After acquiring targeted contact list in B2B marketing, the tighter your targeting list, the higher your response is likely to be. Current customers, of course, respond better than cold prospects. In fact, some companies find that much of their lead-generation work involves finding new opportunities in accounts they already have relationships with. So, it’s not cold prospecting, but it’s still an effort to generate business for new products, new buyer groups, or additional divisions or business units in the account. That said, most B2B marketers focus on entirely new accounts for their lead-generation programs. Let us see the five basic preparations any marketer can do before their lead generation campaign.
Select campaign media. For generating leads among new prospects, the best choices are SEM, telemarketing, and direct mail for ongoing campaign work. Trade shows, web-based lead generation, and referral marketing programs can also be effective in generating accounting leads. Among inquirers and current customers, you will find telephone and email most productive, telephone being more intrusive and email being the less expensive option for financial leads.
Develop a message platform. The platform is the key benefit that appeals to the target audience. Your response improves if you keep the message simple and focus on a single benefit.
Develop a campaign offer. The purpose of the offer is to motivate the target prospect to respond with an indication of interest in your product or service. Don’t be fooled into thinking that you can get away without a motivating offer of some sort. You can’t
Create communications. Unlike general advertising communications, the copy is the most important element of your lead generation creative treatment, so use a professional direct-response copywriter who has B2B experience.
Plan fulfillment materials. Speed is of the essence. Studies show that the faster the fulfillment materials are received, the more likely the lead is to be qualified. The need is still fresh, and competitors are less likely to be in the way. As a rule of thumb, inquiries should be fulfilled no later than 24 hours after receipt, if using printed materials, and instantaneously if using a landing page with downloadable materials.
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