Every lead is important, but in campaigns targeted at high-value leads, the importance is magnified because the risk associated with losing a sale is much greater. That’s why marketers need to approach high-value leads differently than high-volume leads.

2. Every lead is important, but in campaigns
target at high-value leads, the risk
associated with losing a sale is much
greater.
That’s why marketers need to approach
high-value leads differently than high-
volume leads.

4. When planning campaigns, there
are 6 tips on the care and feeding
of high-value leads that you need
to know.

5. 1. Spend time up-front to learn
about each account.
The key is to start calling right away in an effort to snag the
low-hanging fruit.
With high-value targets, however, it pays to first do a deep
dive into the account. Meet with sales reps initially to ask
questions like…
-What is the history of the account?
-Does this account already use other products from your company? If so, what
products and versions?
-Does the account use a competitor’s product?
-What’s the best way to contact this account?

6. 2. Develop unique methods to
generate leads
 Recognize that traditional methods of reaching
contacts may not work with high-value leads.
 Instead, develop and test ways to nurture these leads
over time. For example, someone who won’t agree to a
meeting may be open to attending a webinar.

7. 3. Adjust your expectations.
 High-value targets are more difficult to reach and they
close at a slower pace than high-volume leads. Plan to
nurture leads over months through drip campaigns
designed to slowly build engagement.
 Also, use the information you gathered at the
beginning of the engagement to personalize your
message to prospects.

8. 4. Review your progress weekly
 Look at all your contacts regularly to identify
similarities and trends. Review every conversation for
every account.
-Where is there success?
-Are you getting referrals?
-What reasons are given for “no interest” responses?
Instead of taking an account off your list, strategize ways
to adjust your approach or message.

9. 5. Stay involved after the
appointment is set.
 Even when the sales representative is managing the
prospect relationship, lead generation can still play a
valuable role by helping to expand the footprint of the
account.
 Work with sales reps to determine other opportunities
in the account, what lines of business are ripe for a
campaign, and who to target or avoid calling.

10. 6. Know what to measure
 Generally, high-value target campaigns focus on fewer
accounts and therefore require a higher response rate
than traditional lead generation campaigns.
 In order to achieve a higher response rate, marketers
need to reach out to a greater number of contacts per
account.

11. For more information:
 Visit the LeadJen blog:
 http://www.leadjen.com/blog/
 Article link:
http://www.leadjen.com/blog/prospecting-
tips/target-marketing-on-the-care-and-feeding-of-
high-value-leads/