Undoubtedly, these are tough economic times. As the marketing specialist at your company, you will need to find better ways to locate and influence those remaining active buyers and create more leads and sales, often with a reduced spending budget.
Keep programs which have the most affect on lead generation and short-term sales, cutting those projects which don’t perform as well or that are untested. Company image is critical, but now is not the time to try to reach a huge audience with an unspecific message. Focus on your targeted best prospects, better describing the benefits of your product or service. By asking your sales staff which methods have been most effective in generating sales and studying their responses, you’ll be able to make smarter budgeting allocations.
Direct Mail
Instead of broad mail-outs to purchased lists, increase the use of fax, email, and direct mail-outs to distribute targeted offerings to your known prospects. If your company doesn’t already have its own email list, you may consider putting advertisements in other targeted email newsletters as a quick way to reach your market and generate immediate response.
Public Relations
Writing articles for industry publications is a great way to benefit from inexpensive public relations opportunities. These articles could contain customer testimonials, success stories, and an article byline which highlights your expertise. The newsletter is another great method of staying at the forefront of your prospects’ minds. By asking subscribers to fill out a short survey with qualifying questions, you can enter the circulation information into the database and follow up with the appropriate prospects. Additionally, both the articles and the newsletter are easily repurposed for the website Another excellent tactic is promoting your company’s management as speakers at key conferences. By offering to send white papers of copies of the presentations to attendees in exchange for their business cards, these events could be helpful in generating leads.
Industry Publications
About the author of this article:
m. h. “mac” mcintosh is described by many as one of america’s leading b2b sales and marketing consultants and an expert on sales lead generation. see: http://www.sales-lead-experts.com for more info.
