I was at the Marketing Sherpa
B2B Summit this week in Boston. It was a great event with some excellent speakers full of practical advice about how to improve lead generation programmes. All of the content fitted into a framework which they called the five levers of Lead Generation:
A few interesting stats that stood out for me:
1.. 80% of all leads generated are either lost, ignored or discarded - there were a couple of interesting case studies on the steps taken to revitalise 'Dead Leads'
2. It can take 8 touches before a lead becomes sales ready - scoring technology helps this right.
3. Three questions when someone lands on a web page: where am I? What can I do there? Why Should I do it? The better a landing page answers these questions, the better the conversion
4. Sage's focus on using analytics and marketing automation software to develop a multi-step marketing campaign resulted in a 50% uplift in sales despire product changes, competitive pressure and a complex sales process
5. There are 8 B2B marketing groups on Linkedin with 22k members - Kim Albee the CEO of Genoo told the story of how she used Linkedin to build Genoo's profile
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Better campaign conversions at the top of the funnel - volume
- Optimise lead qualification - focus on high quality leads - quality
- Service level agreement with sales - def of leads and requirement
- Intensify leads in funnel with lead nurturing
- Accelerate leads currently in the sales pipeline - negotiation
A few interesting stats that stood out for me:
1.. 80% of all leads generated are either lost, ignored or discarded - there were a couple of interesting case studies on the steps taken to revitalise 'Dead Leads'
2. It can take 8 touches before a lead becomes sales ready - scoring technology helps this right.
3. Three questions when someone lands on a web page: where am I? What can I do there? Why Should I do it? The better a landing page answers these questions, the better the conversion
4. Sage's focus on using analytics and marketing automation software to develop a multi-step marketing campaign resulted in a 50% uplift in sales despire product changes, competitive pressure and a complex sales process
5. There are 8 B2B marketing groups on Linkedin with 22k members - Kim Albee the CEO of Genoo told the story of how she used Linkedin to build Genoo's profile
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