Lead generation in a changing market environment
When markets become more cautious, budgets are scrutinised more closely and traditional sales channels become less predictable, targeted lead generation takes on greater importance. For businesses, this is not just about gathering more contacts, but about tapping into new markets, reaching additional target audiences and turning digital touchpoints into concrete sales opportunities.
The key is a setup that effectively integrates channels, data and processes. Websites, LinkedIn, social media, CRM and automation should not operate in isolation, but should be conceived as a unified lead generation process. This enables potential opportunities to be identified earlier, contacts to be nurtured in a more structured manner, and sales activities to be managed in a more targeted way.
The right channels for B2B leads
In the B2B sector in particular, it is worth making more targeted use of digital touchpoints. A key starting point is your own website. Tools such as Leadinfo or Permaleads help to better categorise visits to your site and highlight which companies are already looking into your services. This provides additional insights for the sales team and a better understanding of where there is genuine interest.
In addition, a centralised structure is needed to ensure that contacts are not lost. With HubSpot, leads from different channels can be consolidated into a single CRM and nurtured through automated workflows. Follow-ups, assignments and internal handovers can be clearly defined. As a HubSpot partner, we help not only to set up the system technically, but also to integrate it effectively into existing marketing and sales processes.
Leadgenerierung bezeichnet den gezielten Aufbau neuer Kontakte mit potenziellen Kund:innen. Ziel ist es, Interesse sichtbar zu machen und daraus konkrete Vertriebschancen zu entwickeln.
Wichtige Kennzahlen sind unter anderem Anzahl und Qualität der Leads, Conversion Rates, Herkunft der Kontakte und die Entwicklung bis zum konkreten Vertriebsabschluss.
Ein CRM bündelt Kontakte aus unterschiedlichen Kanälen an einem zentralen Ort. Leads können dokumentiert, qualifiziert und entlang klarer Prozesse an Marketing oder Vertrieb weitergegeben werden.
HubSpot verbindet CRM, Marketing und Automatisierung. Dadurch lassen sich beispielsweise Follow-ups, Kontaktzuordnungen und interne Übergaben automatisieren und nachvollziehbar abbilden.
