My secret B2B lead generation two-step formula

I love direct mail.  You drop a bunch of mail and then sit back and wait for the phone to ring.  It’s more fun than making cold calls. And a lot easier, when you know how to do it.

The hard part about direct mail is getting the offer right.  You need one that “pulls” a response rate that results in you getting as many leads as possible.  You actually have to get the whole direct mail “package” right, but the most important part is the offer. 

Side-note: First first, you have to get a good list…but that’s another story.

Okay, so how do you get a good offer for your direct mail piece? 

Simple, you test.  You drop some mail, see what response you get, change the offer, drop some more and so on.  You track the results and drop the lower response rate offers in favor of the better ones.  Simple.

It may be simple, but it’s not easy.

There’s a lot of time and money involved in creating and changing direct mail offerings frequently enough to produce a nice test set.  Often you need specialized marketing people to do it. It’s not something a sales person or organization can do alone or easily.

Here is my solution.  Create and test several offers using cold calling, first. Write short scripts that contain your offer(s) and cold call on each one for two hours.  At the end of two hours you will have established a response rate for the offer. 

After you have tested a few, say four or five, then pick the one with the best response rate.  Next, validate the response rate by doing the two hour call test on the script again.  If it performs as well as it did the first time out, you’re ready for the next step.

The next step is to “move” the offer from cold calling to direct mail.  In a simple one page letter or on a post card, print your proven cold call script language. 

Now mail out an initial test run of you new mailer.  Perhaps a few hundred.  If you get a decent response rate, you are now ready to go big. 

Final step, go big.  In other words, mail the rest of your list with your now proven offer.

Follow-up on the leads that result.

Now, drop this same mailer to your entire list, every month, until your response rate starts to fall. Be sure to suppress your responders so as not to hack them off and or look like a moron.

If you’re really on the ball, you’ll do the first part of this process, the offer testing by cold calling part, every quarter.

This “formula” will result in a nice steady flow of initial contact sales leads.  It will also be a nice complement to your cold calling program.  The mailers will warm up the cold calls.

If all went as planned, your program is up and running and producing results you are happy with.  Now it’s time to automate and outsource.  I’ve heard Zairmail is good.

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