[vc_row][vc_column width=”1/1″][vc_column_text]Trying to do lead gen without tracking results is like spitting into the wind. Said differently, you can’t manage what you don’t measure. You need to consistently track outbound activities and responses generated from those activities in order to weed out unproductive activities and refine and revisit those that yield results.
Lead Generation Marketing is about consistency balanced with experimentation. Assuming that your goal is to improving the quality of the leads received, it is important to know what is working and what is not.
The consistency is the how. A company has to make the commitment to the idea and acquire or build the infrastructure (email tools, analytical tools, web development tools, blogging tools, etc.) to create, deliver and measure effective lead generation programs.
The analysis is the key to effective experimentation.
Regardless of the medium you use, you need to continually measure effectiveness. Log the number of opens or clicks in an email campaign, the number of phone calls made, conference calls held or demonstrations given. Track the number of opportunities created and deals closed. Test multiple types of messages in your content creation. Track leading indicators such as messages delivered, click-thrus and unique opens. Refine your messaging based upon results, but do it “smartly” so you have some idea of what levers you are moving to generate better responses. And do it with consistency. One and done is not effective.
While some metrics can be tracked and logged automatically in the virtual world, you need the human discipline to plan, strategize and then follow through with the results of ALL of your campaigns, by client or prospect. In most respects, technology is only as good as the person using it.
This leads us to content creation and refinement (which is another subject in and of itself and will be addressed at length in the near future) but is a critical aspect of making sure your lead generation marketing efforts reap the rewards you are looking for.
For more information on using the phone for lead gen or creating an effective drip marketing campaign, read our articles: Dial In To Effective New Business Development, and SIX Proven Steps to a Push/Pull Drip Marketing Program That Works.[/vc_column_text][/vc_column][/vc_row]
