(1) Lead Generation – Where to get the data?

Customer Management, Sales Topics English

(1) Lead Generation – Where to get the data?

For many sales organisations, obtaining addresses for new customer acquisition is a major challenge.

The crucial question is:

Where do I get high-quality address data to generate qualified leads and thus customer data?

Particularly for SMEs or start-ups, the question becomes even more obvious when founding a business/ launching a new product.

I have had good experience with the following sources of customer data:

 

  1. via the website: 

This is a very cost-effective option, but requires good digital visibility and many page views of the website.

With a content offer tailored to the target group and a clear online marketing strategy, good quality inbound leads can be gained directly.

Social media channels or the own blog also help to gain customer data. These should be strategically integrated into the website.

The only disadvantage: it takes a certain amount of time for the website to “establish itself”.

More information can be found here in the section => “Online marketing”.

 

  1. other internal data sources

Many data sources in the company are often not known, but can contain further customer potential.

The marketing/PR department and databases that are maintained decentrally are just a few examples of internal data sources.

 

  1. trade fairs/ events

Currently, this possibility is very limited. In post-Corona times, high-quality new customer data, mostly in the form of business cards, can also be acquired here.
However, lead generation at trade fairs should be approached early and in a planned manner:

  • At trade fairs, the stand must be advertised early and consistently. Concrete appointments in advance are the be-all and end-all – no traffic at the stand means no addresses.
  • A short questionnaire/checklist helps to filter out the really interested and relevant customers instead of collecting masses of “deadbeats” or spies.
  • Digital touchpoints where customers can leave their contact details should be set up.
  • At events, the entire sales department, from the sales manager to the sales director, is required to establish contacts. Presentations, for example, should be provided with a “call-to-action”. Contact details voluntarily given by interested parties are high-quality leads that should be contacted quickly.
  • At trade fairs and events, company presentations and speeches offer good opportunities to address new prospects. Lots of relevant and useful information, presented in a good and entertaining way, leads to many leads afterwards.
  • Use informal contacts: Of course, for the entire sales team, participation in the additional events besides the event is mandatory: receptions, parties, evening events, the hotel bar, etc. I have always made the best contacts here.

 

  1. address dealers
In addition to the large providers, there are also smaller providers that do not have to be worse in terms of quality. Due to very different experiences, I cannot make a direct recommendation here.  
It is advisable to make a price comparison in advance and to pay close attention to what the use is permitted for. 
A reputable provider has addresses that conform to data protection regulations and also sends test addresses in advance so that the quality can be checked. 
However, post-qualification is almost always necessary. These costs are then added to the purchase.
Despite all the restrictions, external providers are often the better alternative: 
It does not make strategic sense to let the sales department qualify the addresses on the side. Sales should sell, not take over admin tasks.
  1. Mailings

Today, mailings are primarily carried out by e-mail and are therefore part of an e-mail marketing strategy.

One should not expect miracles in terms of open and click rates.

An opening rate of 30 percent and a click through rate (CTR) = clicking recipients of 20 percent can already be considered very good. The CTR can be significantly increased if benefits, e.g. in the form of high-quality content (e.g. good white papers, helpful checklists) or attractive offers (bonuses, discounts) are offered or delivered. A value proposition – what is the concrete benefit for the recipient when he or she clicks on a link? – should therefore always be part of an email.

In some target groups, even the old “print mailing” by letter or postcard or, in the case of doctors, even fax campaigns still work. It should therefore not be dismissed from the outset as “old fashioned” and excluded.
Even the e-commerce industry has discovered this and almost always encloses vouchers or advertising letters with their delivery packages.
In order to check the success of such print campaigns, the response elements must be suitable/trackable for tracking – voucher or promotion codes are a good means for this.

 

  1. enrichment and qualification of existing data

Often good things are so close at hand. Many managers are not aware that new sales contacts can also be gained through enrichment, i.e. a review and supplementation of existing customer data.
Here, too, there are various address dealers who take on this task.

»Copyright © 2021 Georg Doerner – All rights reserved.«

Submit a Comment

Your email address will not be published. Required fields are marked *