Click to Play

Craigslist Killer?
Katherine Olson of Minnesota thought she was answering a normal posting on Craigslist. The posting asked for a nanny and Olson had a background in...

Recent Articles

Think More And Do Less: Questioning The Status Quo
Are you too busy to think? Many of us feel that way at times. As simple as it seems, finding time to think effectively is vital to developing a solid sales, marketing and lead generation strategy. Without question...

B2B Marketing & Lead Generation Via Social Networking
Have you dipped your toe in the water of social networking yet? And if not, should you start? That's a question I know a lot of very busy B2B marketers ask themselves which is why I found Tessa Wegert's...

Lead Management Far From An Easy Task
Companies that adopt effective lead management processes generate more revenue from their lead generation investment and have overall higher close rates on marketing generated leads than those that do...

Content Ideas For Lead Nurturing And Tactics To Use
When it comes to lead nurturing, I find that many marketers get stuck because they lack enough good content to do it consistently. My advice (if you plan to do it) is to start accumulating content and building...

Tips For Better Sales Letters
"One of the most important factors in the success of your direct mail package is your sales letter. In many cases, particularly with small businesses, the sales letter may be the entire package. But given the right list and...



Recent WebProNews Articles

OpenSocial's Importance Open To Debate
Google’s products tend to be hit-or-miss affairs - compare the main search engine to Google Catalogs, if you will. Now, as the release of OpenSocial approaches, opinions seem to be split as to whether it’ll arrive...

Google, Verizon Now Best Of Pals
All of that legal nastiness between Google and Verizon over the latter's alleged attempts to alter the conditions of the forthcoming 700MHz spectrum auction has faded, as the two may team up for a Google Phone deal.

Microblogging: What Is It Good For?
The microblogging concept isn't one that settles neatly among a myriad of more intuitive platforms. Regardless, microblogging platforms like Twitter, Jaiku, Pownce, and PlaceShout are gaining steam in the...

Yes, Google Admits Torching Your PageRank
Paid links proved the PageRank undoing for search professionals as well as for prominent sites like The Washington Post, but only recently did Google confess to doing this. The flaming wreckage of Google's...

Fake Steve Jobs: Have You Heard Of oPtion$?
The Secret Life of Steve Jobs endured the bitter challenge of the SEC probing Apple for impropriety, while negative energy spilled around the faux CEO. How's a genius supposed to instill the world with a childlike...


Free Guide To Television Advertising! - Click Here.
11.01.07


Lead Management Tips & Ideas

By Jon Miller

I recently had the opportunity to speak with Tricia Reilly about trends in lead management software.

Tricia was one of the speakers at Best Practices in Lead Management, a B2B marketing session at salesforce.com's recent user conference.

A veteran in the field of lead management, Tricia currently heads up Bluebird Marketing, whose services include helping companies optimize the Marketing aspect of their salesforce.com
deployments, and designing and implementing lead management campaigns. Before Bluebird, she spent several years as Senior Manager of Global Lead Generation at Genesys Telecommunications Labs.

Below, find an excerpt of my interview with Tricia.

Jon: Tricia, how would you define lead management?

Tricia: Lead management is the set of systems and processes that encompass the entire customer buying process.It begins with the customer's identification of their buying need and moving on to identify you as a prospective vendor.

For the vendor, it's the internal processes within an organization where you qualify leads, nurture leads, enrich leads and ultimately score the lead to see whether it is sales ready.

Jon: So it really covers everything from how do you meet, develop, score, route and close the lead?

Tricia: Absolutely, especially closing the lead.

Also, reporting on the entire process is really important and I think it's a piece that is frequently overlooked by marketers. Measuring each step of that sales waterfall is important, since we must be able to figure out where we are losing people, at what conversion point are people dropping off and how to optimize each of those stages.

Jon: What types of programs are you seeing work best today in terms of lead generation?

Tricia: It's really all about the offer. For instance, can you provide any type of educational value or access to your product in a trial? If so, that's where you're going to get the highest response.

Free Guide To Television Advertising! - Click Here.

The best practice here is more of a pull than a push, providing what your prospect is actively searching for. I think you can't get a hotter prospect than that.

Jon: That is the great thing about search, you're finding someone when they are looking for what you have. Of course, the downside of search is that you find people that are in the research stage, not when they are in the buying stage.

Tricia: Absolutely, that's where a really strong lead nurturing program can really help get the most out of those leads. You are already spending money to generate that type of raw response or lead so it's worth investing a little bit more to nurture that prospect. It educates them about what your product or service is, what differentiates you from the competition, and why they really need it.

What I like to tell people is that lead nurturing is about matching the prospect's expectations with the sales rep's expectations; you want the prospect to be ready and willing to speak to the sales rep when that lead gets handed to sales.

Jon: What process do you recommend companies go through in order to define what is a sales ready lead?

Tricia: The most important thing is that Sales and Marketing work together to define what a sales ready lead is. I believe that there is actually a lead spectrum, there isn't just one definition of a lead. Depending on what your market conditions are, what your company's like, what time is available, and what your pipeline looks like, you may want to shift the needle on that spectrum of where your marketing qualified leads are at.

What used to be an A lead may now be a B lead and vice versa and you may need to move that dial to accommodate shifts in the market or shifts in your organization or your sales force.

Jon: You talk about A leads and B leads, how should companies think about scoring these leads and figuring out who are the hot prospects and who aren't?

Tricia: I think every different company is going to have their own idea about to what extent they're going to score leads. Many companies don't have the infrastructure in place to create scores using prospect behaviors.

I think it's great if you can map user behavior, for instance, what someone is doing on your website, areas of the site they are going to, whether or not they are opening your e-mails and whether or not they are completing your landing pages.

A true score should take into account the prospect's interest level defined not just by their words but their actions. Frequently, as you know, people's actions speak louder than their words, and the two are often not in concert. So it's very important to observe user behavior and score accordingly.

Learn more about Tricia and her firm at bluebirdmarcom.com.

Comments

About the Author:
Jon has over 11 years of experience helping marketers with innovative technology solutions. He is current VP Marketing and co-founder of Marketo, a provider of easy to use on-demand marketing automation solutions that help B2B marketers drive and track revenue. Before co-founding Marketo, Jon was a vice president at Epiphany, where since 1999 he led overall product strategy and direction for Epiphany's industry leading marketing automation applications. He has also worked as a CRM strategist at Exchange Partners and as a strategic consultant for Gemini Consulting. Jon graduated Magna Cum Laude in Physics from Harvard College and has an MBA from Stanford Graduate School of Business.

About SalesNewz
SalesNewz is a collection of articles, commentary and news designed to provide our subscribers with the tools and information needed to develop and maintain good sales practices. Business success starts with sales.

SalesNewz is brought to you by:

WebProNews.com Jayde.com
MarketingNewz.com SalesNewz.com
CareerNewz.com InvestNewz.com
eCommNewz.com WebsiteNotes.com
AdvertisingDay.com ManagerNewz.com
SearchNewz.com CRMNewz.com

-- SalesNewz is an iEntry, Inc. publication --
iEntry, Inc. 2549 Richmond Rd. Lexington KY, 40509
2007 iEntry, Inc. All Rights Reserved | Privacy Policy | Legal | Contact

archives | advertising info | news headlines | free newsletters | comments/feedback | submit article


SalesNewz Home Page About Article Archive News Downloads WebProWorld Forums Jayde iEntry Advertise Contact WebProWorld Forum Business Success Starts With Sales SalesNewz News Archives About Us Feedback