Seven criteria to create a powerful B2B lead generation engine. Whatever your product or service, never underestimate the importance of a well-tuned lead generating engine.

1. B2B Lead Generation
Criteria of a Powerful B2B Lead
Generation Engine
Christopher Ryan
info@fusionmarketingpartners.com

2. Lead Generation Engine
My team and I are constantly preaching
the doctrine of the consistent and
predictable lead generation “engine”.

3. The Facts
• Even the most creative branding and
awareness-building program wont
produce the desired results…

4. The Facts
• Even the most creative branding and
awareness-building program wont
produce the desired results…
Unless you can efficiently work
prospects through the system and
produce revenue at the other end.

5. The Facts
• Like everything else in marketing –
you can’t improve what you don’t
measure.

6. The Facts
• Like everything else in marketing –
you can’t improve what you don’t
measure.
• You need to continually evaluate your
lead generation program to ensure
that it meets seven important criteria.

7. Seven Important Criteria
1. You use conversion ratios to
monitor results at every step of the
process…

8. Seven Important Criteria
1. You use conversion ratios to
monitor results at every step of the
process…
…And then use this data to
consistently produce greater results.

9. Seven Important Criteria
2. The system produces a high
percentage of qualified leads
relative to raw inquiries.

10. Seven Important Criteria
3. You follow up all leads in a timely
manner (within 12-24 hours).

11. Seven Important Criteria
3. You follow up all leads in a timely
manner (within 12-24 hours).
Except those that are obviously
unqualified.

12. Seven Important Criteria
4. The inbound lead flow is balanced
by territory, sales reps, and product
line.

13. Seven Important Criteria
5. You produce inquiries/leads at a
reasonable average cost per lead.

14. Seven Important Criteria
6. You capture all information
generated from inquiries and
follow-up efforts immediately.

15. Seven Important Criteria
6. You capture all information
generated from inquiries and
follow-up efforts immediately.
And preferably automatically, in a
database system.

16. Seven Important Criteria
7. You have a systemized nurturing
(remarketing) process that converts
a high percentage of today’s leads
to future customers.

17. Cost per Customer
Generating an efficient lead engine will
allow you to precisely measure your
cost per new customer.

18. Cost per Customer
When you know what it costs to bring in
a new customer, you can then focus on:

19. Cost per Customer
When you know what it costs to bring in
a new customer, you can then focus on:
1. Lowering this cost

20. Cost per Customer
When you know what it costs to bring in
a new customer, you can then focus on:
1. Lowering this cost
2. Increasing the average sale amount

21. Lead Generation Engine
Whatever your product or service,
never underestimate the importance of
a well-tuned lead generation engine.

22. Lead Generation Engine
Whatever your product or service,
never underestimate the importance of
a well-tuned lead generation engine.
This area separates the market leaders
from the also-rans.

23. Lead Generation Engine
Since three out of every four B2B
marketing communications are for lead
generation purposes – you should put
focused attention in an area that is so
vital to your success.

24. Check Back!
Check back in the coming weeks to learn
more about B2B marketing and lead
generation!
In the meantime…
Check out our free
Lead Generation
eBook.
And connect with us
socially:
Facebook
LinkedIn
Twitter

25. About Fusion Marketing Partners
We Do This:
Brand building/messaging
Website optimization
Content creation
Lead generation
You Get This:
Much greater levels of awareness
Higher quantities of qualified leads
Ability to generate faster revenue
Christopher Ryan, CEO
info@fusionmarketingpartners.com
719-357-6280
Lots more information at:
http://FusionMarketingPartners.com/
http://Greatb2BMarketing.com (blog)