Lead Generation
One of the things I love most about marketing is lead generation. The work that goes into identifying someone who may benefit from partnering with us and figuring out the best approach, key messages and creating that first touch. I enjoy watching the lead develop into a fruitful relationship. It’s lovely when you eventually meet these people at an event and hear about the projects you have worked on together.
Marketing on a Budget
The biggest challenge is operating on a budget. When you work for big companies you are often blessed with big budgets so you can sponsor events, be at all the functions and buy the best data and software available, to help you manage your campaigns. You have the luxury of hiring marketing and sales teams and even graphic and web designers to help you manage your daily activity. On a budget this is a different ball game and the challenge faced by start-ups and SMEs.
How do you generate leads on a budget?
I have found that it is possible with a bit of time, a dedicated, integrated strategy and a good reporting mechanism.
Goals
Before you start, think about what you want to achieve in what timescale and set some goals. Consider the possibility of generating new leads from existing customers rather than just focussing on new business for a few quick wins.
What do you already know?
Understanding what has worked in the past, what has not worked and why is a good place to start. Knowing what data you have in-house is also useful. Sometimes you can pick out opportunities just by reading through your customer records or chatting to the team.
Word of mouth
How did you win the customers you already have? How to you currently win new business? Is it word of mouth? If so is there anything you could do to encourage more of this? Incentivise your customers to recommend you perhaps?
Social Media
Are you on social media? Are your potential customers? Is it worth setting up an account and connecting with them? Start with LinkedIn. Try requesting connections from peers and potential customers and send them an introduction however avoid a sales pitch in your first interaction.
Email Marketing
If you already have email addresses for potential clients or an existing client database, you could email them. Build a list of named email addresses, think about your subject header and your personalised content and plan your call to action. Make sure you have an unsubscribe option and plan regular updates.
Reporting
Report on activity against goals. Try to analyse every action and make amendments. With a little bit of trial and error, an accurate list of named contacts, a good message and a strong call to action leads should start to build.
Jola is a supplier of IT and telecommunications through a channel of IT Support and Telecommunications companies. We support our Partners right from the start with sales and marketing and help them to help their customers upgrade their internet connectivity, phone systems and mobile contracts. To find out more about what we do and the sales and marketing support available, keep reading our blogs. For a more personalised response why not contact us for a Partner Pack?
