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Interesting Stats on Lead Generation Data

Category : lead generation, Uncategorized

6

registrationform.jpgI’m a big believer in online marketing being used for lead generation in BtoB environments. If you’re not using e-commerce on your website, any online marketing efforts should focus on gathering information from those visitors. That can be done via click path trending, keyword analysis, lead generation, etc.

An article from BtoB magazine on lead generation got me thinking about lead generation statistics. Here’s the excerpt in which I was most interested:

The survey found that more than 50% of buyers said they provide a valid name, e-mail address, industry, job title and company name when they register; although less than 40% provide accurate phone numbers. As for e-mail addresses, in many cases marketers may harvest personal e-mail addresses rather than corporate ones (43% of users said they gave personal e-mail addresses). Respondents said they did so to better manage information rather than hide from follow-ups.

Perhaps most interesting, Lohman said, was what type of content users said they were willing to register for. White papers came out on top at 80%. Demos lagged at 38% and webcasts at 31%. That’s somewhat surprising, Lohman said, as marketers themselves ranked demos (77%) and webcasts (64%) as two types of content they most often require registration to access.

Whether your getting customers to fill out a form for podcasts, white papers, or just a call for more information, this is important data. I get quite a bit of lead forms with gmail.com or yahoo.com email address, but a correct phone number, which makes me believe these numbers are accurate. As a gatekeeper for registration forms, you need to give leads every chance to be passed on. That may mean ignoring some false looking data.

The second set of data revolves around what types of information registered for are most popular. This does not surprise me either as I think people will register and download bits of information that they can absorb on their schedule. Over time, I think downloadable webcasts and podcasts will close the gap on white papers.

What are your thoughts on lead generation and registrations?


Don’t Judge a Book (Lead) By Its Cover

Category : lead generation

1

trash.jpgAs small business marketers, we not only get to create lead generation programs, but in some instances we also get to be the gatekeepers for lead qualification. I’ve developed many programs where we try to generate leads via forms on our website. As the gatekeeper, I’ll see the leads from the forms come through and I’ll pass them on to sales if they look legitimate.

I had an interesting situation the other day that I thought I should pass along. I deleted a lead that looked bad. I always like to see john.doe@legitimatecompany.com and not johndoerocks2007@yahoo.com.

The lead I’m referring to had one of the quirky, spammy email address and the company name didn’t pop up in the search engine results when I searched. So, I deleted it. But, the legitimate looking name and title got the better of me and I fished it out of my deleted folder and turned it over to sales. The next thing I know the sales person is showing me the signed purchase order four hours later.

Wow, I almost deleted revenue. Lesson learned.

Here’s some tips on being a lead gatekeeper:

  • Remember, you have sales people for a reason. If the lead looks at all legitimate, pass it on and let them do the qualifying.
  • Do company searches for two reasons: qualify that the company is real and also to gather background information that could be passed on to sales.
  • Check the phone number for a real area code and correct amount of digits (know phone number patterns outside of US as well)
  • Know from where the lead came as background for your sales person
  • Keep in mind that people may not provide a legitimate email address if they don’t want to be contacted that way.

Anything else you think I could add to the list so people can avoid the pitfall I almost fell into? Remember, quality revenue potential is on the line!


Tips For Lead Generation Follow-Up

Category : lead generation

6

handoff.jpgThis may seem like a very simple and obvious post, but the fact of the matter is that many organizations do not take the right steps when following-up on leads. An interesting story caught my attention that reminded me of a previous job with a larger organization. The company had grown so big that no one knew where leads were coming from – they simply looked at the state and sent the lead to the appropriate sales person with no description of what the lead needed or what the lead was interested in hearing more about.

Many of the conversations between sales people and interested prospects were confusing with neither end knowing why they’re talking to each other. In the article, Steve Weitzner, CEO of CMP Technology points out:

“You can get leads anywhere, but in the end, when you have tons of leads pouring in what do you with them?” Weitzner asked. “You should be following up on the leads, otherwise you’re left with a stack of bingo cards.”

At the smaller company I’m with now, leads are gold. Not only do we follow-up on each one, but we prepare the salesperson with as much information as possible before they make a call. Here are some simple (and maybe obvious) tips to lead gen follow-up:

  1. Know the Source: Make sure you’ve put measures in place to be able to easily know from where a lead has originated. As an example, make sure you tag online forms when submitted so you know from which landing page the form was submitted. If you’re like me, you have 20 or 30 different originating sources at any given time. If you don’t know where they came from, you might as well toss the lead.
  2. Track the Sources: Make sure your tracking the lead sources. It would be helpful to pass on to the salesperson information about trends you’re seeing on interest in certain products. Tracking also helps you decide if a lead source is providing ROI.
  3. Pass Along Intelligence: I really enjoy when a lead comes in from my PPC campaigns. I’ve set up tracking so I can see on which keyword a lead was converted. I let the salesperson know which keyword was searched on when the lead saw our ad and came to our site. You can imagine the prospect’s surprise when our salesperson begins talking about the exact product or technology that the lead was searching on. The more information you can pass along the better. Your chances of converting new business increases.
  4. Follow-Up: Tracking what happens after a lead is passed to the sales person is also very important. I’m with a small enough company that I can know almost instantly what happened. I lump the results into three categories – New Business, New Contact with Potential, or Bum Lead. These results help me analyze whether or not the source of the lead is providing quality results.

These tactics helped me figure out that the Google Adwords Content Network was providing poor leads. The search network on the other hand was providing high-quality leads. I’ve since dropped the content network and enjoyed a higher quantity and quality of leads from Google PPC.

I truly believe better handoff of leads to sales can increase the chances of converting the lead to a customer.