潜在客户生成：生成业务的初学者指南带领入站方式

让我们奠定舞台：我将要挖掘出我见过的最好的意大利面条和肉丸。就像我在意大利面上扭转叉子一样，旋转着令人垂涎的肉丸，然后去我的第一次咸味叮咬……手机响了。“我可以和Lindsay Kow-low-Witch交谈吗？”在另一端询问电话推销员。“这是关于您的烤箱偏好的重要信息。”

令人沮丧的中断是为什么我们在这里讨论入站潜在客户的原因 - 该解决方案可以使您的业务或组织免于被意大利面条之夜破坏的令人讨厌，破坏性的冷呼叫者。

让我们从定义铅，然后我们将介绍在线潜在客户的一代，为什么您需要潜在客户生成，您如何将某人作为潜在客户的资格，如何标记潜在客户类型 - 例如销售合格的潜在客户，您如何产生潜在客户以及为什么入站潜在客户产生much比简单地购买潜在客户更有效。

什么是领导？

潜在客户是任何以某种方式，形状或形式表明对公司产品或服务兴趣的人。bob全站app

Leads typically hear from a business or organizationafter打开沟通（通过提交要约，试用或订阅的个人信息）……而不是从购买其联系信息的人那里获得随机的冷电。

假设您进行了一项在线调查，以了解有关如何照顾汽车的更多信息。大约一天之后，您会收到汽车公司的一封电子邮件，该电子邮件创建了有关它们如何帮助您照顾汽车的调查。bob全站app这个过程比他们只是从蓝色中叫你的话要少得多，而不知道您是否是否careabout car maintenance, right? This is what it's like to be a lead.

从业务的角度来看，汽车公司从您的调查回复中收集有关您的信息有助于他们个性化开放沟通以解决您现有的问题，并且bob全站appnotwaste time calling leads who aren't at all interested in auto services.

潜在客户是消费者遵循的更广泛生命周期的一部分从访客到客户的过渡。并非所有的线索都是平等创建的（他们也不是合格的）。There are different types of leads based on how they are qualified and what lifecycle stage they're in.

营销Qualified Lead (MQL)

营销合格的潜在客户are contacts who've engaged with your marketing team's efforts but aren't ready to receive a sales call. An example of an MQL is a contact who fills out a landing page form for an offer (like in我们的潜在客户生成过程方案）。

销售合格的潜在客户（SQL）

销售合格的潜在客户是采取行动的联系人，表明他们有兴趣成为付费客户。SQL的一个示例是填写表格以询问有关您的产品或服务的问题的联系人。

产品合格的铅（PQL）

产品合格的线索are contacts who've used your product and taken actions that indicate interest in becoming a paying customer. PQLs typically exist for companies who offer a product trial or a他们的产品的免费版本或限量版本(like HubSpot!) with options to upgrade, which is where your sales team comes in. An example of a PQL is a customer who uses your free version but engages or asks about features that are only available upon payment.

服务合格的线索

服务合格的潜在客户联系人或向您的服务团队表示他们有兴趣成为付费客户的客户。服务合格的潜在客户的一个例子是客户告诉他们的客户服务代表，他们希望升级其产品订阅；目前，客户服务代表将向适当的销售团队或代表提高该客户。

这些铅生成器只是您可以用来吸引潜在客户并指导您提供报价的潜在客户生成策略的一些例子。（我们谈论more strategies later）

每当营销界以外的人问我我在做什么时，我都不能简单地说：“我为潜在客户创建内容。”这将完全失去他们，我会得到一些非常困惑的外观。

So instead, I say, "I work on finding unique ways to attract people to my business. I want to provide them with enough goodies to get them naturally interested in my company so they eventually warm up to the brand enough to want to hear from us!"

这通常会更好地引起共鸣，这正是潜在客户的产生：It's a way of warming up potential customers to your business和getting them on the path to eventually making a purchase.

Why do you need lead generation?

When a stranger initiates a relationship with you by showing anorganic你的业务感兴趣,str的过渡anger to customer is much more natural.

潜在客户产生在第二阶段inbound marketing methodology。它发生afteryou've attracted an audience and are ready to convert those visitors into leads for your sales team (namelysales-qualified leads）。

As you can see in the diagram below, generating leads is a fundamental point in an individual's journey to becoming a delighted customer.

潜在客户生成过程

现在我们了解了潜在客户的产生如何适应inbound marketing methodology, let's walk through the steps of the lead generation process.

1. 首先，访客通过您的网站，博客或社交媒体页面等营销渠道之一发现您的业务。
2. 然后，访客点击您call-to-action（CTA） - 鼓励网站访问者采取某种行动的图像，按钮或消息。
3. That CTA takes your visitor to a登陆页面, which is a web page that is designed to capture lead information in exchange for an offer.
   
   Note： 一个offeris the content or something of value that's being "offered" on the landing page, like an ebook, a course, or a template. The offer must have enough perceived value to a visitor for them to provide their personal information in exchange for access to it.)
4. Once on the landing page, your visitor fills out a form in exchange for the offer. (形式通常在登陆页面上托管，尽管从技术上可以将它们嵌入您网站的任何地方。）Voila!You have a new lead. That is, as long as you’re following铅捕获形式最佳实践。

看看一切如何融合在一起吗？

把它们加起来：Visitorclicks aCTAthat takes them to a登陆页面他们在哪里填写形式得到一个offer，在这一点上，他们成为了勒ad。

By the way, you should check out our免费潜在客户生成工具。It helps you create lead capture forms directly on your website. Plus, it's really easy to set up.

潜在客户营销

Once you put all of these elements together, you can use your various promotional channels to drive traffic to your landing page to start generating leads.

但是，您应该使用哪些渠道来推广目标页面？让我们来谈谈潜在客户生成的前端 - 领先的一代营销。

If you’re a visual learner, this chart shows the flow from promotional marketing channels to a generated lead.

您可以使用更多渠道来吸引访客成为领导者。让我们深入研究这些，并谈论其他一些。

Content

内容是指导用户进入目标页面的好方法。通常，您创建内容，为访问者提供有用的免费信息。您可以在内容中的任何地方包括CTA-内联，底部，英雄甚至在侧面板上。访问者对您的内容越高兴，他们就越有可能单击您的电话行动并移至目标页面。

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• 集线器Ebook Templates

Email

电子邮件是吸引已经了解您的品牌和产品或服务的人们的好地方。要求他们采取行动要容易得多，因为他们以前已订阅了您的列表。电子邮件往往有些混乱，因此请使用具有引人注目的副本和引人注目的设计的CTA来吸引您的订户注意力。

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• 电子邮件营销的初学者指南

广告和重新定位目标

广告的唯一目的是让人们采取行动。否则，为什么要花钱？如果您希望人们转换，请确保您的着陆页并提供广告中所承诺的匹配，并且您希望用户采取的动作清晰。

Blog

使用您的博客文章来推广报价的好处是，您可以将整个作品定制为最终目标。因此，如果您的报价是有关设置Google搜索控制台的教学视频，那么您可以编写有关如何选择营销指标的博客文章……这将使您的CTA高度相关且易于单击。

For a quick video overview on the HubSpot Blog's expert lead generation tips, check out our video guide.

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• 6个免费的博客文章模板

Social Media

Social media platforms make it easy to guide your followers to take action, from the swipe up option on Instagram stories to Facebook bio links to bitly URLs on Twitter. You can also promote your offerings on your social posts and include a call-to-action in your caption. Learn more aboutsocial media campaigns in this post。

Product Trials

您可以通过提供产品或服务的试验来打破销售的许多障碍。潜在客户使用您的产品后，您可以吸引他们的其他优惠或资源来鼓励他们购买。bob体育苹果系统下载安装另一个好的做法是将您的品牌贴在免费版本中，以便您也可以捕获其他潜在客户。

推荐营销

Referral, or word-of-mouth, marketing is useful for lead generation in a different way. That is, it让您的品牌在更多人面前，反过来，这增加了您产生更多潜在客户的机会。

无论您用来生成潜在客户的渠道，都需要指导用户进入目标页面。只要您建造了登陆页面that converts，其余的将自己处理。

Why not just买勒ads?

Marketers and salespeople alike want to fill their sales funnel — and they want to fill itquickly。输入：购买潜在客户的诱惑。

Buying leads, as opposed to organically generating them, is much easier and takes far less time and effort, despite being more expensive. But, you might be paying for advertising anyway … so, why not just buy leads?

首先，您购买的任何线索都不实际上know you. Typically, they've "opted in" at some other site when signing up for something, and didn't actually opt into receiving anything from你的company.

The messages you send them are therefore unwanted messages, and sending unwanted messages is intrusive. (Remember that disruptive call I got when I was trying to eat my spaghetti? That's how people feel when they receive emails and other messages from people they didn't ask to hear from.)

如果潜在客户从未去过您的网站并表示对您的产品或服务有兴趣，那么您正在打扰它们……简单而简单。

如果他们从不选择专门从您那里接收消息，那么他们很有可能将您的消息标记为垃圾邮件，这对您来说是非常危险的。这列火车不仅可以从您那里过滤出来，而且还向他们的电子邮件提供商指示了要过滤的电子邮件。

一旦足够的人将您的消息标记为垃圾邮件，您就会使用“黑名单”，然后与其他电子邮件提供商共享。一旦您进入黑名单，就很难摆脱它。此外，您的email deliverability和IP reputation will likely be harmed.

总是，永远，总是最好是有机地产生潜在客户，而不是购买铅。Read this blog post要学习如何增加选择加入电子邮件列表而不是购买一封。

如何获得领先优势

As we covered in the first section, a lead is a person who has indicated interest in your company's product or service. Now, let's talk about the ways in which someone can actually show that interest.

Essentially, a sales lead is generated through information collection. That information collection could come as the result of a job seeker showing interest in a position by completing an application, a shopper sharing contact information in exchange for a coupon, or a person filling out a form to download an教育内容。

Gauging a Lead’s Level of Interest

以下只是您可以将某人作为领导的众多方式中的几种。这些示例中的每一个都表明，用于鉴定潜在客户的收集信息及其兴趣水平可能会有所不同。

让我们评估每种情况：

• Job Application:填写申请表的个人愿意分享很多个人信息，因为他/她希望被考虑担任职位。填写该申请表明他们对工作的真正兴趣，因此使该人作为公司的领导资格bob全站apprecruiting团队 - 不是营销或销售团队。
• 优惠券：Unlike the job application, you probably know very little about someone who has stumbled upon one of your online coupons. But if they find the coupon valuable enough, they may be willing to provide their name and email address in exchange for it. Although it's not alotof information, it's enough for a business to know that someone has interest in their company.
• 内容：虽然优惠券的下载显示个人对您的产品或服务有直接的兴趣，但内容（例如教育电子书或网络研讨会）却没有。因此，要真正了解该人对您的业务的兴趣的性质，您可能需要收集更多信息，以确定该人是否对您的产品或服务感兴趣以及他们是否合适。

这三个一般示例突出了潜在客户的产生如何因公司而异，以及人与人之间的不同。bob全站app您需要收集足够的信息来衡量某人对您的产品或服务有真正有效的兴趣 -多少信息是enoughinformation会根据您的业务而有所不同。

Let's look at情节, for example. They use web content reports for lead generation, collecting six pieces of information from prospective leads.

情节provides a great example for what to ask for in a lead gen form:

• 全名：个性化您与每个潜在客户的交流所需的最基本信息。
• Email:This serves as a unique identifier and is how you will contact your lead.
• bob全站app公司:This will give you the ability to research your lead’s industry and company and how the lead might benefit from your product or service(mainly for B2B).
• Role:Understanding an individual's role will help you understand how to communicate with them. Every brand stakeholder will have a different take and perspective on your offering(mainly for B2B).
• 国家：位置信息可以帮助您按区域和时区域细分联系人，并根据您的服务来帮助您限定潜在客户。
• 状态：您可以在不牺牲转换的情况下获得的详细信息越好。了解您的铅状态可以帮助您进一步提高他们的资格。

If you'd like to learn more intermediate-level tips on information collection and what you should ask for on your lead gen forms,read our post about it here。

线索得分

Lead scoring is a way to qualify leads quantitatively. Using this technique, leads are assigned a numerical value (or score) to determine where they fall on the scale from “interested” to “ready for a sale”. The criteria for these actions is completely up to you, but it must be uniform across your marketing and sales department so that everyone is working on the same scale.

A lead’s score can be based on actions they’ve taken, information they’ve provided, their level of engagement with your brand, or other criteria that您的销售团队确定。For instance, you may score someone higher if they regularly engage with you on social media or if their demographic information matches your target audience.

从上面的示例中借用，如果他们使用了您的优惠券之一，您可能会给出更高的分数 - 这意味着该人对您的产品感兴趣。

A LEAD的分数越高，他们越接近成为销售资格的潜在客户（SQL），这离成为客户只有一步之遥。分数和标准是您可能需要调整的内容，直到找到有效的公式为止，但是一旦这样做，您就会将潜在客户的生成转变为客户生成。

Lead Generation Strategies

Online lead generation encompasses a wide range of tactics, campaigns, and strategies depending on the platform on which you wish to capture leads. We talked about lead capture best practices once you have a visitor on your site … but how can you get them there in the first place?

Let’s dive into lead generation strategies for a few popular platforms.

Facebook Lead Generation

自成立以来，Facebook一直是潜在客户生成的一种方法。最初，公司可以在其BIOS中的帖子和信息中使用出站链接，以吸引陌生人进入其网站。但是，什么时候Facebook广告于2007年推出，其算法开始偏爱使用付费广告的帐户，企业如何利用该平台捕获潜在客户发生了重大转变。Facebook created Lead Ads以此目的。Facebook也有一项功能，可让您放置一个简单的通话按钮在您的Facebook页面顶部，帮助您直接将Facebook关注者发送到您的网站。

Get some lead generation tips for Facebook.

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Twitter潜在客户产生

Twitter有Twitter线索, which let you generate leads directly within a tweet without having to leave the site. A user's name, email address, and Twitter username are automatically pulled into the card, and all they have to do is click "Submit" to become a lead. (HINT for HubSpot用户：您可以将Twitter潜在客户卡连接到HubSpot表单。在这里学习如何做）。

学习一些推特的潜在客户生成技巧。

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LinkedIn Lead Generation

自早期以来，LinkedIn一直在增加其在广告领域的股份。当涉及潜在客户生成时，LinkedIn创建了潜在客户形式，当他们单击CTA时，它们可以与用户配置文件自动填充，从而易于捕获信息。

使用LinkedIn广告从我们的经验中获取技巧。

PPC潜在客户产生

When we say pay-per-click (PPC), we’re referring to ads on search engine result pages (SERPs). Google gets每天35亿搜索, making it prime real estate for any ad campaign, especially lead gen. The effectiveness of your PPC campaign relies heavily on a seamless user flow, as well as your budget, target keywords, and a few other factors.

了解有关如何设置成功PPC广告的更多信息。

B2B潜在客户产生

B2B is a particular business model that requires a particular approach to lead generation.聪明的人发现推荐是捕获业务潜在客户的最佳来源。更不用说，有效性因渠道而异。

了解每个渠道的B2B潜在客户生成技术。

潜在客户生成活动的提示

在任何给定的潜在客户生成活动中，都可能有很多活动部件。很难说出您的广告系列正在奏效哪些部分，哪些需要进行一些微调。一流的潜在客户生成引擎到底是什么？以下是建立铅纳活动时的一些提示。

Use the right lead generation tools.

正如您在我们的数据中看到的那样，最成功的营销团队使用正式系统来组织和存储其潜在客户。那就是潜在客户生成工具和潜在客户生成软件bob电竞官方下载come into play.

How much do you know about the people visiting your website? Do you know their names or their email addresses? How about which pages they visited, how they're navigating around, and what they do before and after filling out a lead conversion form?

如果您不知道这些问题的答案，那么您很可能很难与访问您网站的人建立联系。这些是您应该能够回答的问题 - 您可以使用正确的潜在客户生成工具。

那里有一些不同的工具和模板可以帮助您创建网站上使用不同的铅基因资产：

• CTATemplates: 50+ free, customizable call-to-action (CTA) templates in PowerPoint that you can use to create clickable CTA buttons to use on your blog, landing pages, and elsewhere on your site.
• Lead Generation Software Tools:This free tool from HubSpot includes铅捕获并联系Insights功能，该功能将刮擦您网站上的任何现有表格，并将这些联系人添加到您现有的联系数据库中。它还使您可以创建弹出窗口，Hello Bars或Slide-ins-称为“铅流”— that'll help you turn website visitors into leads immediately.

Example of a滑入铅流。

• Visitor Tracking:Hotjarhas a heatmap tool — a virtual tool which creates a color-coded representation of how a user navigates your site — that helps you understand what users want, care about, and do on your site. It records visitors and tells you where they spend the most time on your site. You can use it to gather information on your lead generation forms, feedback forms and surveys, and more.
• Form-Scraping Tool:收集网站现有表格中提交意见的表单刮擦工具可帮助您自动将所有潜在客户整合到您的联系数据库中，而不管您在网站上提交的访问者如何。HubSpot客户可以create and embed forms using HubSpot, which automatically populate into your CMS. Non-HubSpot customers can use a form creation tool like Contact Form 7, JetPack, or Google Forms, and thenuse HubSpot's free collected forms feature要自动捕获表单提交并将其输入到联系数据库中。

为购买周期的所有不同阶段创建惊人的报价。

并非所有的网站访问者都准备与您的销售团队交谈或查看产品的演示。一开始的人the buyer's journey可能会对像电子书或指南这样的信息作品感兴趣，而对您的公司更熟悉的人以及在旅途底部更熟悉的人可能对免费试用或演示更感兴趣。bob全站app

确保您正在为每个阶段创建优惠，并在整个网站中为这些优惠提供CTA。

是的，创建有价值的内容需要时间来教授和培育您的潜在客户，但是如果您不为不准备购买的访客提供任何东西，那么他们可能永远不会回到您的网站上。从清单到模板再到免费工具，这是潜在客户生成内容的23个想法让你开始。

If you want to take personalization a step further — which will help boost your conversion rate —尝试使用智能CTA。Smart CTA检测一个人在买家的旅程中的位置，无论他们是新的访客，潜在客户还是客户，并相应地展示CTA。个性化的CTA转换202% better比基本的电话行动。

Keep your messaging consistent and deliver on your promise.

The highest-converting lead gen campaigns are the ones that deliver on what they promise and create a seamless transition from ad copy and design to the deliverable itself. Make sure that you’re presenting a consistent message throughout the process和providing value to everyone that engages with your lead capture.

领先的一代广告系列的各个方面应在您的网站，博客上以及您最终尝试出售的产品中反映出其他所有内容。如果没有，您将很难领导下一个生命周期阶段。您的广告系列不仅仅是获得电子邮件地址，还应该是开发新客户。

将您的CTA链接到专用着陆页。

这对您来说似乎很明显，但是您会惊讶于多少营销人员不create专用着陆页for their offers. CTAs are meant to send visitors to a landing page where they can receive a specific offer.

例如，不要使用CTA将人们驱使您的主页。即使您的CTA与您的品牌或产品有关（也许不是像下载之类的报价），您仍然应该将它们发送到与他们想要的内容相关的目标着陆页，并包括选择加入表格。如果您有机会使用CTA，请将它们发送到将它们转换为铅的页面。

If you want to learn more about how to build and promote high-converting landing pages, thendownload our ebook on optimizing landing pages for conversions。

Get your sales team involved.

Remember when we talked about lead scoring? Well, it isn’t exactly doable without your sales team’s input. How will you know what qualifies a lead for sales without knowing if your defined SQLs are successfully sold? Your marketing and sales teams need to be aligned on the definitions and the process of moving a lead from MQL to SQL to opportunity before you even begin to capture leads.

另外，要开放与销售的关系以及如何指导渠道的导线。随着时间的流逝，您的定义可能需要完善；只要确保使每个人都参与最新。

战略性地使用社交媒体。

虽然营销人员通常认为社交媒体最适合顶级驾车营销，但它仍然可能是一个有用的和low-cost source for lead generation as shared in the lead gen strategies above. The key is using social media strategically for lead generation.

Start by adding links directly to the landing pages of high-performing offers within your Facebook, Twitter, LinkedIn, and other social media posts. Tell visitors that you're sending them to a landing page. That way, you're setting expectations. Here's an example from one of our Twitter posts:

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你也可以对您的博客进行潜在客户生成分析to figure out which posts generate the most leads, and then make a point of regularly linking social media posts to them.

从社交媒体中产生潜在客户的另一种方法是参加比赛。比赛很有趣，可以为您的追随者带来参与和他们还可以教您很多关于您的听众的信息。这是双赢。Read our step-by-step guide for growing your email list using social media contests，它涵盖了从选择平台到挑选赢家的所有内容，一直以分析您的结果。

Remain flexible and constantly iterate.

Your lead generation strategy needs to be as dynamic as the people you’re targeting.趋势改变，行为发生了变化，观点变了……您的领先一代营销也会变化。使用A/B拆分测试来查看哪些CTA的性能最佳，降落页面的转换更好，哪些副本可以捕获您的目标受众。尝试布局更改，设计，UX，内容和广告频道，直到找到有效的方法为止。

Lead Generation Trends & Benchmarks

所以...您正在获得网络流量并生成潜在客户。但是，与行业中其他公司相比，您的状况如何？继续阅读以发现其他营销人员在2021年与潜在客户产生的工作以及要考虑的重要统计数据。

Lead generation is the top marketing priority.

集线器State of Marketing Report 2021found that marketers report that their top marketing priorities for the next 12 months is generating more leads. Converting these leads to customers is another top priority, according to聪明的人。

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营销人员正在利用数字自动化工具来生成潜在客户。

预计数字潜在客户的支出将达到32亿到2021年底。福布斯预测自动化将在这一增加中发挥重要作用，因为自动化将成为潜在客户生成策略的重要组成部分，特别是在简化潜在客户资格和预测性评分时。如果您想自动化流程，请发现高质量的潜在客户生成工具在此博客文章中。

大多数B2B线索来自推荐。

B2B marketers say that65％他们的潜在客户来自推荐，38％来自电子邮件，33％来自搜索引擎优化（SEO）。

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If you’re interested in getting in on this trend, it’s worth considering revamping your推荐策略和helping existing customers bring you new leads.

Content marketing helps drive leads.

营销人员还报告说，内容营销帮助了他们成功产生需求并引导over the past 12 months. To get in on this trend, readthis helpful blog post关于购买者旅程的不同阶段的内容。

随着潜在客户的生成更好

伙计们，你有它。现在您了解了如何为您的业务生成潜在客户，我们建议您try HubSpot's free lead generation tool。使用它将简单的转换资产添加到您的网站（或刮擦现有表格），以帮助您更多地了解网站访问者以及哪些内容促使他们进行转换。

我们在这篇博客文章中所经历的基本知识仅仅是开始。继续创建出色的报价，CTA，着陆页和形式，并在多渠道环境中推广它们。与您的销售团队保持密切联系，以确保您定期交出高质量的潜在客户。最后但并非最不重要的一点是，永远不要停止测试。您对入站线索生成过程的每一步进行调整和测试越多，您就会提高潜在客户质量并增加收入。