Lead Generation - Building a pipeline of business opportunities

BSA Marketing can help you develop and implement a structured, consistent approach to building a reliable pipeline of new business opportunities

Once the planning and preparation is done, Lead Generation is about talking to people - communicating your proposition to your target audience, ensuring that the benefits of your products/services are clearly stated.

What you are looking for is a fit between your offering and the needs of your customer. If they want what you have, there is a lead. Sometimes, this fit can be instantaneous and sometimes it can develop over time through several contacts/conversations.

As well as ensuring you have an effective plan, BSA offers telemarketing, web development, email and associated services to help put your plan into action and generate real leads.

Here are some thoughts to get you started:

Targeting your market:

Split your targeting into 3 groups. Your approach for each may well be different:

1. Existing and past customers

Often forgotten in marketing, your existing customers can be a great source of new business

2. Qualified prospects where you have never done any business

You might never have worked with these people but you know they offer worthwhile potential and, most important, they know you.

3. Contacts you don't know

Cold calling and new targets are what most people focus on when they plan marketing activity but it is also the group that can be hardest and slowest to penetrate. The fact that these people don't know you means that, unless you have a very strong offer, you will have to work on building credibility with them before they will realistically consider what you have to offer.

Nevertheless, targeting new contacts keeps the pipeline flowing as a source of new potential. It is from here that your qualified prospects and customers of the future will come.

Communication tools you can use: