If you wondered what excellence in lead generation is about…
September 10th, 2007The amount of stuff written on lead generation is mind boggling, but as with everything, sometimes people come up with something useful. Hat off to the guys at raintoday.com, for creating a really useful and readable e-book, called “The One Piece Of Advice You Can’t Generate Leads Without “.
Ten people, ten different interpretations
The concept of having ten people write an individual piece on the same subject works well, and I particularly liked the opening piece by Jill Konrath who writes as if she was a prospective buyer. This is a short bit which paints the picture:
“In short, I have way to much to do, ever-increasing expectations, impossible deadlines and constant interruptions from people wanting my attention”
Another one that got my attention was Ardath Albee’s article “Tales to keep them talking” which argues the importance of having a content strategy to drive the conversation, based on the “essence” of your company. (which is really the brand essence as I see it)
So what’s the gist?
The observations may not be earth-shattering, but they are succinct and the achieve their objective to cover the most important issues, not all the issues.
- Understand who you want to talk to, agree this within the organisation
- Have an ongoing conversation, not a series of one-off communications
- “Nurture leads”, or in people language keep a two way communication open; a considerable portion of sales actually comes from these leads
- Measure what you do, or don’t do it at all
Download the e-book here - I think you’ll enjoy it.
September 11th, 2007 at 9:25 am
David, thanks for the heads up on this helpful resource.
There is no end to the writing or reading of books.
And when it comes to subjects like sales, marketing and branding it seems there is no end to opinions.
Always good to read you and see what you are learning down under.
Keep creating,
Mike
September 11th, 2007 at 9:37 am
Yes, the interesting challenge is around filtering the information into something that we can actually digest, isn’t it?