Building an ever-increasing list of qualified prospects

By BenefitPlace.biz - BPTradeshow.com

BenefitPlace / BP Trade Show


Recently we had the opportunity to review a discussion on Linkedin submitted by Jason Ream of OperationPTSD titled:

"Leads, what a joke. How many of you have thrown lead money down a rathole? Better yet how many of you are the one's making money off all these BS leads? 4Q insurance business!"

Having been in the insurance and benefits industries for over 25 years, we have utilized almost every methodology for building a list of qualified prospects, including: purchasing lists, list building, cold calling, traditional trade shows, advertising and call centers. For the most part all of these methods were ineffective, time-consuming and expensive. Unfortunately, until recently, there were few viable alternatives.

The development and maturation of the Internet and social media have changed the opportunities and leveled playing fields. Studying and utilizing input from HubSpot, a Cambridge, MA marketing company, we realized the power of inbound marketing versus the traditional outbound marketing methodologies of the past.

Inbound marketing, also referred to as demand generation marketing, is the utilization of the Internet, search engines and social media — with a consistent focus on search engine optimization (SEO) — to bring organizations and individuals to your door rather than your knocking on their door. As parties utilize the Internet to research their questions and needs for insurance and benefits-related products, programs and services, they continually qualify themselves. As they continue their research and land on your website they become a well-qualified prospect and potential buyer.

While inbound marketing does not totally replace the need for more traditional marketing methodologies, it represents a powerful, efficient and cost-effective set of tools for building an ever-increasing list of qualified prospects.