Lead Generation

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  • What is Lead Generation?

    Over the last decade, lead generation has changed considerably both online and offline. Gone are the days when cold calling, mass leaflet drops or even large scale radio and TV campaigns can be relied upon to generate the all-important inbound new business enquiries.

    Customers now have a plethora of choices of suppliers and are fully conversant with searching, discovering, engaging with and contacting new suppliers – and they will do this on a device, channel and platform which suits them – at a time to suit them. This means that the lead generation process is more complex and multichannel than ever before and requires a holistic, strategic approach.

    The lead generation process can essentially be broken down into sets of marketing activities that directly correspond with various stages of the user journey. This ranges from the initial research phase and spans through to the point where a sales enquiry is made via email, web form, phone call or visit.

    It all starts with generating traffic (SEO, PPC and Social Media), engaging users with meaningful content (Content Marketing), converting them into leads and can assist in converting those leads into customers, dependent on the sales process in your organisation.

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The Lead Gen process

1

Research

Before commencing a lead generation campaign it is important to research all aspects of the viability of the campaign and assess the potential ROI. This is not restricted to simply competitor research, it also includes the target market, segmenting it into buyer personas who are profiled to ensure that the correct tactics are deployed in order to reach and engage them.

2

Strategy

We devise your lead generation strategy around your business objectives and requirements. Whether your business sells B2B or B2C it is important to ensure a steady flow of high-quality leads which can then be managed by your team and converted into customers.

3

Comms plan

We provide you with a communications plan to ensure you know which activities we have scheduled in order to achieve and exceed your lead generation targets.

4

Delivering an integrated campaign

All of our campaigns are fully integrated aligning tactics such as SEO, PPC, Content marketing and Social Media – joined-up thinking in action.

What we offer

  • Strategy

  • Set KPIs

  • Comms plan

  • Campaign management

  • Ongoing measurement

  • ROI evaluation

Your dedicated Lead Generation team

Cariad_Jamie
Jamie Burgess

SEO/PPC Team Manager

Jamie Burgess

SEO/PPC Team Manager

Cariad_David
David Skinner

SEO/PPC Account Manager

David Skinner

SEO/PPC Account Manager

Cariad-Rory-Welch
Rory Welch

SEO Executive

Rory Welch

SEO Executive

claudio
Claudio Siciliani

SEO & PPC Account Manager

Claudio Siciliani

SEO & PPC Account Manager

Frequently asked questions

Lead generation is essential to the growth of any business. Having a strategy in place means that you are able to keep a steady flow of leads in your sales pipeline.

A lead generation strategy will be a comprehensive plan of how you intend to generate leads, outlining your target audience, the channels you will use to reach them, and the tactics you will employ to convert them into leads.

There are many ways to increase sales, even when working with a limited budget. The easiest way is to look at your current customers: can you offer an upsell on your current products or services? Maybe run a promotion or offer for a limited time period? The best way to increase sales is to grow the number of leads or customers in your sales funnel. By effectively marketing your business you can increase your number of qualified leads and potential sales.

Assuming you (hopefully!) already have a lead generation process in place, the best place to start is a review of your current process. Does it perform well? Are you happy with the quality of leads? Where are the areas it could be improved? Once the process itself has been refined, then you can start working to increase the number of leads in your funnel.

If you have your lead generation strategy and process in place, then it’s time to ramp up your marketing efforts to grow the number of leads in your funnel. Identify your target audience and where you can reach them, plan an effective marketing strategy with clear steps and objectives, then implement your strategy and measure its results.

To market a B2B product or service, first you need to establish your objectives and goals. What are you trying to achieve? How will you measure this? Then, you must clearly define your target audience. Who are they? What is their position within their company? Are they the ultimate decision maker? Next you need to form a strategy to reach your target audience. What channels will be most effective? What copy will you use to get your message across? Once you have these fundamental elements in place, then you can begin implementing your strategy.

How you go about generating leads for sales will depend on your business and target market. Define your audience, research the channels that will allow you to reach them effectively, then form a clear strategy with objectives and goals to follow as you market to them.

New leads can come from any area of the business. Soft lead generation can come from keeping your customers happy so that they will refer you, to encouraging people to leave Google reviews to build trust in the digital space, from networking regularly so that your business (and face) is known to the target market. Hard lead generation is more strategic and will involve researching businesses, emailing speculatively or even picking up the phone!

Having a clear lead generation strategy and process in place will allow you to generate new leads consistently.

There are many ways of generating leads for your business without having to resort to cold calling. Using digital marketing as an example, you can use search engine marketing to be found by your target audience when they are searching for relevant buying terms, social media to generate brand awareness, and content marketing to create informative and engaging content that both educates your target audience and establishes you as an authority. All of these are effective methods of generating inbound leads.

This is where having a good lead generation, marketing and sales strategy comes into play. If you can identify the traits that make a lead high-quality to your business, then you can focus your marketing on not only attracting these quality leads, but qualifying their quality and what stage of the buying cycle they are currently at.

Business to consumer (B2C) lead generation is the process of generating leads and sales directly from the consumer market, who are the end users of the product and services you supply and are using them for personal use. This contrasts from business to business (B2B) sales, where the target market will either be businesses or users buying for business needs.

We specialise in using digital marketing techniques to generate leads, both for ourselves and our clients. Using a range of methods, from driving organic traffic from Google to creating engaging content on social media, we are able to consistently drive targeted traffic that results in high-quality leads.

To generate more B2B leads, you need to define your audience, research the channels that will allow you to reach them effectively, then form a strategy with clear objectives and goals to follow as you market to them. Once you have an effective lead generation strategy and process in place, then it’s time to increase your marketing to grow the number of leads in your funnel.

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Client reviews

Recently had a problem and contacted Cariad, Can not praise them highly enough. They were efficient, helpful patient and above all professional had happy to help. Always a positive experience. highly recommended
Ali Colvill
Ali Colvill
14:31 06 Aug 21
Cariad are a pleasure to deal with, all of their staff are very responsive, helpful and informative. We have been working closely with Colette, David and Sarah and each of them go above and beyond for us.
Highway Cycles
Highway Cycles
09:31 17 May 21
Cariad Marketing took over updating, managing, and hosting our website and email several years ago. The team are highly responsive, extremely knowledgeable and provide accurate, professional work on our behalf. They think of things that us as business owners wouldn't be at the top of our list, two things for example, adding security software to identify and respond to any security threats; updating GDPR statements to be compliant. Not only that they are a fabulous team who immerse themselves in supporting charitable causes which is important and commendable. Thank you for your support Team Cariad.
Kim Mangelshot
Kim Mangelshot
08:17 30 Apr 21
We, Barnet Allotment Federation, are delighted (and so are our members) with our new website produced by the excellent Cariad design and development team.
Derek McMaster
Derek McMaster
13:45 22 Mar 21
It is a pleasure for me to recommend Carid Marketing to any interested parties. Carid Marketing have been professional, comprehensive and competent throughout the process of our working together on our membership website. Our existing website was old outdated and frankly didn’t represent the industry we serve today. The challenge was how you create a website which reflects over 150 companies. We required a strong call to action and a interactive, attractive, organised and effective website -  A tough challenge which the team from Carid took onboard and have delivered the most outstanding website that ticks our requirement’s and more. The reaction from our members and guests has been overwhelmingly positive. It has been a successful transition for us , and we highly recommend them for their website development and outstanding creativity. Designing a new website can an arduous and challenging task, especially if you're not entirely sure what you actually want or need.  James/Phil made the whole process a pleasure and used industry knowledge to make great suggestions in areas we had not considered, James and Phil displayed a patient, friendly and accommodating view during the whole process. Even when obstacles arrived and we had to take a different approach.Overall the team at Carid made the experience an enjoyable and stress-free one.If you are looking for creativity, I highly suggest taking a moment and speaking with CaridThanks again Carid I cannot recommend you highly Enough.
Kevin Hall
Kevin Hall
13:40 07 Jan 21
We have been working with Cariad Marketing for around 3 months now. We really value the personalised approach they take and we have a great working relationship with our Account manager Colette Cooper who is always brimming with ideas and energy and truly feels like a dedicated member of our team. We are starting to see the results of all the work that the back end team have put into our SEO and backlinks so very excited to see how this continues to evolve and grow over the coming months. We couldn't recommend the team more highly enough as they are just so lovely, responsive and a delight to work and they are dedicated to helping your business win.
MHF Creative
MHF Creative
09:17 11 Sep 20
We think that many of you reading this will agree that sometimes just saying 'thank you' for great customer service feels rather inadequate, so here at the Muscle Help Foundation charity, we've decided to increase the 'gratefulness barometer' by posting Google Reviews that allow us to spotlight individuals, businesses, suppliers and partners etc that we know give amazing 'muscletastic' service. So put your hands together and give it up for... Alex Moody, who works in Cariad's fab creative team but guess what, he's also that brilliantly helpful point-person who picks-up on all those 'urgent' help-desk enquiries and we've had our fair share of those over the years. Having worked with this Hertfordshire-based digital marketing agency for several years, this special collaborative relationship resonates with our STRONGER TOGETHER ethos, that's why we've decided to highlight Alex, a team player, yes... but also reliable, flexible, respectful and always ready to help, plus we know how incredibly responsive he can be - for that, this review comes with heartfelt gratitude for all that he does for us! Big thanks Alex - you sir rock!
The Muscle Help Foundation
The Muscle Help Foundation
16:20 24 Feb 20
We enlisted the help of Colette (account manager) and Charlotte (social media) from Cariad Marketing Agent at a very crucial time in the growth of our business.Their guidance and support was nothing but exceptional and as a small business this is essential.The whole team and in particular Justine Perry founder of Cariad Marketing work to a very high professional standard and shared with us all of there experiences and make themselves available whenever we needed.We saw significant growths on our social platforms and with the help from Colette and Charlotte they have given me to the tools to continue to develop our platforms and help us to scale up and without this our business wouldn’t growing as it is now.We highly recommend Cariad Marketing.Sarah CumminsDirectorMooncow LtdJanuary 2020
Sarah Cummins
Sarah Cummins
11:41 13 Feb 20
The Cariad team developed my website and went on to support its launch with a digital marketing campaign. They are very easy to work with and I felt they wanted the best for me and my new business venture. They were all generous in terms of sharing their knowledge and experience and never tired of answering my many questions. I can confidently recommend Cariad without reservation.Helen BellElite Edge HR
Helen Bell
Helen Bell
18:08 02 Feb 20
Extremely happy with Cariad and all they do. My account manager Colette always goes above and beyond and Charlotte is a legend on social media. Highly recommend Cariad for all your digital marketing and website needs. A true 5 star company.
Lean Caffeine
Lean Caffeine
13:58 29 Jan 20
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