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Inbound Leads: Part 2 Is it necessary to pre-qualify inbound leads? That’s the overarching question I recently presented to a panel of industry experts. Over the course of this three part series, you’ll hear from 15 leading voices in the world of B2B sales, marketing and lead generation, as they share their insight in response to the following questions: • Are companies wise to invest money and time to pre-qualify inbound leads from marketing automation systems that have been assigned a ‘perfect’ lead score? • Should CMOs feel confident that these leads from marketing automation are ready for sales to close? • Without additional qualification measures (such as tele-qualifying) will these leads inevitably clog and choke the sales pipeline? In the first part of the series, we heard from author and consultant Ardath Albee, entrepreneur Kyle Porter, author and consultant Joanne Black, and consultant and speaker Dave Brock. Here, in the second of this three part series, we will hear from The Funnelholic’s Craig Rosenberg, Annuitas Group’s Carlos Hidalgo, Sales Lead Management Association’s Jim Obermayer, Direct Marketing News’ Ginger Conlon, consultant and trainer Dave Stein, and agency founder Matt Heinz. Read PART 1 Here PART 2  PART 3 (coming 8/26/14)  Ardath Albee Craig Rosenberg Chad Burmeister Kyle Porter Carlos Hidalgo Ruth Stevens Joanne Black James Obermayer Chris Tratar Dave Brock Ginger Conlon Chris Snell   Dave Stein Jamie Turner   Matt Heinz   Now, to the experts: FEATURE Craig Rosenberg – 7 Steps to Put Your Lead Nurturing on Steroids I believe that 100% of leads should flow through a sales development engine. For many clients, I have agreed to one exception — if they have an “I want to hear from sales” form. I still would prefer those go through sales development, but if I have to give on anything, I will give there. The bottom line of sales development is the key to conversion. Sales will not and does not have the time to produce the level of effort necessary to connect with and convert leads, even those that marketing automation deems ‘sales ready’. They also don’t have the ‘threshold for pain’ that is required to put multiple calls and emails into a lead and have it turn into nothing. A good conversion rate is 30%. That means 7 out of those 10 leads won’t work out. Sales people don’t react well to that. And the 30% that do convert require calls, emails, qualification, etc. The other thing is that content consumption is a clue, but does not qualify leads. That is the pre-dominant use case for marketing automation. As a matter of fact, some clients have learned that the more they download, the WORSE the lead is. Send leads to sales development or your conversion rates will suffer. I always like to hear what Craig has to say. (For the record, I’m not saying that just because I tend to agree with him on most things.) He’s truly one of the most entertaining and informed writers on the planet. If you haven’t read his blog, The Funnelholic, stop everything and sign up right now. Carlos Hidalgo – Everything About Marketing Automation and More! No matter how automated we become, there is a human element in marketing that can never be automated. Marketing automation is great for providing two-dimensions in the buyer journey: 1. Behavioral 2. Demographic However, there’s a critical third dimension — a personal interac- To pre-qualify, or not to pre-qualify By Dan McDade 12 Submit your Articles sales and service excellence essentials presented by HR.com | 10.2014


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To see the actual publication please follow the link above