Lead (Re)generation

The times they are ‘a changin’– Bob Dylan

Getting a TV for my bedroom when I was 13 years old was a big deal. It was the second set for our house and served as the full extent of my experience with mass media at that time, along with the talk radio spots that droned continuously in the kitchen and the print ads from Dad’s daily paper.  Most of the family products in the household were purchased as a result of those ads during the glory days for marketers: Direct access to clients whose buying habits were based on limited media exposure compared to today’s multifaceted global marketplace. 

Nearly two decades later, my own family is accustomed to a continuous flow of diverse and lavishly produced advertising information that streams through our smartphones, devices, desk and laptop computers and a TV in almost every room in the house.  Buying the most popular breakfast cereal today, or any household product, is not as clear as it once was.

How does an established, small to medium sized business permeate the information overload typical to today’s consumer? The evolution of a formerly uneducated buyer who relied on advice from a vendor, is now navigated by the savvy client confronted with a considerably altered marketplace. Armed with keen product awareness and a wealth of information, contemporary consumers know what they want before they even speak to a sales rep.

More than ever, organized campaigns that implement lead generation strategies have become the practical alternative to an ‘old school’ marketing complacency.  No longer willing to be led like cattle, customers have matured along with a progressive business playing field, which may leave some established but self-satisfied companies, out to pasture.

The task of the marketing professional is presently focused toward boosting brand recognition and fostering strong customer relationships. An increasingly structured approach is not about merely enhancing a company’s online content, but seeks to apply advanced outbound strategies that produce results.  Qualified email marketing and telesales campaigns for example, have progressed from the old days too. No longer randomly invasive, today’s telephone lead generation methods provide the much needed human touch that turns a well-organized campaign into actual sales.

Current marketplace campaigns are distinguished from actual sales techniques when lead generation strategies are fully formulated. If a company does its marketing homework first, sales reps are then free to spend more time generating revenue rather than wasting it on unqualified cold calls and administrative tasks. According to a recent study, sales reps at mature businesses that employ lead generation methods spend 73% of their time actually selling and earning 174% more revenue, than companies that did not use any lead generation practices at all.

Almost every small or medium sized business feels burnt-out at some point in their growth cycle. Yet, just like the phoenix that rises from its own ashes, most companies already have what they need for their own renewal. Old client databases and lists can be transformed into new leads and extra profits, with applied marketing tactics. Simply handing over the old lists to a sales rep will not turn a cold call into a warm lead. The process is similar to alchemy. Effective marketing is not quite as dramatic or difficult as turning metal into gold, but it will produce profitable results.

Leads must be painstakingly qualified, nurtured and fully developed before being transferred to the sales team to close the deal. The actual itinerary of a client’s buying journey must be mapped out to track customer profiles, buying habits and relevant demographics. A coordinated email marketing campaign can function as the starting point for promoting a new product or service, hosting an event, or sending out content to inform and educate potential buyers. Outsourcing a paid program using the leads already existent in your database can revive client relationships at each stage of the sales funnel while accomplishing specific goals for the promotion of any product or service.

Lead generation strategies are well-suited to the action-oriented business owner seeking direct and concrete results. Although the importance of inbound marketing cannot be denied, an outbound marketing approach offers many resources to implement a complete lead generation plan that can revitalize any established, small or medium size business and provide the chance for its renewal and optimal growth.

When I eventually moved out from the family home of my childhood, I did not take that television set that I was so happy to receive as a teen. Looking to the future instead, I knew that new things would come my way if I made an effort at getting them. I have made many ‘new starts’ since then and realize more than ever today, that the only permanent thing in business, and life as a whole, is change.  

Every decline is actually the perfect opportunity to gain momentum for the inevitable upswing – Katie Griffin    www.kgvisions.biz



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