Tag Archive

Tag Archives for " Lead Scoring "
8

Teleprospecting: When marketing lead response time is a priority (and when it’s not)

When you’re converting inquiries into qualified leads, it’s widely believed that time is of the essence. Even research published in the Harvard Business Review says you’re almost seven times more likely to qualify a lead if you respond by phone within five minutes than if you respond an hour later. That’s why, when one of […]

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3

Lead nurturing via email series and content marketing

Today’s B2B Lead Roundtable Blog post features a dive into a MarketingSherpa case study on an inaugural lead nurturing program at a B2B company with an emphasis on providing quality content to a high level, C-suite audience.

Read on to find out what the company did during this campaign and the results the marketing team was able to achieve.

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2

Introduction to Lead Management

Generating leads is an important B2B marketing goal, but what happens once those leads are in the pipeline? This blog post addresses the challenge of lead management. Brian Carroll defines lead management, explains why it is so important in the complex sale and outlines the various elements in lead management, including people, process and technology.

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16

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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3

Sales and Marketing: The technology behind CRM

For a complex sale, CRM technology can make the difference between a customer moving up through the marketing-sales funnel to completely falling out. Many companies use more than one vendor for their CRM needs, as sometimes Marketing and Sales can require different specific needs. See how marketing automation technologies may offer some companies another option if they are working with multiple CRM software pieces.

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1

Lead Optimization: 10 audience questions answered

Lead optimization is the core of revenue optimization – making as much money as possible from your time, energy and resources. In response to many questions following a recent webinar, “Optimizing the Lead: A data-driven optimization process that goes beyond lead capture,” Brian Carroll sat down and answered 10 of the audience-submitted answers.

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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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14

Lead Nurturing based on personality and behavior, not job title

In my most recent research project, the MarketingSherpa 2012 Executive Guide to Marketing Personnel, we identified key behavioral and motivational differences between marketing specialists. Much of what we learned applies beyond HR and can improve your lead nurturing and sales efforts. The key to navigating your way to a sales-ready lead is navigating through individual […]

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21

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

In the 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 apply […]

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