Lead Optimization - Are You Targeting the Right Prospects?

WHITEPAPER Lead Optimization: Part I - Are you targeting the right prospects?







Lead Optimization: Part I

Are You Targeting the Right
Prospects? Marketing campaigns should always start with the "who?" who will you target, who has a need for your product or service? No one can optimize lead generation without specifically defining the right audience to approach.



Lisa Cramer President LeadLife Solutions, Inc. lcramer@leadlife.com 770-670-6702
©2008 Copyright. LeadLife Solutions, Inc. www.leadlife.com 1 WHITEPAPER Lead Optimization: Part I - Are you targeting the right prospects? Too often you see marketers jumping head-long into lead generation projects only to A 4-Part Article Series: wonder why their efforts fail to deliver In this 4-part series, we target four major meaningful results. lead optimization milestones: It's sort of like that old science project where 1. Targeting the Right Prospects your bridge was supposed to support X 2. Measuring Real Marketing ROI amount of weight. You figured, this is easy, 3. Scoring Leads for Sales Success just put some popsicles sticks together and 4. Nurturing Leads for Marketing there you go, no problem. Perhaps you got lucky, but more likely the science and physics Success caught up with you and your bridge collapsed.
In marketing as bridge building, you need a plan. To get results, you need a formula that helps you construct a project to meet your expectations - the target, the dimensions, the timing - so that your campaign project does not crumble along with your reputation, expected ROI and sales leads.
Define Who You Want to Target?
Marketing, although thankfully not science, still needs that plan to be successful. Marketing campaigns should always start with the "who?" who will you target, who has a need for your product or service? No one can optimize lead generation without specifically defining the right audience to approach. Targeting can encompass many dimensions:
. The types of business, typically defined by Industry or Standard Industrial Codes (SICs)
. The geographical location of the business
. The size of the business by revenue or number of employees or both
. The people within the business typically defined by function code or job title
. Previous interaction with your company
. Specific events that have happened in the business
How Specific Do You Need to Be?
When we speak to our prospects about email marketing, or lead optimization in general, much of the discussion focuses on understanding what comprises their very best prospect profile.
Some end up being so specific that they have a very difficult time trying to figure out how to get in front of and influence those buyers. Some think only one person will be the one that
©2008 Copyright. LeadLife Solutions, Inc. www.leadlife.com 2 WHITEPAPER Lead Optimization: Part I - Are you targeting the right prospects? makes the decision to buy their product or service, that no influencers or others are ever involved.
On the other end of the extreme are companies that are not specific enough. They want to send the entire world their message and hope their value proposition arouses interest in someone. Marketers are under very real pressur... [download for more]