Every organization tells us they need “more leads”, but what they really mean is that they want the “right leads”. They want and need the leads that are a perfect fit for turning into long-term, profitable customers.
How do we find the right leads for your team? It starts with understanding these elements:
What does a preferred customer look like for your company? Industries, size of company, location of company, products they make, how old is the organization, which employees at that company are the key decision makers and the influencers or recommenders?
Think of the new clients you closed in the last 3 years. How did you find them? Do they look like your preferred customer profile? Go through your client list and outline new clients in the last 3 years. How do they match up to your good customer profile? Where did the lead for this come from? Did a sales person cold call them? Did you meet at a trade show or did they find you on the web?
What are these preferred customers struggling with (what keeps them up at night)? This might be different for each contact person at that company. Help us understand that. If you work with the HR manager, the Engineering Manager, and the Safety Manager, how do their concerns differ?
What have you tried in the past for lead generation? Have you been to trade shows, tried direct mail, or email marketing? Who were your target markets and what were the results?
This information, along with a clear understanding of your competitors in the market, and a clear outline of your organization’s strengths and value proposition, can outline several options for lead generating ideas for your team.
You might not have answers to all these questions. In fact, you might not track any of this (and you wouldn’t be alone). If you are going to work with NWI, we will assist you in developing a follow-up process with accurate tracking for all website lead forms, gateway pages, emails, and incoming calls. This makes ongoing changes and improvement possible as we learn together what works best for your organization.
We work on a variety of lead generation activities for clients:
- Trade shows
- Direct mail
- Email/eNewsletter marketing
- Facebook and LinkedIn advertising
- White paper development
- Gateway and landing page development
- Association advertising
- Industry specific opportunities for connecting with the right targets.
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