subject: Lead Generation Is Now 'core' Business [print this page] BPO processes have traditionally been defined as taking care of the non-core areas of a business. Pick up any literature on call center and they will tell you that business firms hire call centers because they want to get their non-core business work done. However, this relegation in the name of non-core is set to change. Lead generation provides the company with business, revenue and the oxygen to survive in the bleak economy.
In short, sales lead generation is the single most important factor why the company survives. So, you cannot call it non-core anymore! Where telemarketing leads was another effort to market products/services, now you have to place the marketing lead generation at the center of the whole process.
The lifeline of a business firm is the constant supply of projects. If you have a business that relies on some other business for work, you must be conducting B2B lead generation stringently. You cannot expect projects to fall into your lap. You will have to work for them and make the people who matter aware of your services. Lead generation in this case will mean networking with the business heads of other companies.
It would mean corresponding with them and offering them a chance to take a look at your case studies. The lead generation companies can do that through emails or on the social media networks. The basic concept of the business lead generation campaign is to go for quantity rather than quality. It makes more sense if you contact 10 and take them through the whole process instead of calling 100 and squander away all the leads.
The same goes for the social media campaigns. B2B lead generation on the social media pays back more dividends if you concentrate on contacting only a select few. Choose the groups and people who will be of some use to your business. As a B2B firm, you have no reason to tap just about everyone on the social media circuit. Common users won't be interested in your call center business and would never be willing to pay you a visit.
Even if they do pay you a visit, they are not going to be of any use to you as a lead. This is not sales lead generation where you welcome just about everyone because you are targeting a much wider net of consumers. You need the right people to pay you a visit. Internet traffic doesn't matter here.
If your lead generation is for a B2C company, the metrics change. Then you will have to contact common users, but only through some smart segregation. For example, if you are trying to sell dish TV on Facebook, be members of groups and communities that have something to do with TV lovers.
Your sales lead generation makes more sense that way because you don't need to cast a wide net and spend resources. You just hit out on the most productive pockets, pull out the profits and pocket the leads. Marketing lead generation can be extremely pin-pointed and still bring results. It all depends on what you want to do with the tools you have.
by: Ivana Lewis
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