DMA Lead Generation Handbook

December 26, 2001

Ruth P. Stevens

Preface by Dave Smith — Why the DMA Is Publishing This Book

Acknowledgments

Introduction

Direct Marketing

What a Lead Is Not

How this Book Works

Getting the Most Out of This Book

Part One: The Lead Generation Tool Kit, Doc 1, p. 7

Chapter 1: The Marketing Database

Data sources

Internal data sources
- Sales contacts
- Billing systems
- Operations and fulfillment systems
- Customer service systems
- Inquiry files
External data sources
- Prospect lists
  - Compiled files
  - Response files
  - Prospecting databases
  - Email lists
- Appended information

Data fields

Data hygiene
Database issues
- What data not to collect
- Merge/purge
- Database modeling
- Who owns/manages the database

Segmentation

Profiling

Chapter 2: Direct Response Communications Used In Lead Generation, p. 18

Direct mail

Direct mail formats
- Self-mailers
- Postcards
- Dimensional mail
- Catalogs

Telephone

Internet

Website
- Registration
- Fulfillment
- Web response forms
- Mini-sites
- Subscription sign-up
- Extranets
Email
Newsletters
Banners
Webinars
Incentive programs
Affiliate programs
Search engine optimization

Print advertising

Broadcast advertising

Trade shows

Referral marketing

Chapter 3: Other Tools for Lead Generation, p 32

Integrated marketing communications

Call center/contact center

Customer service

Lead generation and management software tools

Part Two: Lead Generation Strategies

Chapter 4: Campaign Planning, doc. 2, p. 1

Setting campaign objectives

Lead flow planning
Calculating lead requirements
Budgeting

Analyzing the buying process

Chapter 5: Campaign Development, p. 8

Qualitative and quantitative pre-campaign research

Campaign media selection

How multiple media can work together

The message platform

Offer development

Offer checklist

Creative strategies

Copy tips
Design tips

Response planning

Testing strategies

Campaign results analysis

Chapter 6. Budgeting, p. 21

Calculating an allowable cost per lead

Establishing break-even campaign response rates

Part Three: Response Management and Lead Conversion

Chapter 7: Response Management, doc. 3, p. 1

Response capture

Inquiry fulfillment

Inquiry qualification

Setting qualification criteria
The inquiry qualification process
Lead scoring strategies
- A, B, C
- Weighted scoring

Lead nurturing

Closing the lead generation marketing loop

Outsourcing versus in-house handling

Chapter 8: Lead Conversion, p. 14

Deciding who gets the lead

Lead transfer methods

Ensuring sales follow-up

Tracking leads to closure

Non-closed leads

Part Four: Customer Retention

Chapter 9: Retention Strategies, doc 4, p. 1

The customer experience

Customer value segmentation

Retention metrics

Customer retention tactics

Appendix 1: Suggested reading

Appendix 2: Business-to-business direct marketing statistics

Part Five: Directory of Suppliers

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