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 Lead nurturing has a gotten a lot of attention in recent years. Lead generation has been around forever, but with the advent of email marketing and lead tracking systems, more and more sales and marketing departments are now also focused on lead nurturing. Lead nurturing is a wonderful idea. It’s hard to understand why it hasn’t been [...] I’ve been reading a lot about “inbound marketing” these days. You’ve heard the term too, I’m sure. It’s been embraced by social media practitioners who like to call it a new approach to marketing. Inbound marketing, they say, is an indirect form of marketing in which your prospects take the action of contacting you about your product [...] Predicting response rates is tricky business and not usually a good idea. First, it’s too easy to be wrong. Second, it doesn’t mean very much. Getting a high response rate is only good if it comes along with a decent conversion rate. (Topic for another day.) Yet many new clients and prospective clients are more than a [...] Like many of you, I’ve been trying to get up to speed on social media marketing. I keep hearing about all the great marketing opportunities that can be found on social media sites like LinkedIn, Twitter and Facebook. So I’ve been dabbling a bit – you can find me on all three sites – just trying to [...] “Back End” Email vs. “Front End” Email
When we talk to new prospects about email marketing, too often we start off talking about two very different things. The confusion revolves around the difference between back-end email and front-end email – and the differences are significant. Put simply, back-end email is email to your House List. Front-end email is [...] See the big picture of lead generation It is so easy to get locked into the one or two things you do the most or do the best. For us, it’s direct mail and email. We spend a lot of time creating direct mail campaigns for lead generation and email campaigns for lead nurturing. And that’s okay. But what we also try [...] In the past 20 years or so, I have developed my share of lead generation programs for a wide variety of businesses using a wide variety of media and formats. As a first step, I usually try to find out how the client defines a sales lead. Often the definition will [...] I have a problem with the concept of the “advertising campaign” and the “direct mail campaign” and the “email campaign.” Ad campaigns typically involve a single ad or a series of ads that run over several weeks or several months. Direct mail and email campaigns are usually a single mailing or a [...] It’s where most lead generation programs fail. It seems so odd in a way. You spend all this money generating a sales lead – some leads can cost upwards of $50-$100 apiece – and then you just turn it over to the sales force. Problem is there’s generally very little follow-up by [...] One of the most fundamental questions you need to ask yourself before you begin a direct marketing program is the following: “How will this promotion (this mailing or this ad) fit into our sales process?” Will it provide a lead for a sales person (lead generation) or will it lead directly [...] |
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