Use Foresight When Reviewing Your B2B Lead Generation Plan

Posted by Helen Steidinger on Thu, Feb 02, 2012 @ 07:13 AM

This morning as I was driving to work, it was very, very foggy.  It made me think of how dangerous it is to move down a path… any path… and not be able to see what is in front of you.

When reviewing and implementing your lead generation program, be sure to take a look ahead and plan for what is coming.  Too often businesses launch a lead generation campaign and don’t think about what to do when the leads actually come in!

Seems silly, doesn’t it?!  But, think about it… have you ever sent out an email campaign asking for a response and then when suddenly you started getting a bunch of replies, you were overwhelmed?

Using foresight is the key.  Also, when you launch a campaign, EXPECT to receive leads.  If you go into the program with a sound expectation, you most likely will PLAN for good results.  Having a plan in place is critical to servicing and nurturing those leads… which makes for a successful lead generation program.

Just as an example:  You launched an email campaign.  You wrote a white paper with some really, really great content and a call to action that requests for the reader to go to your website and take a quick assessment.  Once they take the assessment, you will need to spend 20 minutes preparing a report (which will demonstrate how you might bring value to them) with which you will then contact the lead … and meet with them on the phone or in person.

Now pretend that you received 50 leads from this email campaign!  How much time will this take for you to service these leads?  Almost 17 hours… just to prepare the reports!  Then, you will need to contact and meet with them… if you don’t you will let them down and you will lose credibility in their minds.

As you can see… it is very critical to use foresight… don’t drive in the fog!

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