A common scenario in lead generation programs is below-expected levels of inquiries resulting from marketing efforts. Even when companies distribute information to tens of thousands of recipients, they’re often underwhelmed with the response rates. Take a look at this presentation on lead generation programs from Larry Fleischman, Director of Marketing for Televerde, a leading B2B provider of sales pipeline development solutions. For more information about lead generation programs, visit http://www.Televerde.com today.

1. Lead Generation
Programs
How to Improve Conversion Rates

2. Lead Generation Programs
A common scenario in lead generation programs
is below-expected levels of inquiries resulting
from marketing efforts. Even when companies
distribute information to tens of thousands of
recipients, they’re often underwhelmed with the
response rates. Or, they drive tons of traffic to
their website only to produce minimal truly
qualified requests for additional information.

3. Lead Generation Programs
With many lead generation programs, the problem isn’t
targeting thousands of prospects. It’s converting these
prospects into viable leads that can be developed
through the sales pipeline process.
Marketing is a costly function and executives want to see
positive returns on their investment. It doesn’t cut
muster if a good portion of your marketing budget goes
to contributing leads, but then very few leads are
converted to qualified prospects and closed-won new
business.

4. Lead Generation Programs
Getting More Qualified Prospects from Lead Generation
Programs
Unfortunately, the scenarios described above are fairly
common. To be successful, marketers must work hard at
developing the right lead generation programs,
converting prospects to viable leads, and then nurturing
the leads until they convert to new customers.

5. Lead Generation Programs
The Steps in Successful Lead Generation Programs
First, you want to generate a significant number of
inquiries that convert to qualified leads. In other words,
you need to contact enough of the right prospects to
generate an acceptable percentage of interest.

6. Lead Generation Programs
Two factors contribute to a good response rate: the quality of
the list you use and the appropriateness of your message in
your promotional and informational material.
If you aren’t communicating to the right contacts (e.g., titles,
roles, companies, etc.) in your target markets, then you
probably won’t generate significant interest or qualified leads.
At the same time, if you’re communicating to the right
prospects, but your message holds no interest for them, your
lead generation programs will also fall short of expectations.
Relevancy is the key.

7. Lead Generation Programs
Sometimes you need to tweak your messages and lists. If
something isn’t working, find out why and then change it. You
may need to only change your message or offer to increase
your response rates.
The next step deals with increasing your lead conversion rate.
Simply put, you need to diligently work the leads generated
from your campaigns and in your sales pipeline. Ignoring
generated leads is a recipe for failure. In fact, The Yankee
Group, a well-known research firm, concludes that 40%-80% of
new leads are not converted because they’re ignored.

8. Lead Generation Programs
That’s a lot of lost business simply because
marketing and sales professionals didn’t
follow-up with the prospects from lead
generation programs. If you want a prospect
converted to a customer, you need to quickly
and regularly respond with information of use
to them.

9. Lead Generation Programs
Finally, marketers need to explore technology solutions to
help them run sophisticated lead generation and lead
nurturing programs. Several cost-effective marketing
automation systems exist and companies need to find the
right one to match their program goals.
Technology can help you capture and manage your follow up
with leads in a relevant and well-timed manner, which can
increase your conversion rates, especially when blended with
high quality contact data and high-impact telemarketing and
teleprospecting programs.

10. Lead Generation Programs
Most every company needs to grow its business. And, the
investments they make in lead generation and lead nurturing
must show a good return. Develop a system and use it to
bring in more prospects.
Then, diligently work these prospects to increase your
conversion rates. The end result will have a dramatic effect on
your company’s top-line revenue performance and return on
marketing investment.

11. About the Author
Larry Fleischman is Director of Marketing for
Televerde, a leading B2B provider of sales
pipeline development solutions. For more
information about lead generation programs,
visit http://www.Televerde.com today.