|Converting Leads to Sales|
|Wednesday, 06 April 2011|
Topic: Converting Leads to Sales: How one company generated $4.9 million in additional sales pipeline growth in only 8 months
So you’ve just increased the effectiveness of your online lead capture by XX% using optimization strategies you've recently learned… Now what? How do you ensure that this gain is not lost in the sales pipeline? How do you keep the online marketing efforts you invested in to get the lead from being squandered?
Many marketers end their optimization efforts on the Web page, not realizing the significant revenue lost by not taking simple steps to optimize a lead before passing it off to Sales.
During this live one-hour presentation, Dr. Flint McGlaughlin and special guest Brian Carroll presented a case study in which one B2B company overcame the following lead nurturing challenges:
Carroll discussed the specific methodology this company followed to “optimize their leads” and generate a 200% opportunity growth in the sales pipeline. This gain ultimately translated into $4.9 million in only 8 months, without a significant budget increase.
Carroll broke this lead optimization methodology into five important steps:
STEP 1: REFINE universal lead definition of "sales ready"
STEP 2: QUALIFY leads based on universal lead definition
STEP 3: NURTURE early stage leads until "sales ready"
STEP 4: DEFINE hand-off process from Marketing to Sales
STEP 5: CLOSE the loop via Sales and Marketing "huddles"
LIVE Audience Q&A: At the close of the Web clinic, Carroll and Dr. McGlaughlin fielded the most common questions submitted by the audience for 15 minutes.
Overall, here are what some of the audience members had to say about the presentation:
“The level of detail far exceeded what I was expecting. It was superb!” – Arif
“I thought Brian boiled down the common failings in Lead Generation and the importance of Marketing and Sales closing the information loop to better understand what criteria is working or better yet not working.” – Chris
“I liked the new concepts I was introduced to. I'd never thought about leads/sales/marketing in that way (nurturing).” - Karen
View the clinic replay, or listen to the audio recording (mp3), to learn more about how you can optimize your organizations leads.