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Understanding SmartLeads

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We at Putman understand the rapidly changing goals of marketers today. Where once they demanded higher quantities of leads–and we’ve consistently delivered–they’re now looking to better understand the leads they receive in order to more-efficiently target the most sales-ready prospects in their funnel.

This process of lead nurturing is at the heart of our innovative new SmartLeads program, which uses a combination of technologies and services to give marketers the ability to better time their communications and, therefore, better qualify their leads along the buying cycle. Which leads are ready for a follow-up call? What about an in-person meeting? Which are ready to attend an event?

The SmartLeads program represents a series of steps built to help you determine the sales-readiness of a prospect and use that knowledge to speak more directly to prospects at different levels. Here’s an example of how it could work for you:

Your company sponsors and/or supplies us minimally two-three appropriate pieces of high-value content. Preferably, each piece of content offers varying levels of informational depth to appeal to prospects at different stages. Examples of appropriate assets include white papers, on-demand, non-commercial presentations, “How Casts,” on-demand poster presentations and e-books.

For each asset, we’ll create a custom registration page to collect data. Ideally, more information-rich assets would require greater levels of data (like qualifying questions) in return for access.

We promote your asset(s) to our subscriber base. Registrants for your first asset could then receive a second offer of your next asset, further qualifying them as more sales-ready prospects. Non-registrants for your first asset also could receive a new offer/asset.

At any time in this process, Putman can move your prospects to the next phase of lead-nurturing–a personal follow-up, where we’ll ask a series of questions created in collaboration with you to determine further levels of interest. New assets could be provided at any point, if you choose, or more follow-up could be scheduled.

Throughout the whole process, Putman will:

  • provide weekly lead updates about registrants and weekly updates of follow-up activity
  • provide monthly analysis of program activity and a conference call to share observations
  • collaborate with you on the development of your follow-up script
  • facilitate every aspect of email and personal follow-up marketing

To learn more about SmartLeads, contact your Putman sales representative or send an email to marketinginfo@putmanmedia.com.

The post Understanding SmartLeads appeared first on Putman Media.


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