Companies often engage an outsourced telemarketing call center to generate leads before they have developed an overall marketing strategy, sharpened up on a clear value proposition or created essential sales tools and processes. The following are the critical factors needed for success in any lead generation program.
Well-developed Lead Generation Plans. Lead generation isn’t about instant fulfillment, but rather requires constant effort to succeed, often over a relatively long period of time. Its goal is to evolve relationships between people through conversation that positions the lead generation effort as a way to identify, initiate and nurture productive selling situations.
Sales and Marketing as a Team. Lead generation, consistently the most significant touch point between sales and marketing, offers a variety of opportunities for improving teamwork. However, the work flow of both departments is linear and seems determined to go only in one direction.
Ideal Customer Profile. It uses the unique attributes of prime customers to help pre-screen potential opportunities. The goal of this profile is to focus on prospective companies with the greatest likelihood of becoming profitable customers.
Effective Lead Management Program. It implements and enforces standard, universal lead scoring definitions and establishes a clear process for handling and distributing inquiries and leads.
Foundational Database. Your database is a valuable asset. The properly designed and well-maintained database is the hub of all lead generation activity and communication. It is the gathering point for collaboration between marketing and sales and promotes a spirit of cooperation among other diverse corporate groups.
Consistent Lead Nurturing. Lead nurturing is not a single marketing campaign, but rather a series of steps and communication tactics with the objective of developing and building a relationship with the potential customer. The relationship will result in conversations that may convert to sales.