How to generate leads without cold calling

Cold calling prospects for salesPut the phone down.

You don’t want to cold call.

Your prospects don’t want to be cold called.

Consider these statistics:

  • The average sales development rep makes 52 calls daily.
  • It takes 18 dials to connect with a single buyer.
  • 84% of B2B decision makers start the buying process with a referral.
  • Referral leads convert 30% better than leads generated from other marketing channels.

Do any of those suggest cold calling is a smart lead generation and sales strategy?

It’s better to increase sales without disruptive marketing. These inbound strategies will help you generate leads without cold calling.

Optimize your website.
93% of the B2B buying process begins with an Internet search, according to Pinpoint Market Research. This means your website can be your best sales tool. The website needs to support your content marketing plan and help achieve your marketing goals. An optimization audit would consider:

  • Mobile responsiveness including page load times and clarity of layout on a smaller screen
  • User experience on the site — particularly ease of navigation
  • What your website is saying to the search engines
  • Website design matters, greatly
  • Clarity of communications to the site visitor — do they immediately know your brand’s value proposition?
  • Does your website inspire, educate, inform, and drive action?
  • Does your website convert prospects to leads? It should. Conversion optimization is a process of continuous improvement.

Drive more website traffic.
Set up tools to assist you with search engine optimization (SEO). These include Google Analytics, Adword Planner, and Webmaster Tools.

Keep an active blog. 70% of people would prefer to learn about a company through articles (rather than an advert), according to Demand Metric. An interesting, educational blog can help lead generation. Plus, the blog will also help supplement your website’s content publishing and help your organization control internal link building which can boost the SEO value of your website.

Data graph of sales - Agile Sales as a Driver of ROI

Develop Buyer Personas.
Assess your current customer data to determine their needs, challenges, pain points, and goals. In developing the buyer personas, build off past, current and prospective client insights. Be specific and consider the buyer’s intent. Try to tell a story about the buyer, considering what the sales team may have to add about client challenges and behavior.

Related reading: 6 Steps to Better Buyer Personas 

Employ Email.
Email is a powerful tool for nurturing subscribers and prospects into buying customers.

  • Use personalization in the message and the email subject line
  • Include a call to action (CTA) and set up associated tracking analytics
  • Enable social sharing
  • Use A/B testing to optimize open and click-through and engagement rates.

A/B test for website design

Convert more leads.
One way to drive more conversions is to leverage high-value gated content. White papers and webinars that visitors can only access after providing their contact information, company name, location, budget, etc can help educate and inspire your audience. Now you are building a trusting relationship as a subject expert rather than calling someone up out of the blue.

Use Google Analytics to track what site links, pages, and CTAs are performing well. Make changes and iterate based on this data.

Make it quick and easy for customers to convert. Keep landing pages simple and clear, and position forms and descriptive CTAs where the user will see them and be driven to act.

Related reading: 8 Landing Page Mistakes that Hurt Lead Generation

When you’ve incorporated all of these tactics into your lead generation repertoire, don’t stop there. Improve your sales success on an ongoing basis by regularly reviewing what’s working and what’s not. Measure results and make data-driven decisions. The first of these can be to generate leads without cold calling, choosing instead to attract, educate and delight consumers with inbound marketing best practices.

Improve lead generation efforts. B2B lead generation agency.

Brudner, E. (2015, June 5). 17 Surprising Stats on Sales Prospecting That Will Change the Way You Look at Cold Calling.

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Ironpaper is a B2B marketing agency and lead generation agency. Ironpaper integrates design, technology and marketing for the web to drive meaningful results for clients. We are based in New York City and Charlotte, NC.