Dealing with warm leads is tough. They are interested in your product or service but are not necessarily ready to do business with you – yet. It could be anywhere from 12 to 18 months down the road before you ever hear from them again, but once they contact you, they’re ready.
In order to keep a warm lead from going cold, it is important to nurture the lead by keeping your name in front of them. This could be in the form of product demos, educational podcasts, white papers, online RFQs, newsletters, etc. After the sales lead is generated, the challenge is nurturing that warm lead, and it seems that there might be something more effective than that old rolodex.
The Marion Group offers a program called TLC for Your ROI™ that allows for business-to-business sales lead tracking and lead capture for inbound calls and sales leads generated from your marketing campaigns through any media – print, online or broadcast. Furthermore, it allows you to determine your return on investment (ROI), and if that particular media outlet is generating sales leads for you.
Here is a simple example: If you place an ad in Magazine A, and it generates 38 sales leads in a month, and you place the same ad in the same position in Magazine B that has the same circulation as Magazine A, and only get 12 sales leads in a month, you can determine that you might be wasting your adverting dollar on Magazine B.
The database gives you an easy and efficient way to keep track of your leads, flag a lead as hot, warm, cold or if they became a customer and generate reports that show your campaign’s progress.
For more information on business sales lead tracking, feel free to contact us at info2@marion.com.
#1 by Luis Martinez on July 29, 2009 - 12:00 pm
I totally agree with with the whole TLC concept and definitely something that any company in this day and age should take advantage of. I would like to add that keeping your name out there in front of these potential “warm leads” is very , very essential. One thing that I personally like to do is make sure I send out an e-mail to every prospect I have spoken with in the last month or two within 1-2 months time. This way my company information is always in front of him/her…
I could not imagine how much business I have closed by just sending out a simple email to anyone I have talked to about our services that has emailed me back saying “Perfect timing…I’m glad you e-mailed me about your services since we are now ready to start a lead generation campaign.”
-Luis Martinez, Co-Found Accelesales
#2 by Rob Tippler on July 29, 2009 - 4:36 pm
The TLC concept sounds very good I must agree, as a fellow Business developer in a different area ”Group Medical insurance RX” I know the Importance of staying close to your leads.
I have set some appointments with some big clients, Houston zoo, Moody gardens to name a few, and I have to say if I didn’t stay close to my prospects and keep in touch we as a company would never have gotten a chance to get our foot in the door so to speak.
After you have spoken to somebody for the first time and you place them in your pipeline it always makes it easier to call a warm lead back to set the appointment.
I have to agree with Mr. Martinez, I have known him for many years even worked alongside him
before we had in-house business development we used Accelesales to get many quality leads and closed on business, we defiantly got an ROI on lead generation.
Rob Tippler
Business Development Director
Americanized Benefit Consultants
#3 by Luis Martinez on August 5, 2009 - 4:36 pm
Yes, I do remember this Account “Americanized Benefit Consultants” They offer Employee Group Health Benefit Plans to Companies with at least 25+ employees. We started off with a test pilot campaign and the deliverable was 12 appointments. We were able to get all 12 qualified appointments within the month and our client was able to close 2 new accounts. After they saw the impact on how significant our lead generation process was for them, Brandon Bohem, CEO for ABC wanted to move forward with a 6 month campaign. For the next six months we were able to hit 12 solid appointments with companies looking to renew their employee group health benefit plans or any company coming up for renewal on their employee group health. We were able to set appointments with CFO’s, HR Directors and Small Business Owners looking to review, implement or shop the market for new rates on their Group Health Plans. The outcome was 72 total appointments with 17 new clients won by ABC. This wasn’t our easiest campaign, but it wasn’t our hardest one either. . .
-Luis Martinez-Co-Founder Accelesales
#4 by Rob Tippler on August 5, 2009 - 6:22 pm
Staying on track with this whole discussion and not going too far off the track, I can say that B2B and appointment Generation is hard in group benefit Med insurance for companies, and it all comes back to relationships the prospect in question has a relationship with their broker/Consulting firm..so how strong is that relationship is what you have to ask yourself and what you might find out when you are calling them for the first time or if they are one of your call backs over time, that would be your warm market, you have to be doing something different than the rest. Take what you have and use it against whoever they are working with, but do not talk badly about who they are with, a lot of companies either stick with the same broker for a while and re-evaluate from time to time or they just get quotes from different brokers every year, when these people say no to you, you have to get what you can from them, just because they say no this year doesn’t mean it will be there 6 months from now, I always keep a call log of who I talked to and if I call them in 6 months I reflect on our conversation, in doing so I am embracing this lead and truly nurture my leads and make the most out of my calls.
In doing this I have been able to get in front of companies and in saying that I know what we are doing differently than than the other firms, you should focus on 2 factors due to the economy, reducing cost, don’t say saveing money it sounds so tacky and sales man like, and service is the other and go over your strengths.
Rob Tippler
Business Development Director
Americanized Benefit Consultants
#5 by marcusdxs on August 13, 2009 - 2:21 pm
A friend of mine just emailed me one of your articles from a while back. I read that one a few more. Really enjoy your blog.
Marcus
#6 by Audio Switch : on October 24, 2010 - 10:05 am
lead generation is the key to becoming a very successful internet marketer’-,
#7 by Luis Martinez on November 1, 2010 - 7:33 pm
Lead Generation is the key to all marketing aspects from what I have learned in the past… A good lead generation plan will take a business a long way… Online Lead Generation, Offline Lead Generation it does not really matter as long as it is implemented the right way and directed properly.
-Luis M. Co-Founder Accelesales.com
#8 by admin on November 12, 2010 - 10:59 am
Very true – thanks for the comment!
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#12 by Bruce Shams on November 12, 2011 - 3:03 am
Bom dia galera, com certeza disparar um torpedo web gratuito está cada vez mais difícil devido ao bloqueio das operadoras de celular. Há ainda os websites que prometem entregar meu SMS mas quase nunca chegam ao usuário final. Alguns como o Mundo oi e o Oi Torpedo funcionam mas e para as outras operadoras? E os que dizem que mandam e nada chega. Para onde está indo as meus torpedos? E para a Tim, Vivo? Alguma Idéia? Ou significa ter de pagar?. é só um desabafo, realmente está difícil achar bons sites para mandar SMS grátis.
#13 by Gaynell Fuse on November 23, 2011 - 8:22 pm
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#14 by Zoltan on November 28, 2011 - 5:21 am
It is more than simply about volume of leads though. Buyers who are not ready to buy are often never ready to buy and that results in a considerable waste of time and effort. The real art is the speed in which serious purchasing intent can be distinguished from mere curiosity or wanting to put more pressure on existing suppliers — this needs to be related back to the source from which the lead came. I would rather have 12 good quality leads than 38 indifferent ones.
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