Dispelling marketing myths is one of our favorite hobbies.
The first myth we like to tackle is that lead generation is challenging for tech companies. Lead generation for technology companies is not as complex as you may believe.
One of the first things we do on client calls is simplify a company’s website and lead generation goals.
Confession time - basically every technology company we’ve encountered at Lean Labs wants the same thing. They need a repeatable, proven system that consistently attracts qualified leads to their website and a strategy to convert those qualified leads quickly.
Your goals might include some additional considerations for your subsector in tech, but your company will be set up for success if you can accomplish that simple statement.
In this article, you’ll see precisely how we’ve done that exact process for our tech, SaaS, and B2B clients over the last decade. So, why are we sharing this? Well, we believe that every company should have the tools to attract their ideal clients and use proven, repeatable strategies and tactics to get there.
Lead Generation For Technology Companies: 5 Strategies You Need in 2022
It’s easy for lead generation to fail when so many factors impact your lead generation success.
One of the most common lead generation problems stems from your software. Your website platform software, also known as your Content Management System (CMS), could be hurting your progress without you even realizing it.
De-centralized website platforms often become a productivity silo for your team. This happens because of the many steps needed to get one task done with all the de-centralized tools everyone is using. Ideally, all of your website tools should be centralized with your marketing tools and easy for your marketers, designers, and developers to manage. (We recommend HubSpot for that.)
If you have your website platform and other marketing and sales tools centralized, then you’re one step in the right direction towards successful and profitable lead generation. Now that you know one problem to avoid off the bat, let’s get into the solutions for your company to consider.
1. Website Copy Strategy That Speaks To Your Buyer’s Journey
A crucial first step that many tech companies skip centers around their website. Our team has developed two requirements over the years that are a must-have for every website we work on.
Each of your website projects should be created with growth-driven design (GDD) and should speak to the buyer’s journey. If your website doesn’t have those two things, then you’re not starting off on the right foot, and you’re not optimizing your website for future progress.
Your website messaging should speak to your buyer’s journey. The messaging on your website pages should resonate with leads and address their problems, fears, wants, and goals. If this is not done, your website will become a “brochure website.” We consider a brochure website to be a website that talks about your company and what services you offer without much consideration to a customer-centric strategy.
Growth-driven design is a never-ending website improvement process with the sole purpose of driving growth and attracting qualified leads to your website. Your website should always be a continuously updated project in combination with the right buyer’s journey messaging. This enables you to base your website decisions on real user data, not just stakeholder design opinions.
Case Study of GDD and Buyer’s Journey Messaging
Qualio is the ideal example of how impactful even one website page can be to your lead generation. Qualio is one of our clients and is an electronic Quality Management System provider for the life science industry. After working with our GDD team to do the initial redesign of their website, one page stood out. One of their pages wasn’t generating the leads we knew were capable for Qualio.
So after months of in-depth work from our GDD team using real user data, we flipped that page to generate more than 70% of their business opportunities. Your initial redesign is essential, of course, but continuously working on your website to maximize your lead generation is crucial to growing and scaling your business.
2. Organic Content Marketing Strategy
Inbound, inbound, inbound. It’s what we live by because - put simply - it works. Now don’t get us wrong, ads aren’t the enemy.
Advertising has value, and it works for specific campaigns effectively. The main problem with paid media is when companies have advertising as their primary strategy and build their marketing framework around an unsustainable form of media. This is a common mistake that we want to help your tech company avoid.
When considering new lead generation strategies for your technology company, we recommend utilizing inbound content marketing. Having an inbound content marketing strategy is an investment in current and future lead generation.
By writing quality blog content that truly answers your customers’ burning questions, you become a helpful resource. This will attract more qualified lead traffic to your website. The next step would be acquiring, activating, and converting that traffic (which we’ll discuss shortly.)
3. Powerful Lead Magnet & Funnel Strategy
This section isn’t going to say do more lead generation and get more leads. Because… that’s a no-brainer.
We’re all about effectively attracting qualified leads, but more importantly, we want you to do it profitably and sustainably. Lead magnets alone can generate leads, but in combination with an overall conversion funnel strategy, that’s where you can really drive lead generation for your technology company.
Your lead magnet should have four essential characteristics, including:
- Congruency with your buyer’s journey
- Specificity and conciseness with what you’re offering
- An instant gratification deliverable
- Tangible content, so it gets consumed
When your lead magnet strategy and funnel strategy converge, you get the best of both worlds. We view conversion funnels differently than most companies. At Lean Labs, we consider a lead’s conversion journey through the six levers of growth. By breaking down each step a lead takes with your company and putting it into context with the six levers of growth, you can visually see your customer’s journey.
Ideally, you would utilize an optimized lead magnet strategy that seamlessly fits into your growth-driven designed website and your six levers of growth. Then you’re able to build awareness, acquire more qualified leads, activate those leads to enter into your sales pipeline, and then convert leads into customers. Once you convert leads into customers, then it’s all about retention and referral rates.
The combination of using lead magnet strategies and the six levers of growth is the not-so-secret sauce that we love to share the recipe for.
4. Targeted Email Marketing Strategy
Some companies use email marketing to provide their lead magnet deliverables and some choose to provide their deliverables on-page. Either way, your leads are getting their deliverable instantly, and they’re able to dive into your content. But what happens after that?
Email marketing is a great way to continue conversations with your leads. Reaching out through their inbox allows you to nurture your leads where they spend their time. The Seinfeld Email Marketing Method is our favorite email marketing strategy because each email stands alone. Similar to the Seinfeld sitcom, where each episode stood alone, each email you send delivers valuable content that is easily consumable.
5. Lead Management Strategy
Let’s look into our crystal ball… it’s three months from now, and you’ve started everything in this article...
You have qualified leads coming into your website through your inbound marketing.
You’re delivering valuable content via instantly deliverable lead magnets.
You’re continuing to nurture these leads via email marketing.
And finally, they’re converting!
That’s great… so what’s next? Where do those leads go? How does your sales team handle these leads?
HubSpot is our go-to for not only our CMS platform but the rest of their tools as well. From their award-winning marketing software to their sales software and CRM - you have one login that gets you access to everything your whole team needs.
With all of your tools centralized, your sales team can track who is viewing your website, time their sales communications strategically, and manage incoming leads easily.
A Lean Generation Framework That Works
We want your business to be a lead magnet machine. To facilitate that, you need the right framework to set you up for success. In this article, we touched on many of the effective strategies we used to drive lead generation for technology companies every day, but we have even more resources available.
For an in-depth exploration of more of these topics and to really dive into your lead generation strategies, we have the resource for you. Our Lead Generation Resource Pack is our go-to resource for all your lead generation questions. Check it out, we can’t wait to see your company grow!