Posts Tagged ‘lead generation’
Lead Generation: Qualifying Leads through Surveys, Part 2
For many businesses, lead generation starts with simple information, such as name, email address, and phone number. Unfortunately for some, the survey stops there. With lead generation surveys, however, you can qualify your leads and get much more information for your sales team. In addition to obtaining basic contact information, you can start to qualify your leads with targeted questions that will help you define where they are in your sales process.
When designing your survey, it’s best to keep your format very simple. Why? Well, the first reason is that most people shy away from completing a long questionnaire. If they are only asked a few questions on the page, your chances of receiving a complete survey are higher. A one-page questionnaire with a limited number of questions, really no more than 3 in addition to the basic contact information, is ideal. In some cases, there may be a need to collect more info and in this instance, a multi-phase approach should be used with a second survey deployed later in the process.
Remember to keep it simple - don’t let your leads abandon your survey. Two or three simple questions on the first page will allow your prospects to identify themselves. Even if they choose not to complete the survey, they can be funneled into a “soft” marketing campaign (i.e. a monthly newsletter). Those prospects that choose to complete the entire questionnaire will identify themselves as higher priority leads as they provide more targeted information.
One last thing, it is highly recommended to include some type of offer that gives the prospect an incentive to complete the survey. This will give you an even greater chance of capturing leads and lead to greater results. While not all people who complete the survey will be the right prospects right now, you’ll still get enough information for a soft lead - the offer is simply compensating them for the time that the sales person did not take to qualify them.
Surveys can be a powerful tool for qualifying leads if they’re done well. Identify your lead categories and design a multi-page process to increase better qualified prospects. By doing this, your sales team will become more efficient and successful.
For more information about lead generation and qualifying leads through surveys, contact Allegra Marketing & Print.
5 Steps to Effective Lead Generation
Spending too much time with people who cannot or will not buy is one of the top reasons sales people falter. That means improving your sales team’s performance is as simple as having a steady source of good leads. Easier said than done, you might think. Or is it? An effective lead generation program can be yours. Follow these five steps:
1. Set campaign objectives.
Marketing objectives typically involve response rates, cost per lead, and conversion of leads to sales. By clearly defining your objective you will be able to measure the ROI of each aspect of your campaign.
2. Select the most effective channels.
Define your markets and market segments. Look at their characteristics and match them to available media that delivers your message with the least waste. This may include direct mail, web, email, social media, or a combination of each.
3. Develop a compelling offer.
Motivate response by offering a personal benefit to the recipient such as a free give away. This may be something like a gift card to a retailer or an informative guide like the Allegra Direct Marketing Guide.
4. Plan for response management.
Inquiries should be followed up no later than 24 hours after receipt. Studies show that the faster the follow up is received, the more likely the lead is to be converted to a transaction. It is important to integrate lead generation campaign with your sales process.
5. Qualify the responses and nurture leads.
Early in the sales process you need to if the prospect is ready to buy now, or if you need to nurture the lead. If they are not ready to buy be sure to create a system that allows you to keep in touch with the prospect so that they will think of you first when they are ready to buy.