Lead Generation Ideas & Options

Guest post by: John Brennan
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Adapting to Technology and the Internet - By John Brennan

Sales Force
Cold calling: Reps find their own prospects or cold call from lists you purchase

Telemarketing
Outbound calling: Use a team of telemarketers to call targeted lists and identify leads

Internet
Online advertising: Run ads on targeted websites or email newsletters

Email campaigns: Buy or rent a subscriber list and send a short but compelling email

Organic search: “Optimize” your website so it appears on the search engines when prospects look for info you can provide

Paid search: Buy “paid” or “sponsored” listings on search engines – they appear when users type in the keywords you’ve bid on

Webinar: Create an online seminar and market it as a great source of information for potential prospects

Viral campaigns: Create an email offer or story that’s meant to be forwarded; encourage recipients to click through to your website

Trade shows & events
Trade show exhibits or events ; Display in the convention hall at a trade show; potentially hold an invite-only or open event offsite

Seminars or events you create : Create a live seminar, educational breakfast or luncheon, networking or fun event to educate and identify new prospects

Publicity
Product- or solution-related stories: Create a compelling story about your new product/service rather than sending out a standard press release; pitch to journalists

Distribute press releases (and optimize for the web): Write standard and web-oriented press releases to announce your news; put them on website and distribute;

Speaking engagements; Give speeches or participate in industry-oriented panels during seminars, trade shows, etc.

Use blogs: You can use a company blog to discuss issues in your marketplace

Direct mail
Simple sales letters or postcards: Briefly introduce your solution with a strong call-to-action.

Special mail piece for a particular campaign; Develop a brochure or custom piece and mail to targeted prospects

Traditional media
Print ads: Run ads in targeted journals, newspapers and/or magazines to reach targeted audience

Yellow pages: Run an ad in a yellow pages directory to appear before prospects who are actively looking for you

Radio: Run spots on a talk-radio or business program

Outdoor: Run ads on billboards, buses, or other outdoor signage. Targets by geography and the demographic group that sees that particular location

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Adapting to Technology and the Internet - By John Brennan

About the Author: John Brennan

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John Brennan Ed.D. Dr. Brennan is President of Interpersonal Development, LLC, a training and development firm. Interpersonal Development has provided sales training and coaching to more than 3,000 sales reps from over 100 companies. A native of Australia, Dr. Brennan received his doctorate from the University of Rochester. His dissertation researched the effectiveness of Behavioral Modeling Technology in training people in interpersonal skills. While he has spent most of his career designing or delivering training, he was also a Vice-President of Sales of a training and development franchise with operations in 25 markets. Dr. Brennan has designed and delivered sales training in North America, Asia, Europe, Australia and the Middle East. He has been a guest speaker at numerous national and regional professional conferences. When Microsoft wanted Best Practices articles on sales for their web site, they called Dr. Brennan. The results are at http://office.microsoft.com/en-us/FX011387391033.aspx His firm’s clients have included Volvo, The Prudential, Merrill Lynch, Eastman Kodak, Gannett, Equifax Europe, the Economist Group and countless small businesses.
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