While there is no debating the fact that the internet has revolutionized the way that companies sell their products and services, it can also be proclaimed that websites have become incredible tools to funnel interested parties through on-site lead generation activities.
Whether the call to action is a webinar, whitepaper, pdf or just “request more info”, the fact remains that these are all inquiries, not sales transactions. With that in mind, it is essential that a game plan be put in place to evaluate the leads that come into the site, separate them by source, quality / potential, and follow up with them in a manner that is appropriate for each.
Some leads will require a telephone call, while others may just warrant an email. No matter what the strategy is, the important thing is to make sure that it is being implemented consistently and promptly. You should assume that if someone has reached out to you online, that they have reached out to your competitors as well, and if your response is lax, your likelihood of gaining the new client is significantly diminished.
Lastly, your strategy to tackle leads shouldn’t be stagnant. Evaluate whether what you are doing is working and tweak where appropriate.