Businesses that sell complex products and services harness the power of the Internet for marketing purposes, but understand that in order to actually sell their products, they need to communicate one-to-one with their customers. There are many steps in the sales process between the launch of marketing campaigns and the closing of new sales orders. The first quantifiable step is to convert ad impressions and web site traffic into known prospects with real names and valid contact information. The goal of lead capture drives the placement of "calls-to-action" within every ad, on every web page, and in every piece of sales collateral that the company publishes. Varying styles of calls-to-action include everything from a simple listing of company contact information to very creative promotional offers and product information delivery systems. Well designed marketing plans include compelling calls-to-action and easy to use, reliable lead capture systems.

The most productive calls-to-action have to be compelling. They incorporate "value-exchange" rules, and they span the interest level of prospects from luke-warm to red-hot.

Marketers have the difficult job of being creative to create action from the buyer and the use of the value-exchange processes generates greater results from their creative work by capturing sales leads. The value-exchange simply means that we'll give you information if you give us a little information about yourself. Value exchange tools are best used for complex sales or big-ticket items where product research is always the first step of the sale. While general product information is easily accessible and provided in a compelling manner, additional information including details or personalized information is only offered through one-to-one contact and requires the buyer to provide a means of contact such as their email address, mailing address, or phone number. The greater the value to the buyer of the information requested, the greater the value of their contact information that must be exchanged.

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Even the best designed and implemented marketing campaigns fall short of their potential by allowing many interested buyers to fall through the cracks. Buyers typically do not leave voice-mails when they land in a voicemail box. Callbutton Gateway combines web based applications and telecommunications services to capture 100% of our client's leads. Callbutton instantly delivers all of the sales leads generated by marketing to the correct person in your organization while capturing buyer information for future sales efforts and for conversion into your Customer Relationship Management system.