In lead generation, the first harvest is the most abundant and delivers the richest leads. When done right, a second harvest campaign can drive significant returns, as well. The key is in making the right adjustments to both expectations and campaign tactics.
In music, cadence is what drives the characteristic rhythm of a piece. Music teachers often compare it to punctuation, because cadence is responsible for pauses (commas) in music, as well as signaling the end of a song (period). Cadence also plays an important role in lead nurturing. A calling cadence visually depicts the rhythm of lead generation and nurturing campaigns by mapping out the frequency and duration of call attempts, as well as the communication mix. For example, a calling cadence may specify an email and follow up phone call in the first day, a second phone call the following day, then stretching out interactions as the campaign progresses
No one starts a lead generation program expecting it to fail. On the contrary, most marketers expect campaigns to succeed. But when goals are not based on historic data, campaigns can fall apart. There's nothing wrong with having high expectations for lead generation campaigns. However, basing success metrics on historic data can provide valuable insight that can help marketers structure campaigns so they can meet lofty goals.
When it comes to sales prospecting, December has gotten a bum rap. In a rush to close out the calendar year quota, sales managers often put prospecting on the back burner beginning around Thanksgiving. Their belief that most prospects are busy, on vacation or at holiday parties further justifies their inaction. When put in perspective, shutting down prospecting in December doesn't make a lot of sense.
Every lead is important, but in campaigns targeted at high-value leads, the importance is magnified because the risk associated with losing a sale is much greater. That's why lead generation professionals need to approach high-value leads differently than high-volume leads.