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Lead Lifecycle Management – Improving from Average to Best In Class

Improving lead gen resultsPart 2: Lead Lifecycle Management, How Does Your Firm Measure Up?

Congratulations if you read "Lead Lifecycle Management, How Does Your Firm Measure Up?" and have implemented the suggestions at the end of the post.  You have taken a first big step towards improving your B2B sales lead generation results by focusing on the three areas Aberdeen Group says lift laggards to "industry average" status.

First Steps to Improving Lead Generation Results

  • Testing marketing content
  • Reviewing and tracking campaign performance
  • Ranking and scoring inbound leads

The next question you should ask yourself is how do I begin improving on industry average results.  While industry average companies enjoy considerable advantage over their laggard competitors, they are still far behind the best in class companies in 3 key areas.

Improving on Average Results to Reach Best-in-Class Lead Generation Results

  • Implementing marketing automation and lead management solutions
  • Using data on customer behavior to target and segment marketing campaigns
  • Tracking customer interaction with on-online resources

Let's take a closer look at each of these areas for opportunities to make them part of your lead generation program.

Marketing automation and lead management solutions

Today's marketing mix is both fast paced and complex so it makes sense to use a marketing automation/lead management toolset to help with lead campaign analysis.  (Even among those using MA, only 18% of industry average companies track their campaign results from a program and channel perspective compared to 54% of best in class companies).

There are many marketing automation tools available in the marketplace with varying degrees of capability. Regardless of the tool selected it's important to remember that a lead management process needs to be well defined before a tool can be effectively implemented.

Using data on customer behavior to target and segment marketing campaigns

Connecting with prospects in a personal way is very valuable.  We all like to receive information that is informative and helps us do our jobs better. Strong outbound marketing campaigns are built around both general and positional messaging.  Meaning, it's fine to send a newsletter to everyone in your database but when you send positional or situational messaging to the wrong person you risk losing that person's attention – or worse they 'opt out' of future mailings.  As an example: you would not send a sales leader message to a CFO list.

Since 71% of industry average companies don't use customer behavior to target and segment their marketing programs there is some low hanging fruit readily available for those who do.

Tracking customer interaction with on-online resources

Another area of real opportunity revolves around tracking and scoring customer interaction with your on-line resources, such as you website and your blog. Prospect behavioral information derived from the way your prospect interacts with your web properties may be the fastest and most accurate means of understanding the level of prospect qualification.  54% of best in class companies use lead scoring as a way to provide highly qualified leads to their sales team – versus only 31% of industry average organizations who score leads.

Increasing the quantity and quality of leads should be a to priority of all sales and marketing organizations. Our next and final blog post in this series will focus on the strategies and tactics best in class companies use to stay at the top of their game.

Would it help to talk with us about your lead generation challenges and goals?  We offer a complimentary Lead Optimization Review to help company leaders improve their results in this critical area.  Schedule yours here.

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