Strategic Lead Development and Nurturing: Lead Generation and Prospecting

Learn how to properly execute a lead generation strategy for a lead development and nurturing program that converts prospects into customers.

This series is your comprehensive guide to developing your own strategic lead development and nurturing program. Learn more about the five major components of a strategic lead development and nurturing program that boosts sales and boasts success.


In this section, we discuss techniques for generating a database of leads, tips for proactive prospecting, and the role your website plays in your lead generation strategy.


Generate a Database of Leads

To generate a database of leads, you have two options:

  1. Buy leads
  2. Generate them yourself

The thought of generating your own leads may seem like a daunting task, but there are many resources at your disposal that you can take advantage of to begin generating leads.

Consider some of these ideas for generating leads for your organization:

  • Paid search
  • Social media
  • Purchased or rented lists
  • Sponsored industry events
  • Referrals from current customers
  • Proactive prospecting


Proactive Prospecting

Let’s face it, you can’t always afford to simply wait until your ideal customer finds their way to your contact page. With some basic proactive prospecting techniques, you can begin to generate a database of qualified leads and more efficiently get your brand in front of the right people at the right time.

Six Tips for Effective Prospecting

1 – Set goals Include the number of sales, total estimated revenue, and number of qualified leads based on what your sales and marketing teams can adequately manage.

2 – Research and organize your own database – Who are your five best customers? Five worst? Most profitable customers? Least profitable? Use your buyer personas to understand needs and identify project and pipeline opportunities.

3 – Laser focus on your target market Use insights from your database research to find other customers who are similar to your best, most profitable current customers. Contact prospects in a targeted database and generate leads that are open to follow-up conversations.

4 – Do a little prospecting every day – Keep in touch. Keep top of mind. Make some phone calls every day.

Getting on the phone is a crucial step in qualifying leads and uncovering key details that might not have been revealed otherwise.

Leads will often share information about upcoming needs and buying patterns. That information increases the efficiency of your time and resources.

5 – Send them great content – Send your prospects content that they will think is great. Informative, relevant, extremely useful content.

6 – Follow up!Stick to a schedule to warm up your leads and guide them to conversion. Just because they don’t respond doesn’t mean they’re not interested. Don’t be afraid to follow up with relevant, meaningful communication. And don’t forget about cold leads. They may not have had a need for your solutions previously, but things change. Stay top of mind for when there might be a need.


The Role of Your Website in Lead Generation

To quote trusted marketing expert Neil Patel, “Your leads are only as good as the website that produces them.” That being said, does your website work for you? Meaning, is your website a driver of inbound leads?

For your website to help build trust in your brand and authority on search engines, it needs to do four major things.

  • Educate
  • Drive Experience
  • Easily Convert
  • Capture and Qualify Leads

Your website needs to educate visitors by providing essential information; it needs to drive experience by capturing visitors’ interest and intent; it needs to have effective conversion points that make it easy for visitors to do what you want them to do; and, finally, it needs to have forms that capture information and qualify your leads.


5 tips to turn your website into a lead generation tool that works for you
  1. Create helpful content your audience really wants – research and deliver.
  2. Compelling offers, useful information, and concise forms are key to lead generation.
  3. Prominently display calls to action (CTAs) that drive inquiries.
  4. Always give website visitors something to do – no dead ends.
  5. Map CTAs and offers to your business KPIs.


Are you interested in optimizing your lead development and nurturing strategy to reach your marketing goals? Send an email to Jill Fecher to start a conversation.


Any company trying to develop leads and nurture them to conversion needs an effective strategy that will impact marketing goals. This series is your comprehensive guide to developing your own strategic lead development and nurturing program.

Five Components for Successful Lead Development & Nurturing

  1. Identify the Buying Continuum
  2. Develop Relevant Content
  3. Generate a Database of Leads
  4. Nurture Your Leads to Conversion
  5. Tracking Results and Measuring Impact

Click through to learn more about the five major components of a strategic lead development and nurturing program that boosts sales and boasts success.



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