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6 Surefire Ways to Increase Lead Quality by Intelligent Demand
6 Surefire Ways to Increase Lead Quality by Intelligent Demand
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6 Surefire Ways to Increase Lead Quality by Intelligent Demand

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Experienced marketing and sales professionals know that quality beats quantity when it comes to leads. Here are six proven methods for dramatically increasing your lead quality (and sales results).

Experienced marketing and sales professionals know that quality beats quantity when it comes to leads. Here are six proven methods for dramatically increasing your lead quality (and sales results).

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  • 1.   Intelligent Demand Tip Sheet 6 Surefire Ways to Increase Lead Quality Page 1 of 3 6 Surefire Ways to Increase Your Lead Quality 1. Gain agreement between marketing and sales on what “qualified” means The first step in this process can take on the feel of business therapy. As impossible as this may sound, in order to truly increase the quality of your leads, sales stakeholders and marketing stakeholders must first definitively agree on what makes a lead qualified. This process can be a testy one as these two groups tend to not see eye to eye on this issue. An authentic dialogue between marketing and sales that looks at the profiles of past leads that everyone can agree were properly qualified is a good place to start. This profile should cover both demographical data points like company size, industry, and role of the decision maker, as well as behavioral markers like content exposure, time on site, frequency and referral source. Once both parties definitively agree upon this profile, the definition of a qualified lead is no longer a mystery. This is a major step toward marketing and sales alignment, and higher quality leads. 2. Evaluate them for demographic fit This step puts into practice the work done is step #1. Once you understand the demographical profile of a prospect that fits your ideal customer profile, you can measure against that benchmark. If a lead pops up who is a perfect match, he will score high your lead scoring model. If he shows up with a demographic profile that doesnʼt match, he will be scored lower and messaged appropriately in your campaign responses. That said, keep a look out for new types of buyers for your products or services. If you see an uptick in certain new demographical profiles, this could mean a new user of your product and a new set of target demographics that should be added to the target list. 3. Observe (and score) your prospects’ online behavior Remember the adage, “Actions speak louder than words”? Itʼs true! Behavioral markers reveal a prospectʼs readiness to buy. The ability to observe a prospectʼs behavior across your website, email, and social media platforms gives you irrefutable insight into their true intent. Is your prospect doing deep research that indicates a purchase is on the horizon, or just tire kicking? Do certain page views and return frequency indicate a prospect with waxing or waning interest? And, as you present a prospect various offers through a nurturing program, what is his response, and does it reveal sales readiness? Remember that prospects tend to take different paths on their journey to “qualified”. Be sure to score these behaviors individually and then roll them into a summed behavioral score. This will give you a flexible but accurate way of determining who exactly has demonstrated their readiness for sales contact through their actions–not just what they tell you through a form.
  • 2. Intelligent Demand Tip Sheet 6 Surefire Ways to Increase Lead Quality Page 2 of 3 4. Ensure leads are tracked and scored automatically within your marketing automation platform Every lead has their own Day 1 in the nurturing process. This sentence alone makes the case for automating the nurturing and scoring of leads in your funnel. Creating an accurate profile of an ideal lead and then scoring the demographic and behavioral fit of that lead is simple to understand. And if your opportunity funnel only has a handful of people in it, you could do it yourself, manually. But scaling this model is nearly impossible without automation. Imagine an example week where you generate 10 net new leads each day. By Friday, you now have 50 leads in various stages of their evaluation and buying process. After 4 weeks, you now have 200 leads to track, each of which is following his or her own path to sales readiness. For some, the journey is quick because the need is immediate. For others, the path is longer and involves more nurturing and relationship building. We simply donʼt have the time, attention to detail or the analytical horsepower to track, measure, and respond to all of these individual interactions over the totality of an ever-changing prospect database. The point: automate or suffer mediocre sales results! 5. Respond quickly to signs of readiness Believe it or not, some prospects show up ready to buy, now. While we spend lots of time extolling the virtues of lead nurturing, there are still those wild cards out there who will go directly to the contact form on the website, fill it out, and press play. Clearly, this is a prospect that is ready for human interaction. Make sure you respond! Your systems should be configured so that this action generates a call. And fast. Ideally within the hour. Hot prospects can easily get distracted by the noise of their day, or instead, find a company that will respond quickly to them. (Theyʼre always just one Google search away.) 6. Only pass leads to sales that have met your definition of qualified Your systems should only pass leads to sales that have been qualified through this new demographical and behavioral filter. The process of passing the lead to sales should also include the prospect profile that you have built over time. Think of it as a folder that you hand to a sale person. Inside that folder is a summary of every interaction with that prospect: content downloads, page visits, email opens, etc. Integrating your marketing automation system with your CRM system allows you to automatically pass along this critical info. This is sometimes referred to as sales enablement. Ask yourself, “What information can I equip my sales team with that will make that critical first interaction the most meaningful and relevant?” Behavioral history gives that sales person the context to make that first conversation exceedingly relevant because the sales person is addressing topics and hot buttons that are of current interest to the prospect. A lead scoring model that combines an agreed upon qualified lead profile and passes only those leads that have scored the threshold for qualification will generate more qualified and closeable leads for your team.
  • 3.   Intelligent Demand Tip Sheet 6 Surefire Ways to Increase Lead Quality Page 3 of 3 DOWNLOAD A COPY OF THIS TIP SHEET: http://intelligentdemand.com/resources/tip-sheets/ About Intelligent Demand Intelligent Demand is a strategic marketing, demand generation and content development agency based in Denver, Colorado. We design, implement and optimize automated revenue delivery systems that dramatically improve the effectiveness of your marketing and sales activities. We offer deep experience and skills in the following areas: * Demand generation strategy and system design * Technology consulting and implementation * Content development and creative services * Campaign analytics and optimization Choose us and youʼll get a faster, less costly and lower risk implementation of your demand generation project that is rooted in insightful strategy and proven best practices. Visit www.intelligentdemand.com to learn more. Or email us directly at success@intelligentdemand.com.

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