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What Is Evergreen Lead Generation?

01 11 2012

“There’s a hole in the bucket, dear Liza, dear Liza,
There’s a hole in the bucket, dear Liza, a hole…”

Most lead generation strategies have a hole in them. Activity = results. But no more. You make a cold call, you get a response or you don’t. You do a mailshot, you get a response or you don’t. You go to a networking meeting, you meet people…

It’s the way many were taught to generate leads and it’s one of the reasons why so many salespeople experience the dreaded “sales roller-coaster.” They work hard to generate leads but then they stop generating leads to work on those leads and create an inevitable drop off in activity and therefore new leads.

Most traditional sales prospecting and lead generation techniques are not evergreen. But what if you added a few evergreen lead generation strategies to your mix?

“Then mend it, dear Henry, dear Henry, dear Henry,
Then mend it, dear Henry, dear Henry, mend it!”

When I am talking at sales conferences I talk about how you cannot afford to be a one-trick-pony. You need more than one lead generation strategy to your bow. You need a multi-faceted approach. And some of those strategies need to be evergreen.

What is evergreen lead generation?

Evergreen lead generation is creating collateral or campaigns that carry on creating leads for your business for days, weeks, months and years after you create them without requiring any more work or input from you.

Traditional lead generation still has a place and is still an important part of the mix but if you don’t have any evergreen strategies in your mix then you’re selling yourself short.

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