Telemarketing Lead Generation Blog

Including an Offer is Important When Building a Successful Lead Generation Campaign

Posted on Jul 18, 2011 by Tyler Anderson, Account Executive

Although there are many different strategies and pieces to a successful lead generation campaign, from our experience there are four key elements that really stick out in terms of importance:

1. A qualified list
2. Relevant messaging
3. Strong market recognition
4. Inclusion of an offer or incentive

The one that I want to focus on is “Inclusion of an offer or incentive” because I often see it as the most overlooked element. List quality typically is the largest factor in the success of a campaign (rightfully so), but marketers can easily get wrapped up in the quality of the data or their overall market recognition or brand awareness that they sometimes forget that prospects and customers alike need to be constantly convinced of the value and shown “what’s in it for me”. The obligatory carrot still needs to be dangled in order to generate a next step. There are many forms of offers and incentives (several examples are described by MarketingProfs here), but their value to a prospect (and impact on your campaign success-rate) will ultimately be defined by their relevancy and timeliness.

A recent example of a campaign, in which an offer played a significant role in the success, involved our teleprospecting team offering a tablet PC if a C-Level (CFO, CIO) prospect agreed to a face-to-face appointment with our client. The offer was highly relevant as the campaign’s target solution was focused on Mobility. The timing of our offer was spot-on due to the “newness” and appeal of the giveaway. Because we had both working in perfect tandem, we were able to easily double the initial goal of appointments – a “perfect storm” of our offer matching the messaging AND being in high-demand.

I realize that the perfect campaign can often times be hard to come-by, so a good rule of thumb is for us, as marketers, to take a step back, put ourselves in our target prospect’s shoes and decide if would be intrigued or pushed to a next step if we received the same incentive or offer. If we don’t see that happening, we probably should throw that idea away and start fresh from the drawing board!

Tagged: lead generation, targeted lead generation, teleprospecting, lead generation telemarketing, telemarketing sales leads, lead generation teleprospecting, lead nurturing

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