Lead generation is not limited to online efforts such as SEM, PPC, SEO, Content Marketing, or Social Media Marketing. Many companies use other sources such as Direct Mail, Radio, and Television and other Direct Marketing methods to acquire new sales leads. The consumer path and experience for each of these mediums could vary dramatically.
While Rifle Marketing does not specialize in Direct Mail, Radio, and Television, we do specialize in optimizing the consumer path within our clients' umbrella of lead generation mediums and using our clients' data to generate more qualified leads.
Every organization qualifies inbound leads from their marketing campaigns, however, the methods in which they qualify leads varies from company to company, and often within the same company. Are the leads routed directly to salespeople? If so, each may have their own method and standards for qualifying a customer.
What is being done with the Leads that do not qualify? Is the follow-up process left to the individual qualifying the lead, or are there strict rules in place that dictate the Lead Nurturing Process?
Lead Nurturing is the process of identifying and implementing a strategy to convert leads that do not qualify at the moment or leads that are not ready to purchase your product or service, into qualified leads that will purchase. Additionally, Lead Nurturing entails reaching out to your current client base as specific timelines in their lifecycle to offer additional products and services.
For example, in the consumer credit arena, a consumer may not qualify for a loan today based on several factors such as job time, income, credit score, or cash down payment. Many companies will tag such customer as Inactive in their CRM and never reach out to the customer again.
Typically Lead Nurturing involves creating both email and telemarketing campaigns which mirror's each others messaging.
Pay Per Lead Services
For industries other than Automotive, and Subprime, Rifle Marketing may consider building a pay per lead program for your organization. With a pay per lead program, Rifle Marketing assumes the risk of the advertising spend and the client pays only for a qualified lead.