The above graphic describes a buying process. Sorry if it is a tad blurry. But unless one clearly understands how customers buy solutions, they will never master the art of lead generation.
The key to lead generation is to talk to customers the way THEY want to be talked to. For instance, a prospect in the Untroubled/Unaware stage has zero interest in our product brochures. He does not care about your company history or how long you’ve been in business. Instead, he needs an education.
So if you are using a multi-modal approach to lead generation and are sending email blasts, hosting webinars, doing telemarketing and even direct mail — kudos for you. But unless you have mapped your marketing to the buying process above, your lead generation has big room for improvement.
Good luck and good selling. http://www.jeffreyogden.com/ for more.
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Jeff Ogden