It's Your Call
When corporate marketing organizations hang their hopes for a burst of high quality sales leads on a campaign that uses just one promotional vehicle, the campaign often implodes.
This happens daily, whether it's a direct mail program that failed to drive attendees to an event, or an e-mail campaign that triggered minuscule response to an exciting offer.
By integrating multiple marketing tactics into each campaign, you can maximize the number of prospects reachable within your lead database.
So, how best to initiate an integrated marketing approach?
Two Birds, One Stone
It's best to aim a marketing effort—supported by other activities—at a specific event. Telemarketing, for example, has proven to be a highly effective support activity.
The saying "kill two birds with one stone" applies here. For a special event, such as a seminar, marketing managers know the goal is to drive quality attendance, which can foster more near-term sales. Yet, it's also a great way to incorporate a lead qualification effort within the invitation process.
First, send a direct mail or e-mail message to a targeted list. Next, place an outbound phone call during which potential attendees are asked a series of lead qualification questions.
During this process, some prospects will indicate they cannot attend the event or respond to the offer, etc. Have you lost these prospects? Not at all. This is the perfect opening to start the qualification process by asking pre-sales questions that determine: role in the purchasing process, time frame for purchase, competitive landscape, and budget allocation, among other things.
Responses to these questions will dictate what the next appropriate step is, including:
>a focused sales call from an account executive.
>periodically nurturing the lead through consistent communications.
>deleting the prospect from the sales funnel.
By integrating multi-touch tactics you'll drive higher responses, increase near-term sales opportunities and help identify leads that are better suited for a lead nurturing/lead incubation campaign.