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Integrating Lead Generation Campaigns

Integrating Lead Generation Campaigns

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Published by John Follett

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Published by: John Follett on Sep 16, 2009
Copyright:Attribution Non-commercial

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08/07/2014

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How To Guide
www.demandmetric.com
Call a Principal Analyst:
(866) 947-7744
Integrating Lead Generation Campaigns
Executive Summary:
This report has been designed to provide practical advice for integrating
multi-channel lead generation campaigns.
Read this brief 6-page report to learn:
\ue000
Lead Generation Definition
\ue000
Typical Lead Generation Campaigns
\ue000
Best Practices for Integrating Campaigns
\ue000
Establishing a Lead Generation Scorecard

Read this report to learn how to strategically integrate lead generation programs and develop a Lead Generation Scorecard that has clear objectives, targets, initiatives, and measures.

www.demandmetric.com
Call a Principal Analyst:
(866) 947-7744
2
Table of Contents
Page
Lead Generation Definition
3
Typical Lead Generation Campaigns
3
Best Practices for Integrating Campaigns
4
Establishing a Lead Generation Scorecard
5
Conclusion
6
www.demandmetric.com
Call a Principal Analyst:
(866) 947-7744
3
Lead Generation Definition
Typical Lead Generation Campaigns
\u201cLead Generation refers to the creation or generation of prospective
consumer interest or inquiry into a business\u2019 products or services. Often

lead generation is associated with marketing activities, such as cold- calling, targeted at generating new sales opportunities for a company\u2019s sales force.

Therefore a \u201clead\u201d is correctly described as information regarding, or
provided by, a consumer that may be interested in making a purchase.
\u201cGeneration\u201d is one of a myriad of activities that produces contact
information and/or interest.\u201d
\ue000
Source:W ikip edi a

Acquiring leads is the most critical activity within the lead generation process. There are many methods for gathering contact information for prospective consumers.

Following is a brief synopsis of the most common lead generation
campaigns:
\ue000
Paid Business/Consumer Information: there are many
providers of marketing lists and business information, such as
Hoovers, Harte Hanks, and Dun & Bradstreet. For a nominal
fee, you can download thousands of contact names, and business
information to provide your sales force with unqualified leads.
\ue000
Contact Center: many organizations have an inside sales team

who qualifies leads and generates interest for outside or face-to- face sales representatives. Booking appointments and creating opportunities in a CRM system are the mission-critical activities. Read our report on Making Cold-Calling Work for You to learn best practices for this cost-effective lead generation method.

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