Andrea Johnson

Email Summit: What’s the best lead generation tactic? All of them

That’s the word from our own Brian Carroll, who made that proclamation in an interview at the MarketingSherpa Email Summit this week.

Paradoxically, this is why it’s critical to be strategic. He explains there’s a lot of ways to acquire leads, but there’s no determining which ones work best without testing. But what compounds the situation is that marketers don’t have the time or resources to test every potential tactic.

This is why Carroll advises looking at marketing like a portfolio manager looks at a mutual fund. They analyze the financial marketplace. They make choices that balance high risk/high reward with the tried and true to achieve the highest return from their investment portfolio.

To get a complete view of what’s performing in the sales marketplace, Carroll turns to data from MarketingSherpa’s Benchmark Reports. He analyzes what’s working – and what’s not – for other marketers and makes informed decision about which tactics would best complete his marketing portfolio. 

Beyond that, it’s all about building relationships with people. “That’s what we really need to do instead of expecting to drive conversion from a single event or email,” he explains and throws in another analogy, “You don’t ask someone to get married on the first date…the relationship you’re looking to start with customers is built over time with trust.”

He expands on how to make that happen: 

“You need to identify the right people in the right companies. Initiate a memorable dialog that answers ‘yes’ to the questions ‘Is this relevant to me and my needs or my coworker’s or colleagues?’ And then  nurture that dialog with a potential customer on an ongoing basis…If you’re doing these three things effectively, you’re doing lead generation well.”

Take five minutes to watch Brian’s interview here:

This video has been produced in cooperation with GetResponse Email Marketing. See more at:

Related resources

Top Takeaways for Small Business from Email Summit 2012

Email Summit: Mobile marketing panel on the complex sale

Email Summit: Testing, timing and format elements in follow-up email

Email Summit 2012: Meeting email marketing challenges

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Lead Generation, Lead Nurturing, Marketing Strategy

  1. | #1

    I strongly agree with what Brian said. You marketing tactic will work without trying and his point regarding lead generation. Building a relationship with leads is important to ensure that they are really qualified. It is important to know who and what you are targeting, otherwise it would be a waste of time.

    Wonderful post. Thank you.

  2. Andrea Johnson
    Andrea Johnson
    | #2

    Thanks for your feedback and kind words, Amber!

  3. | #3

    I really enjoyed soaking up the insight and wisdom with thought leaders such as Brian at the summit!

    Thanks Andrea for sharing his wisdom!

    It’s all about the relationship. It takes a lot of work, but nothing worthwhile in this life is easy and solid relationship building in marketing brings big ROI!

    Jim Ducharme
    Community Manager
    GetResponse Email Marketing

  4. Andrea Johnson
    Andrea Johnson
    | #4


    Thank *you* for conducting and capturing a great interview!


  5. | #5

    i agree with brian winning trust is very important. I like the example given by him you would propose anyone for marriage in the first date. So first try to win the trust of your client and then proceed.
    Thank you for sharing such a wonderful post.

  6. Andrea Johnson
    Andrea Johnson
    | #6

    Thanks for your kind feedback John, I appreciate it! I am so pleased you found the post helpful.

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