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Category Archives for "Lead Qualification"
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Universal Lead Definition: Why 61% of B2B marketers are wasting resources and how they can stop

Confession: I wish I could flash this across every marketer’s computer screen the moment it powered up: A universal lead definition (ULD) clarifies what a lead is to everyone in your organization. It also: Fits the profile of your ideal customer Has been qualified as sales-ready Spells out the responsibilities and accountabilities of Sales and […]

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7

Lead Scoring: How to pick the right ingredients for high ROI

Marketers use lead scoring to slice all the potential deals in their pipelines and serve the sales team what it’s hungry for — leads that are ready to buy. Values are assigned to each prospect based on attributes like authority, title, vertical and timing to buy, as well as behavior. For example, did the person: […]

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5

The Lament of the Inside Sales Team: Data, Data Everywhere, but Who’s Ready to Buy?

As the MECLABS Research Partnership analyst team, my colleagues and I speak with professionals who attend our events (like the next month’s MarketingSherpa Email Summit in Las Vegas), purchase our publications, and want more information about how MECLABS can help grow their business. So every day we hear about the challenges they’re facing. One issue […]

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13

Nine Simple Tactics to Drive a Higher Return on Trade Show Investment

In his most recent post, Dave Green pointed out how marketers invest most of their budget on trade shows even though it ranks fourth in effectiveness. He went on to explain how to get a better return on your trade-show investment through lead scoring. Now I’m going to share nine tactics that will drive those […]

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21

How to Use Lead Scoring to Drive the Highest Return on Your Trade-Show Investment

In the 2012 B2B Marketing Benchmark Report, 1,745 marketing organizations revealed that trade shows took up the biggest chunk of their marketing budget – over 21%. Yet, they only ranked fourth in marketing effectiveness, under websites, SEOs, and emails. I suspect that part of the ROI problem may be due to improper prioritization. Smart marketers […]

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3

From a Challenging Marketing Past to the Most Promising Marketing Future: Top Takeaways from the 2011 B2B Roundtable Webinars

I can’t stress this enough: when it comes to marketing, if we’re not constantly learning, we’re going to find ourselves left behind faster than ever. Some people say I’m an expert in B2B lead generation because I wrote a book on it, but you know what? I am astonished by what I didn’t know then […]

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12

Why the Term “Marketing-Qualified Lead” Creates Serious Confusion – Part 2

In my post earlier this week, I outlined the challenge presented by SiriusDecisions’ Demand Waterfall taxonomy, specifically with the phrase “Marketing-Qualified Leads” (MQLs). Another problematic phrase is “sales-accepted leads.” Often, funnels leak the most during the handoff between sales and marketing. Invariably, marketing blames sales and sales blames marketing. A lack of clarity around the […]

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16

Why the Term “Marketing-Qualified Lead” Creates Serious Confusion – Part I

SiriusDecisions made a brilliant contribution to B2B marketing several years ago when they created their Demand Waterfall. That “waterfall” is a metaphor for key funnel stages. It seems like everyone I talk to who works in the technology industry, which is an early adopter of marketing innovations, uses the Demand Waterfall framework. The concept is […]

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17

Do You Expect Your Inside Sales Team to Practice Alchemy?

Too many marketers think that their inside sales teams are alchemists. They dump data that’s absolute garbage into the top of the sales funnel and expect sales lead gold to come out the other side. This came to mind when my teleprospecting team was struggling with one of our lead-generation clients. They had promised us […]

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10

Webinar Replay: Research from Harvard, MIT Pinpoints Hard Lead Conversion Lessons with Easy Solutions

Since 2007, InsideSales.com has been partnering with leading academic institutions to analyze data gathered from two billion communications with 80 million customer profiles. During Tuesday’s B2B Lead Roundtable webinar, Dave Elkington, Chairman and CEO of InsideSales.com, shared the juiciest statistics and trends from these analyses to help B2B marketers optimize inbound lead contact, qualification and […]

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