The Kellogg Survey: Part Three

These studies and explanations were made for your benefit. By giving you a greater understanding of how these systems work, and how to use them, we hope that it will bring your company more business and success in the long run.


A good question for most companies would be, 'How do you generate web leads to qualify and close at optimal rates?'. Thoughts and ideas are different for each company. Most go by instinct and intuition to generate and direct leads, and this doesn't usually work very well. It is very vague, and a guess could be the complete opposite of what is actually happening. So how do you generate those leads? There are a couple of good theories and thoughts done in this survey that can help answer that question.


In the survey, there was an analysis conducted to see which antecedents of generating leads drive the highest qualification and close rates. The survey shows which strategies work well, and which ones not so well. Here are some antecedents for Demand Generation. For Qualification Rates, Search Engine Optimization works well, while Pay Per Click, and Outbound Telemarketing doesn't help in this area. With Close Rates, Social Network Marketing is good, and Pay Per Click isn't.


Antecedents for Offer Types: with Qualification Rates, Price Quote and Videocast works great, but White Paper Library doesn't. In referring to Close Rates, Price Quote, eBook, Podcast, and Click-to-Call do very well in their areas. This information can really help you. Using each of these in the right areas at the right time can make all the difference. Generating leads is a huge part in this kind of business, so know how to do it efficiently. For more information, go to LeadResponseManagement.com and look up the Kellogg Lead Response Management Survey.


Tucker Case is a lead management specialist focusing on marketing software. For more information on multimedia lead response strategies like dialer, email, voice messaging, fax, direct mail and voice broadcast tools, please visit Inside Sales.