article | May 26, 2014
Can Marketing Provide Quality Leads?
Are your reps happy with the quality of leads marketing provides? Lead quality is one of the biggest complaints we hear from our clients. It’s the excuse given for lack of follow-up. How can a marketing leader fix this? The answer lies within your current customer base. This is where the best leads can come from.
Last week one of our guys scheduled a meeting with the CEO at one of our clients to discuss additional projects. The best part? Marketing did 100% of the work to secure the appointment. The quote from the CEO was “Hey, I’ve been getting your messages around our upcoming launch. I would love to get your input on it. Can we schedule a meeting in June to go over?” The rep got the meeting thanks to his marketing support.
So, how does the marketing team “sell when the rep isn’t present”? Or in this case, educate clients about product offerings they might not know about. The idea is pretty simple.
There are two pieces to this puzzle. First you must learn to market to your current accounts. How do you do this?
The “batch and blast” emails don’t work here. Your customers won’t respond, and even worse they won’t feel important. Content sent to customers should follow these guidelines:
The second piece is about leveraging your clients to help you secure new business. How do you do this?
According to Marketo, 80% of all consumer and B2B purchases include some form of word-of-mouth. This means customer advocacy is no longer a “nice to have”. It’s a must. How do you encourage your customers to become your advocates? Here are a few simple tips:
We all know that marketing is expected to contribute to the bottom line. Use and follow the tips in this article. The results will be a happy sales team, and increased contribution from marketing.