Classifying Industrial Marketing Leads
Understanding the various industrial marketing leads you attract is critical to growth as a manufacturer. A detailed categorization is necessary for salespeople to turn a lead to a sale as they progress through the process. Let’s look at how I recommend industrial clients categorize leads.
Cold industrial marketing leads have a potential interest in your product or services. These cold leads are found mainly through a prospecting call campaign – more on that later. Once the prospect has been sent information, a sales rep is able to contact the lead to determine the potential for new business.
A warm lead confirms they have interest in your product or service with a sales rep. There are many ways to garner warm leads, such as prospecting calls, social media, e-newsletters, referrals, or advertising. Once you have the warm lead, the next step is qualifying the lead. When industrial marketing leads are qualified, you’ve begun the purchasing cycle.
A hot lead moves from a warm lead actively looking to purchase your product or service. These industrial marketing leads is more than likely comparing benefits and costs between several companies. A hot lead is the step before a closed sale in the cycle.
Prospecting – the first step to get industrial marketing leads
Now to the prospecting call campaigns I mentioned. This initial step in gathering industrial marketing leads. It is a phone campaign that reaches out to potential customers using a semi-qualified list. Prospects have been pre-qualified to potentially have an interest through SIC or NAICS Codes and other factors. Overall, the purpose of the prospecting call campaign is to introduce your company and what it offers to determine if further follow up is warranted. While this first step in the sales cycle can be arduous for the caller, it is essential in finding potential business.
About the Author
Paul Kowalski (or Pappy as he is called around the office) spent over two decades working at other agencies before opening Conach Marketing Group in 2008. The early part of his career was working with Fortune 500 clients at different agencies. However, working with smaller clients was his preference. This choice was because of the impact on a client’s business growth and forming closer, personal relationships.
When he was creating Conach, his goal was to bring those Fortune 500 strategies along with years of B2B marketing experience to small business marketing clients. As a result of focusing on business to business marketing, Conach specializes in construction marketing, financial marketing, and industrial marketing. Even though we are in Mid-Michigan, Conach provides marketing services to clients across the country.