Lead Generation during the Internet Era
Leads and the birth of the Company Website
Technology advancement: Internet – Company websites
Every company displayed their products or explained their services
online.
Interested parties could submit their contact details including email
on line.
Salesmen could contact directly the interested parties.
Problem: low rate of submissions: 2-3% of total number of visitors.
Method: Pull Marketing.
Getting Prospects using Electronic mailing
Technology advancement: email addresses and email use have become wide
spread.
Advantage: low cost compared to physical mailings.
Instead of physically sending out letters to thousands of Decision
Makers in Companies, emails could be sent at a much lower cost.
Additionally: due to the lower cost and flexibility of email, different
messages could be used and tried-out for testing of the effectiveness
of Prospect generation.
Problem: obtaining new email addresses.
Method: Push Marketing.
Lead Generation using the Internet by combining emails with websites
Technology advancement: a web browser on every desk (PC).
Using a link in the email, leading to a landing page, the visitor could
be tracked.
Advantage: immediate response and interest measurement.
This system has evolved into massive emailing (even for B2B) and thus
spamming.
Problem: obtaining new email addresses.
Method: Push Marketing.
Interested Parties by Internet advertising related to content
Technology advancement: Sensing the content of a web page and
presenting possible related advertisements.
The advantage is in the content related to the advertising, thus
capturing interested parties.
Problem: false clicks including click bots, misunderstood short
advertising message, wrong content sensing. (Lead is a metal not an
interested party).
Method: between Push and Pull Marketing.
Prospecting as the Internet becomes omnipresent
Technology advancement: Search engines allow for 24x7 market research.
Decision Makers can investigate themselves without being pushed by any
Marketing.
Problem: Salesmen need to discover and identify the visitors.
Solution: LEADSExplorer
Method: Pull Marketing.
Benefits LEADSExplorer:
- Cold Calling more effectively
Only call those companies, who have visited, thus have shown interest.
Higher likelihood of success with Cold Calling.
Takes away a lot of the stress of Cold Calling, due to less rejection fear. - Addressing Emails more effectively
Send emails to companies, who have visited, thus have shown interest.
Content: invitation for an event or your Newsletter subscription
Higher likelihood the emails will be opened and read. - Newsletters delivery to interested parties
Send Newsletters to the visiting companies with proposition for subscription to Newsletter
Chances are high the Newsletter will be read.
Return to Lead Generation
|
