Traits of Effective Lead Generation Programs

An effective lead generation program is vital to the success of any business. But just as no two companies are exactly alike, there is no one-size-fits-all lead generation program that will work for every business.

Lead generation programs need to be tailored to the particular product or service a company offers, as well as to the clients such companies hope to attract. No matter what you are selling, however, there are four questions to ask yourself when assessing your lead generation program:

1. Does it have the correct processes in place? It is important that a lead generation program is able to effectively qualify leads so that you will always know exactly what a good lead looks like before you begin to nurture it. Your lead generation process also will allow you to nurture potential leads that aren’t ready to buy right now but are likely to do so in the future. Once you identify quality leads, you need to know how to correctly nurture these leads so that you are able to capitalize on each one when the time is right.

2. Do you have the right technology in place? Lead generation involves tracking all your leads all the time, whether they are ready to buy now or down the road. By tracking your leads, you will be able to communicate with these prospects through marketing messages that speak to these leads precisely where they are in the decision-making process.

3. Do you have the right people in place? Leads must be qualified before they are given to your sales team. If leads are given to salespeople too early, it can mean wasted time and missed sales. In addition to qualifying leads, you must have the type of experts in place who are experienced at nurturing leads until they are ready to be passed along to the sales team.

4. Do you have the type of content that speaks to current and potential leads? Content must speak to people at every stage of the purchasing process. It also should guide leads through the sales funnel at the correct pace. Potential buyers don’t want to be rushed, so your content must help them become comfortable with your brand over time. And when buyers are comfortable with your brand they will be more likely to respond favorably to your appointment setting or telemarketing efforts.

An effective lead generation program will help a company to generate the type of high quality leads that increase sales. It also will help to maintain a predictable flow of the type of leads that keep salespeople busy closing sales.