One should note this blog is not marketing-centric, but instead sales-driven. Accordingly, we will keep the marketing strategy to a minimum. It is important to know how marketing is generating the leads that are being passed onto sales for qualification and follow up. Understanding all the marketing channels is crucial because different leads will have different conversion ratios.
1. Cold Calling:
Cold calls are phone calls that are made to target customers without any prior touch point. The number of cold leads that become prospects is dishearteningly low. Promisingly, cold leads that become opportunities have a higher probability of conversion so don’t count out the cold call strategy. Check out this guide to cold calling.
2. Cold Email:
Cold email can be an effective strategy if implemented properly. The leads generated from cold emails do not necessarily have a higher conversion rate, but can shake out some low hanging fruit. If you want a full guide on how to implement emails for lead generation you must read Predictable Revenue.
3. Online Networking:
Online networking is a terrific method in researching the market and initiating conversations. Utilize LinkedIn to find the names of the buyers, influencers and decision makers within an organization. And use Twitter to find possible opportunities. Not only can online networking help you generate new leads, but it also allows you to build meaningful relationships.
Joining and contributing to LinkedIn forums or posting applicable industry content can be a great way to identify individuals and companies that could benefit from your solution. It is important that you keep the posts informative and inquisitive, not promotional. You will quickly be removed from forums if you start promoting your brand.
Although Twitter has become a place for the influential and experienced to share their knowledge there are many active professionals on Twitter sharing their knowledge and learning. Targeting prospects through Twitter can be the beginning of a relationship. Simply tweeting at someone will not have as much impact as sharing or requesting relevant information. It must be meaningful and relatable. If you are good at what you do then being impactful shouldn’t be a problem.
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