We believe that over 70% of the success of a lead generation campaign is down to the accuracy of the data.

It may be common sense to most marketers, but you'll hear this said time and time again.  The success of any lead generation initiative is often dependent on the quality and relevance of the database being used.

It's all well and good having great products, and a great message - but if the target audience has no responsibility or involvement in the product or service being promoted then expect responses to be minimal.

Opportunities uncovered from lead generation campaigns often fall into a number of categories - need now, short term, medium term and long term need.

Just because someone doesn't want something immediately, it doesn't mean they don't ever want it.  Identifying a prospect's 'buying window' is a fundamental objective of all lead generation campaign.

We make the most of each call, categorising prospects by buying timescale you can create a pipeline of prospects for the next 3, 6, 9 months or more.

Lead generation is the only other form of two-way vocal communications apart from face to face - so get up close and personal.

The power of the phone as a marketing tool is second to none.  It enables a message to be positioned in a 'tailor-made' manner, with criteria such as the prospect's understanding, interest level and overall requirements enabling a call-flow that encourages the right response.

The benefit of having a two way conversation is that prospects are immediately identified and at the same time qualified.  Even when a prospect is not interested there is still an opportunity to gather information as to when and if there is a future buying window for them.

Lead generation is a totally measurable form of marketing.

Often marketing initiatives are implemented one after another without assessing the success of each campaign.  This is often the purpose of the campaign is explained as 'building the brand' or 'providing air cover', both of which are important, but not accurately measurable.

With lead generation the results are totally measurable - we know how many people have been spoken to, and how many people provide an opportunity now or in the pipeline.

Be realistic, focused and logical.

Lead generation, like most other forms of marketing, works best as part of a mixture of unified strategies.  The chances of one telemarketing campaign lasting for a few days satisfying a company's long terms objectives is very low.

Implementing just a few days lead generation will result in a fraction of a prospect market place being spoken to, thereby leaving a vast amount of potentially valuable leads un-contacted.

It's important to remember that lead generation works on the basic principles of logic - the more people you speak to about a product or service within a target market the more chances you have of uncovering people that have a need; either now or in the future.

It's also vital that a telemarketing campaign that remains focused throughout its duration.  This allows communication with the target audience to be consistent, and results in a repeatable call-flow and a set of responses that can easily be analysed during and after the campaign.

Every conversation needs structure.  Scripts don't work - we use call-flows.

We don't use rigid scripts. Instead we use a call-flow to get the most out of each call.  The call-flow will consist of a qualifier question, followed by a positioning statement, followed by the purpose of the call and carefully constructed open and closed questions designed to uncover any opportunities.  It makes for more natural, intelligent conversations.

 

We pride ourselves on our activity levels, trading history and client base - we wouldn't have achieved these without delivering.

We have been working with the technology sector since 1998.  We pride ourselves on our ability to talk with a degree of reality, coupled with experience and the ability to deliver.  As a result of this approach our business has grown year on year as an effective sales lead pipeline implementer, working with small businesses through to large corporate organisations.

We are not a call centre - we are a specialist lead generation agency.

We are more than just a call centre.  Our lead generation capacity is 30 seats.  Whilst our recruitment processes are stringent and designed to ensure that our project managers are people that actually like and want to make phone calls.  We work as a team and all our telemarketers have excellent techniques and conversational skills.

The importance of collating and understanding results.

You may have an extremely successful campaign, but if you can't establish and analyse the results, you're no wiser than before you started.  For this reason, project administration plays a valuable part in all the lead generation projects.

All our project managers work from computerised systems, using data capture techniques throughout the duration of the call.  This allows us to provide a comprehensive breakdown of the number of calls made, number of people spoken to, comments, and any immediate or future buying requirements.

This information is collated in a manner that is easy to interpret for our clients.  For many of our sales and appointment setting projects, positive call outcomes are emailed within 24 hours for follow-up by the client.

Lead generation is not necessarily going to 'save the business' - but if deployed correctly it can be very effective.

It's important to remember when putting a lead generation campaign in place that nothing is guaranteed.  As we've mentioned previously there are many factors that affect results - data quality, receptiveness of audience to your proposition.

Lead generation is undoubtedly one of the most cost-effective ways of generating positive interest in a business, but it is only one discipline of the marketing mix that can be used to achieve overall marketing objectives.

If you're interested in working for solologic please sent your CV to alistair@solologic.co.uk.  We look forward to hearing from you!