Wednesday, November 29, 2017

6 Keys to Building a Great Lead-Generation Tool

Mark Tomlinson, Mainstay

What’s the secret to creating an online tool that looks fantastic and generates real leads? After years of helping clients build their sales pipelines, we’ve learned a few things about what works and what doesn’t when it comes to lead-generation tools. (Specifically, we’re talking about tools that can be freely accessed by the public – and your potential customers – on the internet.)
So here are a few tips on how to make your next lead-generation tool more successful.

1 – Keep It Simple
Too often we see clients trying to do too much with their lead-generation tool. They want it to gather too much data, or fill too many roles -- such as both lead-generation and sales. Unfortunately, that means the tool’s interface often ends up looking crowded and cluttered. This can irritate or bore prospects, causing them to drop-off early. Focus on gathering only high-level data to avoid being intrusive. Our rule of thumb for the tools we build is “slim, sleek and concise.” 
Remember that a lead-generation tool should only be your first touchpoint with the customer. The goal is simply to draw in prospects and set them up for follow-up interactions with sales teams, who may use a sales tool to orchestrate deep dives with the potential customer. This approach will allow for a well-defined sales cycle from start to finish. 
2 – Design an Effective Gate
The primary purpose of any lead-generation tool is to generate leads! So, every lead-generation tool needs a “gate” – that’s the point where you ask the user to pony up their contact information before continuing. We’ve found that it’s best not to put the gate at the front-end of the tool or you’ll risk drop-offs. Instead, pull prospects along with simple high-level questions and then entice them to register with the promise of additional, useful details. A good place to do this is just before the tool generates “results” from the user’s inputs. The results are the candy you can dangle in front of the prospect to capture the info you need to connect with them later.
3 – Streamline the Registration Form
Now that you’ve successfully coaxed prospects into sharing their information, don’t turn them off with a long, hard-to-fill-out registration form. The user will walk away if they are presented with too many questions. Keep it to the basics and keep it short. Your goal is just to be able to get back to them on a personal level. Lengthy registration forms invariably generate a plethora of junk data – not to mention drop offs.
4 – Deliver Sleek Results
Once the user has successfully registered, it’s time to deliver the goods. It’s worth making the extra effort to design a really sleek presentation of the results, complete with a high-level summary and clear, colorful charts. Not too busy, not too bland -- just right. Offer to email them an attractive report or presentation, or allow them to download it.
5 – Market It!
A great lead-generation tool should be marketed far and wide. To boost conversion rates, we encourage clients to post links to the tool across multiple outlets, including social media. Consider creating marketing campaigns to spread awareness of the tool, and pay attention to which outlets generate the most leads so you can fine-tune your next campaign. 
6 - Track Usage

One last piece of advice: Track how prospects consume your tool to identify touchpoints that trigger engagement as well as where they’re dropping off. Use this knowledge to modify your tool to generate more leads.

When designed and deployed correctly, online lead-generation tools can be one of the most powerful weapons you have in your sales and marketing program arsenal. To learn more about how Mainstay can help you cost-effectively build and market great lead-generation tools, contact sales@mainstaycompany.com or go to www.mainstaycompany.com.

Mark Tomlinson heads Mainstay’s Software Development team with over 10 years in the high-tech industry. He has designed award-winning sales and marketing tools for companies ranging from fast-growing startups to Fortune 500 companies. 

17 comments:

  1. Replies
    1. Great Article
      Cloud Computing Projects


      Networking Projects

      Final Year Projects for CSE


      JavaScript Training in Chennai

      JavaScript Training in Chennai

      The Angular Training covers a wide range of topics including Components, Angular Directives, Angular Services, Pipes, security fundamentals, Routing, and Angular programmability. The new Angular TRaining will lay the foundation you need to specialise in Single Page Application developer. Angular Training

      Delete
  2. CIITN is located in Prime location in Noida having best connectivity via all modes of public transport. CIITN offer both weekend and weekdays courses to facilitate Hadoop aspirants. Among all Hadoop Training Institute in Noida , CIITN's Big Data and Hadoop Certification course is designed to prepare you to match all required knowledge for real time job assignment in the Big Data world with top level companies. CIITN puts more focus in project based training and facilitated with Hadoop 2.7 with Cloud Lab—a cloud-based Hadoop environment lab setup for hands-on experience.

    CIITNOIDA is the good choice for Big Data Hadoop Training in NOIDA in the final year. I have also completed my summer training from here. It provides high quality Hadoop training with Live projects. The best thing about CIITNOIDA is its experienced trainers and updated course content. They even provide you placement guidance and have their own development cell. You can attend their free demo class and then decide.

    Hadoop Training in Noida
    Big Data Hadoop Training in Noida

    ReplyDelete
  3. I admire this article for the well-researched content and excellent wording
    seo company in chennai

    ReplyDelete
  4. What a great post that you have shared here. You make information effortless for us that we get good facts about it. Thanks for this informative blog. unlimited lead generation tool

    ReplyDelete
  5. There is a very big difference between a lead generation activity that is conducted in house and one that is conducted by professionals. You will find that when the activity is carried out by in-house sales teams only about 10% of the leads are actually followed up on. lead generation agency

    ReplyDelete
  6. Lead generation is the process of attracting and converting strangers and prospects into someone who has indicated an interest in your company's product or service. Some examples of lead generators are job applications, blog posts, coupons, live events, and online content.Learn more

    ReplyDelete
  7. I like viewing web sites which comprehend the price of delivering the excellent useful resource free of charge. I truly adored reading your posting. Thank you! Lead generation

    ReplyDelete
  8. Lead generation services are increasingly becoming popular with the industry getting populated with several top-class firms providing efficient solutions to deliver qualified and targeted sales leads for businesses.

    ReplyDelete
  9. After reading the post about lead generation tool, I got some useful information as it contains some great knowledge. Thanks for posting it. Lead Generation Firms In USA.

    ReplyDelete
  10. You have done a good job with your knowledge that makes our work easy because you are providing such good information. Keep sharing this kind of knowledge with us. ai for lead generation usa

    ReplyDelete
  11. Very interesting blog Awesome post. Your article is really informative and helpful for me and other bloggers too.
    digital marketing course

    ReplyDelete

  12. Thank you for sharing your thoughts and knowledge on this subject . this is often really helpful and informative, as this gave me more insight to make more ideas and solutions for my plan. i might like to see more updates from you. Digital marketing see more
    Pinterest marketing
    Best digital marketing
    SEO
    Social media marketing

    ReplyDelete
  13. A decent Online MLM Lead Generation System, can offer disappointed advertisers a broad preparing stage zeroed in on encouraging the fundamentals of fascination showcasing through various promoting methodologies. Webdesign Genk

    ReplyDelete