What is lead generation?

Lead Capture: How undermining value impacts conversion

Less is not always necessarily more when it comes to testing and optimizing a lead capture process.

Read this B2B Lead Roundtable Blog post for a recent experiment in which the MECLABS research team explored how undermining the value you offer prospects can potentially impact your conversion.

3 Factors that Connect Value Prop to Prospects

There is one question at the heart of lead generation: If I am you ideal prospect, why should I buy from you rather than your competitors?

How effectively you answer this will impact the performance of your marketing. Read on to learn three factors to consider when crafting value propositions that you can use to aid your lead gen efforts.

Lead Generation: Streamlining the process for quality over quantity

Watch this Lead Gen Summit 2013 presentation from Debbie Pryer, Siemens Healthcare, to learn how you can streamline your lead generation process to achieve quality over quantity.

Lead Generation: 2 simple tactics to determine cost per lead

Getting to the heart of lead costs is not easy given the multitude of factors to consider when calculating cost per lead. Read on for two simple tips you can use to help you figure out lead costs.

Lead Generation: How to establish a connection offline

Read this B2B Lead Roundtable Blog post to learn how a tech company increased its number of executive briefing calls by making a connection with the C-suite through a unique direct mailing.

Lead Generation: The power of copy

Copy is powerful. Marketers continue to discover new opportunities to increase conversion through their testing of copy. Read on to learn how one small tweak to the copy on a lead generation page increased conversion and what we can learn from the results.

B2B Sales and Marketing: How a staffing company gained 242 qualified leads in just three months in a new market

Opening a new division in a new city for any company can be a challenge, especially with lead generation. TERRA Staffing Group, having a strong reputation in Seattle, found itself in new territory when it opened offices in Portland, Ore. By hiring a lead generation company, more prospects were interested due to their teleprospecting efforts.

Lead Generation: Balancing lead quality and lead quantity

Lead generation is somewhat like a tightrope act. Generate too many leads, and the rope between Sales and Marketing breaks. If you don’t generate enough that turn into sales, your ROI plummets.

Read on to learn how Debbie Pryer, Program Manager, Siemens Healthcare, approached revitalizing Siemen’s lead generation program by finding the right balance of lead quality and quantity.

Value Proposition: What motivates prospects to buy from you?

It isn’t always easy to tap into a prospect’s motivation as it often ends at purchasing our products or services. Learn how my informal social experiment with a “money wall” showed me how changes in message can impact changes in motivation.

Lead Generation: 2 questions every marketer should ask themselves about prospect motivation

The most important factor to keep in mind when creating your landing page is your prospects’ motivation as highly motivated prospects can make for highly motivated leads. The caveat here, however, is the prospects who are not highly motivated are the ones you need to worry about convincing. Discover two questions every marketer should ask themselves about prospect motivation.

3 Important Lessons for Lead Generation and Life

People look to Brian Carroll, Executive Director of Revenue Optimization, MECLABS, as an expert at lead generation because he wrote a book and speaks about it. But even he is constantly learning and constantly discovering how much more he has to learn. Read on for three important lessons for lead gen that Brian has discovered from his experiences in 2013.

B2B Marketing: What an 11% drop in conversion taught a live audience about lead gen

There’s a paradox that exists in lead generation. Marketers typically want more information about their leads. This translates to more form fields on a lead generation form. So how do you balance lead quality and quantity in your form fields? Read to learn more about what a 12% drop in conversion can teach you about lead generation.

B2B Marketing: The first step a systems integrator took to achieve Sales-Marketing alignment

In this blog post, watch a video excerpt of Kelly Harman, Vice President, Marketing, Carousel Industries, as she discussed how to improve Marketing’s relationship with Sales by working more congruently to help them generate leads at the MarketingSherpa B2B Summit 2012. In this excerpt, learn how the teams at Carousel took the first step to better their relationship by having Marketing walk in Sales’ shoes.

Lead Gen: A proposed replacement for BANT

It’s time to move BANT methodology into retirement. BANT is not feasible without someone having a conversation with a prospect. For marketing departments, it’s impossible to deliver BANT qualified leads unless marketing owns an inside sales function. Read on for a proposed replacement for BANT, called PAM.

B2B Marketing: Why Marketing shouldn’t promise BANT qualified leads for Sales

Many marketers use a model for lead qualification based on these four key characteristics called BANT. However, we should focus more on building bridges of understanding between these two departments. Let’s start by creating a common language for lead qualification that makes more sense than BANT.

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