Bell The Customer- B2b Lead Generation

"If you don't drive your business, you will be driven out of business," were the golden words of B. C. Forbes, similarly in Economics of Marketing, the market should be driven by you not vice a versa, with the increasing cost of marketing and sales, marketing professionals are innovating various solutions to bridge the burgeoning gap.

Developing an effective marketing strategy that generates brand awareness and leads is insufficient these days with the increasing cost & intense competition in the marketplace. Marketing plans must be designed to proactively create opportunities for potential sales leads and support the sales pipeline. Creating a strategic approach to lead generation is the quickest way to improve the sales and marketing effectiveness of any business today.

"The volume of leads is not enough" cry most of the marketers, indeed volumes plays a critical role in creating a strong market presence by touching maximum possible opportunity points. If done methodologically it also strengthens the brand awareness. Marketers spend a lot on the following activities to generate leads:


" Direct mail
" Banner ads
" E-mail campaigns
" White papers
" Webinars
" Tele-marketing
" Print advertising
" Internet Marketing

But even all these mediums of lead generation do not corroborate the total leads required by an organization. Close to One third of the marketers are dissatisfied with the volume of leads. Marketers should carve a strategy to evaluate a target volume from the total database which should be touched and communicated about their offerings. This should be supported by incubation plan. The below illustrates 3 levels of filter ring process:

Level 1: Total Database
Level 2: Targeted Prospects relevant for the offering (warm list)
Level 3: Targeted Prospects critical for the offerings (hot list)

This process should be adopted for email Marketing and Tele Marketing for better success.

Research report indicates close to 60 of contact information changes annually, and in some demographics it's as high as 30, thus increasing your penetration and success of your telemarketing & other marketing programs. 10% translates into substantial cost benefit and extend opportunity for quality and successful leads.

Thus a careful lead generation strategy can help you boost your bottom line as well as top line with lower cost.

By: Manu Tandon

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