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.