Guest Author: Jenny Vance
Before embarking on a lead generation program, companies often believe they must have all the answers: who is the ideal customer, which market is the most ripe, what message is best.
Companies can spend months hypothesizing about the perfect calling lists, messages and strategies before launching an appointment setting campaign and making the first call.
I won’t go so far as to say that this is a waste of time; however, the law of diminishing margin returns takes effect very quickly sitting around a boardroom table hypothesizing about how the market will respond.
There is a better way: let the market provide the answers.
It’s time to start looking at your lead generation efforts differently. Lead generation is the greatest live dialog you have with prospects, and can be a powerful tool in spotting trends, honing messaging and identifying areas of market opportunity. In other words, lead generation can answer all your campaign questions without guesswork and delay.
Lead generation campaigns provide two different kinds of data that can help you refine a lead generation campaign: call center metrics and conversation level information.