article | September 11, 2014
Need More Leads? Fix Your Marketing Strategy
There is one month left in Q3. This is the time of year leaders begin to plan for 2015. As you look back on 2014, did your marketing team accomplish their goals? Did your team provide enough leads for your sales leader? As you review your performance, and contemplate next year, you have two choices.
Stick with the status quo. If 2014 was a success, then this might be your best option. Your marketing strategy worked and your team is contributing to revenue. Our research shows 29% of marketing leaders have the right strategy. These folks should make this choice. If you are one of them, congratulations.
Contribute more to the revenue goal. This will mean developing, and executing a new marketing strategy. Not just any strategy though. It must be different than your competitors. It must align with your buyers. It needs to be an actual strategy, not just a bunch of marketing activities. And finally, it must be aligned with your corporate strategy. 71% of marketing leaders should make this choice.
One important piece of the puzzle is your engagement. How will your marketing team interact with prospects and customers? As a marketing leader, you need to have processes for this in place. There are two parts. First, how do you drive demand for your product or service? And then, how do nurture prospects into sales ready leads?
Part #1 – Demand Generation Process
Marketing needs to make buyers demand what they are offering. Sales leaders are asking for more, and better, leads. Marketing teams are falling short because they don’t have a demand gen process in place. Or they are using an outdated version of this process.
How do you create a demand gen process that works? You can start by asking yourself these questions:
If you can answer these questions, you will begin to provide sales with more leads.
Part #2 – Lead Management Process
Marketing needs to nurture and qualify leads until they are sales ready. Does marketing and sales agree on the definition of a lead? Of an opportunity? Leads are often handed off before they are ready, causing discord between marketing and sales.
To have the right lead management process, marketing leaders need to answer these questions:
Again, if you can answer these questions, you will be on your way to providing more leads.
Sales depends on marketing for leads. Best in class marketing leaders have the right strategy in place to ensure this happens. Download our full report here to understand how to create your marketing strategy for 2015. The right strategy will mean more leads and more opportunities for your sales counterparts.
Moving from an SMB customer base to enterprise customers sounds like an excellent idea when presente...
It’s conference season. You’ve been planning your biggest event of the year for months, ...
Is It a Lead Generation Challenge or a Lead Management Challenge? It’s quite literally...
For some time now here at SBI, we’ve been describing the measurable benefits of taking a more ...
Over the last week, we have seen the effects of the COVID-19 pandemic on the market, businesses, and...
Sales leaders around the world have been adjusting to working from home while attempting to maintain...
Much has been written in recent months about the demise of the CMO position. While such a dras...
We have entered into a new age of marketing as the COVID-19 Pandemic continues to impact businesses....
SBI TV episodes bring you Sales and Marketing insights from B2B industry thought leaders and growth experts, on topics like product, pricing, customer experience and success, and go to market. Catch up on new and previous episodes here.