This article talks about how to generate IT sales leads.
The first question most companies need to ask themselves when searching for IT sales leads is if they want to seek leads using in-house staff or hire an external company. For many companies, outsourcing lead generation services to another company is cost effective because it avoids training the staff as well as supervision and costs of the staff to generate the leads. Other companies choose to attempt to generate leads on their own due to their high customer service values using the techniques listed below.
List Generation
Effective list generation, both for cold call telemarketing and cold call visits is critical for obtaining IT leads. Many businesses have an IT location that is separate from their headquarters and it is important that these lists target technology executives and not just business leaders. CIOs, CTOs, IT directors, and key technology decision makers must be the focus of these lists.
Telemarketing
Telemarketing is the method utilized by most external companies. It is one of the few ways to directly communicate with potential clients and direct communication has been shown to be a strong lead generator. This can also be utilized by individual companies on a more personalized level, but usually costs more for the company to service in-house. It is important to have a strong list generation (discussed above) before beginning a cold call campaign. Telemarketing without a focused list will be a waste of time for the company, employees, and potential clients.
Internal and External Marketing
Basic internal and external marketing strategies can be used to establish leads. External marketing such as newspapers and other media outlets as well as internal marketing such as referrals, signs, and public relations can be effective. The main negative with most of these marketing techniques is that they are passive and require the client to do the legwork including seeing the advertisement initially and contacting the company with their interest. Targeted marketing, such as sending brochures or pamphlets to IT executives can be effective if the campaign is well thought out.
Sponsorships
Another marketing technique that has been successful in the IT industry is sponsorships for webinar and webcasts that are geared toward prospective clients. Other technology inspired options could include email newsletters and basic SEO (Search Engine Optimization) of the company’s website. Purchasing web based ads that are targeted by search terms and/or geographic location can also be successful.
As with most businesses, 20% of the total client base provides 80% of the profit for the IT sales industry. It is vital to follow-up with all leads in a timely and continuous manner to ensure the best result for the company and the client. Utilizing strong lead generation and follow-up techniques can lead to shorter conversion cycles and reduce marketing costs. The bottom line is leads = customers and customers = money, which is the ultimate goal for those seeking IT sales. To be successful at obtaining leads in house, the company must be very focused and highly specific regarding their target market.