Lead Generation - 5 Factors for Success
Posted by Patrick Murphy on Mon, May 16, 2011
Above average lead generation will lead to more leads created, more leads converting to opportunities, and more opportunities resulting in sales. We honestly believe that every company is capable of 'above average'. Now think what you could do when you're great at it!
Here are 5 factors for success;
Improved Sales and Marketing Alignment: Stop talking about improved sales and marketing alignment and take “action,” the impact on lead generation success will be significant. Focus effort on sales and marketing working together to define what the profile is for a perfect prospect (defined as a client that has a high propensity to buy from their firm).
This begins with understanding the attributes associated with deals that close. For example, are there certain geographies in which you are more successful, are their certain problems you solve more effectively that others, are there certain stakeholders you relate to more easily and completely, are there certain competitors that you win more frequently against, etc.?
Mine the Gold in Marketing and CRM Systems: So where did the insights come from to build these profiles? Effective lead generation teams are analyzing the data accumulated in Lead Generation Management and CRM systems.
Custom Messages: With insights into the fact that not all potential buyers are created equal, marketing can develop more targeted messages to those high probability segments of the market. This, too, can increase the effectiveness of your lead generation efforts. Through this focus, lead conversion rates increased by nearly 20%. Utilizing a web-based marketing approach, classes of users received e-mails that focused on the attributes of the annuity offering they were most likely to care about, and then directed them to landing pages on the website that helped educate them on those aspects of the investment offering.
Optimise Data Quality and Quantity: A huge contributing factor to the success of customized messaging is giving lead generation teams access to the appropriate data to be able to segment prospects into the right classes and have the correct contact information to get that message out to the prospects (e-mail, direct mail, telemarketing, advertising, etc.).
Technology for Marketing and Sales: Execution of these lead generation campaigns has been further enhanced when companies invest in LGM solutions. LGMs not only gets the message out to the right prospects, but also effectively scoring leads that are generated. Try it, give your sales team leads that have a high likelihood of turning into opportunities and you'll see the direct impact on the level of effort sales reps dedicate to following up on these leads.
Right now if you are unhappy with your current conversion rate, take advantage of our free lead generation evaluation. Where we will evaluate your existing Lead Generation process and understand how it can be improved upon.
Free Lead Generation Evaluation
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