ResponsePoint’s process approach to B2B lead generation ensures you achieve the maximum potential from your marketing investment through the identification and delivery of quality sales opportunities. We achieve these results by applying better marketing processes and a strict formula to campaign creation that encompasses each of six phases of planning, development and execution.
Choose a Process Area Below to Learn More
- Objective and Strategy Definition
- Targeting & Database Evaluation
- Campaign Planning, Development and Review
- Measurement & Optimization
- Campaign Execution & Monitoring & Reporting
- Sustainability & Efficiency
Choose a Process Area Below to Learn More
Objective and Strategy Definition
On any journey, it’s important to know where you are going and what you need to do to get there. When building a lead generation program, the same is true. At this stage in the process, we’ll identify the end goal as well as the tools available to help us get there. We’ll then evaluate your current state of readiness and create a roadmap of steps to follow on the path to success that fit within your budget.
Measurement & Optimization
Before launching any marketing campaign, we take the time to review the program in detail once more to highlight exactly how the program will be measured and the customer experience will be managed. This sets realistic expectations and allows us to further test and optimize the program to the specific needs of your target audience.
Targeting & Database Evaluation
Your short-term and long-term lead generation success is predicated on the quality of your data. Having great data makes life easier. Having no data simply means you’ll need to adapt your approach to overcome this hurdle. Regardless of your situation, ResponsePoint will improve the quality of your data and ensure your knowledge of prospects and customers increases with every program.
Sustainability & Efficiency
Even as the program is being developed, we work to understand the long-term potential of the activity to produce leads. We then offer suggestions for how to leverage economies-of-scale and new technologies to reduce your overall program costs while at the same time supporting your ability to maintain and/or re-use the program indefinitely with or without our assistance.
Campaign Planning, Development and Review
Once we have a clear understanding of your objectives, we’ll propose, review and then develop a campaign to achieve your goals while at the same time enhancing your marketing readiness. This includes choosing the appropriate mix of communication vehicles, defining compelling call-to-actions, designing enticing creative and, most importantly, establishing a clear lead follow-up and management process.
Campaign Execution, Monitoring & Reporting
When all the T’s have been crossed and i’s dotted, it’s time to go live with your lead generation program. We manage the whole process, monitor results and provide detailed reports about the results. Along the way we’ll follow-up on new leads and make subtle modification when necessary to enhance the quality of each sales opportunity you receive.
