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We believe in the combination of [software and services]. We've tried advertising, direct mail, email marketing, educational programs and sponsorships, special events and trade shows. We've done a lot, and without a doubt we've realized that the most successful programs are the ones that enable us to build a relationship with the prospect. What our customers are looking for is a relationship and a value, not somebody that's just going to push out product left and right. The most unsuccessful ones were those where you throw something on the wall and see what sticks and don't really follow up at all. Those don't seem to work for us.
Return to the lead management FAQ guide and read the rest of Jay's expert responses.
This was first published in January 2008