Lead generation campaigns need to be more educational rather than merely promotional in nature to be really effective. Yet, despite the fact that lead generation is a marketing and not a purely selling activity, a great deal of businesses mistakenly think of it as nothing more than a sales run. In reality, however, the only way to put your brand in front of your prospects is to continuously educate them about it.
The initial stage in educating your target prospects is to understand their changing mindset at every stage of the buying cycle. In order to communicate with your audience, you have to get an idea of what they are thinking about, what they are looking for, and what they are willing to accept at different times throughout their decision-making process.
The information you should be conveying to your B2B leads must be those that facilitate
decision making. Just like you, your business prospects are wired to make only informed purchasing choices. These so-called “decision-facilitating information” mainly include facts and figures about your product or service that answer the simple but profound question “So what?”
The best way to present decision-facilitating information is through benefit statements which are facts-based sentences that describe the value that your B2B leads derive from choosing your brand. Benefit statements are essential elements of prospect education and lead generation as they form the basis of your targets’ buying decision in the final phases of the process.
Another key aspect of prospect education is the element of timing in how you provide information. The most ideal time for you to begin your education campaign is when your prospects are in the exploration phase of the buying cycle. Here, business leads tend to be highly receptive to information because they are still narrowing down their options and are willing to absorb anything that helps them decide.