The Parthenon of ancient Greece was built over 2400 years ago with a total of 65 pillars in the design to provide the strength to endure unknown challenges. The building was actually used in 1697 to store gunpowder during a war. A direct hit in the battle exploded the gunpowder, but much of the building and many of the columns remained standing. For our purposes, let’s consider the gunpowder explosion a recession or significant uncontrollable change in the business landscape.
What is there to say about the Leaning Tower of Pisa except that it is a single tower that looks like it could be on the ground with a good stiff breeze? Seriously, which side do you think you would stand beside if you were getting your picture taken?
What does this have to do with lead generation anyway? Many businesses are not sure exactly where their leads and clients come from. A good starting point is to make sure a source is recorded for every new lead. Often we will find that the vast majority of leads come from 1 or 2 sources such as referrals, the phone book, direct mail, etc. If business is heavily dependent upon 1 or 2 sources of leads, you probably have a Leaning Tower of Pisa that is very vulnerable to a change in the business landscape.
Ideally we would build a Powerful Parthenon with 10 pillars (systematic strategies) each generating 10% of the leads. We would call this a 10 x 10 plan. This provides a strong structure that could withstand a loss of a pillar or two and still support the business.
A 10 x10 plan might include some of the following lead generation strategies or channels:
• Direct mail
• Chamber networking functions
• Booth presence at a trade show
• E-mail blasts
• A systematic referral strategy. Not just waiting for them.
• Radio advertising
• Television advertising
• Print advertising
• Sponsorships
• Referral groups like BNI, Business On Toast, Synergy
• Strategic alliances with other businesses
• Web presence with strong SEO
• Pay per click advertising
• Seminars and special events
• Telemarketing and cold calling
• Billboards
The list of potential strategies goes on and on. How many active strategies are in your plan now that regularly produce qualified leads? If you drew it as XYZ Co. Parthenon, how would it look? Would you be willing to stand under it?
The point is not that we need to spend more on lead generation since some of the best strategies cost next to nothing. The key is to have as many systematic strategies in place as possible, and to track the origin and quality of leads coming from each pillar to ensure our marketing dollars are an investment and not an expense. Feel free to contact me if you would like assistance in creating YOUR Parthenon.
