Industrial Marketing Today

FEBRUARY 12, 2012

Lead nurturing plays an important role in industrial lead generation programs because it is rare that an industrial sale is completed on the first call or the first visit to the manufacturer’s website. Forrester, CSO Insights and Marketo reported that lead nurturing produced much better results.

Lead Nurturing 60

Lead Nurturing Sales Management Top of Funnel Sales Qualified Leads 60

Industrial Marketing Today

MARCH 16, 2012

Step 2: Show them why it is a bad idea to treat all leads the same and jump right into creating a detailed price quote or RFQ. I talk about how the job of inbound marketing does not end with lead generation but extends into setting the table for sales so they can be more productive.

Lead Management 60

Lead Management Lead Ranking Lead Scoring Sales Qualified Leads 60

Industrial Marketing Today

FEBRUARY 3, 2012

Now it boils down to price and delivery time. You can talk value until you’re blue in the face but your customers and prospects will push back on price. Create a formal procedure for qualifying leads before handing off to sales for follow up action. It is too late by then.

Top of Funnel 60

Top of Funnel Process Marketing Websites Sales Qualified Leads 60

Industrial Marketing Today

OCTOBER 21, 2010

Sales cycles are longer in a down economy: Marketing automation supports drip marketing campaigns for lead nurturing to maintain top of mind awareness over a longer sales process. Lead nurturing of a vast majority (up to 70% according to some studies) of site visitors and prospects who are not “sales ready” right now.

Marketing Automation Services 60

Marketing Automation Services Inbound Marketing Marketing Automation Top of Funnel 60

Industrial Marketing Today

DECEMBER 12, 2010

And a bulk of the leads generated will fall through the cracks. See my earlier post, B2B Lead Generation without Lead Nurturing is Doomed to Fail ). A good lead scoring and management system should be flexible enough to adjust for exceptions. Sales and marketing will continue to bicker without this agreement.

Lead Ranking 60

Lead Ranking Marketing Qualified Leads Sales Qualified Leads Lead Scoring 60

Industrial Marketing Today

MAY 7, 2010

One would think lead nurturing would be very important if marketing is to be held more responsible for revenues but that was not the case, it was seen as the least important role by 14 percent of the respondents ?

Lead Generation 60

Lead Generation Sales Qualified Leads Web 2.0 B2B Marketing 60

Industrial Marketing Today

MAY 11, 2010

Lead generation and lead nurturing have been put on the backburner and clients are interested only in finding leads that are ready to buy now (see my previous post, “The Role of B2B Marketing is Shifting from Lead Generation to Revenue Generation.” ).

Sales Cycle 60

Sales Cycle Lead Ranking Marketing Qualified Leads B2B Sales 60