B2B Lead Generation Blog

8 Critical Success Factors for Lead Generation 2.0

The single biggest issue for B2B marketers is effective lead generation. I wrote an eight part series on building an effective lead generation program a while back. To help readers who missed the series, I pulled all the posts together in order.

In this series, you'll read the following posts:

1: The Right Mindset: Conversations, not campaigns
2: Sales and Marketing - One Team
3: Develop and intensify your Ideal Customer Profile 
4: Clear and Universal Lead Definition
5: Treat your marketing database as a valued asset
6: A Multi-modal lead generation portfolio approach
7: Effective lead management
8: Lead nurturing for lead development

You may also find this ebook that connects with the series relevant.

Ebook: Start With a Lead: Eight CRITICAL Success Factors for Lead Generation

View more presentations from Brian Carroll.

Can you think of other critical success factors I’m missing?

B2B Lead Generation Roundtable Group on LinkedIn

A few weeks ago I wrote a post called 5 steps for using LinkedIn as a lead generation tool and step number five was ‘create your own LinkedIn group and share relevant content.’

Well, last Thursday I launched the B2B Lead Gen Roundtable Group on LinkedIn. I wanted to create a group to discuss and share ideas that focus on the many aspects of B2B lead generation such as lead nurturing, lead management, teleprospecting and more.
 
I’m jazzed at how fast the group is growing and even more excited about the discussions that are already taking place.

My first question to the group was if lead distribution should be fair or optimized? What do you do? Do you invest your hard won leads on your top performers or do you try to help your weaker sales people? In this economy should we take a Darwinian view of lead generation and focus on helping the strong sales people get stronger?

What’s your take on lead distribution? I’d love to hear what you have to say.

Join the B2B Lead Gen Roundtable group and let me know your thoughts.

Share your marketing 'wisdom' with Sherpa readers worldwide

I wanted to be sure to let you know that MarketingSherpa is gathering content for its seventh annual “wisdom report.” It’s a great opportunity for you to share your top 2008 story – and get back lessons learned from colleagues worldwide. “Marketing Wisdom from the Field Report” will be published in January and distributed free to all MarketingSherpa readers.

Here are a few suggestions for ‘wisdom’ stories:

-Test campaign that worked better (or worse) than anticipated.
-What you learned about a specific tactic
-How you coped with a recessionary economy and the impact it had on your 2008 marketing plan and budget.

Deadline for quotes for the ‘wisdom report’ is December 31. 

Here’s the link: http://www.surveygizmo.com/s/91070/wisdom-report-survey

InTouch Acquired by MECLABS Group, Parent Company of MarketingSherpa and MarketingExperiments

When I started the B2B Lead Generation blog back in 2003, my purpose was to have this blog be a launch pad for practical ideas, not commercials. So that’s why many of you probably don’t know what I do in my day job as CEO of InTouch. But today I’m making an exception. 

After a long partnership with MarketingSherpa as a featured speaker and presenter at their B2B marketing summits, we made the decision to be acquired by MECLABS Group, the parent company of MarketingSherpa and MarketingExperiments. Read the press release.

With this acquisition, nothing will change for InTouch clients, future clients, partners and employees. We'll keep our name, our staff, and office in Arden Hills, MN. I along with our executive team will stay intact and we will continue to focus on building the company.

I often talk about the need for a “human touch” in marketing to overcome this age of automation and depersonalization. I fervently believe the only way to drive sales is to feed this need for relationships.

What exactly does InTouch do? We’re a professional B2B contact center that provides clients with the essential human touch required to develop and convert more leads into sales.

At age 24, I started InTouch (then Carroll Communications) back in 1995 out of my apartment living room with a second hand computer and $350 (I’m not kidding). At the time, I hoped to make a living while making a difference with how companies acquire and grow customer relationships through B2B telemarketing.

In 1999, we acquired one of our clients with which we had developed awfully good synergies, iNETech, an IT consulting Services Company specializing in software application development and I gained two great business partners, Pat Lorch and Brandon Stamschror. The new name of the firm, of course, was InTouch.

Since then, our company has been executing lead generation programs designed to profile sales prospects, uncover viable opportunities and create demand. Core services include: teleprospecting, lead qualification, lead nurturing, lead management, and marketing automation tools. Peg Davis over at MarketingExperiments blog wrote a great post that explains more.

That’s why all of us at InTouch are excited about tapping into MarketingSherpa’s practical case studies and know how, and MarketingExperiments’ online laboratory to discover what really works. Together, we can profoundly change the way people think about lead generation for the complex sale.

Plus, now our research for you will be supplemented by the team at MEC Labs Group. They run an actual laboratory facility in Jacksonville Beach, FL, where they conduct live campaign experiments in partnership with folks such as The New York Times and Reuters.

I want to sincerely thank you all of you for reading this blog. I have learned so much from your comments and our conversations. This blog will continue. And I look forward to us learning, doing and sharing together what really works for lead generation for the complex sale. 

MarketingSherpa Demand Generation Summit 2007

Click here now to buy a ticket to the Demand Gen Summit and get a copy of my new book: "Lead Generation for the Complex Sale" Register by 9/28 For a $100 Discount

You're invited to join me at MarketingSherpa’s Demand Generation Summit at your choice of Boston (Oct 15-16) or San Francisco (Oct 29-30.) I’ll be speaking on “Blogging, Podcasting, Speaking Gigs, & Book Authorship: How to Generate Leads and Measure ROI as an Authority.”

Some of the other topics include: New B-to-B Search Marketing; Maximizing White Papers, Ezines Webinars & Podcasts; Marketing to Fortune 500; Video, Viral & Web 2.0 B-to-B Marketing; How to Measure & Manage Leads and more.

I hope you can make it. Register here

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)

Podcast: The New Rules of Marketing & PR Interview with David Meerman Scott

Before the Internet and social media tools, companies could only communicate through the filter of advertising or media ink placed by a PR firm. But fortunately the rules have changed.

I just interviewed David Meerman Scott author the new book, The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly. The book was officially released on June 4, 2007.

David also writes the Web Ink Now blog and has been named to the MarketingSherpa Viral Marketing Hall of Fame for the past two years in a row. During our interview we cover a variety of topics that are relevant to lead generation, PR and marketing.

Show Notes

• The New Rules of Marketing & PR
• Strategies for reaching more buyers directly via the web
• The role of content in reaching people earlier in their buying process
• Building your online credibility and authority
• Thought leadership and the changing role of media and journalists
• PR tactics that work

Listen to podcast now (MP3 27 min 12 MB)
Subscribe to the Start With the Lead Show

David is a friend and colleague so I'm happy to see his book is doing so well. As I write this post his book is ranked in the top 100 of Amazon Best Sellers. Congrats David! Get your copy of The New Rules of Marketing & PR on Amazon.

Collaboration Huddles and 35 Other Ways to Improve Sales and Marketing Teamwork

I just got back from speaking at the New Marketing Summit and it was great. But it seems that I can’t attend a marketing conference with out hearing marketers swap complaints about their sales teams.

I don’t know about you but I’m fed up with the same old story.  Companies continue to waste millions of dollars because of poor teamwork and collaboration between marketing and sales.

Even the very best lead generation program cannot compensate for poor teamwork and collaboration, but unfortunately we continue hear about it time and again.

Sales and marketing often believe they are working together but collaboration takes more than annual or even quarterly planning meetings. Teamwork is something that must exist in a very real way each day.

I’ve found the most powerful way to foster teamwork and collaboration is to do more frequent and effective meetings. At InTouch we call them “huddles." We have short huddles daily and weekly between the marketing and sales team. 

In our huddles we do three things: Talk. Understand. Execute. (Repeat again) Talk. Understand. Execute. (Repeat again) Talk. Understand. Execute. Okay got it? (Repeat again).

In addition to huddles, there are other ways that sales and marketing can and should collaborate together.  This is just one list of 35 possibilities that we’ve tackled in our huddles and I hope you’ll add your own too.

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.

B2B Lead Generation Blog is today's TypePad Featured Blog

Greetings and welcome new readers! I'm honored that the B2B Lead Generation Blog was chosen as today's Typepad featured blog. I've been using Typepad to power my blog since October of 2003 and I think it's a super blogging tool.

Their write up is quite glowing (aw-shucks) and it's fun to be recognized. And, I'm even getting a cool t-shirt to boot. Thanks TypePad!

TypePad Featured Blogs: B2B Lead Generation Blog