3 Demand Generation Goals to Avoid in 2013. 1.
Launch a lead nurturing program. Don’t get me wrong: lead nurturing is a worthy investment for most companies, but making lead nurturing a goal for the new year is akin to saying you want to do more marketing. It just means too many things to different people. Lead nurturing is a means to an end, a program in the service of a goal. And it’s that end goal, the business objective, that should be the true measuring stick for the year. Ask yourself: why lead nurturing? Increase the number of daily live contacts (phone conversations) recorded by inside sales.Increase the percentage of raw inquiries that ultimately convert into opportunities.Reduce the number of leads rejected by field sales.Generate 10 deals per quarter from contacts already in our CRM database. 2. Why? 3. Webinars can be an important part of the demand generation mix, and Sales loves them because they’re viewed as generating more “qualified” leads.
Aim for a broader mix of demand generation content. Why Salespeople Don’t Follow Up on Good Leads. We are excited to welcome Michael Boyette as our guest author today.
Michael is the Executive Editor of Rapid Learning Institute and editor of Top Sales Dog Blog. The number-one issue in Sales and Marketing alignment can be summed up in three words: “These leads suck!” No matter how much effort Marketing puts into delivering high-quality, actionable leads, most salespeople remain convinced that marketing-generated leads are lousy. The problem usually isn’t the leads, however; it’s how salespeople follow up on them. Let’s look at a typical experience from the salesperson’s perspective. So she blocks out precious hours – hours she’s taking away from existing customers and deals already in the pipeline – and starts calling.
By the time she gets to the bottom of the pile, she’s won exactly two sales. Next month, she gets another hundred leads and gets the same results. 45% of leads end up buying So where’s the disconnect? Well, let’s go back to our salesperson and see. Don’t throw away green leads.
Marketing Automation. CRM. Email Marketing. Lead Nurturing Diagram: Anatomy Of A Lead Nurturing Program. The lead nurturing diagram below fills in a crucial piece of the online marketing puzzle, namely what to do once you capture leads on your website.
If you aren’t familiar with what lead nurturing is, click the link a few words back and read that first. And don’t be ashamed, a lot of people aren’t familiar with the phrase “lead nurturing” but I’m sure you already familiar with the concept. And changes are that you do this to some degree in your business, perhaps manually. Let’s look at how to set up an automated lead nurturing system that can help you turn your ideal customers into paying customers. Anatomy Of A Lead Nurturing Program As promised here’s the diagram: Click the lead nurturing diagram to see it full size There are 5 essential parts to a lead nurturing system: A lead capture mechanism, typically an opt-in formA thank you pageAn autoresponder system such as AWeber or Infusionsoft that can deliver emails automaticallyA series of emailsLanding page with an offer Let’s look at each.