Lead Mining: Strategies That Work For You

Lead generation is an important facet of any company’s marketing strategy. A lead converts into a sale only if there is a strategy in place. Lead generation can be done in many ways. It has been proven over time that a multi pronged strategy is the best method. There are various steps involved in the lead generation process. A clearly defined path makes the task easier.

 Strategy development

Understanding the market and your client base is one of the basic requisites of a marketing plan. A research into the market you are catering to, client study, their purchasing habits and also what they want is very essential.

A strong understanding of what your competitors are offering and how you stack up against them gives you an edge. Align yourself in such a way that what you are providing and what the customer needs are in tune. This is an important step. If this is out of place, make an effort to see where you are going wrong and try to make corrections as possible.

A clear definition of your sales process is a must. How much time it takes for the purchase to happen, are there multiple decision makers, and what are the common queries that you face at different stage of the buying process.

Finally, after collecting all of the above mentioned information, a thorough study into it, will allow you to come to precise understanding as to where you stand in the market, what your customers are looking for and what you can offer them. Develop a lead generation strategy centered on this data.

Methods of lead generation

There are different means of generating leads. A mixture of all these types is the most potent one. Pick one and test them, independently and as a combination. See how the response is and then test a little bit more. Trying them in different sequences allows you to pick the best, sharpen it and make it work for your strategy.

Email:

A well defined mailing list is an important value addition to your marketing strategy. Considering that email is still one of the most popular ways in which customers get in touch with companies, having a good email marketing campaign is essential. In house mailing lists are one of the best means of generating good prospects. Purchasing or leasing an email list is also a very popular option. The list needs to be a work in progress, with constant updating and cleansing.

A marketing pitch designed for email should be powerful, direct and have a short but informative description of your intentions. Designing marketing emails specific for a certain demographic instead of a blanket email blast is advisable. This ensures that you are specific in your approach as well as your client has a very clear idea of what you want them to do. A clear call to action and fine tuned offers allow the open and click through rates to increase exponentially.

Phone:

Telemarketing is also a very strong means of reaching out to prospects. While marketing emails are generally not reader specific, a phone call is a very personal approach. When a sales call is placed to a certain prospect, you are interrupting his schedule, this is true for any phone call, and hence it is important to be equipped with a conversation which states clearly what you are looking for. Attention grabbing details are very important here since you can make or break a sales call in the first minute itself.

After an email marketing campaign, giving the prospects a follow up call enhances your chances of creating interest and credibility. Hence a successful email campaign is a healthy mix of phone and email marketing.

List management

After your initial email and telemarketing campaign you will have a list of prospects. This was the intent of the marketing strategy and now you have achieved it. The next step is as important as the entire campaign. Following up of leads ensures that a lead converts into a client. It is a fact that a lot of leads are lost because we fail to follow up. A potent list management system or a customer resource management system is a prudent investment. Whatever the means; the basic criteria is that none of the leads generated should go to waste.

Providing attention worthy content coupled with great offers are essentials of the marketing campaign. Ensure that all the content developed is in tune with the stage of the lead cycle your campaign is in. this ensures maximum credibility and penetration.

These steps are only methods of going about with a marketing campaign, and it is important to design one according to the market and the products which are being sold. The frame work is the same but the matter varies with every company.

On the day of her graduation, Judy finished reading Robin Sharma’s The Monk Who Sold His Ferrari. It certainly was the turning point in her life because instead of her 5 figure engineering job she decided to join a start-up that developed gaming apps – because that’s what she wanted to do. The start-up experience not only shaped her go-getter, never-say-die attitude but also made it possible to have different perspectives and ideas about people, circumstances and situations. Today after lending her support and knowhow to more than 8 start-ups, she is a successful Digital Marketer and Consultant, having first-hand experience in working on social media, email blasts, online marketing and SEO. Based out of Ohio, Judy stays with her pet pug, enjoys wine and coffee, and celebrates Thanksgiving with her friends from the 1st start-up!

How to score customer relationships, not mere targets!

Typical conversation scenario between marketing and sales:

Marketing team: We are generating leads but you sales guys are not closing

Sales team: You are delivering wasteful leads; that is why we are not selling”

Leads left behind! –

Wherein lays the gap? Are marketing and sales teams missing the mark?

One answer: Qualification criterion!

With each early-stage opportunity lost to strike a value-driven dialogue, you lose a chance to solidify relationships. The least preparation you have to get-in-touch with the right customer, the lesser the chances of validating data.

A disconnected approach between demand generated through marketing and sales telemarketing calls is enough to trip you up. To find a solution to this, enterprises wait long but no sooner they get disappointed with little real progress to drive business. It is not surprising that about 92% of companies suffer from lack of lead alignments to low conversion rates as per the study made by Corporate Visions. Knowing the right people to include in relationship management could have paved the way of successful customer relationships and more repeated business deals rather a low targeted and wasteful lead.

Relationships; not mere transactions – closing the conversation gap

It is not enough to simply deliver leads to sales team; delivering quality leads can strike the real deal. A lead churned through misappropriation of quality score can spell business revenue disaster! This is where true co-ordination and communication with sales team comes to play. Understanding customers type and specific lead quality is the lifeblood of true sales. A solid working relationship between marketing team and sales can only cultivate genuine interest of the prospect and in turn a real business opportunity. If sales and marketing focuses more on cultivating customer relationships, conversions will eventually follow! So employ the right messaging tools to transmit prospects data flow between the sales and marketing team seamlessly.

Up selling and cross selling opportunities are inversely related to sales. A sale focussed on customer relationships rather than transactions is more likely to generate more deals, more business relationships! If you make the most out of the data gathered through telemarketing, you drastically improve communication breakdown and boost sales.

Research your leads:

A sales person is client-focused, while marketing person is message-focused. Let the sales person capture customer’s reaction via marketing message to make fine adjustments that are routed back to marketing. Applying tacit knowledge to analyze, categorize, capture and re-distribute leads to the marketing team offers a true insight to the marketing message iteratively, eliminating the need of face-to-face interaction between marketing and sales. Measuring the right customer engagement score can rightly nail a sale and build profitable relationships between the two coordinating teams as well as with customers.

Reach prospects via new sources:

It is not enough to simply rely on the data collected through teleprospecting. Reach out to your prospects via multiple ways-send a tweet, LinkedIn mail, Facebook message or even a voicemail. Chances are you generate responses if not through one channel, obviously the other. Research LinkedIn company profiles, latest blog posts, look up to company websites, or tweet posts to know more about your target customer.

Include specific qualification criterion:

A general consensus about the qualification score to foster 1:1 sales and marketing co-ordination is important to drive profitable business results. Embark on a standard qualification criterion to be agreed upon and saved in a shared document by the sales and marketing team for future references. By and large, make periodical reviews of qualification criterions to ensure that quality score stay fresh, updated and most relevant to strike the right business deals.

On the day of her graduation, Judy finished reading Robin Sharma’s The Monk Who Sold His Ferrari. It certainly was the turning point in her life because instead of her 5 figure engineering job she decided to join a start-up that developed gaming apps – because that’s what she wanted to do. The start-up experience not only shaped her go-getter, never-say-die attitude but also made it possible to have different perspectives and ideas about people, circumstances and situations. Today after lending her support and knowhow to more than 8 start-ups, she is a successful Digital Marketer and Consultant, having first-hand experience in working on social media, email blasts, online marketing and SEO. Based out of Ohio, Judy stays with her pet pug, enjoys wine and coffee, and celebrates Thanksgiving with her friends from the 1st start-up!

Three Surefire Ways to Boost Your Email Marketing ROI

For every dollar spent on it, an Email brought in $40.56 in 2014

According to survey by DMA, email has outnumbered other online marketing channels by a large margin and emerged as the most profitable marketing strategy. With a many emails addresses and lack of strategy is getting it difficult to meet your ROI?

You won’t have to worry anymore. This blog provides three guaranteed ways to increase your ROI

1.   Plan

2.   Create

3.   Launch

Plan Impeccably

To plan an effective email campaign that pumps up your ROI, you need to put in phenomenal efforts and spend quality time.Planning for your campaign is just not about sending out emphatic emails, many more aspects have to be taken into account to create an email campaign.

  • Identify the purpose of your campaign

You’ll end up sending generic and uninterested messages if you’re sending an email without a specific goal. Recipients may just read and put your emails in trash without taking any action. Whether it is for acquiring new customers, retaining existing ones, it is for cross-selling, nurturing, for educating your recipients, for building brand credibility, for awareness, you need to focus on a single objective.  Formulate a clear objective and your path to success will be cleared.

  • Target audience

You cannot pitch, if you do not know the target audience. To get your niche audience, you need to segment the entire list into categories. Segmentation can be done based on their purchase behavior, sales cycle stages, demography, geography, interests, etc.

Creating an Email Campaign

There are two steps involved in creating an email campaign:

First is writing the message. With a clear objective and niche target audience, it is easy to translate your thoughts into words. However, there are a few tips you need to follow to make it interesting and also avoid being blacklisted or marked as spam.

  • Compelling subject line
  • Personalization
  • Unsubscribe link

Second is email template. Create a template, relevant to your campaign. The thumb rule for email template is to keep it simple. Also integrate the following:

  • Clickable calls-to-action
  • Consistenttemplates
  • Maintain image-to-text ratio
  • Incorporate social media icons

With the perfect message and design, you can launch the campaign.

Test

Tests need to be performed before you launch your campaign:

  • Proof read content manually for spam words
  • Run email through spam filters
  • Check if email design works properly across different ISPs
  • Check email design in the preview pane
  • Check visibility of the images
  • Check for broken links
  • The from line should be easily recognizable
  • Always have a text version along with the HTML version

Once your email campaign is through with all these tests, you can propel you campaign for the launch.

Launch Campaign

You can have a great email with compelling content and an appealing design, but you need to have the TIMING right.

 

On the day of her graduation, Judy finished reading Robin Sharma’s The Monk Who Sold His Ferrari. It certainly was the turning point in her life because instead of her 5 figure engineering job she decided to join a start-up that developed gaming apps – because that’s what she wanted to do. The start-up experience not only shaped her go-getter, never-say-die attitude but also made it possible to have different perspectives and ideas about people, circumstances and situations. Today after lending her support and knowhow to more than 8 start-ups, she is a successful Digital Marketer and Consultant, having first-hand experience in working on social media, email blasts, online marketing and SEO. Based out of Ohio, Judy stays with her pet pug, enjoys wine and coffee, and celebrates Thanksgiving with her friends from the 1st start-up!

5 Stage Checklist for a Flawless Email Marketing Campaign

Email campaign

Universal Checklist

  • Are links in place and do all of them lead visitors to the right landing page?
  • Is your call to action clear and precise?
  • Is the click through process ready to be tracked to the last stage?
  • Is the timing of the email optimized?
  • Is there a referral click and ‘send to friend’ link present?
  • Is the unsubscribe option placed at a prominent place?

‘From’ field checklist

  • Is ‘from’ address valid and is your return address set up?
  • Does text seem like a spam word?
  • Does the name of your brand appear in the ‘from’ field or subject line?

Subject line check list

  • Is the subject line enticing? (Shorter the better)
  • Is there personalization and to what degree is it present?
  • Is it spam free and would you consider your subject line spam worthy?

Content checklist

  • Do you have a plain text version, which is similar to the HTML version?
  • Is the text spell checked? If yes, check it once again.
  • Is the text edited? Minimum of 2 edits.
  • Is there a P.S? It has been proven to increase efficiency
  • Is the text simple to understand?
  • Is there a balance between the text and the links? The ratios have to be more or less equal.
  • Is the email CAN-SPAM compliant?

Technical Checklist

  • Is your text easily up-loadable even with slow connections? Check for heavy multimedia files, you’re better off without them.
  • Are images having clear alt texts so that text is visible even if the client has turned off images?
  • Is the rendering optimized for various monitor resolutions?
  • Is it ready to be read on hand held mobiles and tablets
  • Are all the popular email clients and web browsers checked for rendering?

These are some of the most popular and essential checks you should never miss. If these are crossed out you have a strong email marketing campaign in hand. 

On the day of her graduation, Judy finished reading Robin Sharma’s The Monk Who Sold His Ferrari. It certainly was the turning point in her life because instead of her 5 figure engineering job she decided to join a start-up that developed gaming apps – because that’s what she wanted to do. The start-up experience not only shaped her go-getter, never-say-die attitude but also made it possible to have different perspectives and ideas about people, circumstances and situations. Today after lending her support and knowhow to more than 8 start-ups, she is a successful Digital Marketer and Consultant, having first-hand experience in working on social media, email blasts, online marketing and SEO. Based out of Ohio, Judy stays with her pet pug, enjoys wine and coffee, and celebrates Thanksgiving with her friends from the 1st start-up!