techDaily.info :: Sales Lead Generation: The Good, The Bad and The Ugly

Thursday, January 08, 2009

Sales Lead Generation: The Good, The Bad and The Ugly

Posted: 7/10/2002

Posted By:	Marketing 4 E-Biz, Inc.		Contact:	Antoinette Rodriguez
Phone:	800 700 5803		Email:	ar@m4ebiz.com

Sales Lead Generation
The Good, The Bad and The Ugly
www.m4ebiz.com
by Antoinette Rodriguez, Marketing 4E-Biz, Inc.

Despite the recession, the tragic events of 9-11, cutbacks at your established customers, overall reduced spending for IT and MIA Venture Capital Investment, there is still a lot of market opportunity out there. You just have to know how to get to it.

Most emerging Tech companies have a limited marketing budget, time-to-market concerns and an inadequate system of lead generation. Whether it's trade shows, current customers, database marketing, telemarketing or online marketing, Tech companies have an imperative to generate leads to take advantage of a fast moving marketplace.

Here are some tidbits of advice we've assembled to help jumpstart your lead generation system and Tech Sales. You need to understand the differences between

THE GOOD, THE BAD and THE UGLY:

Database Marketing:
Good: Re-purposing your current database for new customers, referrals and follow-ups.
Bad: Neglecting to engage your current customers so that they will spread the word and recommend you to their associates.
Ugly: Spending lots of unnecessary $$$ trying to acquire new customers. Be resourceful rather than wasteful.

E-Mail Campaigns:
Good: Using an e-mail campaign to build and maintain customer relationships. If done properly, e-mail
campaigns (such as this one) can be an inexpensive, effective way to increase sales.
Bad: Using an e-mail campaign to spam potential customers, succeeding only in annoying and alienating them.
Ugly: Making people dread hearing from you, or even having your privileges revoked from your ISP due to spamming complaints from people who could have otherwise been customers.

Telemarketing Campaigns:
Good: Using engaging, friendly, and intelligent telemarketers, who are helpful and well versed in your technology.
Bad: Using telemarketers who are pushy or annoying, and creating a negative association with the very mention of your product's name.
Ugly: Using telemarketers who get you placed on a no-call-back list, or even worse...

Direct Salestaff:
Good: Utilizing your highly paid salestaff to close high profit sales, and conduct interpersonal customer contact.
Bad: Using your expensive Tech sale staff to acquire sales leads better suited to outsourced professionals.
Ugly: Losing your very expensive (*180K average total cost) Technology sale staff due to inadequate lead generation and marketing support.
____________________________________________________________

Antoinette Rodriguez, MBA is CEO of Marketing 4E-Biz (www.m4ebiz.com), author and lecturer. Ms. Rodriguez is also the Vice President and Co-Founder of the Tampa Bay Technology Forum (www.tbtf.org).

Marketing 4E-Biz is a Marketing Consulting firm that specializes in lead generation programs. The company helps Emerging Technology businesses identify and get in front of their target customers through integrated telemarketing and e-mail campaigns, strategic alliances, PR, business intelligence, and database management programs.

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