Start with a Lead Ebook

start with a lead

Eight CRITICAL Success Factors for Lead Generation

eBook by brian j. carroll

www.startwithalead.com/resources | Eight Critical Success Factors | eBook by brian j. carroll | page of 27

start with a lead

Eight CRITICAL Success Factors for Lead Generation Success ©2006 by InTouch, Inc. Licensed under the Creative Commons License, Attribution 2.5 http://creativecommons.org/licenses/by-nc-nd/2.5

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background

My new book, Lead Generation for the Complex Sale (McGraw-Hill, 2006), was inspired by the inarguable fact that concerted lead generation endeavors were primarily that in name only until recently. Until now, “lead generation” was associated with direct mail campaigns, sometimes supported by a flashy website, sporadic trade show appearances, intense e-mail blasts or stabs at telemarketing, but with very little if any special attention brought to bear on the complex sale. The complex sale is not about mass marketing. Rather, the complex sale focuses on the specific needs and wants of the target audience. It is valuable to businesses that are engaged in long-term sales processes that require prolonged education and nurturing of the prospect. These companies generally provide solutions to their clients, who tend to be more sophisticated, are targeted to solving specific critical business issues and are managed deliberately and with precision. The complex sale most often manifests itself in the environment of business-to-business marketing. Marketers today are constantly reminded that the company needs more sales leads . . . now....