Sales Lead Generation and Nurturing - It's Place in a Marketing Strategies
Essay by review • February 7, 2011 • Essay • 514 Words (3 Pages) • 1,689 Views
Essay Preview: Sales Lead Generation and Nurturing - It's Place in a Marketing Strategies
Selling How We Service
Most economic buyers subscribe to the notion that how you sell indicates how you will service. A recent study of business-to-business buyers shows that sales people who become "Trusted" advisors and understand the needs of economic buyers are 69% more likely to come away with a sale.
A typical complex business to businesses sale requires the following (this maybe how HA customers see things too):
* Your prospect must be familiar with you and your company, and with what you and your company do.
o This is usually (but not exclusively) the role of PR and/or Advertising/Promotion
* Your prospect must perceive you and your company to be experts in the field.
o This is usually (but not exclusively) the role of PR Positioning
* Your prospect must believe that you and your company understand his or her specific issues and can solve them.
o This is usually (but not exclusively) the role of collateral materials and/or websites/seminars
* Your prospect likes you and your company enough to want to work with you.
o This is usually (but not exclusively) the role of a Nurturing program
"Trust", therefore, becomes the central theme for this style/type of marketing.
A Lead-Generating/Nurturing Program - How it fits in the mix
Typically, a lead-generating/nurturing program uses meaningful items drawn from all areas: letters, emails, voicemails, case studies, success stories, articles, events, white papers and Webcasts, etc...and can be coordinated and managed independently of the sales force. Items may take the following forms:
* Third-party articles
* Bylined articles
* Case studies
* White papers
* Research reports
* Events
* Webinars
* Trade shows
* Live seminars
* Executive briefings
* Workshops
* Conferences
* Speaking engagements
* Collateral materials
* Web site content
* Blogs
* Personal letter templates
* Email templates
The method and frequency of a lead-nurturing program will depend
...
...