I often have the opportunity to talk to people either in VP Sales or VP Marketing and the comment is the same.
“ We tried Lead Generation. It didn’t work.”
When I ask them to explain the effort, I can always easily identify a key missing step that prevents them from producing a truly Qualified Lead.
To produce a truly Qualified Lead you need to:
- Clearly identify your target audience including vertical, employee count and revenue to make sure they reach your sweet spot — so that once the door is open — you have a real chance of closing
- Obtain the Decision Maker name and title. If you are not able to get the exact title you were looking for, try to obtain the name of a Key Influencer
- Send interesting direct mail — hopefully 3D
- Follow up within a week at the most
- Make your conversation friendly and direct. Give them a good reason to want to meet with you by clearly outlining pain points they may have — that YOU can solve
There is nothing worse that giving your Sales Team a ‘lead’…that is really just a name and number — with no true connection.
By following the above steps — your lead will clearly have a date and time for the meeting and the Prospective Client will have true interest and awareness around your product and service offerings.
Happy selling!
ABOUT IDEA FACTOR
Idea Factor provides a full suite of marketing services including B2B lead generation (gathering qualified sales leads), surveys, data mapping, event tele-boosting, trade show follow up, in-bound and out-bound omnichannel contact center services, data cleansing, list cleaning, customer retention and loyalty programs.
Our commitment to excellence in customer service has awarded us repeat business for more than 25 years, from both our global and community clients. To find out more go to http://www.idea-factor.com or look at our Services here.
Leave a Reply