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Lead Management Best Practices
Channel Source Direct

 

Process

High Tech Lead Generation… A Complex Process

Traditional customer acquisition strategies rely upon marketing to generate interest and awareness, and sales to close leads. Marketing or product develop typically has conducted market research as a completely separate exercise, relying on focus groups or surveys to understand customers and prospect brand sentiment, message impact and product needs. This old sales process needs to be adapted to the new customer buying cycle.

In the old marketing and sales process, leaks occur because many leads sent to sales are insufficiently developed. The sales force spends valuable time working with prospects that aren't ready to purchase, while other qualified opportunities fall through the cracks. And your marketing programs are static – that is each program is defined, run, analyzed and then maybe, the learning from the program is used to create the next one.

And for your product focused marketing teams, because of the cost and time involved in doing market research, this process is often done on an infrequent basis and based on samples and statistical analysis of limited results. They don’t get a broad understanding of what the market is saying and who those “other” competitors really are.

Channel Source Direct understands these complexities. We know that developing high quality leads for the high tech industry is a complex process and we also understand that there is very valuable information that comes from conversations with companies that are not immediate opportunities.

When you start your program with us, we’ll work with you to build an assumptive model and supporting script that recognizes your ideal customer profile, the problems you believe your customers are most likely trying to address and the competitors that you compete with. But then, working with us gets very different.

Our calling process relies on taking, measuring and continuously monitoring the pulse of the market, the pulse of your customers and prospects and the pulse of the overall buying cycle. By recording and analyzing every call and conversation through our proprietary process, we work with you to adapt your program, your script and the intelligence you are building while your program is in process.

Our Intel-Agent scripting process then allows us to easily create answer and sentiment dependent conversation branches, so that the agents calling on your behalf have richer, deeper, more meaningful conversations.

So while you may get average results at the beginning of a program, by the end of it your lead generation rate is substantially better than average and you are getting actionable market intelligence as well.



We are successful for our clients because we follow an innovative process that balances dynamic campaign management, quality and quantity in all our demand generation programs:

We had a vision of what the ideal tele-services partner would look like. How they would help their clients to be more successful – not just by generating leads, but also by helping them understand what is really being said in the market. We took that vision and started building towards it. Employing the best technology, and adapting it to our needs. By hiring the best, most sophisticated talent – not just for the phone calls, but for the data processing and analysis work that is not glamorous, but critically important. By going deep into our past records and conversations to build a database of knowledge that is unmatched.

So as we execute this vision, our clients get:

Talented lead management specialists who have business oriented, value-based conversations: “C level” executives in the high tech industry expect to speak with agents who understand their company, their products and their industry. Channel Source Direct recruits the very best talent available to represent your company. Our lead generation specialists are trained to conduct in depth business conversations with your prospects and will become an extension of your field sales and marketing organizations. We balance quantity and quality and deliver leads that are ready for your pipeline, based upon a “scoring model” built around your company needs.

Analysts that truly understand business and the science of collecting great data. We deploy them for our clients as we work through the hundreds of hours of telephone conversations that we make on your behalf, as well as those cataloged from past research and calling programs.

A sustainable, research driven prospect database: In an industry that is ever changing, “data is king”. This is so true in today’s economy where contacts and companies change at an alarming rate. Our team of database specialists will work with you to build a strong list of prospect companies which are continually updated through our Pulse Process. Throughout your program with us, and at the end of each campaign engagement, Channel Source Direct will return to you a database rich with current contact information and business intelligence important for future marketing initiatives.

A dynamic “Scoring Model” that drives program adaptation and iteration on the fly: Channel Source Direct works with clients to build a “scoring model” for all leads and information we are focused on gathering. This model is used as a tool for guaranteeing the quality of all opportunities before they are passed to our contact and we look at our ongoing learning to change our script, our lead criteria and our information gathering process if our initial assumptive model needs correction.

A multi-touch process that generates conversations with multiple decision makers and influencers: In most companies, technology purchasing decisions are typically made by many individuals. A high quality lead generation + research program will require multiple calls to contact and interview multiple decision makers and influencers. While this can be a long process, it is important to understand that most fully qualified leads, as well as the most in-depth and useful research is not generated on the first call pass. It takes an understanding of a companies buying process, and the skill sets necessary to penetrate multiple layers of individuals who will impact that buying decision.

A long term nurturing strategy: While we may make the right call at the right time in a companies buying cycle, chances are that you will need any number of calling cycles into a contact list to generate high quality leads. Initial calls may spark an interest in our client’s products and services, but for a variety of reasons they may not be ready to meet with your sales representative. We will work with you to build a nurturing process, complete with a library of sales tools (white papers, demos, webinars, etc.) to help our lead generation specialists better educate the prospect as they move closer to a buying decision.

We understand that developing high quality leads and research information for the high tech industry is a complex process. For more information on how Channel Source Direct can build a model to support your sales needs, contact us at 1-800-385-5141, extension 105.