Posts tagged lead generation
When a Dallas-based advertising agency, VLG, needed to engage prospects, it opted to show off its interactive technology through a sitelet or mini-site. The sitelet used a mock company called Crescent Bluffs to demonstrate the amount of time VLG could engage the prospect in the demo.
I was engaged for 1 minute 41 seconds. I took VLG’s bait of virtually opening a hotel door to a room with a virtual key on the screen. I was then asked to meet them in the lobby and then in the restaurant to have a virtual lunch; and at the end of the lunch a virtual note appeared on the screen announcing how long our business courtship lasted. VLG then asked me on the screen if I would be interested in learning how to conduct my own sitelet campaign to create new business for my company.
VLG’s campaign, Accept the Invitation, began by mailing a hotel napkin and faux hotel key with a note that read, “Let’s Meet.” The note sent prospects to a mini or microsite for a faux hotel named Crescent Bluffs. You can walk through the prospect experience here.
Because of sitelet successes such as VLG’s, other agencies and companies are using sitelets to launch a product, provide support functions and for targeted advertising campaigns. By using a separate domain name, you can choose a unique descriptive URL that pertains specifically to the campaign.
Flash, online databases and advanced programming can be combined to create powerful customer support tools. It is possible to preload your existing offline data or structure an entirely new database.
Another key benefit of using a targeted sitelet approach is that you do not have to significantly modify your existing company website for a specific campaign. You will want to integrate links and content for maximum exposure, but this is significantly easier than modifying website navigation and page structure.
How can you use mini-sites to bring in business?
Off. On. Off. On. If only lead generation were a faucet under my control. I am certainly seeing more need in our business and in our clients’ businesses for more leads, but only at specific times. Like most Business-to-Business (B2B) marketers today, my budget is still tight, but loosening up a bit, and I am always focused on the “Cha Ching,” or the ability of lead sources to produce profitable business.
This has made me rethink Mail Print’s lead generation process and I thought I would share my “Ah-ha” moments from the past several weeks:
1) Fake Leads Love Online Forms
Landing page forms only work if people give you real information. It’s really hard to communicate with someone named “No Name” at email@example.com. And, there’s no quicker way to turn off your sales team than to funnel them bogus leads. Make sure you have an automated or human filter in place to weed out invalid leads before they make it into your pipeline.
2) Always. Be. Testing.
Lead generation tactics can become ineffective quickly. Always think in terms of what worked before, what is working now, and how many tests need to be in progress to be able to generate leads in the future.
3) Generating A Lead Is Just The First Step
It’s about so much more than just generating leads. Lead generation, lead scoring, lead nurturing and the all important “close” are really one big progression. One break in the process and good leads fall through the cracks and your ROMI (Return on Marketing Investment) declines.
4) Install A Lead Flow Lever
Having the right amount of lead flow is very important to adequately utilize inside sales teams. Unfortunately the amount of leads needed is constantly changing. There must be many levers to push and pull to keep everyone productive.
5) Email Lead Generation Is So 2004
Email marketing is a fantastic lead nurturing tool, but it is worthless today as a lead generation tool. Need proof? Just try to remember the last time you used your spam folder as a shopping cart.
6) Get Access To Decision Makers With Lumpy Mail Pieces
Packages or lumpy direct mail get past the gatekeeper. Sounds expensive, right? Yes, and that’s why it works. The administrative assistant can’t throw it away, so it ends up on the boss’ desk. For example, a new “heavy” prospecting tool that we created for Mail Print has already returned $10 for every $1 invested and we’ve only sent out 10% of what we have already paid for. Cha ching!
If you would like to see a sample of our “sneak it past the gatekeeper” direct mail piece, email me at rhondab[at]mailprint[dot]com. I’d be happy to share our latest innovation in variable data printing that seems to be confusing the heck out of gatekeepers and connecting us to senior and executive level management.
B2B lead generation is a work in process, literally. Working on both the tactics and the overall process is vital to finding the Cha Ching.