SALESSSAL

EFFECTIVE SALES LEAD GENERATION

Mistakes that are made in sales lead generation

Definit ion of a lead

Quantity vs. Quality

Mult i-dimensional lead generation

Nurturing leads

Measuring and understanding return/success

COMMON MISTAKES MADE IN SALES LEAD GENERATION

Too many organization focus on increasing the number of leads – volumes of poorly qualif ied

leads cause sales people to ignore them Marketing designs and manages the sales lead generation programs There is no accountabil i ty process Measurements are focused on the lead and not the result R.O.I . is not measured and information is not communicated effectively

DEFINING THE SALES LEAD

Leads should be qualif ied in order for the sales people to derive benefit – building pipeline defines success Qualif iers should be defined up-front by sales Leads should not be passed to sales unless they meet qualif ication criteria Leads need to t ied to those capable of making decisions Leads are not contact information

SALES LEAD GENERATIONQUANTITY VS QUALITY

There is no value to a large number of unqualif ied leads Lead generation programs should not be a

replacement for sales prospecting for their own business Too much activity from unqualif ied leads frustrates sales the organization Large numbers of unqualif ied leads destroys the confidence in the program and most ofetn ends in the programs demise A few very well qualif ied leads wil l cement sales

involvement and buy-in

MULTI-DIMENSIONAL LEAD GENERATION CREATES A CLOSED LOOP

Effect ive Lead Generat ion should be made up of a variety of touch points

Event support

Intel l igent emai l

Telephone contact

Direct Mai l (opt ional )

The database of suspects should be touched no less than 7 t imes in a year

Honor “opt – outs” but continue to touch even

those who have expressed “no interest” at least once per quarter – things and people change

NURTURING LEADS = HIGHER SALES GROWTH The different types of contact al low you to nurture

suspects and grow them into prospects Prospects should be nurtured with several contacts within the target organization

More contacts = internal awareness

Contacts potent ial ly include inf luencers

Increases chances of posi t ive response

People buy from people they know – Nurturing begins the relat ionship before transit ioning the lead to the sales representative.

Sales Forecasting and report ing is key to understanding the return Leads should be tracked through a CRM system Leads should be classif ied l ike any suspect/prospect Reporting should be generated weekly

Where Are You Gett ing Tract ion Is The Message Resonat ing To What Are People Responding Are The Qual i f iers Correct

MEASURING/UNDERSTANDING THE RESULT/RETURN

SALESSSAL

EFFECTIVE SALES LEAD GENERATION

Intel iTarget builds Sales Lead Generation programs for cl ients in a wide variety of sell ing environments

The Intel iTarget team supports Fortune 500, Mid-size, e-Business, and Start-up organizations

For more information about how Intel iTarget can help you build a successful Sales Lead generation program click below

http:/ / Intel iTarget.com/services/sales-lead-generation.html

Providing Sales Lead Generation Services since 1996