Are you thinking about spooling up your lead generation system but need help making the right choice? We’re often brought in pre-purchase decision to help frame out needs, but through the perspective of a consulting group that has performed hundreds of marketing automation and lead generation system rollouts.
The discipline of generating leads for sales is in the process of undergoing change. Historically, marketing departments would focus on awareness and branding activities. Meanwhile, a telephone-based group would drill down call lists in an attempt to connect with buyers. Eventually they’d make it to someone hungry to buy. But those days are over. Thanks to the world wide web, buyers have all the information they need to make decisions.
Our role as marketers have shifted. Today we use lead generation systems to move sales along, rather than attempting to push a sales process. With that–the way in which leads are cultivated, nurtured, and flagged [as being ready for sales]–has shifted drastically.
At a certain point, the buyer’s online behavior–their digital body language– indicates that they are ready to engage with sales. This is identified through lead scoring within your lead generation system. Scoring lines up the individual’s behavior to known activities that indicate buying intent. This leads to a conversation with sales, and involves contracts, pricing, and service levels. This conversation stems from a foundation of buyer education that has been built in the earlier stages of the lead generation process.
With the right lead generation system, and the strategy to implement and maintain that solution long term, you can meet your buyer on their own turf. We have helped a multitude of organizations achieve that end point.