Demand Gen Report

sign-up-banner--final
3 Critical Steps To Sustain The Pace Of Integrated Lead Gen Campaigns
Demanding Views
Written by Will Schnabel, VP and General Manager, Silverpop VTrenz   
Wednesday, 21 January 2009 12:27
When it comes to lead generation, it’s applicable to revisit the old Post Office motto: “The mail must go through.” But in order to make sure this happens, three things are critically important. B2B marketers must consider these when integrating their email marketing into lead generation activities. In a tight economic climate, no sales leads can be allowed to go fallow, even hot leads can grow cool, and now more than ever, you must be able to prove the worth of your marketing campaigns.
Let no lead go to waste. To ensure leads move through the sales pipeline without falling through the cracks, marketers must work to understand their marketplaces better than ever before. By implementing automated marketing programs that can intelligently identify where leads are in the buying cycle and engaging prospective customers early in the sales cycle, marketers are more likely to favorably influence them toward the company and its products. An organized process can help move leads that are ready to buy on to sales while ensuring that those with the potential to become qualified leads are nurtured, using timely and relevant email communications, along through the sales cycle is essential.

Today’s longer buying cycles can cause hot leads to cool. It’s important to remember that, even with the best nurturing program, people don’t always move through the process exactly as planned. Even “hot” leads can get stalled. A budget gets cut; a timeline extended. To address the inevitability of hot leads suddenly going cool, you have to make sure your lead management program allows sales to send formerly-qualified leads back to marketing for further nurturing. Similarly, marketing must be able to easily alert sales when prospects sent back for nurturing become re-engaged and are ready to be worked.

Measuring the ROI of Lead Management. Marketers are under increasing pressure to demonstrate the effectiveness and worth of their programs. Simply measuring the number of leads generated by a marketing campaign won’t give you enough insight to determine the ultimate effectiveness of your marketing program and its impact on the bottom line. To evaluate marketing ROI, you need to calculate:

  • The percentage of marketing-qualified leads accepted by sales

  • The percentage of sales-accepted leads that become sales-qualified

  • The percentage of marketing-qualified leads that ultimately result in closed business

To show how marketing contributes to the bottom line, get together with your sales organization, carefully define and agree on what you mean by a qualified lead and ROI, thereby aligning your objectives. Make sure you understand your company’s revenue and sales goals. Determine the number of sales-qualified leads that marketing needs to deliver and how many new leads are generally required to meet that goal. These calculations vary widely by industry, company, and competence of both the sales and marketing teams.

In fact, analysts at Aberdeen Group find that companies with the highest lead qualification rates and lead-to-sales conversion rates are twice as likely as less successful companies to leverage formalized lead metrics that manage the flow of leads from marketing to sales and back again when warranted.

This year looks to be filled with challenges, but marketers who are ready to fully engage with prospects and utilize the technologies that enhance their efficiencies will be in a better position to succeed.

Will Schnabel, Silverpop's VP of international markets, oversees strategy, product direction and operations of Silverpop's Vtrenz solution, a leading demand management and lead scoring/routing technology. Prior to Silverpop's acquisition of Vtrenz in May 2007, Schnabel served as its president and CEO, where he guided the company's growth as an innovative thought leader in the (SaaS) and marketing automation industries. He also has served in an executive capacity at Accenture, a leading management-consulting firm.
blog comments powered by Disqus
 

Demanding Views

How To Measure Marketing Attribution: Revenue Marketers Rise To The Challenge

Pedowitz Joyce Duo HeadshotBy Jeff Pedowitz and Kevin Joyce, The Pedowitz Group

In the latter part of the 19th century John Wanamaker, the father of modern advertising, is reputed to have said “Half the money I spend on advertising is wasted; the trouble is I don't know which half.”  Imagine you could demonstrate and manage the impact of marketing on revenue? Imagine you knew which half of your budget was well spent?

For a B2B company with sales cycles of more than six months this may still not be easy. Notice we are not talking about a labor of Sisyphus, pursuing marketing ROI on a single marketing initiative.

Read more...

Bulletin Board

The 2014 B2B Buyer Behavior Survey

Demand Gen Report’s 2014 B2B Buyer Behavior Survey provides insights into how B2B buyers make their decisions. Buyers are waiting longer to engage with sales, but they are more satisfied with the process than in years past. For an in-depth look at this research, download the report now!

Download Now »

 

Solution Spotlight

Infusionsoft’s Small Business Sales And Marketing Scorecard

infusionsoft-logoThe Infusionsoft Small Business Sales and Marketing Scorecard analyzes a business’s current sales and marketing processes and provides customized recommendations to improve effectiveness and boost sales.

Read more...

Follow Us

 
 
 

Industry Events

The Marketing Nation Summit

When: April 7 – 9, 2014

Where: San Francisco, CA

Join the Marketing Nation as over 3,500 of your peers, colleagues and thought leaders gather to celebrate Innovation in the Nation. Summit 2014 will provide an engaging experience to grow your expertise and network over two and a half days. Connect with ideas, marketers, and resources to help YOU achieve success faster!

Read more...
 
#ICON14

When: April 23 – 25, 2014

Where: Phoenix, AZ

#ICON14 is the eighth annual conference for small business, hosted by Infusionsoft. This 3-day event brings together the brightest minds in small business from around the world to learn, network and share best practices for success. The event provides everything from inspiring keynote speakers to hands-on Infusionsoft training, plus tips on lead generation, conversion and customer delight. Breakout sessions cover a range of topics like Infusionsoft product training, marketing strategy, social media, business management, automation, branding, copywriting, affiliate marketing and more.

Read more...
 
SiriusDecisions Summit 2014

When: May 21 – 23, 2014

Where: Orlando, FL

The SiriusDecisions’ annual Summit is a unique three-day conference where SiriusDecisions analysts and top sales and marketing leaders from Fortune 500 companies and major SMBs share how b-to-b organizations are solving critical issues that hinder predictable growth. Each year, the theme focuses on aspects of how sales and marketing can, and should, intersect.

Read more...