Lead Generation - Quick Tips
One of the most popular sections of our old newsletter (which we retired at the end of last year to focus on our new blog) was our “Quick Tips” section. This section, for those of you that did not receive our newsletter, was a series of short, condensed tips and tricks about various topics relating to lead generation. We also incorporated many of our Quick Tips into our seminars and presentations. As a quick and easy read - these Quick Tips have been well received by our readers and we have decided to continue them in this blog.
We’ve created a separate “Quick Tips” category you’ll find on the right hand side of each page under the Category heading. Hopefully you’ll get some value out of these tips…and of course, let us know what you think…
Quick Tips: Lead Generation - Before You Start…
Measure your success – talk to suspects, prospects & customers
Why do companies purchase your products and services? Why do prospects agree to see a demo of your product or meet with a Sales rep? Why did a prospect download your white paper? Don’t assume you know the real answers. You might be surprised. Before you plan your next campaign ask the people that have the real answers.
Average software companies have a formal process to talk to their customers.
Good software companies talk to their prospects that did not purchase.
Great software companies talk to their suspects that never turned into qualified prospects.
The answers to your most challenging lead generation, marketing and sales questions are out there – you just need to talk to the right people.
Take it from your customers
Nothing moves a prospect through the initial interest and evaluation stage faster than testimonials and success stories. In today’s web-based, self-servicing, informational gathering process – prospects want real stories from real customers just like them. Testimonials are the fastest way to differentiate your company from the competition and give the prospect a reason to take the next step with your company. You can – and should – use pieces and parts of your testimonials in your lead generation campaigns.
One step at a time
With any lead generation activity, you’ll be more successful if you keep your focus on a single action item you want the prospect to take. Many sales and marketing groups make the mistake of trying to do too much within a single activity. They try to create interest in their product, provide multiple options, ask the prospect to take action and even attempt to sell their product - all in a single activity. In the high-tech, complex selling environment, it’s difficult (if not impossible) to do this. Instead, develop multiple campaigns with a focus on one step at a time.
How will you measure success?
Before your next lead generation campaign, make sure you have determined how you will measure the success of that campaign. Many software companies still only measure success by “hot” or “warm” leads. Clearly define all of the metrics involved in your campaign. These might include: increasing traffic to your web site, database clean-up or gathering additional information, gaining email permission, subscriptions, etc. All of these factors could have a significant impact on your long term lead generation success.
Branding + Results
Branding your company and generating leads do not have to be mutually exclusive. Most software companies miss opportunities to brand (awareness, positioning, value proposition, etc) their company during their lead generation campaigns. While most lead generation campaigns are set up to track results - keep in mind that the majority of prospects won’t respond to your offer. So what are they left with? Hopefully, at least a favorable impression of your company and a better understanding of how you might be of value to them in the future. Many successful software companies actually rely on their direct marketing and lead generation efforts to lead their branding efforts. It takes a little more work – but you can do both.
Solve a problem – don’t sell a product
In the business-to-business software industry:
Prospects don’t buy products.
Prospects don’t buy from people.
Prospects buy solutions…solutions to problems
With your next lead generation campaign ask – “What problem am I solving for the prospect?” Solve a problem for your prospect – either directly for them or for their company - and you’ll have more success with your campaign.
