Digital Marketing World speaker Russell Kern recently spoke about one of his passions: lead generation. Here are some of his advice:
What’s the most important fact (or two) about lead generation that people overlook?
The critical importance of the title of the offer, which motivates a response. The title of a webcast or video or whitepaper can affect the quality of the response given and how an offer is positioned. A title, such as “10 Things You Must Know Before You Buy Software” will attract a different kind of lead than “10 Trends in Cloud Computing Today.”
Why should anyone care about lead generation?
It’s how to jumpstart the revenue-generation process for a company and how to help increase the effectiveness of the sales channels. Its enables highly paid salespeople to focus on proposing and closing deals versus prospecting for opportunities, which can be done through lower-cost lead-generation methods.
What’s your favorite tool/app/idea for lead generation?
I love the use of a survey as a lead-generation strategy. I like how it determines who is in market, what they have currently, and when and why they might replace what they have.
Do you have a favorite story about a lead?
My favorite story about lead generation is less is more. Most marketers think they need to generate dozens and dozens of leads for salespeople. The truth is a good salesperson would rather have one highly qualified lead than 10 unqualified. If the marketer would spend more time with an inquiry, confirming interest and desire before passing it to the sales channel, the sales channel will think the marketing program is more effective.
For more information on effective brand integrated multi-channel demand generation—from data to delivery, visit MODI$club or contact us.
Source: MarketingProfs
Friday, February 11, 2011
Monday, February 7, 2011
Best Practices for Mobile Retail Strategy
Efforts should address each stage of the purchase funnel
Mobile devices accompany consumers everywhere throughout a busy day. Through mobile initiatives, retailers have unique opportunities to engage with consumers as they move through each purchase phase—whether they’re in a store, in transit, at work or at home.
Data from InsightExpress showed that during the holiday 2010 season, smartphone owners used their devices at different stages of the purchase funnel: to receive sale alerts (awareness), look for better prices and product reviews (consideration) and redeem coupons (conversion). This gives retailers many opportunities to connect with consumers and encourage purchase and loyalty.
Forward-thinking retailers are devising mobile strategies to address each stage in the consumer purchase funnel—awareness, engagement, consideration, conversion and loyalty. For example, retailers are use mobile to aid in the awareness stage, enabling consumers to research and learn about products via SMS and mobile websites. They can facilitate engagement via the mobile channel through targeted coupons and special offers as well as invitations to opt in to sweepstakes and contests. And retailers drive consideration via mobile by offering complete access to product ratings and reviews, promoting free trials or samples and links to social media feeds so that consumers can see what friends have to say about potential purchases.
For many retailers, mobile remains a work in progress. Among US retailers polled in the fall of 2010, 60.7% reported planning to beef up their existing mobile web presence or SMS campaigns. Nearly 40% of those polled planned to launch more SMS campaigns or test various mobile initiatives. “It’s clear that retailers need to do more than dip a toe in the mobile waters.” said Tobi Elkin, eMarketer writer/analyst and author of the new report “Mobile Web: Best Practices for Retailers.”
Also read our blog on topics like:
Source: eMarketer
Mobile devices accompany consumers everywhere throughout a busy day. Through mobile initiatives, retailers have unique opportunities to engage with consumers as they move through each purchase phase—whether they’re in a store, in transit, at work or at home.
Data from InsightExpress showed that during the holiday 2010 season, smartphone owners used their devices at different stages of the purchase funnel: to receive sale alerts (awareness), look for better prices and product reviews (consideration) and redeem coupons (conversion). This gives retailers many opportunities to connect with consumers and encourage purchase and loyalty.
Forward-thinking retailers are devising mobile strategies to address each stage in the consumer purchase funnel—awareness, engagement, consideration, conversion and loyalty. For example, retailers are use mobile to aid in the awareness stage, enabling consumers to research and learn about products via SMS and mobile websites. They can facilitate engagement via the mobile channel through targeted coupons and special offers as well as invitations to opt in to sweepstakes and contests. And retailers drive consideration via mobile by offering complete access to product ratings and reviews, promoting free trials or samples and links to social media feeds so that consumers can see what friends have to say about potential purchases.
For many retailers, mobile remains a work in progress. Among US retailers polled in the fall of 2010, 60.7% reported planning to beef up their existing mobile web presence or SMS campaigns. Nearly 40% of those polled planned to launch more SMS campaigns or test various mobile initiatives. “It’s clear that retailers need to do more than dip a toe in the mobile waters.” said Tobi Elkin, eMarketer writer/analyst and author of the new report “Mobile Web: Best Practices for Retailers.”
Also read our blog on topics like:
- How are businesses using text message marketing to boost sales?
Five Social Media Projections for 2011
Untapped Potential for Mobile Loyalty Programs
Source: eMarketer
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