B2B Sales, Lead Generation and Marketing Blog
One of the biggest needs for companies today is qualified, scored, nurtured, sales leads. Companies can have all the prospects in the world, but until they qualify the prospect and determine their level of interest, their sales pipeline is full of fluff and will not give an accurate forecast.
One of the ways to help create qualified, scored, nurtured, sales leads and generate a real pipeline with a forecast is to create an email campaign. Below are some tips for creating a successful email campaign.
Email marketing is a crucial component of lead generation and lead nurturing, especially today with new marketing automation tools, shrinking sales budgets, and everyone doing more with less.
Even with the marketing automation tools that you can use today, you still have to put the campaign together. If you scroll down, you will see where I put out a blog a few weeks ago on what not to do for an email campaign. I thought I would put one out on 5 things to do for a lead generation or a lead nurturing email campaign.
Like using a shotgun, if companies wanted to generate leads for their sales representatives we would put an advertisement in the paper or phone book for a maximum spread shot.
Then came television and companies spent millions of dollars on advertising based upon research identifying what shows your targeted prospects watched. We used a larger shotgun.
When the PC first became as a common tool for communication we used email blasts and put advertisements on webpages that their prospects were thought to look at. Similar to using shotgun ammo with a tighter spread. As companies focus their lead generation and lead nurturing efforts from quantity to quality, the change in focus requires companies to think before they leap, similar to taking a rifle and taking careful aim at a target.