Lead Generation Strategy

AtreNet Delivers:

• Foundational site architecture and best-practices to enhance lead generation opportunities
• Registration-based value-adds that serve as a lead-gathering mechanism while making your customer's experience on your site more productive and rewarding
• Compelling event marketing, portals and registration systems
• Efficient integration of web-based systems into your CRM workflows and infrastructure

A User-Centric Approach

Our user-centric approach to architecture, design, and web content forms a foundation for enhanced lead generation. We build upon that foundation by creating specific lead pathways and clear, relevant calls to action. We use a wide range of techniques to expand the funnel on the site to cover as many prospects, in as many phases of the sales cycle, as possible.

We employ pervasive opportunities such as contact forms, information requests, call-me requests, and 800 numbers to enable a prospect to "raise their hand" at any time. We work to elevate the visibility of contextually-appropriate calls-to-action and lead generation pathways throughout the site. We support campaigns and lead generation programs with specialized communication opportunities and purpose-built microsites presenting unique, highly-targeted experiences to selected audiences. We drive prospects into the funnel using every available technique, from search engine marketing, to direct mail, to printed collateral and trade show flyers.

Balancing Business Needs and Customer Expectations

Corporate web sites are often driven by business policies. Unfortunately, these objectives can be at odds with customer expectations. Businesses want to influence the customer and change their behavior, but this may not correspond with what the customer is trying to do. Users are savvy enough to understand when a company is pushing features that are primarily of benefit to the company itself. When a web site tries to mold a customer’s experience contrary to that person’s expectations and needs, the customer feels frustrated and alienated.

A mix of overt and implied involvement over time supports the customer lifecycle and allows the users to build a level of trust before they commit more sensitive information. To support this, we have developed systems which provide inherent value to the prospect by making their experience on the site more beneficial in exchange for a moderate level of self qualification. We have also developed tiered registration systems which effectively funnel prospects from simple registrations to more complex self-qualification processes. The ultimate goal is to ensure that every prospect is presented with natural and compelling self-qualification options throughout the site experience.

Campaigns and System Integration

We develop banner advertising campaigns and corresponding tracking systems to follow users from initial view to conversion. We are experienced with integrating third party user tracking systems including Omniture and WebSideStory.

We also commonly integrate customer-facing forms with Salesforce.com to eliminate extraneous barriers between the leads and those who manage them. We can customize this integration to apply real-time rules, eliminate duplicate records, and automatically update lead scores based on additional prospect actions.

• Strategy
• Comparative Assessments
• Information Architecture
• User Experience Testing
• Lead Generation
• Design
• Web Design
• UI Design
• Campaign Support
• Print/PDF Collateral
• Corporate Presentations
• Product/Technology Demos
• Infographics
• Branding And Identity
• Implementation
• Site Engineering
• CMS Implementations
• HTML Refactoring
• Globalization