10 Tips to Improve Lead Generation
9. Rich media e-mails grab attention and boost results. Head-to-head tests of rich media e-mail against text and HTML formats continue to show the power of moving pictures and sound.
While not appropriate for every target segment, rich media dynamically assembles and personalizes the audio track of an e-mail based on database elements, and gives a three-times response lift over traditional methods.
10. Consider deploying a b-to-b "refinery" to increase sales and lower costs. Here's the concept: Created by PipeAlign, a b-to-b refinery applies predictable manufacturing principles across the enterprise to improve return on investment (ROI) on go-to-market resources.
Based on the metaphor of an industrial oil refinery (see graphic), marketers would "drill" for customer "raw crude" with traditional demand-generation campaigns, but also set up oil wells in all customer-facing operations in order to recycle the install base on a just-in-time basis. Each day, the refinery "pipes" this customer information through a high-velocity "filtration pump" in order to clean and distill the record before depositing this "oil" in a central holding tank, the marketing database.
At that point, an automated "routing pump" reviews each customer record and determines what to do next. Some customer records are ready for immediate sales follow-up, so the refinery delivers them to the appropriate channel and representative.
Other leads require telemarketing "refinement," so they are piped to the call center. Most of this oil, however, requires more processing, so the Refinery assembles personalized, relevant e-mail, replicating the dialog that traditionally falls to sales channels.
Russell Kern is CEO of KernDirect. Kern authored "S.U.R.E.-Fire Direct Response Marketing: Generating Business-to-Business Sales Leads for Bottom Line Success" (McGraw-Hill). For free access to the first two chapters of the book, go to www.sure-fire.net. Kern's e-mail address is firstname.lastname@example.org.