Lead Generation

Top-of-Funnel Focus – Your Marketing team has worked very hard on multiple campaigns and content. However, are all the entry-points to your brand (and corresponding products and services) configured for appropriate lead collection? Be sure to establish data collection points throughout your online and offline marketing efforts, so when the time is right to reach out to a potential customer; you have all the information you need. 

Lead Funnel Optimization – When leads enter your current funnel, do they flow only one way? It is important to expedite your forward lead flow process as well as implement scenarios when the lead can be sent back up the funnel for additional nurturing. Even if a lead is completely disqualified and taken out of the funnel, knowing why it was "disqualified" helps improve the quality of future leads.   

Scoring and Qualification of Leads – Do you have a graduated lead hierarchy, or does classification simply go from "qualified" to "opportunity"? What steps are taken by your current Marketing Team to nurture and qualify a lead before handing it over to the Sales Team to work their magic? Consider a more stepped classification system (UQL, MQL, SQL), lead scoring and even BANT qualification depending on your process needs.    

Lead Routing Automation – Automating the lead-routing process can radically reduce the sales cycle. I can be setup so that when a lead reaches the threshold for passing to Sales, it can be sent to the individual Sales person best qualified to pursue the opportunity. This can be configured for all kinds of different Sales roles including by territory, product line, customer account status or a combination of all of these. 

Lead Tracking and Reporting – Tracking where leads are in the funnel is important, both for Marketing KPI's and for Sales to properly forecast and understand their pipelines. Work with your Sales Operations Team to connect all relevant contact databases between Marketing and Sales to create cohesive reporting for key metrics. 

Improving Conversion Rates – Since more than one variable affects the lead conversion number, start at the other end of the equation and analyze why the provided quantity of leads not converting. Is it due to lack of quality in the leads, or does the Sales Team need additional tools to be successful?