promotions, free audit).
Build customer loyalty by maintaining a relationship of trust.

Segmentation at the heart of your lead acquisition strategy

Personalization is the key to converting lead into a customer. It's all about sending the right message, to the right contact, at the right time. Sending personalized messages to all prospects is not an option. Leads must therefore be segmented.

To segment your targets properly, you need to create homogeneous groups, with contacts who have the same needs, can be reached via the same channel, and are sensitive to the same communication. To do this, you'll need to define useful segmentation criteria in relation to your offer: socio-demographic, psychographic, behavioral. To help you select these criteria, don't hesitate to create personas.

Defining personas allows you to :

Focus your marketing efforts on specific segments of your audience;
Respond as effectively as possible to the needs expressed by your target customers;
Choose the right channels for acquiring qualified leads, based on your prospects' habits and behaviors.

The different levers

An overview of the main lead acquisition methods offered by Dataventure :

E-mailing. With Dataventure, deploy your results-driven campaigns on the group's databases (100 million active opt-in profiles) and those of over 1,000 partners in Europe;
SMS marketing. Launch your campaign in three steps, accompanied by one of our experts:

Tailor-made audience segment definition.
Message creation, campaign scenario, mobile mini-site.
Campaign planning, monitoring of traffic and conversion statistics.

Co-registration. It's the ideal solution for collecting large volumes of leads at controlled costs;
Social media. In Messenger, for example, it's possible to create a campaign with the Lead Generation objective. This allows you to ask questions to people interested in your offer, and then continue the conversation with qualified prospects, directly in instant messaging.

As experts in digital conquest, our team can help you optimize your return on investment (ROI).

Launch a customized lead-acquisition campaign

Acquiring qualified leads: the method

Discover the steps to follow to generate qualified leads:

Identify the best levers ;
Set campaign objectives using SMART KPIs;
Vary your communication channels according to your target audience;
Developing a content marketing strategy;
Pay particular attention to call-to-actions (CTAs) and landing pages to improve conversion;
Regularly analyze the results of its actions.

See our article All you need to know about qualified lead generation to find out how to qualify a lead.

Lead acquisition in 2022: the changes

2022 has accelerated the transition to digital. To maintain good performance, lead acquisition strategies need to be adapted to market changes more than ever. With the advent of digital technology, B2B buyers are tending to adopt a behavior increasingly similar to that of B2C buyers. Nearly 70% of them conduct their online purchasing research alone.

To succeed, you need to personalize your offer and approach to each prospect. With every new communication, they want to experience authentic emotions and feel unique. To succeed in forging links with them, you need to be able to collect and process customer data.

Measure your performance with Dataventure

Would you like to measure the performance of your marketing channels and costs? Arbitrate your lead acquisition investments? Dataventure offers you innovative tools for lead management.