How to generate leads with business intelligence in practice


This episode of Salesheroes Podcast will be about generating leads through business intelligence strategy.

You will know the technologies, differences and practices to achieve good lead generation.

Browse the content

  1. Is lead generation and business intelligence the same thing?
  2. How to get leads with Business Intelligence?
  3. Why use the Business Intelligence process to generate leads?
  4. It is necessary to have a professional focused on generating leads with Commercial Intelligence
  5. Optimal frequency to generate leads
  6. How many technologies do I need to generate leads?
  7. A tip for those who are starting this process

Is lead generation and business intelligence the same thing?

The lead generation and business intelligence are different.

First, it is important to highlight that list generation is part of the Business Intelligence processes and it helps in the process of how to get leads.

Thus, while the survey of lists is a one-off action, Commercial Intelligence involves a structured process of studying the market with several stages, which directs us towards the strategy for gathering these leads.

How to get leads with Business Intelligence?

First, it is very important to define where you want to go.

For this, it is necessary to establish your ideal customer profile (ICP), defining the segment of the company you want to work with, as well as its size and even its location.

More than that, it is necessary to be clear with which positions in the company you will be talking to, whether it is a salesperson, someone in finance… In other words, you need to determine your personas.

Having found our ICP and persona, the next step is to map the best approach strategy with these leads, by phone, social media…

The second step in the CI process is understanding the size of the market.

And, based on this, it is possible to define whether the strategy will be more focused on the quality of leads or on volume.

Just after all that, one should start generating leads by adding them into list.

In order to survey leads, we may use free or paid tools.

And, the definition of which ones will be used depends not only on the company’s budget, but, above all, on the profile of the customer served.

So, if your ICP has a stronger digital presence, you can use online search tools such as LinkedIn itself. Otherwise, it is possible to use more traditional searches, such as through catalogs.

Also, tools are very useful in enriching contacts. That is, through them, you find information that can be used in prospecting, such as the telephone.

Why use the Business Intelligence process to generate leads? 

For me, the most important role of IC is to help understand in more detail the market in which we are going to operate.

Allied to this, the Commercial Intelligence processes help us to create a prospecting strategy aligned with our ICP.

It is necessary to have a professional focused on generating leads with Commercial Intelligence

This depends on the processes of each company, as well as the tasks performed by each employee.

Thus, everything results from the strategic role assumed by IC within its sales process.

That is, depending on the number of people in your sales team and the amount of tasks that each one has, it is possible to assign the tasks of the intelligence process between each one of them.

In this sense, you can define a single recipe for a successful CI process, considering the specificities of each company.

I believe that the most important thing is to prioritize the moment of doing the CI process.

For this, it is interesting to reserve a time to, for example, generate leads. And, at that moment, register the relevant points of the leads . In other words, start qualifying prospected leads in your survey.

Optimal frequency to generate leads

This again depends on your process and your team.

First, define the amount of leads needed to maintain the sales funnel.

In order to obtain such volume, you need to analyze conversion rates at each step of the prospecting process, using a reverse calculation.

Thus, it is necessary to have a well-defined dealflow, thinking about your goal, the number of contacts needed at the top of the funnel and, based on that, define the frequency with which we will raise the leads.

How many technologies do I need to generate leads?

The important thing is not to be restricted to just one tool, because this search will end up being obsolete.

Given the turnover of companies, the promotions that take place, platform updates often do not keep up with the frequency of these changes.

That is, the combination of several tools mitigates the effects of these variations in the data.

A tip for those who are starting this process 

Pay attention to these possibilities of platforms that we have to use.

That is, choose the platforms most in line with your ICP, making the most of each one of them, as well as using them together. Furthermore, it is interesting to compare the results for each platform.

Finally, it is very important to know the sources of the data found, since if the lead asks, we have to know how to answer so there is no legal impediment.