B2B Lead Generation Blog

How to make B2B marketing messages more memorable

In B2B marketing, when you have many potential buyers who are involved in the buying process, how do you connect with these people in a memorable way?

If you look at most lead generation messages, they often contain industry jargon and abstract ideas. Interestingly, that’s part of the reason many of them don’t work.

Our future customers are weary of messages, pitches, hype, buzzwords, and corporate speak, that they quickly forget them. So how do you create marketing and lead generation messages worth remembering?

According to this ITSMA interview with Chip Heath author of What Makes Things Stick, we need to overcome the curse of knowledge.

Heath say’s, “B2B marketers have a very high standard of communication that they have to impart. A group of psychologists and behavioral economists has called this ‘the Curse of Knowledge.’ As we become experts, it becomes harder to imagine not knowing what we know.”

In other words, as we develop our individual areas of expertise and live it out in our companies, it actually makes it harder to communicate with those outside out company. This could be part of the reason some might struggle explaining their job (i.e. what you do) to family and friends.

Heath’s focus is on this idea of “stickiness” he found that for our ideas to stick in people’s minds, they must be concrete. But the reality is that most of our business language is far from concrete.

I've summarized the 6 themes that Heath covers in his book that are consistent with sticky ideas:

1. Simple - get to the essential idea, the most important idea should leap out
2. Unexpected -blast preconceived notions causes people to stop, think and remember
3. Concrete - use real-world analogies to simplify complex ideas
4. Credible - do you have a trust worthy reputation? If not, people will ignore you.
5. Emotional - people often decide based on emotion and backfill with logic
6. Stories - we're wired to pay attention to stories and stories can be retold

I found this related MarketingProfs article, "How to Use Imagery to Create Memorable Messages" by professor Debbie MacInnis interesting. MacInnis describes new research about combining concrete words with imagery to make more memorable branding messages and “the power of the internal movies that consumers generate themselves.” Please note: this article was written from a B2C perspective but as I think about it I see B2B applications too.

Podcast: Interview with MarketingSherpa's Anne Holland

Would you like some inspiration or some fresh ideas for your marketing and lead generation strategy?

If so, MarketingSherpa just released their “Business Technology Marketing Benchmark Guide 2007-08” and I had the privilege to interview Anne Holland about this year's findings. Very useful stuff. Download the Executive Summary

During our in-depth interview, Anne shares some terrific insights and helpful data on numerous marketing and lead generation tactics.

Three data points that I found particularity interesting:

1. Teleprospecting works. As we all know, tech buyers are a notoriously tough crowd to cold call. Sherpa's findings contradict the "calling doesn't work" line we've heard for years. Their data shows that over 50% of tech buyers admitted to short listing a vendor after receiving a well timed and relevant phone call.

2. Sherpa's data shows that more decision makers (not just influencers) are attending webinars and watching archived events. This indicates the importance of relevant educational events and online content for lead generation.

3. Companies who provided fewer but higher quality "sales ready" leads to their sale people have better sales conversion rates than those that send lots of early stage leads and that creating a "cost per lead" culture just does not work.

Listen to podcast now (31 min MP3)

Show Agenda  

• Benchmark data that B2B all marketers must know
• Fresh ideas and best practices for lead qualification
• Why you should capture and track all web inquiries in your CRM
• How many buyers/influencers in the typical F500 buying process (hint: it's big!)
• Sherpa's unexpected data on B2B telemarketing (teleprospecting)
• Useful data on lead management and lead nurturing
• How webinars are reaching more decision makers than you would expect
• Common email mistakes (and why mobile devices matter more than you think)
• How and why high quality content is important and influential to buyers
• Why fewer leads is better (the CEOs role) and why "cost per lead" budgets fail
• Distinguishing characteristics of top performing marketers
• Unconventional research that will improve your corporate website homepage

The Business Technology Benchmark Marketing Guide features data on numerous marketing and lead generation tactics especially valuable. They also have practical data on search, email, PR, direct mail, lead generation, trade shows, podcasting, telemarketing, budgeting and more. They interviewed over 1000 marketers, plus this year they gathered in-depth research from 4,658 actual business technology buyers.

If you are a marketer for a company that sells technology, I encourage you to get a copy of this report. It will definitely help you better budget, forecast, and benchmark your marketing results.

MarketingSherpa: Business Technology Marketing Benchmark Guide 2007-08

How Lead Nurturing Improves Lead Generation ROI

I know there's a lot of emphasis on lead generation (that's a good thing) but, getting a ton of leads doesn't guarantee that increased sales will follow. In a complex sale, my experience is, most of the selling actually happens when the sales person isn't there.

Startling as it may seem, recent research (and even studies from ten years ago) shows that longer-term leads (future opportunities), often ignored by salespeople, represent almost 80% of potential sales. You can increase your odds success by adding a lead nurturing program.

What’s lead nurturing? Lead nurturing is all about having consistent and meaningful communication with viable prospects (those that are “a fit” for your solution) regardless of their timing to buy. It’s not “following-up” every few months to find out if a prospect is “ready to buy yet?” Lead nurturing about building trusted relationships with the right people.

Continue Reading at the INSPIRE SmartMarketers.com Blog (a new blog I'm contributing to monthly) presented by Netline.

On June 6th, I’m doing a webcast on a multimodal approach to lead nurturing as part of ON24's Wednesday Webcast with Experts Series. I hope you can make it. Register here.

Where do Your Email Newsletters go?

So I finally got a chance to catch my breath a bit and read some of the content on my "blogs I read" list.  I've often talked about how marketers can reuse content for lead nurturing.  If you currently are sending e-newsletters, here's an idea for you consider. 

Those who subscribe to this blog via my feedblitz e-mail notification are already familiar with the blogletter concept.  You can apply this concept to your existing e-newsletter.  Chad Hornfield writes on his Anything Goes Marketing blog, "How can you take your email newsletters to the next level to maximize their SEO effectiveness?" Try combining your email newsletter with your blog. 

Link: Anything Goes Marketing: Where do Your Email Newsletters go? Email Heaven?.

Another useful post on the same subject by contributing writer (and Web designer) Sarah Lewis for Debbie Weil's WordBiz Report on "How and Why to Combine an E-newsletter and a Blog."

Sarah writes, "In short, e-newsletters aren't as easy to create and update as blogs. That can make it harder to keep to a regular publishing schedule (ahem… you might have noticed that Debbie's publishing schedule has been a bit irregular of late). It makes sense, then, to take some of the easy-to-use technology that has made blogging so popular, and apply it to e-newsletters."

Link: WordBiz Report: How and Why to Combine an E-newsletter and a Blog

E-mail and the phone have high response rates, DMA report finds

BtoB Magazine points out some interesting findings in the DMA 2006 Response Rate Trends Report which includes data for more than 1,500 campaigns received in 2004, 2005 and 2006. 

The DMA report found that the phone and e-mail produced the highest response rates respectively—among direct marketing media channels in terms of generating leads.  In fact, the phone has been number one during the past four years according to this report. 

The report also found that e-mail continues to have a high response rate too.  This is good news if you are using e-mail and the phone in combination (using e-mail along with the phone is critical in the lead nurturing process too).

BtoBonline:E-mail, telemarketing garner highest direct marketing response rates

Podcast: Marketing and Sales for Big Complex Selling (Pt 1)

I had a great time chatting with Todd at 800-CEO-READ on lead generation. This is the first of three podcasts 800-CEO-Read is doing on B2B sales and marketing.

Here's what Todd says about it:
"In this podcast, I talk with Brian Carroll, author of Lead Generation for the Complex Sale. Next week, I interview Jill Konrath, author of Selling to Big Companies. In week three, I bring Jill and Brian together to talk about the interface between marketing and sales."

Like many of Todd's podcasts; this one is a high-level discussion geared for business leaders and those who support sales people. While you're there, I encourage you to take some time to visit 800-CEO-READ's other websites. They are a super resource for anyone who reads business books.

Listen to podcast now (MP3 43:47 min 30.1 MB)

Speaking at MarketingSherpa's B-to-B Demand Generation Summit 2006

I'm speaking at MarketingSherpa's Demand Generation Summit being held in Boston and SF this fall.  I've worked out a special promotion with MarketingSherpa -- you’ll get a complimentary autographed copy of my book and a $300 discount on the Summit if you register by August 31st.

This should be just in time to inspire you during your fall budget and planning season. Meet experts; mingle with your peers; and discover new data, strategies, and tactics (includes search, podcasting, email & microsites). 

Please note, you must click on this link to register so you can get the discount and free book (that's the only way our good friends at MarketingSherpa can identify you as qualifying for the complimentary, autographed book offer).

Webinar: Lead Generation Strategies for the Complex Sale

Join me for a complimentary webinar this Thursday, August 17, 2006 at 1pm EDT.  This action-oriented session will provide tips and best practices that you can put into practice immediately.

When you leave this session you will:

• Learn 3 proven lead generation strategies that deliver results
• The most effective ways to get sales and marketing alignment
• See the most effective tactics used for an integrated marketing program
• Know how to identify and prioritize your best prospects
• Hear what's working to develop a dialog with executive level buyers

Register here

This event is sponsored and hosted by WebEx Communications, the worldwide leader in online meeting applications.

New complimentary e-book - Start with a Lead: Eight critical success factors for lead generation results

My latest project is ready! I just published a complimentary new e-book titled Start with a Lead: Eight critical success factors for lead generation. Please download it and pass it on.

According to studies, the single biggest challenge for contemporary B2B marketers is effective lead generation. Conversely, it has been pointed out that 80 percent of marketing expenditures on lead generation are wasted because the leads are lost, ignored or discarded by sales people.

Marketers today are constantly reminded that the company needs more sales leads...now. Unfortunately, that immediacy is quite often at the direct expense of quality. Instead, marketers should adopt and tailor lead generation programs that will increase the odds of creating better sales leads and relationships that will ultimately result in long-term, happy and profitable customers.

In this e-book, you will learn how to develop high-volume, high-quality lead generation programs for your company. It was written for business leaders, managers and marketers who want to help their sales team sell with highly qualified business opportunities, because sales people should only be brought in when a lead has been qualified as “sales ready.” 

Download Start With a Lead: Eight critical success factors for lead generation

Podcast: Interview on the Cullinane & Green Report

I was interviewed by podcasting experts Joe Cullinane and Roger Green on the Cullinane & Green Report. I encourage you to check out their other interviews with Mike Bosworth, author of Solution Selling and co-author of CustomerCentric Selling and Jackie Huba co-author of Creating Customer Evangelists too.

During this podcast, I share my thoughts on how to use technology tools like podcasts, blogs and RSS for new business development and lead generation. 

Listen to podcast now (36:26 minutes)

Podcast: Duct Tape meets Lead Generation for the Complex Sale

I'm a guest on the Duct Tape Marketing Podcast today hosted by John Jantsch.  John's Duct Tape Marketing Blog was chosen as a Forbes favorite for small business and was twice named "Best Small Business Marketing Blog" by the readers of Marketing Sherpa. While you're visiting John's blog, be sure to subscribe to his newsletter. It's terrific. 

Listen to podcast now

Why Most B2B Sites Fail to Convert Sales Leads

Most people coming to your website aren't coming to your website to buy. They are coming to your site for information. Do you have your web site’s good content under lock and key? 

Research shows shows that if you require registration on your website to download content such as articles, white papers, studies or other "free" resources, you could be losing 75%-85% of your potential leads! 

I saw a press release for a study last week completed by the Nielsen Norman Group, which also supports this finding. According to their study, the practice of making users register before providing them with deeper information will send sales prospects running.

You'll do better by thinking of lead generation as a process of micro-conversions that build an opportunity profile over time, such as requesting an email address, then asking for first and last name, later requesting a phone number, and so on. 

There should be a balance between collecting information and providing value; i.e., be careful about requiring registration to receive anything worthwhile. Your thought-leading content can be a lead generation tool, but only if it is easily accessed.

Almost every company has at least some decent content for leads who are in the later stages of their buying process, including:  brochures, case studies, success stories, sell sheets, etc. 

The key is to reach people as early in their buying process as possible. That's where you have the biggest influence. It's not effective to wait until they are narrowing their short list.

What most companies lack is thought-leading content that addresses needs of people who are in the early stages of their buying process.  KnowledgeStorm made this same point in their recent report on evaluating and scoring web leads. And interestingly, those who do have good, relevant content lock it up behind registration pages.

Ardath Albee over at the Marketing Interactions Blog has some great thoughts on this too. Marketing Interactions: B2B Websites Not Effective

New Book: Lead Generation for the Complex Sale is officially released

The wait is over! My book, Lead Generation for the Complex Sale, was released this morning. You can read the press release or listen to my podcast about it. 

I liked what Bryan Eisenberg, New York Times and Wall Street Journal bestselling author of Call To Action and the new book Waiting for Your Cat to Bark? had to say: 

"The lead generation game has changed in the age of the Internet. If you don't have this new playbook your competitors will. Brian Carroll closes the loop on lead generation, taking you from defining a lead, thinking like your prospects, tactics to increase lead generation, passing leads from marketing to sales, measuring the results, and nurturing the leads for increased revenue. If you don't read and then apply lessons from Lead Generation for the Complex Sale, then let me know how things work out for you."

Read the book announcement press release

Listen to the book release podcast (7:43 min 7.12 MB)

Download a free chapter

For the real thing, order on Amazon. You can find the book at your local Borders or Barnes & Noble and other bookstores. For multiple copies, order on 800-CEO-Read (Call Meg at 800-236-7323 ext. 206 CST.)  For the buzz on the book, read reviews and news. More about the author.

Update:  The book made its debut in Amazon's top 100 (sales and marketing books) today.  Debbie Weil author of The Corporate Blogging Book calls my book launch an example of Book Launch 2.0. 

Lead Generation for the Complex Sale on wsRadio.com

I just did a 40-minute live interview on the Online Marketing show with RSS Ray broadcast by WS Radio.com, the world wide leader in internet talk radio.  A podcast version of the show is available via iTunes or the host website RSSRay.com.

During the interview, I share new ideas for generating B2B customers and talk about my book, Lead Generation for the Complex Sale, that's being released next week.

Click here to listen to the recording. 

Book Cover and Advanced Praise for Lead Generation for the Complex Sale

We're quickly approaching the official release of my book, Lead Generation for the Complex Sale : Boost the Quality and Quantity of Leads to Increase Your ROI.  Also, my book got a new cover!  (click image to enlarge) 

I'm humbled by the incredible endorsements that I've received for the book so far. You can read the advanced endorsements here, more here, and via my new book website before they're posted on the major on-line bookseller websites. 

For those who pre-ordered the book, it will arrive with the new cover in June.  I just got my first shipment of author copies and they look great!  Thanks again! 

Lead generation with Podcasts

The audience for podcasts is tiny, when compared to other marketing mediums, but growing especially, in the context of the complex sale.  Podcasting is proving to be a great way share multimedia content because your audience can fetch it automatically or when it fits their schedule. 

Podcasting is already successfully used for:

• Talk radio complete with topic and call-in listeners where voice mail boxes can play the audio into the podcast.
• Ideas or tips of the day.
• Short interviews with thought leaders and industry experts.
• Recording speeches or teleconferences for later distribution. 

A new article in BtoB Magazine by Karen J. Bannan on podcasts caught my attention.  Bannan's article examines how John Costigan Cos. is using podcasts to generate sales leads and revenue for their sales training events. 

I'm going to share some ideas on how to use podcasts for lead generation with podcast expert, Joe Cullinane over at the Cullinane & Green Report some time in the next week.  Joe just did did an interesting podcast with best selling author, Guy Kawasaki.

Link: BtoBOnline.com: Firm showcases owner's personality with podcasts.

Webcast: 8 Critical Success Factors for B2B Lead Generation

Join me for a complimentary webcast on Thursday, March 16th at 2pm EST.  I'm speaking on the "8 Critical Success Factors for B2B Lead Generation Success" along with Mark Organ, CEO of Eloqua.   

Watch the recorded webcast archive now

During this webcast, I will share the most critical – and often overlooked - factors in successful lead generation including:

• How to combine sales and marketing to optimize the number of leads
• Preventing lulls in your sales cycle
• Developing Universal Lead Definition (ULD) and ideal customer profile (ICP)
• Building, maintaining and growing your database
• Multi-modal lead nurturing - a crash course
• Ready yourself for what's next - new and promising tactics
• and more...

Register for this webcast registration is closed. Watch the recorded webcast now

Sponsored by Eloqua, provider of the leading integrated demand generation platform for executing, automating and measuring highly effective B2B marketing programs.

Podcast Segment 1: Selling to BIG Companies

If you're involved in complex sale, be sure to listen to the recording of my live teleseminar with Jill Konrath, Chief Sales Officer and author of Selling to Companies.  Over 93% of the live audience (200 marketers and sellers) strongly agreed or agreed that they found value in attending this session.  I'm sure you will too.

Listen to Segment 1: Selling to BIG Companies (17:51 min 4.1 MB)

• Why has it become more difficult to sell to large organizations?
• Who is the seller’s toughest competitor?
• What can a marketing do to help this?

Over 93% of the live audience (200 marketers and sellers) strongly agreed or agreed that they found value in attending this session.  I'm sure you will too.

Podcast Segment 3: Selling to BIG Companies

Segment 3 from my 1-hour live interview with Jill Konrath, Chief Sales Officer and author of Selling to Big Companies.

Listen to Segment 3: Selling to BIG Companies (13:58 min 3.2 MB)

• Why do you hate unique selling propositions? 
• If they don't work, what do you recommend?
• How do you develop an account entry plan? 
• what's causes sellers to have difficulty getting into BIG organizations?

Podcast Segment 4: Selling to BIG Companies

Segment 4 from my 1-hour live interview with Jill Konrath, Chief Sales Officer and author of Selling to Big Companies. 

Listen to Segment 4: Selling to BIG Companies (7:31 min 1.7 MB)

• What's the best way to get a meeting with someone in a big company?
• What are trigger events? 
• If you were to give a seller one piece of advice on what it takes to get into big companies, what would it be?

Teleseminar on Selling to BIG Companies with Jill Konrath

The biggest challenge most of us with a complex sale face is getting access to executives, especially those in BIG companies. Sales cycles have gotten longer and number of decision makers involved in a typical buying process has increased too.   As a result, traditional sales prospecting techniques simply don't cut it anymore.  So would you like to hear what really works? 

On Wednesday, February 22, at 1:00 PM CST, you’re invited to a free 1-hour teleseminar with me and Jill Konrath, Chief Sales Officer and author of Selling to Big Companies.   I'm going to be interviewing Jill on, what else, Selling to Big Companies. 

If you haven't read Jill's best selling book yet, you should get a copy (you can read my review on Amazon or BN).  Entrepreneur magazine (February 06) says is a must read for sales managers. It was also picked as one of the best new business books on the market by Jack Covert of 800CEORead and is #3 sales book on Amazon today. 

I liked what Ardath Albee wrote on her blog, "Here's the deal. Jill is in high demand.  She doesn't do free teleseminars.  The last few open speaking engagements she's done have sold out in record time... If you haven't heard her speak before, you're in for a treat.   Her focus is helping companies get their foot in the door at BIG companies.  She knows what she's talking about.  She hones in on how to better apply your work on building relationships that deliver results--in other words, sales."

The teleseminar is sponsored by InTouch, so it's free, but our phone lines are limited, make sure you don't miss out and register here. 

Continue reading if you want to see the questions I plan to ask Jill. 

I plan to ask Jill the following questions:   

• Why has it become more difficult to sell to large organizations?
• When attempting to sell to large companies, who is the seller’s toughest competitor?
• As a seller begins to think about selling to a big company, what’s the best way to start?
• What can marketing do to help?
• How do you develop an account entry plan?   
• What's the proper role of marketing and sales in these plans? Who should do what?
• What tactics work and which don't?
• What’s your view on the use of email? Does it work? What are the common ways to improve an email message so it gets a response?
• Many sellers are told to create “elevator speeches” that quickly describe what they do. Are elevator speeches useful?
• If elevator speeches don't work, what do you recommend?
• When sellers have difficulty getting into large organizations, is there generally a root cause for their lack of success?
• What's the best way to get a meeting with someone in a big company?
• If you were to give a seller one piece of advice on what it takes to get into big companies, what would it be?

In addition, do you have questions about Selling to Big Companies that you'd like me to ask Jill? 

Click here to register now

It's a New Year for Lead Generation for the Complex Sale

Greetings and happy New Year!  Wow, I haven't posted here in a month but I promise you will see a lot more activity soon.  In the meantime, I wanted to give you an update.

During the past month, I've put all of my energy into getting my first book, Lead Generation for the Complex Sale, to the finish line.  I got this milestone e-mail (for a first time author) from my editor at McGraw-Hill.  She wrote, "I just put your book in production!  Congrats.  It’s in great shape.  All the final edits you made really helped to polish it off even more.  Well definitely go out and celebrate tonight.  I know that you’ve worked really hard on this manuscript and it’s turned into a fantastic manuscript."

So after 14-months of writing, editing, writing, editing, and re-rewriting again, I'm "done!"  Seriously, this has been a labor of love and I hope this book profoundly changes the way people think about lead generation and makes a huge impact. 

Though there are scores of books on direct marketing, branding, advertising, marketing tactics, PR, varied sales approaches, cold calling, etc., I have yet to find a text that addresses the comprehensive approach to lead generation for the complex sale like mine. 

I'm awaiting an official release date but Amazon currently shows April 15th... yes that's Tax Day.  To those who have already pre-ordered the book, thanks!  You can pre-order it here. 

E-Mail Marketing Relevance Tips And Resources For B2B Lead Generation

Universally, marketers love to use e-mail marketing for nurturing and cultivating future opportunities with their target audiences.  On the other side, I've heard numerous speakers and bloggers declare e-mail marketing dead.  That’s simply not true. 

E-mail is a one-to-one medium, nothing more, nothing less.  The development of an effective e-mail program depends on how much you know about your target audience and how well you use that information to tailor a relevant message.  The key is message relevance and program execution.

For example, I get some numerous e-mails from companies that know me (in some cases I'm their customer!) but their e-mails don't show it.  Their "creative" and graphics laden e-mail messages don't speak to my concerns at all.  So each irrelevant message (my vendors and potential partners) send is basically programming me to delete future messages from them. 

My point?  Be relevant with each e-mail message.  Your objective should be to take full advantage of the unique characteristics of e-mail in creating meaningful communication that is at once attention-getting and informative... in a style easily perceived to be directed exclusively to me, the recipient.  It should feel like it came from a human being not a mailing list. 

Here are a couple of good resources on e-mail marketing that came out this week:

If you have a larger audience, this article explains some testing concepts to improve your messages.  BtoB Online: E-mail testing

MarketingSherpa just released their annual report on e-mail marketing.  Be sure to read their free executive summary, it contains useful tips for B-to-B lead generation.  You can download a free executive summary of the e-mail marketing report(pdf).

Telemarketing is the top lead generation tactic

The phone is the number one tactic to generate leads according to the Direct Marketing Association's 2005 Response Rate Report which shows the following: 

Telephone, dimensional mail, e-mail, and coupons provided the best response rate results for generating leads. Telephone leads all media with the highest response rate of 5.53 percent. Dimensional mail was close behind at 5.28 percent, and e-mail produced an average response rate of 3.39 percent.

The data came from over 500 campaigns from 21 industries and tracked 19 different tactics including: outbound telemarketing, direct mail, search marketing, and e-mail among others.

Thanks to Carol Krol over at BtoB Magazine for pointing me to the report. DMA Report shows telemarketing is the top lead generation tactic 

New Cartoon Series Depicts "Sales Lead Hell"

Building off my last post, I wanted to share something fun... a new cartoon series by MarketingSherpa called "Sales Lead Hell."  The series was created to promote the 2005 Lead Generation Summit. 

Each cartoon gives some pithy insight into the sales and marketing "feud."  I got permission to post a recent cartoon from the series. (click image to enlarge) 

Get your "Sales Lead Hell" cartoons here

Combine Your Cold Calling Efforts With Email Marketing

Targeted e-mail combined with outbound calling is the ideal 1-2 punch for increasing leads, sales activity and revenue.  It has long been accepted that combining outbound calling with direct mail marketing dramatically increases results in B2B programs. 

The killer application of email marketing and phone calling is the ability to prioritize phone calls based on the actions of the email recipient. With tracking capabilities you can now know what link your prospect clicked on and where they went to next. Plus, you can track many other elements as well. 

This gives us a bit of marketing ESP (extra-sensory perception) to combine our shared knowledge from various mediums such as email newsletters. 

I explain more in my article, "Combine Your Cold Calling Efforts With Email Marketing," on RainToday.com.

Participate in MarketingSherpa's IT Marketing Metrics Survey

MarketingSherpa just launched their 2nd Annual IT Marketing Metrics Survey.  This Survey is focused exclusively on IT Marketers. 

I worked as an advisor to MarketingSherpa's metrics editor, Stefan Tournquist on the project.  Based on what I know so far, this years “IT Marketing and Metrics Guide” will raise the bar again. 

IT Marketers - if you have often wondered how you compare to your peers, make sure you participate in this survey.  Everyone who participates in the survey will receive a complimentary Executive Summary of the results. 

Participate in the 2nd Annual IT Marketing Metrics Survey

Revised Lead generation strategy map for complex sales

To be successful at generating leads for a complex sale, marketers can't rely on one specific tactic but rather they need to leverage a portfolio of tactics.  It begins with a mindset that see lead generation as an ongoing conversation - with human beings - that's both multimodal and iterative.  Not just a campaign. 

I had a bit of writers block as I was working on my book last night.  I went back my earlier mind map and I revised it.  Hopefully I made it better.  (Click image to enlarge)

Are there any tactics/modalities that I'm missing? 

Download lead generation map.pdf

Okay back to writing...

Lead generation modality map for complex sales

I asked InTouch client, Cheryl Hatlevig of Adesso Systems, to share her philosophy on doing lead generation for the complex sale.  She has a brilliant perspective that I wanted to share. 

"I look at our lead generation efforts, specifically in this economy, as a financial portfolio. If I can’t measure the tactics or programs in terms on return on invest to the organization…leads generated, business closed, opportunities in the funnel, then why should I expect the company to invest in my fund."

I agree her completely - lead generation for the complex sale requires a holistic, disciplined and multi-modal approach.

A while back, I did some brainstorming for my forthcoming book, Start With A Lead: Lead Generation Strategies for the Complex Sale, I mapped out some of the main lead generation modalities.

Here's the lead generation modality mindmap that I came up with. (Click image to enlarge)

Are there any tactics/modalities that I'm missing? 

Marketing Wisdom for 2005

MarketingSherpa just released a new e-book, Marketing Wisdom for 2005.  It contains 105 real-life marketing tips and lessons.  I contributed lesson #52 (on lead generation of course) in the B-to-B Marketing section.

You can download your copy free 2005 Wisdom for 2005

White Papers that Generate Leads

The folks at HRmarketer.com wrote a great post (a while back) on how to get maximum exposure for your White Papers and generate more sales leads.  Their post shares some helpful ideas on how to improve your White Paper's visibility via marketing efforts and PR. 

Link: White Papers = Sales Leads

How to ensure every single lead is followed up on

Many marketers involved in lead generation have long had a nagging suspicion that their sales team doesn't take their leads seriously.

Published reports show that up to 70% of marketing generated sales leads are not followed up on by a sales person.  If this sounds like you, you’re probably missing an effective lead management process. 

Lead management is a multistage process that manages the conversion of sales leads to customers. 

7 major stages of effective lead management:

1. Lead Generation
2. Lead Qualification 
3. Lead Refinement   
4. Lead Distribution 
5. Lead Follow-up
6. Lead Tracking and reporting
7. Lead Nurturing

In the case study today, by MarketingSherpa.com, they highlight how XOsoft transformed their lead management process and reaped tremendous results. 

How to End Sales Lead Neglect & Make Sure Every Single Lead is Followed Up On Appropriately.

As you’ll see, effective lead management requires systematic approach, ongoing management, monitoring and continuous improvement.  Stay tuned, I’ll be sharing more detail and best practices for each stage of lead management in the coming months. 

My Lead Nurturing Article in MarketingProfs.com

My article on lead nurturing was just published on MarketingProfs.com. 

Link: Lead Nurturing: Ripening the Right Bananas.

Email Marketing Metrics Guide 2005

I just got a copy of MarketingSherpa's, "Email Marketing Metrics Guide 2005: Real-Life Open, Click & Conversion Data." It's great!  Tons of in-depth content, charts, real-life email metrics and campaign stats from 2,293 marketers including:

• Open rates for all types of campaigns
• Clickthrough rates
• Conversion rates (exclusive!)
• B-to-B versus B-to-C email stats
• Newsletter and sales alert results

I encourage you to check this out, if you do anything with email marketing or e-newletters for either lead generation or lead nurturing.

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Email Marketing Metrics Guide

How lead nurturing improves lead generation ROI

In a complex sale, my experience is, most of the selling actually happens when the sales person isn't there. I know there's a lot of emphasis on lead generation (that's a good thing) but, getting a ton of leads doesn't guarantee that increased sales will follow. You can increase your odds success by adding a lead nurturing program.

What’s lead nurturing?
Lead nurturing is all about having consistent and meaningful communication with viable prospects regardless of their timing to buy. It’s not calling up every few months to find out if a prospect is “ready to buy yet?” Lead nurturing about building solid relationships with the right people.

Walking in their shoes
Consider the concerns that are going through a potential customers mind before they make a buying decision.

How will this product/service help my company?

I’m doing okay, why do I need it?

Is there another company out there that is better?

Will their solution really work? Can they prove it?

Is the company credible?

Can I afford it?

Lead nurturing helps people find the answers to these questions and reminds them of the benefits of working with you. You're creating value by giving them useful information in bite sized chunks.

How to start lead nurturing - for marketers
A typical lead nurturing program includes: a series of letters, emails, voicemails, case studies, success stories, articles, events, white papers, and web casts that are meaningful to your potental customers.

The interval will depend on the type of solution that you’re selling and the buying cycle. If there’s a long lead-time, you’ll space out your campaign longer, but will usually want your sales people involved at about six months before a potential purchase

Lead Nurturing Plan
Below is a sample schedule of a lead nurturing program
Day 1: Phone call "nice to meet you" and send email
Day 28: Send e-newsletter and leave voicemail to announce
Day 42: Email recent customer success story (related company)
Day 60: Call from sales person personally invites to seminar
Day 80: Mail case study and personalized letter
Day 100: Email a recent article of interest link
Day 120: Email "touching base" note
Day 140: Mail follow-up letter with free report
Day 160: Prospect calls you - Qualified lead

Summary
As a result of lead nurturing, InTouch clients have seen more sales-ready leads, higher close ratios, a stronger sales pipeline and now my average sales cycles is getting shorter too.

Watch Free Webcast Lead Nurturing for the Complex Sale

Sounding off on the future of e-mail

I read this article by Carol Krol, writer for BtoB Magazine. I use one-to-one emails as part my company’s lead nurturing program.

Krol writes that many marketers believe e-mail marketing will no longer be a viable as a lead generation tool in the future (no kidding). However, she gives some relevant suggestions for lead generation success.

Sounding off on the future of e-mail
CAN-SPAM Guidance: Q&A with the FTC

How do you update contact data?

Our data represents our relationships. A recenty study by the Sales and Marketing Institute showed, “70.8% of all business people change one or more elements on their business cards each year.” If you’re in a relationship driven business, you probably know this already. So what can you do about it?

How to update contact data?
The best way I know of (and the one most list providers use) is phone verification. This is gold standard for updating contact level data. I have 1 full-time person whose job is to personally call and update our 4500 contacts. Based on my sales team's feedback this keeps our contact database around 85% to 90% accurate. Unfortunately, it’s impossible to have 100% accuracy.

Phone verification best practices
When we call we always make sure we have something of value to share like a free report, webinar invitation or case study. I want our contacts will appreciate getting a call from us. It must be value based. An unexpected benefit of using the phone to update our list is new business. We’re showing we’re interested in what’s going on in their business and we're taking the time to cultivate a relationship.
Finally, we supplement our database with D&B information but still rely on the phone to confirm and verify that information. Please note: I have a bias because my company does database updating as part of our lead generation services.

Email bounce backs
Assuming you don’t have the resources to call your entire database here’s another tip if you regularly email your database (opt-in of course). Pay attention to the bounce backs. I use email bounce backs as an indicator of contact changes. If you use a service to send your e-newsletters for example you should have access to this data. When an email bounces back I’ve found it usually indicates one of 3 things:

1. They changed their email address
2. They are no longer with that company
3. They have a SPAM filter than bounced your email back

I flag the bounce backs and have a system that matches each email bounce back to the appropriate contact in our CRM. This allows us to easily flag the out of date contacts for a follow-up phone call.

What not to do
I don't appreciate impersonal tactics. I dislike it when people use a service that sends me an email that requires me to update my contact info... I got so fed up with PLAXO requests that I finally joined but it really doesn’t give me any value in exchange for my time.

Combine your cold calling efforts with email marketing

This article covers how your sales team can implement high touch opt-in email campaigns (Spam free).

InTouch: Combine your cold calling efforts with email marketing