Our Approach

We specialise in all forms of marketing. All programs are personalised to your individual needs.

  • Step 1 - Define your target market

    This sounds simple on the surface, but in reality, identifying the right people/companies, at the right level, with the right message, is the foundation of any lead generation campaign. We work closely with our clients to clearly identify their market, and it's underlying needs, is a key area of expertise.

  • Step 2 - Understand your competition

    We pride ourselves on our knowledge, understanding and experience within our sectors. This enables us to have a detailed understanding of your competitors and allows us to set realistic expectations to make sure every client is able to achieve what they need, and stand out from the competition.

  • Step 3 - Why prospects should choose you

    Identifying your key message and communicating it in a compelling way is essential for a prospect to choose you. We spend time ensuring that your campaign is relevant and delivered in the most appropriate way. We invest heavily in our project managers, with constant training, to ensure they deliver your campaign with the same passion you would.

  • Step 4 - How to make contact - channels & collateral

    We know the majority of prospects can be easily reached by phone. However, we also know that this doesn't work for more senior prospects. Depending their seniority and lifetime value of the product, we provide a range of differing channels and collateral that 'warm-up' the prospect before calling. This has proved very effective in our campaigns for delivering successful results.

  • Step 5 - Developing an opportunity now and in the future

    We understand that not all leads offer an immediate opportunity. However, there is great value in creating a pipeline opportunity where no's are not a no, but just a not now. We gather the intelligence and next action date for you ensuring a constant pipeline.

  • Step 6 - Review and improve

    We always invest time analysing the results from campaigns, looking for the 'information behind the results'. This often tells us WHY we've obtained the results we have, so that our clients can move forward with maximum effect.

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.

Just because someone doesn’t want something immediately, it doesn’t mean they don’t ever want it. Identifying a prospect’s ‘buying window’ is a fundamental objective of all lead generation campaign. We make the most of each call, categorising prospects by buying timescale you can create a pipeline of prospects for the next 3, 6, 9 months or more.

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.