Generating Qualified Leads
The Challenge
Unless you are a large company building your brand
image, or have a low cost product or service that
can be sold directly, generating qualified leads
for your sales force will be the primary objective
of your communications efforts. Most business-to-business
sales involve a multi-step process, requiring a
mix of written communication and personal selling.
Direct response mailings and direct response trade
advertising are the most cost-effective ways to
begin the sales process.
The Solution
Industrial Strength Sales Support—our
back-to-basics approach to communications—uses
a time proven approach to generating leads. We begin
with solid fundamentals that provide a reasonable
baseline of response, then test alternative approaches
to build response over time. We focus efforts and
testing on the elements that have the greatest impact
on response.
The List (50%): Research identifies
that 50% of the on success of business-to-business
direct mail is due to the list. Defining your target
audience is the first and most important step. Trade
publications, which are typically the best source
for purchased lists, capture a wide range of information
about their subscribers. Analyzing your current
customer base using these trade publication parameters
can help you make smarter decisions about ad space
or mailing lists.
The Offer (30%): 30% of direct
mail success is attributable to the offer. A brochure
or white paper that provides relevant technical
information typically draws a high rate of qualified
response. Adding a premium or drawing will boost
overall response by helping to overcome inertia,
but it will also draw inquiries from those who only
want the “prize”.
Creativity (20%): Direct mail
must communicate the benefits of taking the next
step, as well as the benefits of the ultimate product/service
that you are selling. Creativity should draw attention
to those benefits not to itself.
