MARKETING TIP #020
Junk Leads
So what do you do when the sales team gives you feedback that all of the leads which your latest campaign delivered are all junk? No good.
Junk Leads
So what do you do when the sales team gives you feedback that all of the leads which your latest campaign delivered are all junk? No good.
There are three critical areas to examine, according to Russell Kern in the latest issue of Target Marketing:
- Improve your targeting - Focus on the right functional titles within the right size companies that have a likelihood of doing business with you.
- Tighten your qualification process - Verify each prospect’s readiness to do business with you, either through written communication (qualifying letter or e-mail) or in a conversation. Know where each prospect is in the buying process before you hand it off.
- Tighten your offer structure - The deeper you drive a prospect into the buy cycle, the closer contact he will have with a sales person. Less responses perhaps, but more qualified leads. Test evaluation and information offers like RFP developers and ROI calculators.
Next week we’ll talk about post-mortem audit when he didn’t buy from you. In the meantime, examine your leads. As a marketer, they’re your goldmine.
To learn more about Target Marketing magazine, click on www.targetmarketingmag.com.
Talk to you soon,
Kae Groshong Wagner
CEO, Founder — North Star Marketing
Award-winning Author, Speaker
Brand Consultant
CEO Advisor for Sales & Marketing
