Generating leads is crucial for driving sales. By targeting the best prospects, nurturing relationships, and converting them into customers, you can produce sustainable growth for your supply chain operations. However, this requires much more than cold calling or sending out generic emails to be successful. The average cycle from sales pipeline to sales funnel to conversion often takes months.
You need effective — and targeted — strategies to generate high-quality leads and turn them into clients.
7 Lead Gen Strategies and Best Practices for Supply Chain
Let’s take a look at proven lead generation best practices to turn prospects into loyal customers.
1. Identify Potential Customers From Your Existing Database
Your current customers typically share similar characteristics — and problems — with potential leads. By analyzing your database, you can identify companies or individuals who fit your ideal customer profile and focus your marketing efforts on similar prospects your target audience.
Marketing teams should use customer relationship management (CRM) databases to segment customers, finding find commonalities that allow you to personalize your marketing approach to potential clients.
Supply chain operations can encompass a wide range of lead generation strategies, including:
- Email marketing
- Social media marketing
- Content marketing
- Search engine optimization (SEO)
- Pay-per-click (PPC) ads
- Targeted website landing pages
2. Connect With Potential Leads Through LinkedIn and Conferences
In the supply chain industry, networking plays a big role in lead generation efforts for sales reps and marketing teams.
LinkedIn allows you to connect with potential leads, join industry-specific groups, and share thought leadership content. By actively participating in discussions and sharing insights, you can establish yourself as a trusted authority and attract potential customers seeking expertise and solutions.
Attending industry conferences and trade shows is a proven way to generate high quality leads. These events provide opportunities to meet face-to-face with potential customers, understand their problems, and showcase your supply chain solutions. It’s a good idea to research attendees beforehand and schedule meetings or demos to maximize your chances of securing qualified leads.
3. Develop a Prospecting Strategy With Multiple Touchpoints
Lead generation is not a one-and-done exercise. It takes an average of eight touchpoints before the initial conversation or meeting occurs with a new prospect. So, effective methods of lead generation techniques almost always require a multi-touch approach.
Your prospecting and lead acquisition strategy should incorporate various touchpoints, including cold emails, phone calls, social media outreach, and content marketing. These have a cumulative effect to help drive brand awareness. The goal is to nurture relationships and establish trust, positioning your supply chain solutions as the ideal choice when prospects make purchasing decisions.
4. Reach Out to Multiple Stakeholders
According to Gartner, the average size of B2B buying groups can include 14 or more people. A Forrester study shows that it’s typically at least two and as many as six key decision-makers in the loop.
To close deals, your B2B lead gen strategies will need to identify and engage with different stakeholders within your target organization. These decision-makers may have different needs as well. An operations manager will approach decisions differently than the CFO. Tailoring your B2B lead gen tactics to the diverse needs of these stakeholders in your target market can pay off.
5. Monitor Your Competitors and Their Lead-Gen Tactics
Staying informed about your competitors’ lead generation strategies can provide valuable insights and inspiration. Monitor their marketing campaigns, content offerings, and social media presence to understand how they attract and engage with potential leads.
By analyzing their messaging, value propositions, and the solutions they provide, you can often identify gaps or opportunities in the market that you can capitalize on. It’s a good idea to take note of the channels and tactics they employ and consider adapting successful strategies to your own lead generation efforts.
6. Offer Rewards for Referrals to Your Existing Customers
Your existing customers can be powerful advocates and a valuable source of high-quality leads. By leveraging their positive experiences and relationships, you can tap into a trusted network of potential customers who share similar needs and challenges.
Implementing a referral program that incentivizes your current customers to recommend your supply chain solutions to their peers or partners can work, but sometimes all you have to do is ask. Your sales teams should make it a habit to reach out to loyal customers and ask if they know anyone who would benefit from your services.
You may want to consider offering rewards such as discounts, free services, or other perks for successful referrals that convert into new business. Not only does this approach generate warm leads, but it also reinforces the value you provide to your existing customers — strengthening their loyalty and advocacy.
7. Measure and Refine Your Lead Gen Approach
Just as you track KPIs in supply chain management, you also need to track your KPIs when it comes to generating leads. Typical KPIs include:
- Number of leads
- Conversion rates
- Customer acquisition costs (CACs)
- Customer lifetime value (CLV)
These KPIs have you identify trends and spot areas for improvement. One of the key challenges in marketing is pinpointing what’s working well. When you track these metrics across different campaigns, you can get a better idea of where to invest your time in the future.
Convert Your Qualified Leads by Offering the Best Solutions
No matter how well your lead generation strategies work, they will ultimately fail if you can’t deliver the best solution for your customers and clients. You need a customer-centric mindset across your entire supply chain to provide exceptional service. This requires:
- Transparent and proactive communication: Keeping your customers informed every step of the way.
- Responsive and solutions-oriented approach: Empower your staff with the knowledge and resources to offer tailored solutions, demonstrating your expertise and problem-solving capabilities.
- Adaptability and resilience: Continuously explore alternative sourcing options, transportation routes, and contingency plans to minimize the impact on your customers.
- Trust-building: Consistently delivering on your promise, and prioritizing transparency in your operations.
- Collaborative partnerships: Investing in building strong collaborative relationships with your partners.
When you provide great customer experience and the best supply chain solutions, you can excel at generating leads for sales and turning qualified leads into loyal customers.
Surgere is a leader in supply chain asset management software and technology, providing end-to-end visibility of your supply chain for total transparency. Contact the experts at Surgere today to learn more about how we can help you optimize your supply chain operations.
