Are you searching for Marketing Lead Generation?
Reach your target market.

 

Marketing Lead Generation - Facts:

This is a major difference between business-to-business and consumer copywriting.

A copywriter working on a promotion for a record club doesn't have to stretch her imagination far to get inside the mind of a target prospect for this promotion because she probably is one. Most of us, after all, have purchased records, read record club ads, and thought about joining a record club at one time or another. On the other hand.

Most business-to-business marketers have not worked as doctors, chemical engineers, lawyers, accountants, systems analysts, traffic man¬agers, or held any of the other positions of the people they are writing to. Therefore, they don't have the same intimate knowledge of the buyer's likes, dislikes, concerns, and prejudices that the consumer copy-writer usually has.

 

If you are so specialized that you only offer one service, your back-end possibilities are limited unless customers require your services many times. Successful direct marketing/mail-order companies with large databases actually develop or buy new products specifically for sale to their existing customers. In this case, the product is matched to the market, not vice versa. Obviously, the better you know your customers, the better you will be able to match a new product or service to them.

 

One of the easiest ways to take advantage of the transition to Internet marketing strategy is to integrate e-mail into your existing direct marketing lead generation and qualification program. According to a report published by Frost & Sullivan in April 1999, e-mail was apparently more popular than the telephone as a business communications tool by the end of 1998. E-mail can be an effective way to receive responses from prospects and to reach prospects with promotional messages—as long as they want to receive them via e-mail.

 

The downside, however, is that the e-mail response vehicle is relatively passive. Most e-mail boxes are just that—electronic repositories that have no greeting, no call to action, and no way to qualify the respondent. When prospects respond to an e-mail box, they have to know what information to leave and what to ask for.

 

Although you will know which e-mail address the response came from, you will not know much else—including the source of the response (unless you set up an e-mail response path for a specific mailing or campaign).

 

Your ad or brochure, and what can we safely leave out? With other prod¬ucts and services, the opposite is true. A courier service, for example, is so simple and well-understood that you're hard-pressed to find enough things to say about it to create a meaningful, interesting brochure. This makes it easier to be brief, but more difficult to be interesting.

 

You can increase response, qualified leads, and profits. Integrating E-mail into Your Lead Generation Program

More about Marketing Lead Generation.   See also: Direct Mail Advertising and Direct Mailing Lists.

Response Makers - Marketing Lead Generation