Lead Generation Campaigns Need To Be Multi-Channel and Closed-Loop

HAVE YOUR PROSPECTS PUT OUT THE WELCOME MAT AT THE C-SUITE!

In today’s tough business environment it is increasingly important to do 2 things very well as you execute your demand generation process:

• Have a well executed multi-channel communications strategy
• Create a closed loop lead generation process that includes a planned lead nurturing process

As a B2B lead generation and sales lead company we see these 2 items most often missed or just overlooked by Marketing Executives working on lead generation strategies. As you can see below independent research companies have validated that this is a major mistake. Consider these facts:

• Closed loop lead management process including database segmentation, lead qualification, lead scoring, and lead nurturing leads to 50% pipeline growth.
• Well-executed multi-channel marketing campaigns generate a sales lift ranging from 7-34%.
• Companies that develop nurturing programs increase their average order value by 47%.
• An estimated 70-90% of all leads generated by marketing are never followed up by sales.

This is indeed sobering information for Marketing Executives and their lead generation campaigns. These tactical elements are generally considered the most vital part of any lead generation process, and we have realized even higher lift than this in client lead generation and demand generation processes so the payoff is obviously worth the effort.

Discipline is the operative word and a great deal of it is required. Whether implementing these processes in-house or using an external vendor your job just may depend on accomplishing these aspects of your sales lead generation program. You have to look at this through the eyes of your target prospect. The C-Suite is more and more involved in key purchasing decisions of the organization. They also have the least amount of time. Therefore your communications, and messaging for demand generation has to be expertly coordinated in order to gain top of mind awareness for your product or service. To use a Mercury Leads analogy you have to “fish where the fish are”, the CEO, CTO, or CFO can be found in the most remote estuaries.

The statistics listed above are common sense but with a little discipline your company can prosper when other organizations and competitors are stagnant. I’ve attached a link to a document we’ve compiled over the past several years something we call “Lead Generation Facts of Life“. By taking your campaigns to the next level and exercising common sense and discipline your lead generation strategies will enjoy a substantial increase in overall performance. For other helpful white papers please visit our website and of course we welcome your comments.

Yours in Selling,

Paul J. Plvan
Principal
http://www.mercuryleads.com

Tags: Communications Strategy, Demand Generation, Lead Nurturing, Multi-Channel, Sales Lead Generation

This entry was posted on Thursday, June 18th, 2009 at 10:31 am and is filed under Direct Marketing, Lead Nurturing, Sales Lead Generation, Telemarketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.