Direct Marketing Leads “Webinars”
New lead generation tool for direct marketers is the webinar
Your online presentation message needs to be highly focused which can help search engine ranking and social media tactics.
For many direct marketers webinars can generate the largest proportion of your lead generation business. Many marketers have great success when testing webinars as an effective online channel when supporting a particular product launch.
Testing webinars as the new direct response channel
Many direct marketers reported that after testing webinars in 2008 that they decided to include webinar in their annual marketing plans each quarter. The minimum webinars planned for each year would be two per quarter.
When planning your webinar campaign look for hot topics that are focused on your demographic audience, screen attendees and score them as potential buyers during different buying stages.
Webinar cost savings
Webinars are very cost-effective and can be one of the lowest cost per lead channels in your annual marketing plans. Your overall percentage of new leads per year could go up by as much as 25% per year from this channel alone.
Webinars need to be tested and may not be the best option for setting sales appointments with company representatives. Webinars may need further nurturing and scoring to determine where they are on the sales pipeline.
The testing of webinars in your marketing mix may produce some excellent results and you may conclude that webinars should be the primary source for new leads in your marketing efforts.
Many marketers reported that after the webinar they would follow-up with a webinar nurturing period of 4 to 5 weeks. The follow-up channel can be email to reach the webcast registrants.
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Direct Marketing Leads
Lead Generation Planning
The dis-connect between marketing and sales is the primary reason for lead generation failure. The best way to plan a lead generation campaign is to start backwards with the point of sale.
To begin this process
We need to evaluate what goes on between the sales representative and the prospect? What information was needed to close the sale and how do you get the buyer to say yes?
Define the steps in the sales process:
- Who is managing and controlling each step?
- How can they help or hurt your program?
- Is the program failure because of unrealistic assumptions regarding the behavior of people
Match your leads to sales limitations:
Too many leads can kill a sales force, try to control the flow to make the sales force hungry the other extreme is too little leads.
Is the sales force ready to handle the leads as they come in with no conflicts with follow-up or scheduling problems if setting appointments.
Don’t sell expensive products or services that need a long explanation use a two-step process for offers is more profitable. When inquiries come in from the Internet or by phone reply with a powerful follow-up series.
Use copy to get the inquiry but never try to make the sale.
When selling qualified leads, sell the offer not the product.
Remember the closure rate for qualified leads can be four times as effective as a cold call and telephone leads are likely to close four times better than mail generated leads.
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