Lead Generation Progams: How to Improve Conversion Rates - Televerde

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Lead Generation Programs

• How to Improve Conversion Rates

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Lead Generation Programs

• A common scenario in lead generation programs is
  below-expected levels of inquiries resulting from
  marketing efforts. Even when companies
  distribute information to tens of thousands of
  recipients, theyre often underwhelmed with the
  response rates. Or, they drive tons of traffic
  to their website only to produce minimal truly
  qualified requests for additional information.

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Lead Generation Programs

• With many lead generation programs, the problem
  isnt targeting thousands of prospects. Its
  converting these prospects into viable leads that
  can be developed through the sales pipeline
  process.
• Marketing is a costly function and executives
  want to see positive returns on their investment.
  It doesnt cut muster if a good portion of your
  marketing budget goes to contributing leads, but
  then very few leads are converted to qualified
  prospects and closed-won new business.

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Lead Generation Programs

• Getting More Qualified Prospects from Lead
  Generation Programs
• Unfortunately, the scenarios described above are
  fairly common. To be successful, marketers must
  work hard at developing the right lead generation
  programs, converting prospects to viable leads,
  and then nurturing the leads until they convert
  to new customers.

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Lead Generation Programs

• The Steps in Successful Lead Generation Programs
• First, you want to generate a significant number
  of inquiries that convert to qualified leads. In
  other words, you need to contact enough of the
  right prospects to generate an acceptable
  percentage of interest.

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Lead Generation Programs

• Two factors contribute to a good response rate
  the quality of the list you use and the
  appropriateness of your message in your
  promotional and informational material.
• If you arent communicating to the right contacts
  (e.g., titles, roles, companies, etc.) in your
  target markets, then you probably wont generate
  significant interest or qualified leads. At the
  same time, if youre communicating to the right
  prospects, but your message holds no interest for
  them, your lead generation programs will also
  fall short of expectations. Relevancy is the key.

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Lead Generation Programs

• Sometimes you need to tweak your messages and
  lists. If something isnt working, find out why
  and then change it. You may need to only change
  your message or offer to increase your response
  rates.
• The next step deals with increasing your lead
  conversion rate. Simply put, you need to
  diligently work the leads generated from your
  campaigns and in your sales pipeline. Ignoring
  generated leads is a recipe for failure. In
  fact, The Yankee Group, a well-known research
  firm, concludes that 40-80 of new leads are not
  converted because theyre ignored.

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Lead Generation Programs

• Thats a lot of lost business simply because
  marketing and sales professionals didnt
  follow-up with the prospects from lead generation
  programs. If you want a prospect converted to a
  customer, you need to quickly and regularly
  respond with information of use to them.

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Lead Generation Programs

• Finally, marketers need to explore technology
  solutions to help them run sophisticated lead
  generation and lead nurturing programs. Several
  cost-effective marketing automation systems exist
  and companies need to find the right one to match
  their program goals.
• Technology can help you capture and manage your
  follow up with leads in a relevant and well-timed
  manner, which can increase your conversion rates,
  especially when blended with high quality contact
  data and high-impact telemarketing and
  teleprospecting programs.

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Lead Generation Programs

• Most every company needs to grow its business.
  And, the investments they make in lead generation
  and lead nurturing must show a good return.
  Develop a system and use it to bring in more
  prospects.
• Then, diligently work these prospects to increase
  your conversion rates. The end result will have
  a dramatic effect on your companys top-line
  revenue performance and return on marketing
  investment.

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About the Author

• Larry Fleischman is Director of Marketing for
  Televerde, a leading B2B provider of sales
  pipeline development solutions. For more
  information about lead generation programs, visit
  http//www.Televerde.com today.