Target Marketing on The Care and Feeding of High-Value Leads

Target Marketing on The Care and Feeding

of High-Value Leads

Every lead is important, but in campaigns target at high-value leads, the risk associated with losing a sale is much greater.

That’s why marketers need to approach high-value leads differently than high-volume leads.

When planning campaigns, there are 6 tips on the care and feeding of high-value leads that you need to know.

1. Spend time up-front to learn about each account.The key is to start calling right away in an effort to

snag the low-hanging fruit.

With high-value targets, however, it pays to first do a deep dive into the account. Meet with sales reps initially to ask questions like…

-What is the history of the account? -Does this account already use other products from your company? If so,

what products and versions? -Does the account use a competitor’s product? -What’s the best way to contact this account?

2. Develop unique methods to generate leads

Recognize that traditional methods of reaching contacts may not work with high-value leads.

Instead, develop and test ways to nurture these leads over time. For example, someone who won’t agree to a meeting may be open to attending a webinar.

3. Adjust your expectations.

High-value targets are more difficult to reach and they close at a slower pace than high-volume leads. Plan to nurture leads over months through drip campaigns designed to slowly build engagement.

Also, use the information you gathered at the beginning of the engagement to personalize your message to prospects.

4. Review your progress weekly

Look at all your contacts regularly to identify similarities and trends. Review every conversation for every account.

-Where is there success? -Are you getting referrals? -What reasons are given for “no interest” responses?

Instead of taking an account off your list, strategize ways to adjust your approach or message.

5. Stay involved after the appointment is set.

Even when the sales representative is managing the prospect relationship, lead generation can still play a valuable role by helping to expand the footprint of the account.

Work with sales reps to determine other opportunities in the account, what lines of business are ripe for a campaign, and who to target or avoid calling.

6. Know what to measure

Generally, high-value target campaigns focus on fewer accounts and therefore require a higher response rate than traditional lead generation campaigns.

In order to achieve a higher response rate, marketers need to reach out to a greater number of contacts per account.

For more information: Visit the LeadJen blog:http://www.leadjen.com/blog/

Article link: http://www.leadjen.com/blog/prospecting-tips/target-marketing-on-the-care-and-feeding-of-high-value-leads/