Generating leads and winning new business is a challenge, made harder by current market conditions and strong competition. There is no ‘one size fits all’ strategy, but there are things you can try, to develop a strategy that works for you.
The Dream Scenario
A unique proposition which meets a growing need, better than the competition, that cannot easily be copied and can be easily promoted. The reality is that in most growing markets there are global brands competing for business, who have bigger advertising budgets, larger development teams and better pricing. Your job is not to compete head-to-head, but to find your own niche, targeting business not well served by your competition. The companies who require a personal service and who want to build long-lasting business relationships. To do this you need a strong proposition, pricing, service wrap and an excellent team.
The first thing to consider is a continuous strategy. Successful lead generation campaigns cannot be achieved overnight. It takes hard work, dedication and conviction. New business should not be something you think about when times are hard and ditch for the next new idea.
Knowing your audience
This is the key to success. It is easy to buy a database and throw out a few campaigns, easy to pick up the phone and cold call a few new prospects or send bulk connection requests on LinkedIn. The challenge is understanding who you are talking to, their needs and your ability to meet them. By spending time, not just cleaning your database, but researching your contacts, you can tailor your approach. By ‘knowing’ instead of ‘guessing’ what their current issues are (and they are different at different times and levels), you will be more successful crafting your messaging and planning a strategic campaign to highlight your own unique solutions.
By joining up your sales and marketing strategies and getting your teams to work together, you will be much more successful. Marketing conduct desk research to understand prospect profiles, but sales actually talk to the audience and have a better understanding of customer needs. By feeding information back into the business you may be able to change your approach. If you share a CRM system with other teams and implement a strict process on documenting market intelligence in the system, each department has the information they need to craft competitive propositions and compelling campaigns.
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