Beyond Marketing
Follow
Find tag "lead"
8.9K views | +0 today
Beyond Marketing
Problematic, tools, news, in marketing and beyond to develop ecosystemic vision
Curated by Denis Failly
Your new post is loading...
Scooped by Denis Failly
Scoop.it!

How to Shorten the Sales Cycle: Part 2

How to Shorten the Sales Cycle: Part 2 | Beyond Marketing | Scoop.it
Here are 7 proven tips to help you shorten the sales process and bring in sales-ready qualified leads—in fewer than seven to 13-plus touches.
more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

Rethinking the Value of BANT (It's Not as Outdated as Some Suggest)

Last fall, I published a post here titled Why BANT No Longer Works for Qualifying Leads. In that post, I argued rather strongly that BANT (the acronym for Budget-Authority-Need-Timeframe) is no longer an effective way to qualify sales leads because of changes in how B2B buyers make purchase decisions.

Denis Failly's insight:

BANT should never be the only criteria used to qualify sales leads. As noted earlier, BANT is not appropriate for qualifying early-stage leads, and it provides only some of the criteria for identifying when a lead is sales ready. However, BANT is not nearly as useless or outdated as some of us may have thought.

more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

Lead Generation: The 3 pillars of lead generation

Lead Generation: The 3 pillars of lead generation | Beyond Marketing | Scoop.it

Most marketers of the world can be broken down into two groups – lead generation marketers or e-commerce marketers (and perhaps, Beatles or Elvis fans).

While in the worlds of A/B testing and optimization, sometimes the focus seems to be on e-commerce, lead gen marketers can utilize these techniques to learn about their customers and improve their marketing performance, as well.

But, the lead gen marketer interested in conversion rate optimization can have a bigger challenge than the e-commerce marketer since they are dealing with a complex sale and, usually, many more moving parts.

 

 

Denis Failly's insight:

Links around leadGen

more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

BANT: Is it Still a Useful Tool for B2B lead Qualification?

Denis Failly's insight:

Think, out of the BANT

more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

How NOT to Lose SaaS Sales

How NOT to Lose SaaS Sales | Beyond Marketing | Scoop.it
For example, if you run a SaaS business that demos products, how quickly should you follow up with customers who ask for a demo?
Denis Failly's insight:

Glaring figures :

"Out of 2,241 U.S. companies audited for the study,

37% responded to leads within an hour,

16% within 24 hours,

24% took longer than 24 hours,

and 23% of companies never responded at all. For the companies that responded within 30 days, the average response time was 42 hours"

 

"The study revealed that the odds of making contact with a new lead are extremely high if you call within the first 5 minutes of submission,” said Elkington. “The odds drop off dramatically by the first 30 minutes. Specifically, a rep is 100x less likely to make contact if the first call is made 30 minutes after submission. The odds of making contact drop by 3000x if the first call is made 5 hours after lead submission.”


So the best time to follow up with online sales leads is within the hour,

 

Here is a step-by-step guide to fix that.

more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

What Are the Characteristics of a Good Lead?

What Are the Characteristics of a Good Lead? | Beyond Marketing | Scoop.it
All leads are not the same. Some are just random clicks; others are just queries. To qualify as a solid Sales-ready lead, a lead needs to have the following characteristics.
Denis Failly's insight:

A good lead is one that has shown an interest in buying—or at least an interest in starting the buying process. When is an inquiry no longer just looking and researching, but ready to buy? A sales-ready lead is one that meets certain criteria as defined by your company, has shown an interest in what you are saying, and also is interested in what you are selling.

more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

Lead Generation vs. Demand Generation

All too often in conversations with clients and colleagues, I hear the terms “Lead Generation” and “Demand Generation” used interchangeably. Of course, once you start asking more questions, it becomes rather easy to delineate between which of the two they are really talking about.

But the issue remains that too few of us understand the differences between the two terms. So today I am sharing my take on what they mean. You may have some other ways of differentiating them. I’d love to hear any other ideas to add to the below.

Denis Failly's insight:

Demand Generation feeds Lead Generation

more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

What Is The Best Call To Action?

What Is The Best Call To Action? | Beyond Marketing | Scoop.it

Good marketers know that your call to action plays a significant role in your response and conversion rates, both online and off. It would be great if you knew what the best call to action is for a given campaign; if you had, essentially, a shortcut to achieving more sales. However, if such a universally-guaranteed call to action existed, it’s fair to say it would be the only call to action you’d ever see on sales letters, brochures, websites and email blasts. That’s obviously not the case, which begs the question: what, exactly, is the best call to action?


Denis Failly's insight:

call to action is the copy and visual elements you use to tell potential customers what to do next – how to take the next step in the purchasing process.

more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

Is Your Lead Generation Off-Target?

A problem facing organizations today is generating more leads.  Making this issue even more challenging is changes in buying behavior.  Depending on which study to reference, buyers are performing different activities for up to 70% of their buying evaluation before sales intervention.

Denis Failly's insight:

Buyer personas, still neglected...

more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

How Do I Close Inbound Marketing Leads?

How Do I Close Inbound Marketing Leads? | Beyond Marketing | Scoop.it

As we focus a tremendous amount of time and effort on our marketing efforts, we need to remember the whole reason for marketing, which is nurturing leads to sales.  We are all looking for ways to grow our business, and looking for the differentiator that gives us the edge over our competition.  One of the real beauties of inbound marketingis that once we get our visitors to convert to leads, we already know a bit about the leads and they are likely truly qualified leads.  But a question we get on a routine basis is, “great we have gotten leads, now what?”

 

Denis Failly's insight:

The key is to remember to remain in the top of mind of your lead.

 
more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

15 Steps to the Ultimate Lead Capture Landing Page

15 Steps to the Ultimate Lead Capture Landing Page | Beyond Marketing | Scoop.it
Follow 15 detailed steps to build a really high performance landing page for gathering leads. The ultimate lead capture landing page.
Denis Failly's insight:

Nothing new but a good reminder

more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

6 Reasons Your Sales Reps Are The Key To A Great Lead Generation Strategy

6 Reasons Your Sales Reps Are The Key To A Great Lead Generation Strategy | Beyond Marketing | Scoop.it
One of the best ways for a marketing firm to totally ruin its lead generation strategy is to undervalue its lead generation representatives.
Denis Failly's insight:

Top six key findings in the report from a recent white paper by The Bridge Group, Inc. highlights metrics about lead generation and compensation for B2B companies.

more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

7 métaphores autour du tunnel de conversion client

Denis Failly's insight:

Le tunnel de conversion marketing classiquement représenté sous forme d’entonnoir, est une représentation simple, compréhensible et qui s’inscrit dans un process séquencé de cycle d’achat (phase après phase) , programmatique et convergent (la sortie vers l’achat).


Les individus qui y transitent selon des scénarii pré-établis de nurturing et de (re)targeting de contenus, sont progressivement « rangés » (l’esprit de classification / segmentation) dans des cases (prospects, leads,…) en fonction de leur parcours progressif  de phase en phase.


D’une logique de pensée, voire d’un moyen mnémotechnique, nous sommes tombés dans le modèle utilisé à outrance sans le questionner comme si il était gravé dans le marbre.


L’expérience prospect/client, humaine avant tout pétrie de conviction, doute,  renoncement/abandon, simple curiosité, humeur changeante, zapping, hétérogéneïté et paradoxes des comportements, serendipité, irrationnalité…ne rentrent pas dans les fourches caudines d’un Tunnel de conversion :
Pour l’avoir pratiqué moi-même comme marketer je me suis rendu compte comme d’autres, que cette mécanique de l’entonnoir était trop bien huilée, trop simple même si on l’accepte comme une représentation, une convention, un modèle pour agir.


Ecoute, (dés)engagement, conversation,  partage, buzz négatif ou positif… sur les médias sociaux nous apportent chaque jour la preuve, que nos outils, notre pratiques, nos KPI …ne sont pas adaptés pour intégrer cette dynamique humaine, foisonnante et complexe. Il est clair que  le nouveau terrain de jeux des marketers  est le Web social, le Web « vivant » dont la matière première est l’humain avant que d’être le bit d’information.

more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

PowerMinute: How to Establish a Meaningful Lead Definition

PowerMinute: How to Establish a Meaningful Lead Definition | Beyond Marketing | Scoop.it

If you are using BANT (Budget, Authority, Need, and Timeframe) to define a sales-ready lead, it’s time to STOP! BANT is an outdated methodology responsible for more lost opportunities than your CEO and CFO care to hear. Truth is, many companies buy solutions that have never been budgeted. Why?

Denis Failly's insight:

Enough relevant, what do you think ?

more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

Introduction To Integrated Marketing: Sales and Marketing Alignment

Introduction To Integrated Marketing: Sales and Marketing Alignment | Beyond Marketing | Scoop.it
Aligning sales and marketing is worth the trouble: Highly aligned organizations achieve an average of 32% annual revenue growth. Learn how to do it.
Denis Failly's insight:

7 steps to engage Sales & Marketing alignment with a SLA

more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

4 Myths to Avoid in B2B Inbound Lead Generation

4 Myths to Avoid  in B2B Inbound Lead Generation | Beyond Marketing | Scoop.it
Avoid these 4 myths in B2B inbound lead generation. Adopt a methodical commitment with a “marathon, not a sprint” mindset for sustained results.
Denis Failly's insight:

Marathon mindset is the beginning of wisdom

more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

Fast Lead Response Keeps B2B Leads from Going Stale

Fast Lead Response Keeps B2B Leads from Going Stale | Beyond Marketing | Scoop.it

the time to respond to inbound leads is a key success metric.

 

Denis Failly's insight:

 

51.4% of B2B leads are never called.The average number phone calls made to new leads is 1.The average number of emails sent to new leads is 0.9.The average call response time for leads is 46 hours.85% of sales teams don’t track call response times.

Here’s the really bad news – if these lead response d

more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

The 2013 Lead Nurturing Best Practices Checklist

The 2013 Lead Nurturing Best Practices Checklist | Beyond Marketing | Scoop.it

It’s easy to lose sight of the forest for the trees when embarking on lead nurturing initiatives. Research suggests that even Top Performing B2B marketers struggle to fully leverage nurture marketing tactics to capture revenue across the entire marketing and sales cycle. But, Top Performers do reveal some interesting best practices with respect to nurture marketing strategy. In the first half of 2013, Gleanster surveyed over 800 B2B marketers to uncover how Top Performing companies achieve an average of 300% higher YoY growth in revenue, double digit click-through rates, and predictable quantities of sales accepted leads on a quarterly basis. Here are five lead nurturing best practices that Top Performers have a propensity to leverage; tactics that should probably go on your nurture marketing to-do checklist.

Denis Failly's insight:

"Use 2 or 3 nurture flow to feed Sales Cycle, no reason to recreate the wheel every time a new campaign is created. "

more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

The 10-Step Road Map To Promoting Webinars

The 10-Step Road Map To Promoting Webinars | Beyond Marketing | Scoop.it

...nothing is better than a good webinar. You can educate, inform, engage and convert your target market - all at once.

Denis Failly's insight:

I confirm with my own experience that Webinar in B2B is a good lead generator

more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

8 Ways to Unlock the Hidden Power of Giveaways

8 Ways to Unlock the Hidden Power of Giveaways | Beyond Marketing | Scoop.it
This case study discovered that landing pages running a contest giveaway increased email leads by 700%. We repeat. A 700% increase in email subscribers!
Denis Failly's insight:

Various effects which influence your lead conversion

more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

The Mathematics of Revenue Cycle Strategy

The Mathematics of Revenue Cycle Strategy | Beyond Marketing | Scoop.it
Learn how to think of your revenue mathematically with marketing automation, measure variables, and benchmark your measurements and drive them to improve.
Denis Failly's insight:

what are the critical variables that drive revenue?”

more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

The Dangers of Using Cost per Lead as a Metric to Measure Marketing

The Dangers of Using Cost per Lead as a Metric to Measure Marketing | Beyond Marketing | Scoop.it

Twice over the past two years I blogged about the dangers of using cost per lead as a metric to measure marketing.

Denis Failly's insight:

three critical elements that impact B2B lead generation costs in the complex sale

 

more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

3 Types of Qualifying Criteria for Scoring Marketing Leads

3 Types of Qualifying Criteria for Scoring Marketing Leads | Beyond Marketing | Scoop.it

Lead scoring isn’t really a numbers game. Sure, there are points assigned to a lead based on multiple criteria, but lead scores are used to determine sales-readiness by quantifying activity that’s driven by quality information. And that information comes from two places: the lead and your sales/marketing team.

 

Denis Failly's insight:

Here are three primary types of criteria that should be established in order to properly qualify leads and how each influences the actual scoring:

 
more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

How to Implement An Effective Lead Scoring Strategy (Video)

How to Implement An Effective Lead Scoring Strategy (Video) | Beyond Marketing | Scoop.it
In our latest video post, we'll cover how to implement an effective lead scoring strategy and deliver more sales ready leads to your sales team.
Denis Failly's insight:

How to Know if Your Company Needs Lead Scoring

more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

10 Reasons Smart Companies Use Webinars For Lead Gen [Infographic]

10 Reasons Smart Companies Use Webinars For Lead Gen [Infographic] | Beyond Marketing | Scoop.it
10 reasons and tactics for using webinars for effective lead generation.
more...
No comment yet.