This past week, my brother Dean had sinus surgery. You might be wondering what in the world does this have to do with lead generation?! Let me give you just a little insight…
Dean had a previous surgery about ten years ago, and his polyps grew back. Now, he needed them to go in once again and clean out his sinuses.
The surgeon told him that because of his previous surgery, the “landmarks” are no longer as clear and therefore, surgery becomes more difficult. Because our sinuses are near our eyes and our brain, it is always a concern for any surgeon that nothing is damaged. But, with this being a second surgery, things are even more critical.
However, the surgeon told Dean that he will be using image guidance which will help him better know where he is and what he can do. Although the outcome in any surgery is in higher Hands, this new(er) technology helped the surgeon perform a successful surgery.
Here is how this relates to lead generation: The more you know about your lead the more successful your lead generation techniques will be. Knowing some critical details will help guide your process in developing the lead.
So, how do you best “get to know” your leads?
A few techniques (and tools) we use are:
1.) Perform a research study on a pool of potential lead contacts. Conduct a survey to get some of the information that is helpful to know before you actually engage with them. (previous blog posts discussed this in greater details)
2.) Put your leads on a “lead nurturing campaign.” Watch what the do… do they open your emails? Do they click through to your links? Do they download any of your content? By watching this you can learn more about exactly where their interests lie.
3.) Check them out on social media… read their LinkedIn profiles and their Facebook pages… follow them on Twitter … Google their name and their company… You may be surprised what all you find.
4.) Finally, systematize this research and then take all the information you have obtained and decide if this lead is one worth pursuing…
What system do you use to do this work? Some of it can easily be done by hand, but it is nice to have a system to keep the information together and easily accessible.
Let us know if you would like some ideas on how to do this!