The 3 must-have customer journeys for lead generation

Libby Margo in Lead management on 27th of Aug 2019

Lead generation must-have customer journeys

Every lead generation strategy involves having a deep understanding of your customers’ journey. From the moment a potential lead realizes they need your product or solution to the minute they hand over their money, the customer journey provides ample opportunities for you, as a marketer or small business owner, to make a lasting impression. Whether that impression ends up being good or bad ultimately depends on one thing: whether you truly understand where your customer is in their decision-making process. In other words, you must familiarize yourself with their customer journey.

Customer journeys help you increase your leads

According to Forrester, buyers might be anywhere from 67% to 90% of the way through their customer journey before they even come across your business. The reason why this is becoming more common these days is that customers have much more access to information during their decision-making process. Consequently, your potential customers can delay talking to your sales team until they have developed a sound knowledge of your product.

With the help of customer journey mapping, creating a solid lead generation strategy will help you form trust with these customers as early as possible, capturing their interest before they’re even ready to get in touch with you. And if you have a sales team that spends time doing through a list of mostly unqualified leads and cold calling them, having a strong lead generation strategy can reduce inefficiencies in the sales process. The result? You’ll see more of your leads turning into paying customers faster.

In this article, we outline the 3 stages involved in turning a lead into a customer: awareness, consideration, and decision. For each stage, we also provide must-have customer journeys, designed to help you attract, engage with, and convert these leads. Feel free to use this guide as a launching pad to map out your own lead generation strategy for your business.

1. Awareness: Data enrichment for personalization

In the first stage of the customer journey, your leads have either become aware of your product or have, at the very least, become aware that they have a need that must be fulfilled. For example, let’s say your product is a marketing automation solution that’s easy to use. Your customer could be a real estate agent who has heard about how your software has saved other agents’ time chasing leads, or perhaps an overworked e-commerce business owner who wants to reduce the time he spends on menial tasks each day — but doesn’t know what he should do. Either way, this recognition has gotten to the point where these customers are open to considering alternative ways to improve their current situation or solve a problem.

In any case, your target audience is most likely on the fence about whether or not they even need help in the first place. These potential customers are still at the stage where they’re balancing the pros and cons of seeking external help, let alone your help. Therefore, they’re very likely to conduct extensive research to help them reach a decision.

At this stage, your lead generation strategy should comprise non-predatory content pieces that serve as useful resources that your leads will find valuable rather than blatant sales pitches. Create helpful content such as blog posts and articles that not only show your business as an industry thought leader, but helps your site rank on search engines. We recommend thinking about the type of pain points your potential clients may be experiencing and crafting content to assist them in solving their problem.

For example, you could be running your own personal training business and your website may have blogs comprising tips on how to train for a half-marathon, maintain a healthy weight, or meal prep for less than $30 a week. If someone signs up for one of your weekly weight loss newsletters, it tells us they’re an awareness stage lead — they’re interested in losing weight, but not quite ready to pay for your personal training sessions.

Although this user has yet to identify a need for your business, it doesn’t mean you can’t help him realize this need. Every touch point is a valuable opportunity for your to learn more about your customers — and create a more personalized experience to lead them to take action.

In the data enrichment for personalization journey below, users that are added to a list (let’s say they’ve subscribed to your weight loss newsletters) are sent an email asking a question, followed by a list of multiple choice responses. When they click on the response that most applies to them, they are sent down a personalized pathway where they are then sorted into their appropriate segments. Creating segments in this manner allows you to identify your core audience, discover common pain points, and refine your lead generation strategy for subsequent stages.

To see this journey in action, watch the video below.

2. Consideration: Send a gated piece of content

Your lead generation strategy is moving along nicely if you see an increase in organic traffic to your website. At the consideration stage of the customer journey, you can afford to talk more about your product.

At this stage, you should be trying to impress your leads by telling them how they can benefit by using your products. You also want to keep your leads on your website longer, further engaging their interest. We recommend creating high-value content such as white papers, e-books, webinars, and videos; these types of content should support your business’ ability to solve your lead’s problem. Once you’re done producing your first piece of high-value content, we recommend packaging it up as gated content, where you give the content to the lead in exchange for their email address.

Sometimes called lead magnets, gated content forms a strong basis for growing your email database and developing a successful lead generation strategy. In the journey below, an interested lead submits a form on your website to download one of your e-books. An email is sent to them with a download link. As soon as your lead downloads the e-book, they are assigned to a salesperson via a CRM for follow-up (in this example, we use Salesforce but you are free to use your preferred CRM).

To see this journey in action, watch the video below.

3. Decision: Enquiry form routing

In this final stage, your role is to get your lead to the finish line. Here, your lead is ready to take the next step and is one click away from getting in touch with you to get the sales process rolling. In addition to continuing to provide high-value content, you should now consider the following conversion opportunities to turn this lead into a paying customer:

  • Ensure an email address or phone number is visible throughout your website. You want to make it as easy as possible for your leads to contact you.
  • Continue finding ways to engage with your leads, such as via Intercom chat.
  • Create an enquiry form that allows your lead to ask further questions about your business. Make it simple and easy to find on your website and within your content.

In the journey below, we show you how easy it is to assign enquiries efficiently and respond to them accordingly. When a lead responds to the “what can we help with?” question by selecting from the drop-down menu, their query is automated routed to the relevant team. At the same time, an internal notification is sent and a to-do card is created on Trello. The whole process is to ensure that leads are responded by the relevant person and in a timely manner.

To see this journey in action, watch the video below.

Want to see more lead generation customer journeys?

Simply visit our template library to browse our extensive collection of free lead generation customer journey templates here. Whether you want to learn how to automatically qualify and assign leads from Intercom to your sales team or try experimenting with lead generation via SMS, our lead generation customer journey templates can be used as they are or easily modified to suit your goals.

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