Lead Generation for the Complex Sale: Boost the Quality and Quantity of Leads to Increase Your ROI by Brian Carroll

Author:Brian Carroll
Language: eng
Format: mobi, pdf
Published: 2008-09-08T06:11:00+00:00

? Add enticements to learn more on the Web site landing page.

? Add a sign-up or registration form to your Web site with a hyperlink to the company's e-mail privacy policy.

? Add a separate check box for newsletter signup to the Web site contact-us form.

? Establish incentives for the prospect to provide contact details when requesting available white papers, reports, case studies, etc., together with an opt-in check box.

? Put e-newsletter archives online for easy access via search engines, indexing relevant content.

? Include messaging that provides a link to your e-newsletter.

? Offer various available collateral materials by an opt-in check box.

? Promote your e-newsletter by all available means at events or on webinars, etc.

Executive Reach

If targeting executives is one of your biggest challenges, try one of the following proven ways to get their attention:

? Use e-mail follow-up to a phone conversation to reinforce what was discussed.

? Extend the invitation to a breakfast roundtable with peers and a speaker.

? Extend the invitation to a webinar relative to industry or job function.

? Send an e-mail message of congratulations or compliment on recent media attention.

? Provide information from studies and research on key business trends relevant to industry or job function

? Strike the right balance in terms of frequency. Too many e-mail messages can be as ruinous as none at all.

E-mail marketing is a useful tactic for lead nurturing and relationship building, but the only way to effectively sustain a dialogue is to use it in conjunction with precisely accurate data from a well-integrated database. Conversely, no one needs the embarrassment of assailing important prospects with uninformed, erroneous information. Further, with today's increasingly complex technology, many companies are finding it effective to retain professional service firms to manage their e-mailing campaigns. When outsourced, e-mail is often more cost-effective, and the pitfalls of unenlightened e-mailing techniques are minimized.

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