By Randy Shattuck
RainToday Note: This article is part two of a two-part series. Previously, Randy Shattuck discussed the differences between lead generation and client acquisition and the importance of aligning marketing campaigns with your business objectives. Now, in Part two, he provides best practices for developing marketing plans primarily focused on lead generation or customer acquisition.
"We've had success, but I believe we could do so much better," said the vice president of marketing as he looked over the documents laid out on the boardroom table. We had spent the previous two hours analyzing the results of the firm's marketing and business development programs from the trailing 18 months.
"There is no doubt that we can generate interest," he continued, "but it's our close rates that suffer. Got any ideas?"
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