Consistent Lead Generation Pays Over Long Term
In many ways, the disiplines of B2B and B2C marketing and lead generation are different.
However, Scott Mason's article in DM News, which was written primarily for B2C marketers, illustrates an important truth for us all: Lead generation isn't just about instant gratification.
The perennial rewards of lead generation are reaped from patient tending to potential customers over time. My CEO reminisced about a call from a client who raved about the ROI boost from a lead generation campaign that he canceled almost a year earlier. Now that the client was earning three and four times the return on his original lead generation investment, he realized the error he made by canceling the campaign.
I would add that consistency is required too. Good lead generation identifies, initiates, and nurtures relationships with the right people, regardless of their timing to buy, until they are sales-ready leads.
Leads from Tradeshow/Conferences
By Brian Carroll
Aaron Ross over at "Building The "Sales Machine" shares some great tips on tradeshow lead generation.
Ross writes, "You need a process that emphasizes quality of leads over quantity of names."
I agree. Often, well meaning marketers ruin their lead generation results by rushing an unqualified list of tradeshow attendees to their sales team. After doing numerous lead qualification programs, we have found that approximately 5% to 15% (at best) of tradeshow "leads" are actually truly "sales ready" leads.
I urge you wait on passing marketing driven inquiries directly to sales people until they are rigorously qualified as "sales ready leads." Early stage leads - who are not ready to speak to a sales person yet - can be developed further with an effective lead nurturing program.
Brian Carroll is the CEO
of InTouch Inc. InTouch is a 50-person
company focused on delivering effective lead generation solutions for "the complex
Brian authors the very interesting B2B
Lead Generation Blog which focuses on B2B lead generation, sales leads, and
marketing for the complex sale.