Radius Global and Vitro Communications launch online lead generation solution for businesses

The vast amount of information easily attainable online has resulted in the rise of the “self-guided buyer”. Today, buyers can do their own research on the web, find a variety of resources through social media channels, search engines, and other online avenues. 

Via content resources, today’s buyer can also learn a great deal regarding a specific product or service before ever having to even connect with a sales person in an organisation. This has led to an emergence of new techniques and approaches that is required to be adopted to qualify and develop potential prospects in organisations.

Giving birth to an innovative new lead generation strategy to meet these market challenges, Radius Global, a market insight and research agency catering to businesses in the services and industrial sector, recently joined hands with Vitro Communications, a marketing company specialising in customised sales lead generation, to offer local businesses an innovative online solution that will contribute to developing an organisations sales pipeline. 

Radius Global Managing Partner Manoj Daryanani and Vitro Communications CEO Heshan Edirisinghe at the signing of the MOU between the two companies

The solution comprises using a process of sparking interest in a product or service to not only maximise online leads and increase potential visitors through demand generation activities, but will also help to convert more visitors to leads and more prospects to sales. 

Manoj Daryanani, the Managing Partner of Radius Global, said: “Everyone’s fixated on getting traffic to their websites and social media sites, as if, somehow, this will unlock the door to a flood of new clients. For instance, an average website has a sales conversion of 1% to 2%. So it’d be fair to say that on most sites more than 95% of visitors don’t buy anything, especially on their first visit. Therefore , the truth is, you’re just burning cash with any form of online advertising ,unless you can have the right marketing system in place that not only attracts leads but also properly nurtures them over the buying cycle to convert into a purchase.”

Heshan Edirisinghe, CEO of Vitro Communications, endorsed these comments and said: “Many business owners are triggered to taking assumption on actions based on theoretical perception. For example they put a lot of money on Facebook likes, assuming that will generate more sales, or blasting several email marketing campaigns for a given month until the outsourced database burns-out. These are very reactive, short term ways of achieving revenue goals. They are unknowably, defaulting into very low yielding activities which give only a fraction of a fraction of the actual revenue.”

Outlining their solution, Daryanani added: “Our online lead generation solution has a clear process to identify the right prospects with a high potential for purchase and maximise the conversion of these leads through using analytics that help to test different messages and nurture the buying process. We use key techniques such as Landing page optimisation, multichannel interactions like call-back and chat, event-triggered or behavioural emails to follow-up initial contact and educating prospects about an organisations service or brand and deliver relevant offers to encourage conversion.”

Radius Global and Vitro Communications will aim to work with industries in the consumer, services, hospitality and retail sectors in nurturing and effectively increasing the lead-to-opportunity conversion rate, driving greater revenue through locating the right buyer and pulling those buyers into the sales pipeline. They will assist an organisation’s sales teams close deals with the right buyers at the right moment, leading to strengthening customer loyalty and better ROI.