May 24

What’s the best lead generation tactic? All of them

Email Marketing


There’s a lot of ways to acquire leads, but there’s no determining which ones work best without testing. But what compounds the situation is that marketers don’t have the time or resources to test every potential tactic.

I advise looking at marketing like a portfolio manager looks at a mutual fund. They analyze the financial marketplace. They make choices that balance high risk/high reward with the tried and true to achieve the highest return from their investment portfolio.

To get a complete view of what’s performing in the sales marketplace, I look at data from others. I analyze what’s working – and what’s not – for other marketers and make an informed decision about which tactics would best complete his marketing portfolio.

Beyond that, it’s all about building relationships with people. That’s what we really need to do instead of expecting to drive conversion from a single event or email.

You don’t ask someone to get married on the first date…the relationship you’re looking to start with customers is built over time with trust.

Here’s how to make that happen:

You need to identify the right people in the right companies. Initiate a memorable dialog that answers ‘yes’ to the questions ‘Is this relevant to me and my needs or my coworker’s or colleagues?

And then nurture that dialog with a potential customer on an ongoing basis…If you’re doing these three things effectively, you’re doing lead generation well.

Related resources

Top Takeaways for Small Business from Email Summit 2012

Email Summit: Mobile marketing panel on the complex sale

Email Summit: Testing, timing, and format elements in follow-up email

Email Summit 2012: Meeting email marketing challenges

About the author 

Brian Carroll

Brian Carroll is the CEO and founder of markempa, helping companies to convert more customers with empathy-based marketing.

He is the author of the bestseller, Lead Generation for the Complex Sale and founded B2B Lead Roundtable LinkedIn Group with 20,301+ members.

  1. Thanks for your kind feedback John, I appreciate it! I am so pleased you found the post helpful.

  2. i agree with brian winning trust is very important. I like the example given by him you would propose anyone for marriage in the first date. So first try to win the trust of your client and then proceed.
    Thank you for sharing such a wonderful post.

  3. I really enjoyed soaking up the insight and wisdom with thought leaders such as Brian at the summit!

    Thanks Andrea for sharing his wisdom!

    It’s all about the relationship. It takes a lot of work, but nothing worthwhile in this life is easy and solid relationship building in marketing brings big ROI!

    Jim Ducharme
    Community Manager
    GetResponse Email Marketing

  4. I strongly agree with what Brian said. You marketing tactic will work without trying and his point regarding lead generation. Building a relationship with leads is important to ensure that they are really qualified. It is important to know who and what you are targeting, otherwise it would be a waste of time.

    Wonderful post. Thank you.

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