Some Lead Generation
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The best and most effective approach to lead generation depends entirely on the decision process of the buyer.

The key strategy is to identify the most likely prospects and then nurturing, educating and qualifying them before using more expensive sales resources. The education benefits the buyer; qualification benefits the seller.

Although there are many methodologies and potential tactics, each involves one of two primary approaches: Broad-based or Concentrated.

• Broad-based involves communicating to a broad set of prospects with the realistic expectation of a statistical response back to the marketer. Traditional advertising is a classic example of broad-based marketing rendezvous.

• Concentrated marketing involves identifying well-matched prospects and placing them into subsets. Market segmentation and trade shows are classic examples of concentrated-marketing strategies.

An integrated marketing strategy is most effective when it is developed as an integral component of the corporate strategy, defining how the organisation can successfully engage customers, and find prospects in the chosen market. Corporate strategies, missions, and corporate goals are needed. As the customer is the source of a company's revenue, marketing strategy is more closely linked with sales. A key component of marketing strategy is to keep the marketing in line with a company's overarching mission statement.

Basic theory:

1) Target Audience
2) Proposition
3) Implementation

Customer focus

Very many companies today have a customer focus, otherwise known as market orientation. These phrases imply that the company focuses ll of its activities and products on consumer demand. There is the customer-driven approach, the market-change approach and the product innovation approach.

With the consumer-driven approach, the consumer wants brcome the strategic marketing decisions. No strategy is developed until it undergoes consumer research. Each aspect of a product, including the nature of the product itself, is affected by the needs of consumers. The starting point is the consumer. The reason for this approach is that it's pointless spending R&D budget developing products that people will never buy. Looking at the past, many products were commercial failures despite being technology breakthroughs.

The formal approach to customer-focused marketing is known as SIVA (Solution, Information, Value, Access). The SIVA system is basically the four Ps renamed and reworded with a customer focus.

Using the SIVA Model generates a demand or customer-centric alternative to the traditional 4Ps model (product, price, place, promotion) of marketing.

Product → Solution
Promotion → Information
Price → Value
Place → Access

The revised four elements of the SIVA model are:

Solution: is the solution appropriate to the customer's need?

Information: is the customer aware of the solution? and do they know enough to make a buying decision?

Value: does the customer know what it will cost, the benefits and their reward?

Access: Where can the customer purchase the solution? and how easily can they buy it and get delivery?

The SIVA model was originally proposed by Chekitan Dev and Don Schultz in the press, the Marketing Management Journal of the American Marketing Association. It was then presented in Market Leader, the journal of the Marketing Society published in the UK. In essence, the model focuses on the customer and how they, the prospect view the potential transaction.