Research Note: Lead Generation Insight 4: Integrate Your Tactics!

In the recently released RainToday Research report, What's Working In Lead Generation, we looked at two basic measures of 33 tactics and strategies that professional services companies might use to generate leads for new business:

• Have you used it?
• If so, how effective has it proven in generating leads for your services?

Over 700 participating companies rated the effectiveness of tactics they had used on a scale of 1 to 5:

5 = Extremely Effective
4 = Very Effective
3 = Somewhat Effective
2 = Not Very Effective
1 = Not At All Effective

What were the top 5 tactics rated to be "extremely effective" and "very effective"?

See Larger Version Of Image

Both in aided and unaided responses, using the telephone to generate leads rises to the top as the most effective tactic (represented through either "warm" or "cold" calling). Several of the respondents chimed in to share how they combine this strategy with other tactics to warm up their prospects before picking up the phone. 

Calling Combination Strategies – Selected Commentary

Takeaway: Lead generation tactics work together. Getting through to high-level decision makers, getting your message of value seared into their heads, and getting them over the tipping point of becoming a serious lead for your services takes multiple touches, time, and marketing savvy. There is no silver bullet tactic.

While we see that "using the telephone" to generate leads rises to the top of tactics, it is that much more effective when combined with other tactics.

For example, assume you have been chosen to speak at an industry conference (the number two most effective tactic cited). You pour your time and effort into securing the speaking engagement, creating the PowerPoint deck, practicing your speech, preparing materials, etc. You show up, deliver, and pass out packets with a shiny new company brochure and your business card. You go back to your office and wait for the phone to ring.

A certain number of the attendees will be so interested in your presentation that they will pick up the phone and proactively begin a discussion with you. But the majority will go back to their office and your nice brochure will get buried in a pile on their desk.

Now, consider how much more effective your speaking could be if you were to touch the attendees both before and after the event.

For example: 

• Tactic 1: Send a direct mail letter to conference attendees focused on the benefits of your presentation.
• Tactic 2: Call attendees offering to meet with them during the conference to discuss how this new research affects their firm and their challenges.
• Tactic 3: Speak at the conference, network, and position yourself as a resource.
• Tactic 4: Add everyone you met to your Contact Management System (and your touch plan – see Insight #5).
• Tactic 5: Follow up with an email including the slides from your presentation.
• Tactic 6: Follow up with a phone call to discuss how this data relates to your prospects’ firms and to answer any lingering questions they may have.

In this case, combining lead generation tactics generates a fair share of leads both before and after the speaking engagement. 

Caveat: Don't evaluate lead generation too quickly. Lead generation is a multi-step process. It takes ongoing touches to draw prospects into the "seduction of your services." These touches need to be well planned, with a consistent message, at the right frequency, with the right mix of offers. This takes time.

Many professional services firms plant seeds in hopes of growing a tree, and dig them up after two weeks to see if they're growing. That's not a good way to grow trees.

Learn more by visiting:

• What's Working In Lead Generation: How To Spend Your Time, Money, & Energy For The Best Marketing ROI In B2B Professional Services
  
  
• Download the Executive Summary to this report.
  
  
• Read other RainToday research notes here.