A New CRM Technique for
B-to-B Lead Generation:
The Genetic Contact-Conversion Model
Bruce Ratner, Ph.D.
An essential CRM tactic in a business-to-business (B-to-B) campaign strategy is determining which leads are most responsive to the initial sales call (contact), and assessing their likelihood for accepting the sales offer (conversion) – namely, identifying successful leads. For example, in the Telecommunications Industry where products can be complicated and expensive and the sales cycle can take months, an efficient lead generation system is not an option. One wants to identify which prospects are most receptive to their salespeople and ultimately become customers. The lead generation system provides tactical intelligence for developing a campaign strategy to insure the successful leads are not lost.
The purpose of this article is to introduce the new Genetic Contact-Conversion (GCC) Model as the needed lead generation system. The GCC Model simultaneously addresses two important objectives facing B-to-B marketers: maximizing contact and maximizing conversion. The GCC Model, which is based on the assumption-free, nonparametric genetic paradigm inspired by Darwin’s Principle of Survival of the Fittest, balances the two objectives yielding a single score that identifies successful leads. The GCC Model is theoretically optimal, and easy to build and validate. I discuss a real CRM/B-to-B case study to highlight the features of the new method.
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