A wealth creation strategy enables you to continuously attract money and opportunities in the same way that growing a garden enables you to continuously attract the birds and butterflies. The following article is based on ideas by Roger James Hamilton, the creator of Wealth Dynamics, someone whose fundamental approach to business success I have a great admiration for. Wealth […]
Outbound lead generation – overlap with social prospecting
Welcome to the top 5 on the list of LinkedIn Strategies and Tips from Wurlwind from 2012. These strategies will continue to be relevant and important through 2013 and beyond. If this list provides you with just one idea to apply to generate more leads, increase sales and grow your business then that’s a great […]
December is always a very busy month, so to help you make the most of the limited time available I’ve created a list of Ten LinkedIn Tips for December. December is a time to be thankful and show appreciation, to customers, clients, people who’ve provided referrals, people who are 1st connections on LinkedIn and other […]
When you know how to use LinkedIn Search effectively you’ll discover new sales opportunities that were otherwise hidden. Here is a quick guide to LinkedIn search for consultants, business owners and sales people. Basic LinkedIn search The starting point is the Search Bar in the Top Menu. Key in the word or words you want […]
You’re not alone if you want to know how to find prospects in LinkedIn. If so you need to look at the mix of contacts in your network. We’ve identified 5 types of contact below and recommend you look at the ratio of these in your network. Networking and prospecting on LinkedIn can be a […]
During September 2012 there has been a flurry of useful LinkedIn new features announced. Having evaluated and used them they are making LinkedIn an even more powerful online network for sales people and business owners. Here’s a quick summary of the main ones, in case you missed them: 1. There are now 10 million LinkedIn […]
Many businesses are finding it more difficult to generate leads. Budgets are tight, buyers are being bombarded and there are so many new approaches being promoted that it’s easy to feel overwhelmed. If you’re looking for inspiration, clarity, and a pragmatic approach, follow these six steps to improve your lead generation and sales. 1. Set […]
Like a hurdles race, there are many steps to take to get a sale, and three major hurdles to cross. Most athletes who line up at the start of the hurdles races at the Olympics will finish. There are medals for the first three over the line, and pride in ‘being there’ for the other […]
TeamGB Olympic success is being attributed to the High Performance System that’s been developed, which inspired me to look at what makes up a High Performance Sales System. How could this high performance approach and success translate to improve your sales performance, and the achievements of your business? Here are just a few quotes from […]
As you prepare for the next leg of your business journey why not invite Wurlwind to help you identify your destination, chart your course and plan the skills and provisions with you.
Defining campaign goals
Everyone knows they need goals. Defining appropriate ones in the rapidly changing business environment is becoming tricky. Are you finding it’s increasingly difficult to define and agree goals in the marketing and sales areas?
Most business owners and managers are clear on operational goal definitions; for sales, revenue, cost and profitability, as these measures haven’t changed significantly. Spreadsheets like EXCEL make it easy to run the numbers, either as a start-up or as an iteration of the previous year for an established business. It’s all too easy to be a spreadsheet millionaire.
Customer acquisition activities and costs are much more complex. The changing marketing and sales dynamics, such as the shift from outbound towards inbound marketing, and increasing centralised lead nurture activities on behalf of several sales representatives mean that tried and tested metrics are less reliable predictors now. And the likelihood is that new metrics will be more changeable than the old ones.
Let us help you understand what is appropriate and effective for your business.
Campaign tracking measures
Assessing one-off campaign effectiveness, such as comparing different direct mail campaigns or email broadcast results, is one level of tracking. Moving towards a more continuous campaign program involving multi-touch, multi-channel contact makes meaningful tracking much more complex.
There is a rapidly increasing range of tools available to collect, analyse and present information to assist in marketing and sales decision-making. Website tracking using Google Analytics is one example, and Social Media Monitoring tools are another.
There are many pitfalls, especially when you can end up setting tracking measures that only cover part of the process, and may distort behaviour and resource allocation. Website visitors and SEO for example are all very well, but without the means to capture and convert those people into leads much effort can be wasted.
Invite Wurlwind to help you define the end-to-end journey of leads through to customers and identify appropriate tracking to help you keep your finger on the pulse of your sales pipeline, and how effective your sales funnel really is.
Campaign skills and resources
The explosion of options for lead generation that flow from website developments and the rapid growth of social media creates a need for several new skills that didn’t exist just a few short years ago. The introduction of inside sales teams to support field sales activities is another shift taking place in many companies, to improve response times, increase productivity and reduce costs.
Outsourcing some or all of your lead generation activities is now a very real option. The breadth of skills and methodologies needed to set-up, execute and fine-tune ever more complex and personalised campaigns and meet the response time expectations of prospects, and to either create competitive advantage, or keep in-touch with best of breed competitors in your sector is becoming a significant task for business owners and sales and marketing managers.
To plan specific campaign resource requirements, or to understand and plan how to respond to the fundamental changes taking place in marketing and sales, arrange an initial discussion with Wurlwind today.
Email me, Mark Stonham, and I’ll be in touch very soon.