In this post, excerpted from the recording of the Inbound Revenue Acceleration Webinar for Managed Services & IT Consulting, you’ll learn about essential best practices for IT consulting lead generation.
What’s Most Important If We Want to Generate More IT Consulting Leads?
To address this topic, we need to first get our bearings and set some context.
Lead generation happens in the convert stage (the second of four phases: Attract, Convert, Close, and Delight) – where you take your website visitors and convert them into leads.
When we look at a typical managed service provider’s or IT consulting firm’s website, there are usually only two or three places at the absolute most, on the entire website, where somebody can raise their hand that’s a hot prospect and say, “Yes, I want to become a lead.”
There’s almost always a “Contact Us” form. There’s usually a form for requesting a quote, request a demo, or something similar.
But that’s usually it.
Determine How Much Website Traffic You’re Repulsing
The problem with having only those one or two or three places where somebody can raise their hand and say, “Yes, I’m a hot prospect. I want to talk with someone.” – It’s completely ignoring everyone that isn’t sales-ready.
Think about the kinds of information that your typical prospects are looking for on your website.
If they’re in the awareness phase, they’re just starting to do research; they’re searching for information on broad-based problems.
In the middle of the sales funnel, in the consideration stage, your ideal clients are starting to compare different solutions. They’re looking for things like ROI calculators, comparison grids, and tools that help them better define their needs and potential solutions. For your IT consulting firm, maybe it’s webinars that answer questions.
Towards the end of the sales cycle, the decision-making stage, that’s when IT consulting leads are finally ready to raise their hands and request an assessment, a consultation, a demo, a test-drive, a contact us, or a quote.
Don’t Be the Obnoxious Car Salesperson
So if you just have landing pages, forms, and offers for things that are for the decision-making stage, it’s kind of like the time you went to the car dealership. And it was your first time visiting this particular dealership and you really didn’t know much about their makes, models, or prices.
You thought to yourself, “OK I’m just going to learn a bit today. I’m just going to maybe take one or two cars out for a test drive.”
And the salesperson approaches you and says, “Hey there! Which car are you buying or leasing today?”
Your response: “That’s very presumptuous.”
To which the salesperson counters, “Oh, well which car will you be leaving with today?”
Getting a little annoyed you say, “I haven’t even driven one yet. I just came to look.”
Of course, the salesperson continues with, “You are leaving with a car today, right?”
And OK now you’re getting pissed, “I don’t think so.”
Persisting, the sales person then asks one more time, “Well which car are you going to be buying or leasing today?”
Fed up, you simply “fire” this clueless saleshole with, “I think I’m done here.”
Building Your IT Consulting Lead Generation Arsenal
And this is exactly what happens on your website if the only thing you have available is that one-track-mind.
You’re literally ignoring 80% of 90% of people that could be good fit leads that aren’t ready to buy today.
You need premium content that sits behind landing pages, which appeals to people early on that are just starting to do their research. This includes:
- Special reports
- Downloadable checklists
- Planning guides
In the middle of the sales process, the buyer’s journey, you need some of those things we were just talking about that allow buyers to compare different options.
And then you get to guide those most interested to that last, decision-making stage.
If you ignore that first 80% to 90% of the buyer’s journey, WOW are you leaving a lot of opportunity on the table and turning a lot of people off.
So you need to have premium content, landing pages, and calls to action that are relevant to where your IT consulting leads are in the buyer’s journey.
Don’t Mess Up the Party Invites
But it’s also important to recognize that different buyer personas care about different things.
The CFO of the financial services company cares about different things than the partner in the CPA firm.
The partner in the CPA firm cares about very different things than the sales director in the media company.
And if you try to talk to all of them with a single voice, the same message, it’s just not going to resonate.
It’s kind of like if you invited a whole bunch of sales managers to a CPA conference.
Or if you invited a whole bunch of CPAs to an engineering conference.
It just wouldn’t resonate.
So it’s really, really important if you want to generate more IT consulting leads, that you have lead generation content, premium content, that appeals to different buyer personas and appeals to where they are in the buyer’s journey.
No Marriage on the First Date Please!
If you’re targeting three different buyer personas and there are three different stages – awareness, consideration, and decision-making – there are nine boxes that you have to fill.
The better you are at filling those nine boxes, at the minimum, the more you’re going to be able to scale up your lead volume, lead quality, and sales cycle acceleration.
More landing pages, other things being equal, usually equates to more leads.
But those landing pages must be targeted to the interests, challenges, and pains of your buyer personas.
And they also need to be targeted to where that person is in the journey of evaluating an MSP or IT consulting firm like yours.
What’s been your most effective way to generate more IT consulting leads? Share your favorite tip in the Comments.
And if generating more high-quality leads is a high priority, be sure to watch and listen to the recording of the Inbound Revenue Acceleration Webinar for Managed Services & IT Consulting.
Topics:- Computer Consulting Business