Lead Generation 2019 best practices

Scattergun versus Targeted campaigns

Finding new leads and – more importantly – approaching prospects with all the existing challenges in 2019, such as Brexit and GDPR can turn this essential sales and marketing task into quite a complex one.  However, with careful planning, truly understanding outreach goals, targets and performance tracking it doesn’t have to be complicated.

There are many opportunities and activities lead generators can do and this month’s article offers a couple of options, pros & cons of each, as well as best practices for success.

During the campaign planning stage, it is critical to decide which approach to take – or as many companies are doing – how to best combine these two completely different approaches.

Scattergun versus targeted prospecting

The following sections describe these two campaign types, as well as the pros and cons.  At the end of the article is a direct example of how to execute these campaigns.

  1. Scattergun campaigns

This approach refers to sending out a generic message to a wide audience, across large demographics.  The expected returns generally are lower than a targeted campaign, as are the costs as they involve one simple non-intrusive message and are mass distributed via generic channels such as letter drops, post, email and social media.

This type of campaign focusses primarily on raising brand awareness with a return of low-level engaged leads – ie they are interested in the promotional offer rather than being brand loyal customers.  That is not to say they cannot be segmented, nurtured and turned into a loyal customer. Campaigns tend to be split into A/B testing – both in terms of content and head line messaging.  Average ROI rates for scattergun campaigns lie around 0.01% to 0.03%.

In line with GDPR these are not addressed to any individual.

  • Physical letters are addressed to ‘the business owner’ or ‘the car owner’
  • Emails are sent to info@… or admin@…
  • Social media

 

PROS CONS
  • Good for raising brand awareness
  • Generic message
  • Very useful for promo type messaging
  • Easy to push out content / images / offers
  • Low ROI
  • Typically generates low level engaged leads
  • Requires tracking for analysis (via tele # or promo code)
  • Will require targeted prospect campaign follow up

 

Example:  B2B solution offering a product: A/B test campaign

Create two sets of images.  One showing benefits of owning said product, one showing loss of not owning said product.  Create two generic messages relating to each

Create digital copies:  email all in your list and tweet/post/blog on all channels

  • month one benefit message, record results after month one
  • month two loss message, record results after month two

Print several thousand copies:  send post out to all in your list

  • month one benefit message, record results after month one
  • month two loss message, record results after month two

 

Review, analyse, make required changes and repeat.

 

  1. Targeted campaigns

This approach refers to conducting a segmentation of a set of prospects and sending out a specific message to that audience only.  The expected returns are higher than a scattergun campaign as the content will include a trigger that is specifically aimed at the chosen demographic.  Costs are higher as more time and selected channels are involved in the distribution.

This type of campaign focuses on lead generation and building a sales pipeline, through rewarding loyalty and cross selling existing customers, or by solving a problem for a segment, showing understanding and expertise of your produce/service offering.  Multiple campaigns tend to be run in sequence, allowing time for personal follow up calls.  Average ROI rates for targeted campaigns lie around 5% – 10%.

In line with GDPR these are addressed to individuals and therefore MUST only be sent to those individuals / businesses who have opted in to receive information.

  • Physical letters: must contain a GDPR statement at the bottom of the material/opt out option
  • Emails and social media must contain a GDPR statement /opt out link / website GDPR link

 

PROS CONS
  • Great for increasing customer loyalty and lifetime value
  • Good ROI in terms of response numbers
  • Demonstrates business offering expertise
  • Generates more business: new and cross sell opportunities
  • Tracking directly linked to sales pipeline

 

  • More time required for prospect research / segmentation / delivery / follow up
  • Smaller outreach
  • Generation of multiple campaigns
  • Targeted messaging per segment group

Example:  B2B solution offering a product:  segmented audience messaging: cross sell campaign and new lead gen campaign

Cross sell campaign:

  • Run report on existing customers with your product, to see where cross sell opportunities lie – AND – how they wish to receive marketing communications from your business
  • Create content/images offering an extension of the existing product they have or a new service around their product you may give them
  • Offer a discount code on the product extension or new service
  • Add GDPR statements
  • Send out targeted messages to those customers in appropriate channels
  • Follow up 3 days later with a telephone call to advise of offer and schedule appointment or sale
  • Track activity

 

Lead gen campaign:

  • Conduct research on product/service offering versus companies requiring your products/services and research any news items regarding this topic
  • Create custom prospect list & validate through telemarketing activity, making notes of individual company requirements (obtaining communication consents)  – note this will require further segmentation
  • Create content/images based on information from telemarketing relevant to identified segments
  • Add GDPR statements
  • Send out targeted messages to segments in appropriate channels
  • Follow up 3 days later with a telephone call to establish opportunity and schedule appointment or sale
  • Track activity

 

Review, analyse, make required changes and repeat.

Want to learn more? need a little help? Call us today – the number’s at the top of this page!

Filed under: News on April 13th, 2019 by Melanie Hill