So many companies struggle with lead generation, but with the right sales team and marketing support, it should make lead generation a lot easier. Marketing should be creating lead generating programs (as well as brand building), while sales should be taking those leads and turning them into customers.
You don’t have to reinvent the wheel. There are some tried and true lead generating marketing tactics that will give you qualified leads as long as the strategy, content and implementation are done correctly.
1- Webinars: This is a cost effective method of generating leads without ever leaving your desk. But, you need to have content people want to hear and you need to be genuine in your delivery (in other words, don’t do a hard sell). This only involves getting
2- Executive breakfast events: For whatever reason, senior level executives who are
decision makers will always come out for a free breakfast. Once again, make sure you have something they want to come out for – maybe even hire a speaker of note.
3- Trade shows and conferences: I’m reluctant to put this one in as I’m not a big fan of exhibiting at a lot of trade shows as they are very costly and the ROI is often in the negative numbers.
4- Channel or marketing partnerships: All the major software and hardware companies have strong reseller programs, where other companies do much of the work selling.
5- Referrals program: Nothing will ever be better than having your clients refer you. Create a client referral program that incentives your clients, partners and vendors to refer business to you.
6- Online social networking: Get to know your prospects without a lot of selling pressure and be there when they are ready to commit. Granted this tactic probably takes the most patience and time, but when you’re able to monitor what the frustrations of your prospects (and even your clients are), you’ll get a better handle on what their needs.
7- Online marketing: The most effective and least expensive tactics are online (though online sponsorships and advertising costs continue to rise). Consider having a good search engine marketing/optimization program – including pay per click ads, sponsorships, link programs as well as organic search. In addition, consider online sponsorships to drive people to your site or to take action (e.g. download a white paper); generate brand awareness; or create a tie-in to an existing campaign (whether offline or online).
8- White paper: By creating a content on a subject that your prospects want to read about, you can easily capture leads
9- Blog, blog, blog: Blogs are a no pressure sales tactic.
10- Public relations: This is less of a hard sell and more about building communications and a well-rounded message, but this is one of the only tactics that will help build credibility. Tactics such as:
· Media coverage and commentary
· Articles bylined by a company executive
· Industry analyst relations program
· Speaking on panels or at conferences: The very best leads often come from conversations after the speaking opportunity when people approach you to pick your brain.
· Viral marketing campaigns such as online videos and podcasts
Even the best lead generating campaigns cannot work if there is poor team work and collaboration. Your sales and marketing teams need to work together in order for marketing to work. Everyone from the CEO to the receptionist should know who your customers are and what they need. Customer service should be at the top of the list of important lead generating activities. And, you need to understand how to optimize your lead management process.
If you’re head is spinning and you’re wondering how you’ll get to some of these tactics, hire help (either internal or external). I’ve seen a lot of companies try to “do it all” and fail – either the program is half finished, the tactic doesn’t get the attention it needs or the content is lame (as no one has time to think it through). If you can’t hire, then take one tactic at a time.
Lead generation isn’t difficult. It’s that the prospect isn’t usually ready to sign on right away – lead time can be anywhere from 6 months to 2 years. The difficulty is getting your sales team to push the prospect along through the pipeline and nurture them over a long period of time (meaning that your sales team needs to have staying power and your attrition rate needs to be extremely low).
Perry: You're absolutely correct. It's not just about gathering names and email addresses. It's about prioritizing, patience and the ability to keep the prospect interested and in the sales pipeline. The key is to have really good sales people to help nurture those prospects over a long period of time.
I should clarify that the tactics I've discussed is really for B2B marketers and I'm not talking about directly targeting consumers.
Posted by: Yin Chang | 23 October 2008 at 04:09 PM
I have been in the debt settlement business, and I've tried a few of the tricks you said to generate debt leads. I must say that it takes more than just a gathering of names and e-mail addresses. It is hard work, as you have to make sure that you can really prioritize each one of them, going for those who need financial help and are still capable of paying, since they give you better conversion rate.
Posted by: Perry | 23 October 2008 at 12:37 PM