For the longest time, sales leads
have typically doubled as ‘lead generation’. But over time, lead generation and
lead nurturing became more differentiated as we shall discover. Firstly,
it’s wise to remember that leads are not customers when understanding the sales
leads definition. That is not yet anyway, until they are ready to buy, a
person/business who may eventually become a client. Furthermore, a sales lead
is always the first step in the sales funnel. Consequently, leads become
prospective clients(‘prospects’). To further our sales leads definition let’s
look at some concepts.
A system not a
Generally, every business needs a
consistent flow of leads throughout the year, not just every few months.
Consequently, for that, you need a system not a campaign. Specifically,
companies try a number of marketing tactics annually hoping to find something
that works. But it all starts with a proper system because some of these
tactics will work or fail. Furthermore, too many of these tactics are judged by
too little data, wrong data or no data all. Additionally, some judgments are
often made against unrealistic expectations. Develop proper sales systems
first, not campaigns.
Ironically, many business owners
always have big expectations at first. As the sales leads definition will
further reveal, it’s a patience game! Many expect single ad campaign or direct
mail campaign to produce endless new customers. Yes, sometimes a well-constructed
advertising or email campaign can produce immediate sales leads. Though one
batch of new leads is not the way to build a new sustainable business program.
A long-term strategy considering sustainability is key.
Sales Lead Magnets
Another element of sales leads
definition are sales lead magnets.
Offers that provide educational information, pdfs, free white papers, a
how-to-guides closely aligned to the services being sold are known as “sales
lead magnets.” Specifically, these lead magnets are typically made available to
a target audience with very little commitment. This is other than turning over
some basic contact information. Additionally, if your organization produces
articles, blogs, reports, research/helpful information, these can act as
content for sales leads magnets.
Sales Lead Tactics
When exploring the sales leads
definition, we learn some expectations of prospects/leads. Leads always expect
marketers to understand their company’s business model and be matter experts or
thought-leaders. Furthermore, they expect you to provide valuable resources,
consultation, education as value addition. Firstly, ensure you create content
to capture leads your website and develop blog posts. Additionally, generate
traffic from other blogs and social media as you also capture leads from
speaking engagements and published articles.
Plan for the long
Great sales lead systems aren’t
short fixes when we see the deeper sales leads definition. They are long-term
solutions engineered producing a consistent flow of new leads and customers.
This is not just for three, five or eleven months but for many years to come.
Furthermore, this allows you plan for the future adequately and enables you
scale campaigns with ease. This is paramount in most sales systems.
Don’t just measure front-end
activities but everything for efficiency and effective strategy. All from
response rates from direct mail, open rates from email, click-through rates
from pay-per-click ads. Furthermore, website visitors from search engines,
friends, followers and other connections from social media. For instance, with
direct mail, performance is usually measured by the “response rate”. Though
response rates don’t work when comparing direct mail to other media. Similarly,
emails can be used when inviting new prospects. These invitations can be
webinars, participate in survey or a poll, watch or read a tutorial.
Additionally, read some frequently asked questions or white papers.
Accordingly, every lead generated
has potential to become a customer. That’s the basis of the sales leads
definition. Though in truth, some of your leads have good potential while some
do not meet the criteria. Generally, they either express long-term interest or
none at all. I’d advise using the phone to qualify regardless of the source of
your leads. Furthermore, remember the goal of qualification is not to promote
your business. But to get answers to some key questions, such as: Do you have a
need for our product/service? Do you have decision-making authority? Have a
budget for our service?
In the sales leads definition, lead
nurturing is about building a relationship with your prospects. With the goal
of improving sales opportunities. In truth, not all leads will be ready to buy
right away. In retrospect, some will take a few weeks, months or even longer
before committing to making a purchase. Lead nurturing
keeps your name in front of leads over time, building trust and credibility
with prospects. Additionally, a program should have both a short-term and
long-term aspect. Furthermore, when lead nurturing, engage your prospects with
additional responsivity and interactivity all with the help of good content.
Executive Assistant and Content designer at T3 Direct LLC
I have tailored my skills in all verticals of marketing & business development. I have mastered a niche in Lead Generation, Digital Marketing, organize/develop projects, team development, data analysis, & excellent customer service.
About us and this blog
We are a digital marketing company with a focus on helping our customers achieve great results across several key areas.
T3 Direct is a company that produces corporate sales meetings, with a select specialty in some business to consumer aspects. Our mission is to connect people, places and ideas through sales meetings, events and interactive media. We help our clients reach their most important customers and prospects in the U.S. and Canada. We do this through face to face sales meetings as well as virtual options such as web conferences, SEO and SEM.