Cold Calling, Email Marketing and Lead Generation

LinkedIn Question:

Apart from Cold calling, what needs to be done to get more number of clients?

My LinkedIn Answer:

With all of the online marketing tactics available these days I do find cold calling less and less effective.

In as previous post, I have cited some statistics comparing the efficiency of cold calling to social networking (http://jenniferpriccimarketingstrategies.blogspot.com/2009/01/networking-plays-important-role-in.html#links). Social networking wins hands-down.

In the meantime, if you're going to use cold calling for lead generation it is important to sharpen your strategy...

• Use a top down approach
• The executive assistant is our ally
• “Be people with people”
• Standardize all leads regardless of source
• Start with a great database
• Script your introduction & create a calling guide
• Write a voicemail script
  
  NOTE: On average 20% contacts in a database change annually.

In addition, it is imperative to make the most of each call...

• Confirm the decision maker
• Find other players in the decision making process
• Gather basic information (eMail is critical)
• Start to talk about basic needs and concerns
• Leave your website address on voicemail messages
• Use phone and eMail combination
• Send an eMail follow-up

Regarding the last two points above, using an opt-in eMail marketing campaign can be a great way to generate leads and sales.

1. eMail is cheap. Which is why spammers love it. They don't care whether response rates are low because their costs are negligible. If you want to reach a large number of people and if you have access to a solid, opt-in list, go for it. A test sure won't cost you an arm and a leg.
   
   
2. eMail is fast. In two senses. First, your production time is minimal. As soon as you get an idea to test, you can write a motivating email, and hit the send button. Second, your prospect gets your email instantly so responses can start pouring in within minutes. Speed, from start to finish, means you can be a super-agile marketer.
   
   
3. eMail is a fabulous testing medium. As a result of the speed I mentioned above, you can get virtually instant answers to your marketing questions. Is a cross-sell offer going to be a winner? Send a group of prospects an email and you'll have an answer. Have you written two great headlines but can't decide which one to go with? Do some email testing and get your answer fast!
   
   Downloadable fulfillment pieces are instantly accessible. For example, if you're offering prospects a White Paper filled with valuable information, they can click through to your landing page, fill in a little qualifying information, and download your White Paper in under two minutes. The fact that they don't have to wait long to get their free fulfillment piece boosts response rates.

Jennifer Pricci
New York Based Marketing Talent For Hire!
jennifer.pricci@comcast.net

View my resume online at http://tinyurl.com/jenniferpricciresume

Read my recommendations and link with me at www.linkedin.com/in/jenniferpricci