A marketer's most important objective is generating leads. Yet according to HubSpot, only 1 in 10 marketers say their lead generation efforts are highly efficient and effective.

To construct a successful lead generation campaign you have to ensure your sales and marketing teams are being driven in a direction that resonates with your target customers.

There are various contributors to creating an effective lead generation strategy such as defined buyer personas, relevant content, 'BASHO' email sequences, and Smarketing techniques to name just a few. Encompassing our essential tips and techniques in the attraction, conversion, and delight stages of your buyers journey contributes to a successful lead generation campaign.

In this blog, we'll give you a sneak peak into INCO's 13 Top Tips and Techniques for lead generation which you may want to incorporate into your own future campaigns. Download the guide in full today!Download Guide

#1 Relevant Content

It may sound extremely obvious and patronising, but the relevance of your content is crucial to lead generation. The content that you create should speak to your buyer personas, and provide value to your organisation through positioning you as an industry thought-leader

If you don't target content properly to your buyer persona, it's highly likely to fall on deaf ears. What a waste of your marketing efforts!

Well-crafted content that your audience finds valuable is an essential component of a direct and digital lead generation campaign.

#2 Smarketing

The term "Smarketing" refers to the alignment between your Sales and Marketing teams created through frequent and direct communication between both parties. This alignment is essential in the drive towards achieving a unified goal

When both of these teams work together, their efforts are directed towards creating a successful lead generation campaign which encompasses the entirety of the buyer's journey. Smarketing goals should be created together, to ensure mutual goals amongst both teams, and re-evaluated every month to identify opportunities for improvement on both teams.

#3 BASHO Emails

BASHO email sequences enable you to gain the attention of your prospective customers and encourages them to convert with a carefully crafted email sequence. These sequences let your prospects know that you understand their challenges. 

Pioneered by Jeff Hoffman, the BASHO email sequence consists of a combination of voicemail and email messages to create regular contact, and gain leverage with your prospective customers

This alternation between a voicemail and email, each sent with a unique, personal message, gives prospects the opportunity to consider your offer over an extended period of time. Your prospective customers are able to conduct their own research, and respond when it is convenient for them to do so throughout a nurture process which doesn't overwhelm with constant emails and calls. 

Ready to hear more?...

Download our free guide to discover more of our 13 top tips and techniques to lead generation - take advantage of INCo's powerful tips & techniques to incorporate into your future lead generation campaigns and discover what makes a successful lead generation campaign.Download Guide

Understand how to take full advantage of HubSpot to increase lead generation - for both the Marketing and the Sales team!

INCo's Marketing Experts are hosting monthly one-day interactive HubSpot Marketing Essentials Workshops in London and Glasgow

Join us to begin understanding how to:

• Track prospects at every stage of the buyer's journey
• Effectively segment your data to deliver tailored marketing campaigns
• Combine the efforts of Sales & Marketing to gain a 360 view of performance against KPIs

We are also hosting a 1-day HubSpot Sales Essentials Workshops in London or Glasgow each month to help Sales professionals gain the skills and knowledge required to start using their HubSpot platform to its full potential.

Register your place today to receive:

• A 1-day training session with INCo's experienced and knowledgeable team
HubSpot 101 Training Guide to use between sessions and keep after the course
Post-training help and advice through the INCo support hub


Download HubSpot Sales Workshop Brochure

Download HubSpot Marketing Workshop Brochure