Creation of marketing objects for marketing automation

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Lead generation is about collecting new information from potential customers. Typically, forms are used for this purpose, which are integrated either on the company website or on a marketing-specific landing page. The form should be short enough so that the visitor is willing to fill it out completely, and long enough to request all relevant information. Smart forms can also be used that only ask for unknown information, for example when registering for a webinar again.

The process of lead generation strategy depends on how the potential customers become aware of a product or service. Marketing is classically divided into two different forms, which are explained below.

inbound marketing
The inbound lead generation process is permission-based, meaning that the potential customer finds the company and voluntarily decides to get in touch. The process consists of the following stages:

1. An interested person finds a product or service through one of the marketing channels used (for example, a website)
2. She responds to the call-to-action (CTA) and is redirected to the corresponding campaign landing page
3. There the person fills out the form and receives added poland consumer email list value in return, such as a free white paper
Which marketing channel is the right one for a product to be marketed depends entirely on which marketing channels are used by the target group. Here too, the better the target group is known, the more targeted the marketing can be.

Blogs and white papers, among others, can be used as useful marketing content for inbound marketing. By positioning an expertise with a thought leadership strategy, the target group will find the appropriate channel. Webinar events and posts on social networks also count towards this.

outbound marketing
Outbound marketing, on the other hand, aims to reach potential customers with messages or advertising. The company therefore contacts the potential customer first. Outbound marketing consists of the following steps:

1. Potential customers who match the target group are identified
2. The company searches for or requests contact information
3. The potential customer is contacted by the sales department
The potential customers found through outbound marketing are usually more difficult to convert because they have been fed the content and have not explicitly searched for the product or service. Therefore, the strategy should be chosen so that the potential customer belongs to the target group and the product or service brings added value to these people.

Typical outbound marketing methods include paid advertising on Google (Google Ads/SEA) and cold acquisition via telephone or email. Trade fairs are particularly frequently used for lead generation in the B2B sector.