Every marketer knows growing the business is the only measure of success. No matter how anyone tries to slice it.

From Fortune 500 companies to smaller businesses, everyone is competing in a constantly evolving economy desiring a larger market share. To generate new (and quality) leads and gain new customers, you’ll need a robust lead generation strategy.

Whether your company is building from scratch or re-evaluating your existing tactics, here are five lead gen tactics that may help boost growth

1. Consider Collaborating with Other Brands

Building strategic collaborations with complementary brands provides mutually beneficial outcomes, allowing you and your partner to innovate, get ahead, and sell more.

You pull in more resources and leverage your partner’s expertise and the relationships they have with their audiences to widen your influence.

If they say 2,000 or 5,000 or 10,000 followers, your brand gains the opportunity to build credibility and attain new leads from these followers.

Here are some ideas you can collaborate on

• Co-creating podcasts. Co-producing podcasts is a great way to discuss emerging trends in each other’s industry and how it affects mutual audiences. You can also talk about potential benefits users may gain from your collaboration.
• Leveraging social media. The reach is wide and you can use these platforms to support and build relationships. Top collaboration types include promoting each other’s content, running promotions, competitions, and giveaways.
• Co-branding. Increased customer base, larger market share, and profitability are benefits you can enjoy when you collaborate on a specialized solution. While the co-branded product may attract limited audiences, it’s more specific and commands higher premiums.

2. Marketing Segmentation

A core aspect of digital marketing requires teams to identify those who need the solutions you provide. To do this, you need to understand their traits, motivations, and purchase behavior to ensure you can personalize messages for greater engagement.

In other words, segment your market.

Missing this step means you’ll treat all potential clients alike, risk irrelevance, and miss the opportunity to connect with them.

Top considerations as you go into market segmentation include:

• Making your key accounts segments of their own. Your key accounts are probably a handful of customers that deliver the highest value. Treating them individually means you’ll better understand their needs, and the solutions needed to meet them aptly.
• Segment the smaller accounts as well. This tail end of your customers is likely to run into hundreds and segmenting them is the best way to ensure you provide relevant and satisfactory offerings.
• Consider needs-based segmentation. With customers’ needs being diverse and fluid, adopting the needs-based approach means you have a better understanding of your market. You can then tailor solutions that get into the heart of their needs and win customers over.

3. Cold Calling

Undoubtedly cold calling is a highly essential tactic in lead generation. It’s often the first contact a prospective customer will have with your company and serves to create further engagement opportunities.

Lead generation agencies use it all the time to book sales meetings, so if you have been sitting on the fence about it, it’s time to get started

Best practices include:

• Define your list. A better way to say this is “refine your list of contacts.” This strategy isn’t just about calling 50 or 100 contacts and completing your day’s target. It’s about reaching ideal sales prospects—companies that need and can benefit from your offerings.
• Give your listener a reason to stay on the line. Let’s start with “people are busy.”  If you start wrong, hesitate, and sound dubious, there’s no coming back from that. Polish and practice your opening statement to ensure you show your value straightaway.
• Narrate customer success stories to build credibility and rapport. Identify business problems you solved for other clients in similar industries or situations and share the journey and results. It helps assure the listener of your familiarity and expertise.
• Turn rejection into opportunities. Use your call recording feature to analyze the rejections prospects raise, and brainstorm appropriate responses and actions. It may help them handle things more objectively.

4. Account-Based Marketing

Getting your sales and marketing teams to partner on key accounts makes outreach more effective.

The teams brainstorm a few high-value potential clients, customize campaigns, and keep each other in the loop as they usher these accounts down the pipeline. Up to 83 percent of marketers indicate that ABM has helped increase engagement with their target accounts.

Having identified your ideal targets, prepped the team, and initiated campaigns, how do you measure the results coming in?

Here are metrics worth tracking

• Content engagement rates. Assess the personalized landing pages, email marketing messages, ads, and content you have created—are target accounts involved with your content? Do they respond to your emails, consume articles or download assets?
• Pipeline velocity. Here you’re looking at how quickly your key accounts accelerate from being marketing-qualified to purchase-ready. How much time are you spending from the time an opportunity is created to the close date?
• Average deal size. Stack accounts within the strategy against those outside of it and see how they compare. Ideally, your targets should have higher average deal sizes to make the investment worth the effort put in.

5. Referral Marketing

What better way to build trust than to have current and past customers recommend you to potential customers? At a time when marketing messages inundate people’s lives, it can be increasingly hard for buyers to distinguish between brands and find credible ones.

Here’s where referrals come in. But to get your customers to send people your way, you need to provide exceptional services in your dealings with them.

When you train your entire organization to understand its place in fulfilling and exceeding customer expectations, it can help differentiate your brand from the rest.

Besides building trust, other benefits of engaging in this tactic include

• Increasing market reach. There’s no limit to the number of people your customer can talk to about your brand. This diversity means you can gain access to different markets and enlarge your client base.
• It’s cost-effective. Thanks to our social nature, many people will be happy to refer you to others. You can tap into this to gain new and loyal customers. We recommend setting up a program that rewards referers, but this is an internal decision.
• You can measure customer satisfaction. When your referral program brings plenty of referrals it’s an indication of happy customers. If you’re struggling, you can imagine the reason.

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