Business Leads

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Business Leads  and Direct Mail Services information: If you are interested in capturing qualifying information, asking questions, conveying information, or making an offer—and measuring the results—inbound e-mail is the least desirable response path. If this is your only electronic option, it would probably be more effective to use traditional response paths—a mail or fax-back reply card or form, or a special telephone number, preferably a toll-free one. The better electronic response option is a Web response form, which will be explained soon.

Enhancing the Standard "Have a Salesperson Call" Hard Offer "Have a salesperson call" is probably the most widely used hard offer in business-to-business lead generation. It paves the way for the in-person sales visit that, for many marketers, is a crucial step in getting the prospect to buy their product or service. In fact, the word salesperson signals to the prospect that sales pressure will be exerted—something most prospects want to avoid.

Joan has executed these kinds of mailings previously, so she knows the approximate cost as well as the anticipated results. She will have a direct marketing agency rent a number of mailing lists, eliminate the duplicates and build a mail file, create a high-quality, four-color self-mailing piece, and mail it. Joan plans to offer a free Analyst's Report about TraffiKop. She will use a business reply card, fax-back, and 800 number response paths in the mailing piece, Figure 3.2 shows what Joan's projected ROI looks like, based on her previous experience with direct mail promotions.

About Business Leads

As a rule of thumb, your mailings should never force prospects to read a lot of instructions or fine print or fill out a lot of complicated paperwork. The more work you force your prospects to do to respond to your mailing, the lower your response will be.

 

As you will recall from the previous chapter, we define a hard offer for business-to-business lead generation as follows - A hard offer requires or results in face-to-face or other personal contact between buyer and seller in a sales situation or other circumstances where the seller has the prospect "captive" for purposes of doing some selling.

We will get into more detail about each of the program components mentioned below.

 

| Business Leads | Direct Mail Printing | Internet Marketing Strategy |

 

Response Makers - Business Leads