December 05, 2014
By Joe Rizzo, TMCnet Contributing Writer
Generating new and viable leads has never been easy. When you consider that marketing is all about the numbers, then you see that everything needs to be quantifiable. These days, you have to show the benefits that everything brings to your business, which means that CMOs need to show how their marketing campaigns relate to revenue. They have to know where their best leads are coming from and how to best use them.
Entrepreneur is a North American publication that carries news stories about entrepreneurialism, small business management and business opportunities. There is a new report that comes to us by way of Entrepreneur from 360 Leads which shows that while over 78 percent of organizations have engaged in lead generation programs throughout last year, the fact remains that only about 17 percent of these companies are actually meeting their lead generation goals. Since the study was conducted among marketing executives hailing from six continents, you can see that a global slice was taken into account.
There are a lot of factors when it comes to generating good leads. The report finds that one of the biggest problems is that marketers neglect to court these prospects properly. If we were in the wild, they would be compared to a predator that’s too quick to the kill; the situation needs to be approached with caution. The feeling is that although your prospect may be interested in the content you provide they may not necessarily be ready to enter a long-term relationship.
Relationships need to be nurtured and developed. You cannot simply approach a potential lead and immediately ask for phone numbers and email addresses. If they feel that they are a target they will bolt before you can get the next phrase out. Part of the process is to also see if you can get a feeling as to whether or not they are already inundated by too many offers. It is more a process of letting your leads know that you are there and you will wait for them.
If you take the time to let people know what type of value that you can provide for them, people will be more willing to take the time needed to listen to what you have to say. Use your marketing platforms to prove your worth to your prospects. You need to show what sets you apart from the others, whether that is your interest, hobbies or social commitments; essentially, show that you are a person.
Generating positive leads is basically a multi-step process. You need to engage without scaring away, you need to be heard above your competitors and you need to show that your products and services are what are needed. Taking the time and making the effort to develop a well-rounded presence will go a long way in nurturing a lasting and viable lead.