It is very difficult to influence the quality of leads entering the funnel
- Digital marketing has become the primary source of lead in most B2B organizations in volume. It is simply impossible to prohibit out ready to purchase or download a document to register for a webinar or non target people. Furthermore, the quality of information in the forms indicated in lines is a random quality;
- In most B2B sectors, data on the ROI of campaigns can not be acquired in the short term in the B2B "complex sales" it takes months, sometimes years, between the start of a campaign and the end of its impact in turnover;
- Tactics that aim to improve the quality of basic exploration and focus on the outbound inbound sees his limited firstly by the rate of obsolescence bases efficiency - about 30% per year - and secondly the absence on the market of reliable databases in most trades B2B (1), other than the purchasing managers and CIOs, reasonable price (2).
- In the longer term, subject to the availability of adequate information systems, it is possible to detect the most productive campaigns turnover and change budget allocations, but it does have a limited effect and especially not bear fruit over a period far beyond one financial year.
Good leads are not necessarily at birth but becomeSome marketers seem to have their mourning of this problem and decided to do otherwise. The most successful companies on lead generation (ie those that have the highest growth in revenue from marketing) do not focus on the quality of leads entering their funnel and even less on the acquisition and maintenance of databases exploration. These companies prefer to focus their resources and budgets on five strategies:
- increase the overall volume acquisition leads without trying to sort upstream, working on the volume and the multiplier effect of acquisition than on targeting their campaigns;
- establish systems of automatic filters by scoring to separate the wheat from the chaff, both in terms of targeting (function, sector, company size) that the propensity to buy (behavior);
- ripen in the lead target actions nurturing to allow time for everyone to lead his thoughts at their own pace, without harassing them commercially;
- qualify leads for sales not pass that those who are truly deemed ready to maintain a high quality of leads passed;
- allow recycling Nurturing leads untried commercial loans , according to a simple and efficient process to continue to influence the half leads that are generated in both the target and are ripe for purchase.
Do not hesitate to contact good leads generator company or partners for information on the methods and tools that increase the share of marketing in the sources of revenue.