Digital sales & lead management

New times, new challenges in lead generation

Digitalization is advancing - and B2B sales and marketing are also facing a changing world. On-site customer visits have become rarer since coronavirus, and customer acquisition is increasingly shifting to the online environment.

Marketers are also facing new challenges. Traffic targets no longer get them anywhere. Website traffic must now be converted into leads that pay off. Marketing managers are looking for strategies and technologies to prove their success. More media is not the motto. The challenge is to discover, address and develop the really interesting sales opportunities faster and better. And to convince the relevant target groups with clever content.

A lead via a form is just the first step. Our successful solution: Content marketing, content seeding, content distribution, lead generation and lead management together - from strategic brand positioning to content relevance to the target group to the technology, i.e. the interaction of website and CRM as well as content distribution.

Would you like to know where we have already successfully implemented what?

Generate leads via formats that really help your target group in the decision-making process

We find your customers - or rather: they find you - in a targeted manner and guide them to your platform via all digital contact points in order to generate leads, i.e. addresses and contacts. For example, bundled in a content hub with various formats such as white papers, fact sheets, newsletter subscriptions, web seminars, configurators or contact forms. This gives each of your customers the feeling that they are at the center of your attention. This is about strategically choosing the right topics to achieve opinion leadership. We also call this topic power - played out in our Corporate Newsroom.

Are you interested in our approach to topic power and the corporate newsroom?

Manage and categorize contacts with lead nurturing and lead scoring

With the right content as a basis, we show your company how to turn potentials into real customers step by step. We ensure comprehensible scoring and nurturing campaigns so that the unknown lead becomes a known contact for sales. Nurturing is an essential step in lead management. Once interested parties have identified themselves with their address, the next step is to further qualify them with clever and automatic email, messenger or social media channels. This can also be a mixture of media.

It is important to define which interaction is followed by the next piece of information. This should always be of a higher quality. This is where scoring comes into play. A distinction is made between a lead (initial interest) and an MQL (marketing qualified lead, which is acquired via email, messenger or social nurturing). The MQL receives further relevant product, service or consulting offers until this person finally meets the criteria to be passed on to sales. It is therefore crucial to agree with sales when a lead has the potential to convert and switch directly to sales.

Would you like to find out more about our top strategies for marketing excellence?

Develop customer potential with marketing automation & email marketing

Rely on efficient technology so that you can concentrate on your value-creating work. As a certified partner, our choice for customer relationship management (CRM) and marketing automation is Hubspot. Integrated into your own website, this system offers the ideal opportunity to develop visitors from unknown users into measurable unified user profiles. In doing so, they combine all the information about the surfing processes step-by-step to create a unique user profile. Marketers can use the marketing and sales platform to maintain and develop relevant contacts in a targeted manner. And even if a sales call does not lead to success, the contact is not lost. With Hubspot, they fall back into the nurturing process and can be reactivated at a later date or for cross-selling.