Lead generation
Lead generation is
critical to the survival of every business. Whether the leads are
generated through word of mouth, strong ‘buzz’, or promotional events,
lead generation is a critical aspect of the MarCom function and one
that is impacted by many – if not all – of the MarCom activities you
will undertake. Because of its significance, we’ve dedicated some key
chapters of the MarCom Acumen Guidebook
to this area.
These include:
- Establishing Web
Communications (WebCom);
- Setting Up Event
Program: Tradeshows, Seminars, Webinars;
- Generating Leads
with Direct Mail;
- Email Marketing
The Establishing WebCom chapter
addresses the development of a website, naming a site, and search engine
marketing in great detail. The latter is critical in turning your
company website into a sales tool that can capture leads and then funnel
them through the sales channel. Learning the language of search engine
marketing before you develop your website, will ensure that your
website is a significant sales/marketing tool and that its effectiveness
is maximized once it’s ‘live’. A project
plan for website development is available as well, breaking down all
the key steps, processes, and resources required for launching a
website. This chapter turns the reader into a savvy web pro teaching
him/her how to build a website strategically from genesis to fruition-
making you more efficient in managing your projects and, more
importantly- your time.
What’s more, a critical component of the
MarCom mix involves lead-generation via corporate events and programs.
The chapter entitled: Setting Up Event Program: Tradeshows, Seminars,
Webinars [online] focuses on these three key corporate events
and describes the processes for setting each one up and for
managing their successful execution. Information related to the
strategy, theme development, promotion, integration, and specific
activities to be aware of is included, as is critical budget
information. Additionally, project plans
for tradeshow participation, and seminars are available, as is a sample
of a promotional event tree. This chapter breaks down arduous events
into discernible activities with critical milestones and clear direction
– simplifying the process from the onset.
The chapter entitled: Generating Leads
with Direct Mail addresses one of the most traditional forms of lead
generation – direct mail. The direct mail’s three key components: the
list; the offer; and the creative are discussed at length.
Additionally, a project plan and
budget for a sample three-tiered DM
campaign, and a formula for predicting results and determining mail
quantities to secure expected results, is highlighted. This chapter is
a must-read for anyone interested in making direct mail a component of
their MarCom mix as it walks readers through the process of developing a
calculated direct mail campaign empowered by predictability.
Similar to
traditional direct mail, we have a special section on the direct
marketing side of online marketing: email marketing. This section
describes the numerous types of email marketing, educates readers as to
how to measure success with click-through rates, describes the various
types of mailing lists available, and the pros and cons of using email
for marketing purposes. Readers who were previously impervious to using
Email as a lead generation tool can now embrace this phenomenon and make
effective marketing with a small investment, work for them.
By truly understanding lead generation
prior to embarking on a campaign or plan, you will forecast your
results more accurately but more importantly, you will enjoy the process
a lot more and be successful in your endeavors–and
turn x into 2x.
