Doing More With Less
At a certain point, you may feel more like an accountant than a creative marketing guy, but that’s OK. Your program is going to work, and you’ll make money.
But Wait, There’s More
Even if you can’t eliminate lead generation, you have plenty of opportunity to streamline your marketing systems and make them more effective. Start by talking with people on your sales team. Ask them how they close sales and how they get prospects to the point of closing. Ask about the step before that … and the step before that. Ask them about your marketing and what they’d change or fix. Ask them who they think you should target with your marketing efforts.
The answers are marvelous clues that will help you guide leads through the whole process. You’ll find steps you never knew happened and figure out ways to push the prospects through the funnel more quickly. If leads can’t get to point C without information you provide late in the process, maybe you need to give them the forms a little bit earlier. It’s unlikely a little information will scare them away. (Although too much information might—so be careful.)
Eliminating steps in the sales process is almost guaranteed to reduce effort, costs and heartache.
Timing and Relevancy
When the timing isn’t right for selling hard, you do have options for staying in front of leads without annoying them.
One way is to create dynamic, data-driven microsites that can be accessed by personalized URLs (pURLs). When the lead responds to your marketing effort and gives you a little information, relevant content appears on the microsite. When you have more relevant content ready, you can contact the lead and inform him or her of the new information available on his or her personal site. Leads will know how to find you when they want you, and they’ll have all the information at their fingertips, without it being overwhelming.