Demand Generation – Lead Generation – Lead Nurturing
The Sales Support System – custom designed
to your sales and marketing operation
The Sales Support System doesn’t come in a box and it can’t be delivered with a download. It simply represents the step-by-step approach we will take to improve your sales process.
And this is no “one-size-fits-all” system. We start with the sales process – your sales process. We map out each step in your process and we take time to understand how you currently handle those steps.
Only then do we make our recommendations. This may include the introduction of a new program or simply the tweaking of an existing program. We may see a need to get involved with some steps in your sales process – and not in others. At the same time, we may decide to phase in different steps at later dates.
Step 1 – Lead Generation
Lead generation generally refers to the front end of the sales process. It’s an outreach to your target audience that results in some form of response – an inquiry, a prospect, a qualified lead.
Most of what we do for lead generation is direct mail. We have been creating successful direct mail lead generation programs for more than two decades. We provide a full-service solution that includes list research, offer development, format selection, creative, printing, mailing and response analysis,
While direct mail is an excellent choice for lead generation, it’s not the only choice. You can also generate leads through print advertising, online advertising (including pay per click), telemarketing, press releases, article writing, public speaking, trade shows, shared mailings or social media.
Whichever approach you take (and we recommend multiple approaches), remember the goal is to generate leads of reasonable quantity at a reasonable cost.
What we look for …
With every lead generation program you implement, we want to be able to demonstrate performance – specifically how many leads (and preferably, qualified lead) each program is able to generate and at what cost.
We start by establishing a marketing investment cost for each program. Some programs, like article writing and public speaking, are time-based efforts so we will need to convert your time to dollars.
From there, we will use unique tracking codes and landing pages to track response from each program.
We can then calculate your cost per lead (or cost per qualified lead) and perform a comparative analysis across all marketing channels and programs.
Don’t forget the offer
A key factor in generating response is the use of an offer. No matter what marketing channel or program you are using, if you want response, you need an offer.
For lead generation, we usually recommend using (or creating) an informational offer such as an ebook, special report or white paper focused on a hot topic in your industry.
If you don’t have such a publication, we can help you create one.
How we can help:
We can work with you and your staff to provide whatever level of service you may need. You are free to handle any or all of this on your own, but if you need our help:
- We can create and produce a full-service direct mail program that includes list research, offer development, format selection, creative, printing, mailing and response analysis.
- We can create and implement a lead generation program using alternative media.
- We can help you perform a cost per lead or cost per qualified lead analysis.
- We can you develop and create offers (for all programs) that generate the right response for your lead generation program.
Call Bob McCarthy at 508-473-8643 to discuss your project.
