Following these six steps can help you create a successful lead conversion marketing strategy. 1. Capture Contact Data to Facilitate a Dialogue During lead qualification, capture the contact data needed for an ongoing sales dialogue, especially e-mail addresses and permission to send e-mails. One way to get this data is to require it for fulfillment of your original direct mail offer, such as a product sample, free trial of your product or service, or a premium.
It's also a good idea to ask prospects to help you identify other team members who will have a role in the purchasing decision, so you can reach out to influencers, authorizers, and end-users. 2. Develop a Data-Driven Contact Management Plan Use prospect data to build email list a contact management program, a carefully planned series of regular touches with prospects to keep them interested, keep your product and company top of mind, and create additional opportunities to generate a response.
Use data such as company size, NAICS code, industry, geography, or future revenue potential to group prospects with similar characteristics into segments. Then, develop a marketing communications plan for each segment that regularly delivers information tailored to prospects' interests. Most B-to-B marketers try to reach prospects at least quarterly.