MM News & Notions
When marketing or sales folk talk about Lead Generation, they’re normally referring to the creation/ generation of prospective consumer interest or inquiry into a business’ products or services. The idea being that in the longer term, this ‘interest’ translates into ‘sales’ of those products or services.
Lead generation can take many forms and is carried out both on and offline. Broadcast advertising, direct mail campaigns, seminars, trade shows, whitepapers, and telemarketing all fall under the umbrella term of Lead Generation.
However, for multinationals offering sector-specific products or total solutions for large-scale projects worldwide, often the most effective form of lead generation is project or cold lead sourcing through targeted, web-based research. A well-trained researcher can, through, highly structured research and well-organized data storage, harvest and deliver long lists of qualified projects and cold leads across both private and government sectors.
There are few companies however that have the luxury of employing such researchers full-time, so it is often down to members of the Marketing department to help out their friends in Sales by sourcing leads. But marketers are likely to be overwhelmed with ad campaigns, upcoming trade shows, product launches…. Unequipped for the task, they are sure to find it hard to spend a concentrated amount of time on the job and will end up lost in the big Web sea, arms flailing, randomly trying to hook a few leads – in vain.
The solution lies in either one or both of the following:
1. Insource an experienced, web-based research lead generator with a set target, for a specified period
2. Follow a tailored, ‘Web-based Research for Lead Generation’ training course
Either way, you’re much more likely to end up with a decent catch.
If you’d like to know how Mach Media can help you feed your sales team with valuable leads – just drop me a line.