It’s something every B2B is trying to do: make its scarce marketing dollars exert as much leverage as possible …especially on lead generation.
In his piece for DMNews, Mac McIntosh outlines eight steps for doing just that. It’ll be worth the click over to get the rest, but here are some of his recommended steps:
- Focus on your existing customer/prospect database. It just stands to reason: the folks who already know and/or love your firm are more likely to buy something in the short term than someone you really haven’t introduced yourself to yet.
- Put some effort into tailoring your message to similar groupings based on industry, company size, application need or job function. One size doesn’t really fit all.
- Make offers your prospects can’t refuse. In tough times, it takes a really socko offer to get prospects to take action. Time to revisit those tired old humdrum offers?
- Use multi-touch direct marketing. Says Mac: “You’ll generate more by touching 1,000 prospects three times … than you will by touching 3,000 prospects once. Each contact is another chance to be in the right place at the right time.”
- Retool your SEO and PPC for more leads with a higher likelihood of short-term purchase.
- Leverage social media as another inexpensive way to stay in sight and top-of-mind with your prospects. It’s cheap, if not free; and it only takes time.
