Generating Revenue With Ongoing Lead Generation Campaigns
- Feb 28, 2018
- 2 min read
A company’s CEO, VP of Sales and VP of Marketing went to lunch one day to talk about generating more revenue for the company. The conversation went as follows::
CEO: What did we do the last time we needed to generate more revenue?
VP Marketing: About 9 months ago we bought a cold calling list of companies we were not doing business with and hired a telemarketing company to call the list, set phone appointments and generate leads. The lead generation campaign lasted 3 months and produced some great pipeline that we’re still following up on.
VP Sales: I remember that they scheduled about 50 phone meetings for my sales team and we closed 6 of them within a month and passed the rest back to marketing for nurturing.
VP Marketing: Several months later, after sending out emails like white papers and information about our products, I received about 30 responses that they were now ready to purchase and passed them on to sales.
VP Sales: I gave them to my top closers and we got an additional 10 new customers!
CEO: So, we got 16 new customers from the last lead generation campaign and a bunch of qualified leads that we are still nurturing, is that correct?
VP Marketing: Yes, but most of the remaining companies are just not ready to purchase right now.
CEO: Well, it seems clear to me that we never should have stopped doing lead generation in the first place. Let’s make Lead Generation an ongoing project going forward so we never find ourselves in this boat again!
The moral of the story is you should always be generating new leads to increase your revenue and maintain your pipeline. The secret is in finding the right pace so you don’t get overwhelmed and you can still provide great customer service & support!
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