Demand Generation Machine

One of the first and most critical points Brian J. Carroll in his book titled “Lead Generation for the Complex Sale” makes is “Conversation, not campaign”. It’s something that you can not agree with more if you have been involved with complex sale lead generation and yet how many of us actually implement this while sending out an introductory email? While many will ensure that sales calls are more personal and conversation based this doesn’t always translate down to email campaigns which are often just a brochure or presentation sent to an email address rather than a mail with more of a human touch. Personalizing introduction emails and turning them into the start of a conversation you would normally have with a prospect will always show results. We have been working on two such email campaigns in parallel over the last week and seen not just a better rate in conversion into initial appointments but more replies in general. More tips on this coming up in the next post so stay tuned.