When we talk about demand generation, we generally mean everything involved from prospecting to the delivery of sales qualified leads. It goes deeper than that. We need to closely define exactly what a Sales ready Lead “looks like” to our Sales organisation and what tools and tactics are required at any given point in the buying cycle.
For Channel Partners, proving lead quality is even more critical: it can make the difference between attracting or losing MDF support.
There are a number of methods, from broad tactical activity such as SEO for awareness to specific activity focusing on individuals in target accounts. The tactics develop over time, becoming increasingly specific and personalised as the lead matures.
One area that stays constant is the need to build direct HUMAN CONTACT into a truly integrated programme. In this day and age it’s easy to distance ourselves from our audience and hide behind a digital persona. But it’s amazing what you can discover about your customers and prospects –and their specific challenges and concerns – when you actually engage with them on a one-to-one level. This then helps you to frame your ongoing communication in a way that directly means something to them.
Picking up the phone is the most interactive sales and marketing medium available. It allows you to answer your prospects’ questions, address their concerns, and immediately overcome any objections. It is instrumental in complementing and adding a personal touch to other, more “arms-length” activity. After all, People buy from People.
Leave an immediate impression and build a relationship from first contact: you get to know your customer, they get to know you on an individual basis
Get immediate feedback & valuable information. Use it to respond quickly to your audience’s response. Hone your message and understand what your targets are really interested in hearing about.
It’s the only form of promotion that requires an immediate response. It can’t be ignored. That can’t be said of an email.
Enjoy a captive audience the minute the phone is answered. You are immediately engaged in 2-way communication.
So, pick up the phone. It’s is essential not only to lead progression, but also to client retention and knowing your customers better.
By monitoring and analysing contacts’ behaviours across multiple channels, you can determine what kind of content they’re responding best to, what subjects interest them, in which format they prefer to receive information. This knowledge enables you to tailor what you say to whom, reshaping the way that business can communicate with prospects and customers to drive lead generation and more importantly, valuable pipeline engagement at the right touch point to close a sale.
The activity of prospects enables us to score leads according to behaviour. This can be mapped to our CRM, allowing us to manage leads and pass on only the ones which have been nurtured through the sales process and are ready for closure. This helps to improve close rates and the quality of the leads that are passed to Sales.
Gone are the days when we can blast the same message across our entire database. Prospects are at different stages of the sales process; some may have only just visited your site for a look around, some may have downloaded a whitepaper, others may have attended a whole series of webcasts, registered for a demo and joined your online community. These people need (and expect) to be treated in different ways.
One area that stays constant is the need to build direct HUMAN CONTACT into a truly integrated programme. In this day and age it’s easy to distance ourselves from our audience and hide behind a digital persona. But it’s amazing what you can discover about your customers and prospects when you actually engage with them on a one-to-one level.
Yes; it may be unfashionable to say so, but we’re fans of picking up the phone and actually talking to people to move them through the sales cycle.
Use all the tools and expertise at your disposal in order to deliver impactful programmes, taking into account language, culture, market sizes and available channels to market. This delivers campaigns to move opportunities through all the stages of the customer journey, from acquisition to nurturing, to up- and cross-sell and ongoing retention in order to identify and maximise revenue-generation opportunities. And don’t forget to measure the results!