8 Keys to Boosting B2B Lead-gen in 2005
If you are responsible for boosting B2B lead generation in 2005, we know you don’t have time to read a lengthy white paper. Below are what we at LeadGenesys believe are 8 keys to boosting B2B lead-gen in 2005.
1. Accelerate the B2B sales cycle
Improve prioritized follow-up by enabling sales to see graded responses real-time Automatically apply a “sales-defined” grade to each captured profile Let sales see and build a unified contact history profile on each prospect Leverage real-time metrics to improve the effectiveness of early stage lead cultivation
2. Foster real-time collaboration between sales and marketing
Share real-time actionable response data with sales Don’t delay follow-up by keeping response data in the marketing department Enable sales to re-score the quality of captured leads to feed marketing with real-time targeting data
3. Leverage the sales team to build a more responsive opt-in base
Individual HTML emails received from sales reps get higher response rates than mass email campaigns received from the marketing department Requests for “more information” can be turned into an opportunity to capture the email address Tracking opens and click throughs helps sales gauge the prospect’s true level of interest Profile captures from those emails will dramatically boost the opt-in base
4. Reduce the cost of marketing by flexibly leveraging outsourced services
Keep marketing budgets to minimum and spend more on pure lead generation Tap into B2B response marketing expertise that may not exist in your organization Eliminate the need for IT support of your campaigns Eliminate numerous hours spent on campaign execution and response analysis Free up your time to focus more on metric-driven strategy Consider outsourcing cold calling so your sales team can focus on closing If you only send one email campaign per month, consider saving time and lowering the cost of email campaigns via an outsourced full service solution
5. Invest more in pure lead generation instead of infrastructure
Stop trying to conduct proactive lead generation within the confines of SFA/CRM applications Apply “application customization” savings to pure lead generation Ensure every profile transferred from your lead-gen application into your SFA application is complete and has a marketing source appended to it (for future ROI reporting)
www.leadgenesys.com
650-212-7200
6. Refine targeting early in a campaign – not after a campaign
Instantly know which list, creative, and offer is capturing the best quality leads See a real-time break-down of A through F quality leads for each of your regions and adjust lead-gen efforts accordingly Ongoing lead-gen – done right – should continuously boost lead quality Consistently lower your overall cost per lead with real-time targeting metrics
7. Rapidly build the prospect base with a new twist to your rented list strategy
B2B direct mail lists are generally more targeted than rented email lists Significantly improve the ROI of direct mail efforts by leveraging vanity URLs See real-time response to direct mail – even if the responder does not fill out a pre-populated form on your website This process also proves a prospect’s interest in your company enabling you to legally own the rented contact record
8. Improve the ROI of events and web-based seminars
Leverage sales to send personalized HTML invitations, reminders and thank you messages Track 100% of pre-event contact efforts and post-event follow-up efforts – by rep and region Streamline the event registration and booth visitation tracking process Enable sales to instantly see attendees in each of their territories Eliminate time consuming routing of leads via Excel spreadsheets Know real-time the quality of leads captured at a tradeshow to secure optimal space at next year’s event Know which marketing sources were responsible for driving the best quality attendees
Aberdeen Group, Bottom-Line Marketing Drives Better B-to-B Selling, November 2003
“Marketing applications are currently among the most sought-after applications in the customer relationship management (CRM) suite. However, with the exception of a number of outsourced email-marketing services, most marketing automation applications are licensed solutions that require significant IT resources to deploy.” “As B-to-B marketing personnel have been laid off and marketing budgets slashed, the remaining marketing staff in many companies have been hard-pressed to effectively drive demand – that is, to generate qualified leads – and to support the sales force with appropriate information and sales collateral.” “Not surprisingly, marketing and sales effectiveness (MSE) solutions have begun to gain traction as B-to-B organizations have sought to get marketing and sales on the same page and to eliminate the hemorrhaging of marketing budgets, sales effectiveness, and brand equity. However, most MSE software applications to date have been designed as licensed software and their high prices only make economic sense to the very large sales organizations.” “The leased or hosted business model for application software has emerged as an increasingly compelling alternative to licensed software. Solutions that were not designed from the ground up to be hosted, but are instead based on a redesign of the licensed software applications, have many drawbacks.”
About LeadGenesys
LeadGenesys helps B2B marketers deliver more and better quality leads to sales teams. The web-based LeadGenesys Platform reports real-time on campaign effectiveness and scores and disseminates leads according to your specifications. The email-based LeadGenesys Prospecting Tool enables sales teams to effortlessly deliver trackable HTML messages.
www.leadgenesys.com
650-212-7200
LeadGenesys ensures the success of your B2B campaigns with a unique approach to direct mail, email, and telemarketing services. The cost-effective solution is specifically designed to accelerate the B2B sales cycle, optimize the lead-gen budget, and continuously boost lead quality.
www.leadgenesys.com
650-212-7200