Anna Stella is a two-time national award-winning marketing expert, academic researcher, and CEO of the global marketing outsourcing agency BBSA. Anna has 20+ years of experience within the B2B, B2C, and non-profit industries. Clients include Volkswagen AG, the Government, the European Union, RICS, and Rational AG, just to name a few.
In the dynamic landscape of business, generating new leads is the name of the game. Whether you’re an experienced entrepreneur or new to the world of commerce, mastering the art of lead generation is crucial for sustained success. But how do you go about it without a big marketing budget?
Five practical strategies to enhance outreach and drive growth
1. Increase your brand awareness and trust by winning awards
In a world saturated with information, standing out requires more than visibility; it demands memorability. In today's competitive market, building brand awareness is vital for attracting high-quality leads and leaving a lasting impression. Establishing a reputation as a trustworthy problem-solver not only attracts customers but also promotes long-term loyalty. One of the fastest and most cost-effective ways of achieving this is by winning reputable business awards, such as the BASA Awards.
2. Develop a content strategy
In the past, developing a strong content marketing strategy was exclusive to large brands. Now, it's standard practice for businesses of all sizes, from startups to freelancers, seeking to establish their presence in the market. By providing timely and valuable information that guides consumers through their buying journey, your business can position itself as a trusted resource. Effective content marketing not only fosters customer engagement but also builds trust, ensuring that your brand is recognized as an expert in its field.
3. Nurture valuable lead generation
Lead generation is an ongoing process, not a once-off effort. Studies show that a tiny proportion of prospective clients are ready to buy, for the vast majority it needs convincing. It involves a strategic approach that guides prospects from initial contact to lead conversion. In reality, this process is more complex than it sounds, demanding in-depth customer knowledge and close collaboration between marketing and sales teams to engage with customers at every stage of their journey.
4. Implement ABM in high-value accounts
The Pareto Law applied to sales suggests that 80% of revenue comes from 20% of clients. While reality differs, Account-Based Marketing (ABM) is still worthwhile looking into as it involves tailoring your marketing strategies to meet the specific needs of high-value accounts. By personalizing your approach, you build trust, loyalty, and strong, lasting connections with your target audience. This strategic focus not only enhances the effectiveness of your marketing efforts but also strengthens customer relationships and drives better business outcomes.
5. Maximize partnerships and collaborations
Navigating the digital landscape can be challenging, but collaboration can significantly enhance your efforts. Partnership marketing comes in different shapes and forms and allows you to combine resources and expertise, amplifying your reach and effectiveness in the digital realm. By aligning your efforts with those of experienced partners, you can build trust faster and achieve significant lead generation.
Anna Stella, Marketing Expert, Founder
Anna Stella is an award-winning marketing expert, academic researcher, and founder of the global marketing outsourcing agency BBSA. She is also the president of the BASA Awards and host of the hit YouTube show “The Best of Business Show.” Anna has more than 20 years experience in the B2B, B2C, and non-profit industries. Notable clients include Volkswagen AG, the Government, the European Union, RICS, and Rational AG, to name a few.
Anna holds an MBA in Marketing from Henley Business School, a Master’s Degree (MA) in Strategic Marketing Management from Kingston University, and a BA (Hons) in Marketing and Communications from Nottingham Trent University. She is currently completing a Doctorate in Marketing Outsourcing at Strathclyde University and is due to publish her first book in 2025.
