Lead Generation

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Get to know 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.

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

Jamie Burgess
Jamie Burgess

SEO/PPC Team Manager

Jamie Burgess

SEO/PPC Team Manager

Leanne Douglass
Leanne Douglass

SEO/PPC Executive

Leanne Douglass

SEO/PPC Executive

Rory Welch
Rory Welch

SEO Assistant

Rory Welch

SEO Assistant

Phil Sola
Phil Sola

Account Manager

Phil Sola

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.

More FAQs

Client reviews

We have been working with Justine and her fab team over the last year and they are very efficient, well organised and always go above and beyond. Our company is now moving faster up the google rankings than we had initially expected. Thanks for your help
Justin Wigodsky
Justin Wigodsky
13:17 25 Sep 19
Justine ran an incredibly comprehensive digital marketing training day for us last week which covered everything we need to know to move up to the next level in our strategy. We are all now slightly in awe of her, and feel thoroughly equipped to deepen our engagement with digital tactics. Highly recommend Cariad for bespoke training. Fabulous!
Campus West
Campus West
16:04 17 Sep 19
The team at Cariad have been brilliant all the way from initial ideas to the creation of our excellent new website. They are extremely professional but still friendly and fun to work with and I now consider them to be a "partner" for our business going forward. Thank you Sara and James!
Fiona Copley
Fiona Copley
14:38 16 Apr 19
I've worked with Cariad over the years and have always been impressed with their approach. I never felt like a customer, I felt like a partner. Even though that project came to an end, the continued contact and support from afar further confirms that Justine and the team have the balance of business and community spirit just right. They deserve the success they and their customers achieve! Richard MorrisCEO TheGivingMachine
Richard Morris
Richard Morris
14:09 19 Nov 18
A very professional marketing agency, I would highly recommend Cariad!
Jo Miles
Jo Miles
10:25 15 May 18
I have been working with Cariad now for several years and the service my company receives gets better and better.They are constantly reviewing my SEO and tailor it / maximise it to my market place, they have built me a great new website which is working extremely well and they are always on the look out for marketing opportunities for me. All in all I am a very happy customer - thank you Cariad!
Danny Sofizade
Danny Sofizade
12:55 04 May 18
At The Radiator Centre we value the personal relationship we have with Cariad. We’ve used them for a few years now and our growth is parallel to the time we’ve been working with them. They really have gone the extra mile. Meetings are massively informative and always a pleasure. And they bring cake!.
Nick Duggan
Nick Duggan
16:32 18 Dec 17
Ella B
Ella B
15:47 22 Aug 17
We have been working with Cariad for many years. They built and hosted our website well, supported our SEO and the results were great. Recently our needs have changed and we are moving away from working with them, but their advice and work during the transition has been superb! Thank you Cariad and the team for all you do!
Henleys Medical
Henleys Medical
11:23 22 Jun 17
Awesome marketing team. Our office is not very technologically abled so is great for them to be able to break the jargon down for us and show where we are doing well and where to improve, always willing to give that little bit more and have had brilliant results on our online presence off the back of their hard work. Highly recommend.
Matt
Matt
11:22 22 Jun 17
Incredibly informative and professional team. Have been beyond helpful with our marketing strategy, from website design and SEO to social media. They’ve found solutions to fit around how we work and our budgets. Always trust their advice and their knowledge is evident.
kerri lewis
kerri lewis
15:09 17 Feb 17
I have been hugely impressed by the whole team at Cariad. The offer a combination of insight, challenge, pragmatism and are nice people to do business with
Sales Mind
Sales Mind
09:19 13 Feb 17
The team at Cariad Marketing are great, they have understood our digital needs perfectly and our aims and have created a perfect digital strategy to help us increase sales. Justine and the team are great to work with.
Adam Reeves
Adam Reeves
07:55 25 Jan 17
I am so pleased to have chosen Cariad amongst the vast range of similar businesses in the area. The support, advice and patience they have shown in helping to create and manage a website that truly reflects my new business is exceptional. I highly recommend them for business big & small.
Ellie Mitchell
Ellie Mitchell
17:53 21 Jan 17
Fantastic training courses, very helpful and friendly staff, excellent company to work with.
Alison Jenkins
Alison Jenkins
11:57 20 Dec 16
Since I have used Justine and her staff at Cariad marketing the traffic to my website has increased by%160 in under 1 year. And my client base has increased. I cannot thank themEnough. I fully recommend this company to get your business moving Marion
Marion A
Marion A
15:54 03 May 16
My experience with Cariad to this point has been excellent. They were recommended to me and I would also recommend them. A friendly bunch, they surpassed my expectations dealing with my requirements. They took my brief and with it all my stress of building a good looking and functioning website. I continue to work with them and hope my good experiences continue. Thanks guys.
Robert Kraina
Robert Kraina
13:27 22 Jan 16
Cariad have been helping us with our company website for a few years now.We've recently had a refresh and a brand new website designed by them. Highly recommended.
Andy Beswick
Andy Beswick
15:47 09 Oct 14
We first started working with Cariad some 5 years ago when both they, and we, were tiny! We have had our original website designed by Justine, as well as our brochures and our business cards. This year, we required a new and up-to-date iteration of all three. The results have been superb! The website has come with the most up-to-date 'responsive' technology making it 'WOW' whether viewed on phone, tablet or PC and the brochures and cards are fresh, sharp and easily identifiable with the presentation of the website.
Martin Fieldman
Martin Fieldman
13:31 06 Oct 14

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