Lead Generation Tips for Providers of Enterprise Identity Management

Lead generation methods have changed significantly in the last five years. Disruptive methods like cold calling, web ads, and email campaigns have lost much of their effectiveness thanks to changes in consumer buying habits. Today, the best lead generation strategies are those aimed at long-term results instead of short-term gains.

Here are some tips for compiling a lead generation system that appeals to the needs and preferences of modern consumers and will give an enterprise identity management provider a competitive edge in the digital marketplace.

Adopt Inbound Marketing Strategies

Inbound marketing is a methodology based on the premise that a business can generate leads naturally by making interesting, relevant, and quality information available online. It is the direct reverse of outbound marketing, which is intrusive and seldom greeted with open arms.

Content that informs, educates, and engages with target buyers will build awareness and create interest, both of which are integral to lead generation. Once a visitor becomes a qualified lead, they can be passed on to the sales team for follow-up.

Engage with Prospects

A company’s level of engagement with its prospective leads can mean the difference between success and failure. Many businesses try to cut corners by automating the engagement process, but there is no substitute for directly communicating with potential customers. Social media commenting, live chat, online forums, and help centers are all recommended components of this lead generation method.

Make the Prospect Experience Easier

To maximize their chances of converting a visitor into a lead, enterprise identity management providers should trim content off their website and focus on important elements like calls to action. The more information a person has to wade through on a website, the more likely they will be to lose focus and leave. Make calls to action simple, and forms even simpler. If possible, offer the option of social login.

Give Away Free Benefits

Everyone loves to get something for free. That is why white papers, e-books, apps, webinar logins and other giveaways are such an important part of an inbound marketing strategy. The right assets can even increase the speed and frequency of lead generation and conversion.

Optimize Landing Pages

Landing pages are more than just a touchpoint where the lead submits his or her contact information. They are a continuation of the communication that began with a blog post, social media comment, or whatever other means was used to get the person’s attention. As Oli Gardner from Unbounce put it, if you’re engaging someone in an email or blog article, it’s logical to continue on the landing page.

“You wouldn’t invite someone to your house, then act like you never met them, would you?” he offered.

If you strive to keep the conversation going, a sales-ready lead becomes more profitable.

Bottom Line

Lead generation is the lifeblood of any business, and the good news is that it does not have to be a complicated or expensive process. What it does require is a solid understanding of what today’s consumers want, how they go looking for it, and what motivates their decision to buy. By providing valuable content, solving problems, and being willing to engage directly with visitors, the business is much more likely to generate leads that later convert.  

Do you need helpful insights in improving lead generation for your business? Let us know in the Comments below.

To learn more about how enterprise identity management providers can generate more leads, be sure to watch the free, on-demand “Identity Management Revenue Growth Acceleration Q&A Webinar.”