Just like we discussed a checklist for nurturing there is an equally important checklist needed for lead scoring. So many prospects seem to wonder – “how hard can it be to give scores to leads?” They quickly decide that every action should be scored and then are surprised when they can’t discern and/or prioritize their leads. [...]
Continue reading about Lead Scoring: A Preparation Checklist
We spend a lot of time with our customers discussing scoring approaches and best practices. One of the phrases that keeps coming up is the concept of iterative scoring. We also talk about starting out simply because really unless you’ve not only implemented scoring before but proven its worth (Sales agrees that the leads passed over [...]
One thing known with certainty is that all leads are not created equal. This makes lead scoring crucial for marketers so they can determine prospect readiness and take appropriate action at the right time. Increasingly, automation is key, since spreadsheets and calculators can no longer handle the volume of leads and their varying sources, interactions [...]
Is the lack of visibility into your sales pipeline causing constraints within your organization? On average 16% of the total leads that are deemed “sales-ready opportunities” actually close. So you might ask what’s happening to the remaining 84% of possible opportunities, and how are they being handled. These are real opportunities that have a good [...]
Continue reading about Webinar: Gain Greater Visibility & Build a Pipeline that Never Leaks
We are often asked about lead nurturing and how do you know if you are being effective with your nurturing. There are a number of ways to evaluate the success of your nurturing campaigns. It is important to measure your nurturing on a step-by-step basis as well as your overall nurturing program. It is also good [...]
Continue reading about Measuring and Evaluating Lead Nurturing
Now more than ever, it is essential that money spent on lead generation shows a solid return related to sales revenue or ROI. To this end, the success of marketing activities must be continually evaluated so that dollars are properly applied to the highest-yielding programs. Today’s lead management systems track all interactions of a lead [...]
Continue reading about Visibility into Your Marketing Programs
Lead management systems can help marketers increase the productivity of their lead generation programs by automating many processes, while also providing tools for tracking and measuring campaign effectiveness. By implementing lead management systems, marketers can gain huge efficiencies through things like automated landing page creation and lead scoring that identify those leads that are ready [...]
Fastest or Safest?
I am working with an airplane sales company that is faced with this challenge. They sell the fastest single engine airplanes in world and the safest single engine planes in the world – both undisputable claims.
There is also a huge price difference. However since airplanes are not “essentials” (unless you have the aviation [...]
Continue reading about “Listen” to what they “do” instead of what they “say”
Back then, the sales cycle and the buy cycle began at the same time because your sales rep was the broker of your product information. However, today, the buy cycle begins long before the sales cycle with over 80% of all B2B purchases initiated via web search.
As a lead article in the Harvard Business Review [...]
Recently, I read an article published by MarketingSherpa that stressed how lead scoring and nurturing are the best tools that marketing can use in finding qualified prospects during an economic downturn, and I couldn’t agree more.
When talking to marketers I can’t stress enough how “quality is always better than quantity” when passing leads over to [...]
Continue reading about How Marketers Can Turn An Economic Downturn Into An Upturn
