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Articles
One of the hot topics in marketing is “how do we get closed loop lead management?” Companies spend millions of dollars generating demand in the form of leads, yet most have little or no idea what really happened to the leads once the went to the sales channels. There is no effective measurement or ROI. (Download PDF)
How to use your employees as a great source of high quality leads while reducing leads costs by 90%
Marketers traditionally spend a significant portion of their marketing budget in campaigns and programs to generate new leads for the business. This will continue to be a primary source of lead inquiries; however there may be an alternative that is much less expensive and has a lead conversion rate that is 3 to 5 times higher than traditional marketing campaigns. (Download PDF)
BtoB Magazine Report: Avaya’s ‘Lead Refinery®’: Turning raw prospects into customers
Avaya, the global telecommunications company specializing in telephony and call-center technology, has been through a lot since it was spun off from Lucent Technologies seven years ago. It’s sold off its connectivity businesses, acquired several other companies to support its offerings and itself is currently the subject of an $8.2 billion buyout announced in June by an investment consortium. (Download PDF)
B2B Magazine May 27,2008
Getting action from promos
By Christopher Hosford
Story posted: May 27, 2008 - 6:01 am EDT
Understanding the effectiveness of a particular marketing campaign in the B2B space isn't easy. The sales cycle can be lengthy, and tying revenue and incremental sales to any particular program is difficult. (Download PDF)
How buying pre-qualified leads can drive high ROI
Over a two-year period while I was working at Avaya, we had developed very effective lead metrics that allowed us to track the various lead sources from direct mail, email, webinars, newsletters, and other marketing tactics. We were able to compare the conversion rate of each source into a qualified enterprise lead through our telequalification process.
(Download PDF)
B2B Lead Factory Overview
Learn the details of the B2B Lead Factory the proven process of integrating key lead generation components coupled with closed loop lead management processes
B2B Lead Factory Webinar
For an in depth presentation on the B2B Lead Factory view the presentation by Dennis Head with AG Salesworks webinar from May 2009
Top 5 ways to leverage tele prospecting for high quality enterprise leads
Tele-prospecting is one of the most effective methods to deliver highly qualified leads. However it is expensive and needs to be used appropriately and managed effectively. Learn more about the top 5 ways to maximize the value from Tele-prospecting
Marketing Sherpa Blog, "Teamwork turns leads into sales." by Adam T Sutton. Reviews eDemand Lead Factory presentation at Marketing Sherpa conference
"In a presentation a few hours later, Dennis Head, Principal, eDemand Leads, also emphasized the importance of teamwork. He noted that equipment can help the lead process but it’s no guarantee of success.Most lead programs only offer part of the solution, Dennis said. Some might score leads correctly, or route them to the right sales person, but most systems lack a few key steps in the process"....
Demand Gen Report "Marketing Automation success based on solid business processes"
John Neeson, Managing Director and Co-Founder of SiriusDecisions, a leading provider of sales and marketing research and best practices services. “The automation investment alone is not what creates the competitive differentiation, but how the to.
The key issue for automation adoption is the success of the business process change the organization goes through,” he said. Illustrating the lack of appreciation for the business process change required to successfully deploy marketing automation tools, Neeson pointed out that an overwhelming number of early adopters are still under-utilizing the systems they have already purchased. “We believe less than 25% of those who have marketing automation are taking full advantage of the system’s functionality, Rock Annand Group’s Bruce added, however, that ”A common thread among the success stories is a balance of tools and processes. ols are used to drive better marketing and lead management processes
“The automation investment alone is not what creates the competitive differentiation, but how the tools are used to drive better marketing and lead management processes,
http://www.demandgenreport.com/archives/feature-articles/365-industry-analysts-predict-increased-adoption-sophistication-for-automation-in-2010-.html
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I, for one, believe in Head’s refinery for a lot of reasons, but the main thing to remember is this: the ultimate mix for lead management is both phone AND marketing automation. One approach is better than nothing, but mixing the two together is extremely potent. Head understands that technology alone will not solve the problem — it must be coupled with proven processes from everything ranging from the demand campaign to closed loop reporting.
VP Marketing Tippit
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B2B Lead Factory
The B2B Lead Factory is a proven process of integrating key lead generation components coupled with closed loop lead management processes to productively and economically convert lead inquiries into sales pipeline revenue.
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