Yesterday I started talking about a lead generation case.
Today I continue the story showing the link between lead generation and marketing automation.
Summary of the previous episode:
Table of Contents
Mid-1990s: Paolo, a colleague, asks me if I am interested in a project to increase my income. Given my curiosity, he gives me a white envelope with informative material, with the obligation to return it the next day, because he has already promised it to another person.
Let’s decipher Paul’s moves:
1: Paul wants to “sell” me a project, but his question does not focus on this but on what might be of interest to me: “earn more”.
2: He doesn’t add anything more because he doesn’t know yet if I will become a qualified lead: he risks saying too much, too soon, and wasting time.
3: He gives a sense of urgency (psychology)
4: Finally, he relies on the scarcity of opportunity (still psychology), suggesting that the same could disappear tomorrow.
Today we’re talking about the functions of the envelope.
The envelope was in fact the marketing automation tool.
Marketing automation? What does it have to do with lead generation?
Let’s find out.
The envelope in fact had to skim the candidates without the need for Paolo to invest time in it.
Its purpose was to automatically CONVERT simple “leads” (people who had said yes give me the envelope but could only be curious as well) into “qualified leads” (people who had a need that Paul could solve).
So that evening I arrive home and immediately extract the content from the envelope: an audiocassette and a brochure.
Both have extremely general contents (what a coincidence, the word contents again…): all focused on WHAT would have been possible to obtain, but completely vague on HOW to get it.
I still remember the questions and cues around which the material revolved:
– what more do you want from your life?
– do you know what economic independence is?
– would you like to reach it in 2-5 years?
– would you be interested in having an instrument that would give you economic independence?
In short, it was a “teaser” that developed dissatisfaction, amplified the desire to improve the current situation, said that there was a solution, but did not reveal what it consisted of.
Finally, it contained the Call-To-Action:
if you want to obtain these RESULTS, ask immediately the person who gave you this envelope to explain you WHAT is the economic vehicle that allows you to reach them.
See you tomorrow for the sequel.