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Topic : Best Lead Generation Techniques
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Posted in Job Site : SalesCult
 

Pull Strategy or Push Strategy to generate marketing leads - Which one is better?

Created by : Nishchal Khetarpal, Client Servicing/Key Account Manager, HCL America Inc  | 07 16 2008 10:55:43 +0000
Industry : IT ServicesFunctional Area : Productivity & Performance(Strategy & Execution)
Keywords : Marketing Strategy One Better Leads Generate Push Pull
Activity:  3999 views;  last activity : 11 15 2010 04:40:30 +0000

We all have been using various strategies to generate business leads and maintain a pipe line. Some strategies work for you in which you generate interest and in some strategies Customers hover around you looking for solutions.

The strategy could be defined in 2 ways. (For those who don't know) 

A “pull” selling strategy is one that requires high spending on advertising and consumer promotion to build up consumer demand for a product. E.g. Advertising a White Paper, Online Advertisements, Website Inquires et al.

A “push” promotional strategy makes use of a company's sales force and trade promotion activities to create consumer demand for a product. E.g. Cold Calling, Webinars etc.

 Which one do you think works the most in IT Industry? How can we mold our strategies on suit what market demands?

 
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Push Strategy Vs Pull Strategy
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Top Argument
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I feel Push strategy is suitable for most of the IT industry as per se. With experience I have learnt that there is safety in numbers as most of the companies are small or medium scale, very few which have reached the status of Infosys, TCS et all. Theese company need a lot of prospects in a pipeline so that they can convert an get more projects in. Even though if one has the resources then a balance of pull and push works fine.
By Vikram Sahay Mathur, VP Sales & Marketing, Mediology Software Pvt Ltd  07 17 2008 22:46:06 +0000
 
Top Argument
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Pull is my kind of strategy which can help you make quality funnel however push can never be neglected as it makes you reach your prospects deeper.

You must be very carefull using Pull strategy as a lot of cost is involved in these type of activities.
By Nishchal Khetarpal, Client Servicing/Key Account Manager, HCL America Inc  07 16 2008 10:55:43 +0000
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Yes, I agree with Mr. Raju Ramalingam. Push Strategy is adopted when the product is unfamiliar and it is new to the industry. Even though product is familiar, customers may delay their purchasing decision. Hence, Company should always persuade the  customer to purchase its product.
By Suresh Kandulapati, Asst. Professor, Padmasri Dr. B. V. Raju Institute of Technology  | 11 15 2010 04:41:13 +0000
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When Should we Use a Push Marketing Strategy?

If we own a new blog or product, an initial push strategy of some sort is useful because our brand/product is as yet unfamiliar to our target market. Actively engaging our peers by networking and pushing our best written articles is a smart thing to do because we don’t have an audience that will do it for us.

Push-marketing makes our brand pervasive and ubiquitous. It also helps us to acquire leads which we can convert into loyal supporters.


When Should we Use a Pull Marketing Strategy?

Pull marketing should be utilized alongside push marketing whenever possible. For instance, you can pull in buyers by creating relevant content. After getting them to register for your community or opt-in to your newsletter, you can initiate push marketing at specific segments of your captured audience.
By Raju Ramalingam, Business Analyst, Rhytha Web Solutions  | 01 10 2009 06:02:04 +0000
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In IT , an aggressive Push strategy works as lots of Direct Marketing efforts are required. However, Pull strategy plays an important supportive role.
By Kujnish Vashisht, Partner/Principal/VP, Expedient Consultants  | 09 11 2008 00:49:19 +0000
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It depends on the goods and services offered. If the product is in a niche market ( Most of the tech companies are that way ), then only push marketing will work.

Pull marketing wll work when you have a suite of products, and the product is a must-have for the population segment.


By Gopalan Priyaranjan, Team Leader -(Technical) Enterpreneurship  | 08 25 2008 01:15:45 +0000
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In the IT markets, the Push strategy works.  The CIO's would like to watch the product before buying the same. They never go by the advertisements.
By Mallikarjuna Gupta Bhogavalli, Sr. Product Manager, Oracle India Pvt Ltd  | 08 08 2008 07:02:51 +0000
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Thanks for frowarding this oppurtunity to comment. 

push strategy still happens to be one way by which organisations can bank upon as it is respective to the resource( man power) avalaible, more over it is suppose to be more effective as the one to one interaction to prospective customer while making cold calls or performing webinars has longer life and one properly educated suspect/prospect in turn acts like you ambassdor. where in the pull strategy might generate prospect at one time but ther life of those is very small. also the reach with your sales force needs limited investement and the mileage created through the same is better and is also helps in buliding brand awareness and visibility.

The discussion still remains endless, but to conclude the push strategy is something which is more effective, best of the mileage with limited resources.

comments awaited.

Regards

 

Praveen 

 

 
By praveen dwivedi, Head/VP/GM-Sales, Novatium solutions pvt. ltd.  | 07 20 2008 08:40:58 +0000
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Mr Vikram has explained this thing in the simplest possible manner. I totally agree with him. Moreover, it also ensures that your target market is more distilled thus making it much more efficient as compared to the other one. However one cannot neglect the importance of 'Pull Strategy' at its own place.
By Atul Chaudhary, Client Servicing/Key Account Manager, 1Solutions  | 07 18 2008 23:01:43 +0000
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Nishchal you have opened up a good debate...choosing push or pull plays an important role for generating marketing leads. I will say for many businesses they should generally go for push to reach good amount of audience. If you want them to discover you, discover them. In fact, the best blend of push and pull to reach customers should be used like in case of internet where online videos, blogs and articles are great pull marketing techniques, but when coupled with an email newsletter signup, you convert that pull into a push when your customer grants you permission to email them and by doing this you are generating good amount of qualified leads where you can direct right promotions to right candidates...
By Shashi Kumar, Sales/BD Manager, Sapient Corporation  | 07 18 2008 06:11:22 +0000
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I feel it has to be a mix between the two.

Given a choice , i prefer Pull strategy

 
By Sanjay Banerjee, Associate Vice President, Cunix Consultants ( A Cunix Infotech Pvt. Ltd. Associate )  | 08 09 2008 05:12:59 +0000
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The trust and long customer come from pull strategy. Push is I think more preferred
for startups, who are looking for numbers. In general nowadays focus is on Pull strategy.
By Bhanwar Singh, Assistant Manager - Business Development, Harbinger Knowledge Products  | 07 17 2008 06:59:37 +0000
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Easy to Target Customers/ Consumers
By Manjunath S, Business Development Manager, Ligature Software  | 07 16 2008 21:45:52 +0000
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