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Lead Generation

Lead Generation

Lead Generation

B2B Lead Generation is the marketing owned function for generating interest and leads to drive sales and revenue. The goal of Lead Generation is to spur consumers to inquire into products or services of a business. The outcome of lead generations is qualified leads for sales, or in assisting in list building to support other marketing mix functions such as email, marketing automation, direct mail, telemarketing among others to drive sales leads.

Marketing professionals are inundated with advice on how to invest their budgets to generate leads. Unfortunately, few of the people giving this advice have any knowledge of your marketing processes, what you’ve done in the past, or a clear understanding of how you define a quality, sales ready lead. Prioritizing your lead generation programs; therefore, is largely an internal process and should not be influenced by a seemingly “great opportunity” that is only available for a limited time.…

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(This is part 3 of a 3 part article. Go to the beginning.) The third leg of our lead generation stool is lead nurturing, and it is also the most important. Unlike telemarketing and market profiling, lead nurturing is more closely related to the sales process than any of the other activities.…

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The relationship between sales and marketing is always a bit stressed. This stems from the quantity and quality of leads received by sales from marketing. Two factors contribute to this tension. First, there are never enough leads; and second, even if there are, these leads are seldom perceived as good enough.…

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