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Lead Generation Best Practices: Multiply Touches/Media/Cycles
| Guest post by: Dan McDade |
Article Overview:
- Use multiple touches to connect and engage with decision makers.
- Use a smart mix of multiple media: outbound calls, voice mail messages, email and more.
- Extend contact over several weeks and across multiple sales cycles.
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Free Download - Marketing Tip: If You Only Do One Thing, Qualify Your Leads By Dan McDade |
Lead Generation Best Practices: Multiply Touches/Media/Cycles
Results multiply when lead nurturing strategies multiply. Successfully engaging prospects depends on a mix of tactics to maintain positive awareness of your offering until it's time to buy. The resources and methodologies needed to address these requirements include a smart mix of three core processes:
Multi-touch: Frequency matters. From initial engagement to lead qualification and through long-term nurturing, frequent and systematic touches are essential. Our clients' prospects need an average of 12 contacts to engage, and lead nurturing can take even more touchpoints.
Multi-media: Use a smart mix of multiple media. Vary and integrate media—outbound calls, voice mail messages, personalized email, direct mail and landing pages—to deliver messages in consistently fresh formats and in accordance with prospect preferences.
Multi-cycle: Most prospects buy at more than six months out, so expand planned contact from over a few days to over several weeks and across multiple sales cycles. Mid- and long-term nurturing assures continuous coverage of high-value qualified leads so the latest touch-point coincides with the prospect's need window.
Executives often don't respond until a need's priority has escalated, and many of the best prospects turn out to be those who have been contacted multiple times by voicemail, email and direct mail over a period of months before a conversation finally occurs. The lesson: Don't give up too early. Many executives save emails—and even voicemails—and will eventually self-qualify by responding or replying at a time convenient for them and after they have satisfied themselves with independent research and have come to the conclusion that your solution or service is a fit.
In addition to multi-touch, multi-media approaches, there is additional benefit in implementing multiple cycles for high-touch marketing campaigns. The initial contact cycle—the first time that you touch your market with a combination of those 12 phone calls, emails, voicemail and direct mail—will yield only 40 to 50 percent of the total opportunities. Continuing to touch the same prospects with the same multi-media, multi-touch strategy on a regular basis can identify other opportunities existing within the market.
And perhaps surprisingly, the most frequent responders to voicemail and email have been the more senior-level decision makers such as C-level and senior VP-level executives as compared to lower-level managers. Senior-level executives are 2.5 times more likely to respond to a voicemail or reply to an email than are their subordinates.
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Article Tags: Developing Prospects, Lead Generation, Marketing Strategies, Prospect Development, Sales Lead Generation, Sales Lead Management
Referred by: http://www.findnewcustomers.com
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About the Author: Dan McDade RSS for Dan's articles - Visit Dan's website Dan McDade founded PointClear in 1997 with the mission to be the first and best company providing prospect development services to business-to-business companies with complex sales processes. He has been instrumental in developing the innovative strategies that drive revenue for PointClear clients nationwide. In addition to serving as president and CEO of PointClear, Dan is the author of The Truth About Leads, an insightful book that sheds light on the little-known secrets that help focus B2B lead-generation efforts, align sales and marketing organizations and drive revenue. Prior to starting PointClear, Dan served as president of UST, The Business Marketing Group, a high-tech B2B marketing services firm. The company, serving leading technology companies including Sun Microsystems, Texas Instruments, Oracle and SAP, grew over 500% during his tenure. From 1989 to 1991, Dan was an independent consultant providing direct marketing, telemarketing and new business development consulting services. Clients included Sears, Exxon, Rodale Press, R.J. Reynolds, and The Ritz-Carlton. Dan also served as vice president of marketing with Jackson & Perkins in Medford, Ore. Dan is chairman of the board of the Technology Association of Georgia (TAG) Education Collaborative, an organization promoting STEM (science, technology, engineering and math) education in Georgia's middle and high schools. He is a member of TAG, and also serves on the boards of TechAmerica Southeast (formerly AEA); the Business & Technology Alliance, a TAG society; and TAG Marketing. The Sales Lead Management Association named Dan one of the 50 most influential people in sales lead management in 2009 and 2010. Dan is also the author of ViewPoint | The Truth About Lead Generation, a blog exploring issues related to B2B sales, marketing and lead generation. Click here to visit Dan's website   Attributes of a WellQualified Lead Teleservices Business Process Outsourcing Want to Go North or South Lead Generation Best Practices When to Use Outbound vs Inbound 3 Good Reasons Marketing Should Qualify Leads Before Passing to Sales Outbound vs Inbound Marketing Whats the Right Lead Generation Mix |
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