Once you’ve defined the criteria which make a true sales-ready lead for your company, the next step is to calculate the number of leads you will need to produce each month to feed the sales organization.
For B2B firms, base the criteria on what the sales team needs. Detailed background information on both the prospect and the selling opportunity helps drive more productive lead-to-sales results. You can sync scoring to this later.
As promised in last week’s blog, here is Tip 2 for sales lead optimization success. Map the buying process by segment or solution Map the lead to sale process for each solution type Compare these two processes so you clearly understand the dynamics. And further refine your lead generation efforts. Break your content and tactical … Continued
Ugh. There’s that word again: Optimize. And yet, its definition speaks precisely to what B2B lead gen marketers are trying to do – make our marketing campaigns perfect, effective and functional as possible to achieve our end goal: increased sales. According to CSO Insights 2014 Sales Performance Optimization Study released last week, 94.5% of the … Continued
By Tom Judge, Vice President Strategy, Direct Marketing Partners and Laurie Beasley, Co-Founder and President, Beasley Direct Marketing. In our final installment on how to develop and nurture sales-ready qualified leads, we will look at a second case study where a firm successfully incorporated a multi-touch, multi-channel marketing approach to boost sales. However, this case … Continued
This article was written by Tom Judge, Vice President Strategy, Direct Marketing Partners and Laurie B. Beasley, Co-Founder and President, Beasley Direct Marketing In the previous four installations of this topic, we discussed what it takes to deliver a qualified, sales-ready lead. In summary, we said: Marketing is being required to generate more of the … Continued
By Tom Judge, Vice President Strategy, Direct Marketing Partners and Laurie B. Beasley, Co-Founder and President, Beasley Direct Marketing. In Part 3 of this series, we examined the first four out of ten ways to shorten the qualified lead generation process: planning, clearly defining “sales-ready qualified lead”, quantifying the “sales-ready lead quota, and aligning Sales, … Continued
By Tom Judge, Vice President Strategy, Direct Marketing Partners, and Laurie Beasley, Co-Founder and President, Beasley Direct Marketing If you’ve followed our first two posts on this subject, you understand why it can easily take 13 or more “touches” to convert a prospect into a sales-ready qualified lead. But there are some ways to shorten … Continued
By Tom Judge, Vice President Strategy, Direct Marketing Partners and Laurie B. Beasley, Co-Founder and President, Beasley Direct Marketing In our first post on this topic, we examined why Marketing is generating too few sales-ready qualified leads and our solution to the problem; Marketing must take on the responsibility of pre-qualifying leads to a higher … Continued
This article was written by Laurie B. Beasley, Co-Founder and President, Beasley Direct Marketing, and Tom Judge, Vice President Strategy, Direct Marketing Partners You might think we’re exaggerating, but we’ll show you how easy it is to reach 13 or more touches just to get to the point where a lead has provided enough information … Continued
