Lead Generation Outsourcing: Is Your Market Hungry?

Among the many considerations one needs to keep in mind while outsourcing lead generation projects for products or services, the most important one is to analyse the market. While this may seem like a fairly one step procedure that spans over a few weeks, or a couple of months, at the most, there are many aspects that lie hidden within. To begin with, it’s essential to check whether or not the market is ready, or willing, for a product or service that is about to be marketed. This does not necessarily mean that the offering is not good enough, but perhaps the positioning is not correct.

Product positioning is essentially about selling the right product to the right audience at the right time. For instance, it’s not appropriate to sell Easter gifts at year end. It also is not appropriate to market energy drinks to people in the 50-plus age category. An ideal situation would be to market an energy drink to the 18-35 age group while a sports event is approaching. This seemingly obvious step goes a long way in ensuring that the returns on investment are exponential. In this regard, lead generation outsourcing offers a great boon to the overall exercise by targeting the market at the right time.

Another situation where lead generation outsourcing might not be as effective and unable to live up to its potential is geographic diversity. It’s important to market the product or service where its need exists. For existence, someone selling raincoats in a desert region can only hope for a miracle to break even. Hence, one needs to define the region where the product or service will be marketed, as accurately as possible. In some contexts, this is even more important than defining the age group, but essentially a combination of both works best for the offering to drive incremental sales.