IT Lead Generation Techniques to Apply Throughout the Buyer’s Journey
For IT lead generation, as in many other sales arenas, the buyer’s journey is comprised of three primary elements. These elements will have different marketing approaches which require specific attention.
Working with SEO groups which have specialized in providing MSPs with marketing solutions can be key in helping you maximize marketing resources. The three buyer’s journey stages you’ll need to work around include:
- Client Awareness
IT lead generation needs to start with making clients aware of who you are and what you do. Figure out target demographics. This can be done by examining your current clientele list, the local market, who competitors cater to, and what unique value propositions you provide. With such information, you can target outreach such that it lands among likely prospects, facilitating positive awareness of your MSP.
- Evaluation of Your MSP
Once prospects become aware of who you are and what you do, they’re going to evaluate you. This may take time. In the awareness stage, you should include value-rich content establishing you as an authority. Over time, you need to continue establishing yourself as a reliable authority.
Ensure that you include legitimate client testimonials in your outreach materials to help naturally engender positive evaluation of your operation among prospects. The more appropriate your outreach measures in terms of awareness and the more authoritative you are in further content production, the more leads you’ll recoup at both these stages in the buyer’s journey.
- Conversion of Prospects to Your Business
The last stage of the buyer’s journey is conversion. However, it’s not the end of your marketing efforts. When a client is finally converted, you’ve got to care for them closely, touch base with them often, and use CRM (Customer Resource Management) software to determine the best times for an upgrade or upsell.
IT lead generation techniques specifically incorporating the awareness, evaluation, and conversion stages of the buyer’s journey will have a higher likelihood of both capturing leads and maintaining clients over the long-term.