The 4 key elements to successful lead generation

Four Key Elements to Successful lead generation1 For the Marketing Leader trying to bootstrap their department

Everybody wants something from you… Your Your CEO Sales wants Team Leads wants that leadsresult in that are more ready tobusiness buy2 But… How do you satisfy both?

To generate quality leads, focus on these 4 essential elements: Process Technology People Content3

Your Process… Have a documented, repeatable Implement a method to process to MANAGE NURTURE leads that your leads aren’t ready to buy yet Clearly DEFINE what a good lead looks likeHave a systematic wayto QUALIFY your leads Without these… you have a process issue!

Your Technology…Be able to TRACK the online If you don’t have all behavior of your prospects of these… and leads You have a technology issueBe able to scale Personalized Communications to your prospects and customers?Be able to automatically manage the targeting, timing and content of your outbound marketing messages?

Your People… Have someone Have Be able to qualify the somebody respond to dedicated to lead before it’s nurturing a prospect’s inquiry in sent to a sales leads that 10 minutes rep aren’t ‘Sales or less ready’ Do you have these in place?... If6 not, you have a people issue

And your Content… Use content your buyers and prospects Use multiple forms of are interested in, don’t content such as blogs, just talk about your whitepapers, webinars products and services and eBooks Use your content to guide Use content that your buyers through the sales targets people at each funnel at their own pace stage of the buying cycle7

The Objective of a Lead Management Process is threefold:Generate MORE leads of a HIGHER QUALITYMaintain a PREDICTABLE flow of LeadsFOCUS sales rep activities on real opportunities 8

Generate more leads of a higher quality:Lead Management defines a process to capture, nurture and qualify leads. The output is leads of higher quality.

Maintain a predictable flow of leads  Lead Management is a multi-stage processThe conversion  Leads exit each stage after achieving therates allow for stage ‘exit criteria’ future  Marketing leaders measure the conversion predictability rate from stage to stage10

Focus sales repactivities on REALopportunities Lead management forces sales and marketing to define The process what a good lead generates looks like ‘sales-ready’ leads11

Companies that implementlead management see a 10% orgreater increase in revenue in 6-9 months!! Gartner Research 2011-2012

Learn More Enjoy the SlideShare? Don’t miss the next one! Click to follow us on SlideShare Sign up for our Sales Force Effectiveness blog by clicking here To read the original blog on this topic in more detail, click here For access to our February ebook – ‘How the Best Marketers are Producing Great Content Quickly’; click here If you don’t have a lead management process or need help optimizing your current one, Contact us to hear the rest of the story... Email - info@salesbenchmarkindex.com Phone - 1-888-556-7338 Web: http://www.salesbenchmarkindex.com13

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The 4 key elements to successful lead generation

by Sales Benchmark Index on Feb 18, 2013

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