We believe that over 70% of the success of a lead generation campaign is down to the accuracy of the data.
It may be common sense to most marketers, but you’ll hear this said time and time again. The success of any lead generation initiative is often dependent on the quality and relevance of the database being used.
It’s all well and good having great products, and a great message – but if the target audience has no responsibility or involvement in the product or service being promoted then expect responses to be minimal.
Opportunities uncovered from lead generation campaigns often fall into a number of categories - need now, short term, medium term and long term need.
Lead generation is the only other form of two-way vocal communications apart from face to face - so get up close and personal.
The power of the internet leads and phone as a marketing tool is second to none. It enables a message to be positioned in a ‘tailor-made’ manner, with criteria such as the prospect’s understanding, interest level and overall requirements. The benefit of having a two way conversation is that prospects are immediately identified and at the same time qualified. Even when a prospect is not interested there is still an opportunity to gather information as to when and if there is a future buying window for them.
Lead generation is a totally measurable form of marketing.
Often marketing initiatives are implemented one after another without assessing the success of each campaign. This is often the purpose of the campaign is explained as ‘building the brand’ or ‘providing air cover’, both of which are important, but not accurately measurable. With lead generation the results are totally measurable – we know how many people have been spoken to, and how many people provide an opportunity now or in the pipeline.
Be realistic, focused and logical
Lead generation, like most other forms of marketing, works best as part of a mixture of unified strategies. The chances of a campaign lasting for a few days satisfying a company’s long terms objectives is very low. Implementing just a few days lead generation will result in a fraction of a prospect market place being spoken to, thereby leaving a vast amount of potentially valuable leads un-contacted. It’s important to remember that lead generation works on the basic principles of logic – the more people you speak to about a product or service within a target market the more chances you have of uncovering people that have a need; either now or in the future. It’s also vital that a marketing campaigns that remains focused throughout its duration. This allows communication with the target audience to be consistent, and results in a repeatable call-flow and a set of responses that can easily be analysed during and after the campaign.
Every Direct marketing conversation needs structure. Scripts don't work - we use call-flows.
We don’t use rigid scripts. Instead we use a call-flow to get the most out of each call. The call-flow will consist of a qualifier question, followed by a positioning statement, followed by the purpose of the call and carefully constructed open and closed questions designed to uncover any opportunities. It makes for more natural, intelligent conversations.
Lead generation is not necessarily going to 'save the business' - but if deployed correctly it can be very effective.
It’s important to remember when putting a lead generation campaign in place that nothing is guaranteed. As we’ve mentioned previously there are many factors that affect results – data quality, receptiveness of audience to your proposition.
Lead generation is undoubtedly one of the most cost-effective ways of generating positive interest in a business, but it is only one discipline of the marketing mix that can be used to achieve overall marketing objectives.