Year after year, companies lose valuable time due to “bad leads” that never convert. Here are a few strategies to help you maximize the profitability of your lead generation business.
1. Put Quality Over Quantity
When it comes to data, the focus should be on quality over quantity: focus on collecting accurate and useful information to support your marketing campaigns and improve their effectiveness.
There are two classifications of data that your marketing strategies should be based on: demographic and behavioral.
Key demographic attributes can include the organization’s appearance, business size, the industry it operates in, its location, and the people in it, from key personalities and job roles to seniority levels and interests.
Behavioral information is equally important. This includes the activities of your leads and customers: how they interact with your business and its content, what channels they use, and what topics they respond to the most.
2. Evaluate Leads
It is important to remember that not all leads are the same. Early identification of where in the sales funnel each lead is and when they are best placed to sell will allow marketers to focus their efforts on the most profitable areas.
To achieve this, the sales and marketing departments must first jointly develop the rules and principles that define a “good lead,” ensuring that time is spent finding the most valuable leads for the business.
3. Work together and agree on key definitions
Without a rapport between sales and marketing, the ability to generate quality leads is greatly reduced. Both marketing and sales departments have a responsibility to build these relationships through regular communication to ensure there is a common agreement on goals and approaches, and to ensure that consistent language is used across all departments.
via b2bmarketing.net
