B2B Marketing ROI

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The Golden Rule of Lead Generation

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More and more, marketers are beginning to embrace quality over quantity and putting in place steps to help the sales team improve their odds of closing the deal. Brian Carroll sheds some light on the issue of cost-per-lead vs. cost-per-opportunity in his post, Why Cost-Per-Lead Budgets Fail and Fewer Leads Are Better. Though it can be hard to accept such a claim - why would any one want fewer leads, isn’t it a pure number game? - Carroll says, “The truth is that sales people care very little about the cost of the leads we generate. What they really care about is how many of those leads will actually become viable sales opportunities.” 

For a small sales team, the information being passed in to the CRM system can be overwhelming, making it difficult to efficiently sort through the “noise” and determine which leads to focus on. It’s easy to dedicate too much time to unqualified leads and unknowingly passing by valuable opportunities. One step marketers are taking to improve lead quality is developing a system to triage leads and evaluate them for “sales-readiness.” Instead of dumping huge numbers of leads in to a CRM system, marketers are using this lead qualifying system and keeping the junk out of the sales team’s hands.Management and web automation systems can serve as a great “holding pen” for leads before they are passed in to the CRM, allowing the marketing team to review prospects, assign a grade or score and pass the record to the appropriate sales rep. 

If marketers can begin to live by the rule of quality over quantity, they will see a great improvement in their conversion and greatly increase their percentage of qualified opportunities. Not to mention, they will get a big “thank you” from the sales team!

Written by Adam Blitzer

March 27, 2008 at 4:53 pm

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