Lead Acquisition: build your target database
 Whether
you use paid search, rental lists, tradeshows, telemarketing,
acquiring new leads is costly. To make sure you get the most for
your marketing dollars, there are a few things to keep in mind.
Naturally, the majority of the prospects you will reach are not
going to be ready for a sales conversation. But that’s OK. At the
acquisition phase, all you care about is that they fit your target
customer profile. Use offers with a broad appeal to get as many
prospects as you can into your database. Once you have their
information and permission, you can continue to nurture them over
time without paying the high cost of the initial acquisition over
and over again.
Lead Nurturing: use the prospect database for ongoing communication
and qualification
 Marketing to your own database is much less costly than lead
acquisition. Once in your permission database, you can
touch each prospect 10-20 times a year for
a cost that is less than the initial lead acquisition. This allows
you to educate the market, create top of mind awareness for your
solution, and engage with prospects at the time they are ready for a
sales conversation.
Our experience shows that the keys to success in lead nurturing
are:
- A clear and compelling call to action
with a message focused on the value of the offer (e.g., the
webinar, whitepaper rather than the product)
- A solid strategy for maximizing
campaign response and ROI based on measurement of response
rates, cost per lead, and downstream conversion rates
- An agreement between marketing and
sales on the criteria that determine which leads should be
passed to sales
- A well-defined follow-up process: too
many times leads are generated during a campaign only to be
wasted due to untimely and inappropriate follow-up. It is
important to define the follow-up steps as part of the campaign
plan and ensure that sales/inside sales has the appropriate
tools to make this follow-up effective (e.g. e-mail templates
and call scripts).
MarketCapture’s involvement in campaign
planning and our hands-on execution ensure that these key success
factors are addressed throughout your demand generation efforts.
|
What Clients Say
“Working with MarketCapture has enabled us to sharpen our marketing
message, generate quality content, and increase the number of our
marketing touches by more than 500%. MarketCapture is able to manage
our lead generation programs from start to finish, which allows us
to achieve these results within our budget and with minimal internal
resources.”
-- Gil Hecht, CEO, Continuity Software
More results >>
|
|
