| |
Demand Generation Strategy
Today, marketers can be more targeted than ever when reaching out to customers. However, it's important to remember that your customer receives
marketing messages through multiple touchpoints, online and offline, and each should work together to successfully deliver a clear message
to them. 90octane develops custom program strategies that consider not only your marketing plan, but also the
marketing efforts happening elsewhere in your company. We make sure everything is in sync to efficiently reach your customer.
Understand your audience's needs
We start by becoming familiar with your company goals, your target audience, how you have reached them in the past, and how you position yourself in the
marketplace today. This allows us to craft an interactive lead generation strategy that
pinpoints your target audiences needs using the online environment.
Convert them with the best offers
Next, we gather information on what current offers you have for customers, and if they are sufficient enough to trigger online
conversion. This analysis is critical, because the offer is one of the most important variables in a successful lead generation program. If
your current offers aren't enticing enough to generate interest, we'll work with you to come up with the offers that will.
Match online tactics with your lead generation goals
We then map your program goals, audience and offers to a custom portfolio of online tactics to be used in the lead generation program. The
tactical mix considers whether your goal is branding or generating leads, acquiring new prospects or reaching your internal database, and
identifies which online tactics will offer the best conversion at the ideal cost per lead for your business model, such as:
Targeted Emails
Online Sponsorships (E-newsletters, text links, etc.)
Ad Units (Skyscrapers, leader boards, etc.)
Search Engine Marketing:
Webinars, RSS, Podcasting and other emerging tactics
Create metrics to keep the program on track
Program metrics dictate the program's success from start to finish. Cost per lead is derived from a variety of factors including the mix of
online tactics and their associated cost in your industry, your average sale amount, and program budget. The quality of the lead is also
projected, preparing you and your sales team for how to best funnel the leads generated. And last, overall program ROI is considered and
analyzed, to make sure you receive the expected return on your lead generation investment.
Manage the flow of leads for your sales force
Using program history and continued results analysis, our proprietary Lead Calendar TM allows us to closely control the amount of leads you receive
at a specific time, making sure we are meeting (and not largely exceeding) lead quotas you have internally. Excess leads can become
cold if your sales force cannot manage the influx. With this tool, we can also take your revenue goals within specific timeframes and
work backward to define how many leads are needed to make you profitable, at a welcoming rate.
|
|
