The Lead Generation Ecosystem

I am delighted to show you “The Internet Marketing Lead Generation Ecosystem” infographic which was created by Straight North, a PPC service company. What I like about it, is that it is designed to show how multiple online marketing channels can be combined to create an integrated Internet lead generation campaign. With this infographic you’ll learn how to use your traffic sources to create new customers by:

Understanding how numerous online channels can be used to create an efficient online lead generation campaign;

Analyze obstacles that your current campaign is facing that can be possibly costing you leads, and

Pinpoint new ideas to update your current campaign to make it more effective.

The top portion of the infographic highlights the various online areas that can be used to drive traffic back to your website. Then, the middle section shows the reporting, contacting and lead validation process that should be managed by seasoned Internet marketers. Flowing to the bottom section, the leads gathered is converted into a new customer.

lead-gen-ecosystem

About the article

This is a free guest post, courtesy of Straight North. The Bitter Business has no business relationship with Straight North other than enjoying this infographic on the internet marketing lead generation ecosystem.

Author Bio

Brad Shorr is Director of Content Strategy for Straight North (https://www.straightnorth.com/), a full service Internet marketing agency that offers services in SEO, PPC and website design. With more than 25 years of experience, Brad has written for Salesforce, Moz, Forbes and other leading online publications.

Social Media Marketing Strategy

This is a seven step guide to creating a social media marketing strategy to reach more customers and drive greater on-line awareness for your brand or product. For a business to really capitalise from social media, it needs to build a clear strategy that takes into account what are the goals, what are you trying to achieve, who are the target customers are and what is the competition is doing.

Social media marketing can be defined as the use of blogs, articles and content marketing, white papers, video and images to share on social networks to raise awareness to pull in the web traffic and prospects

social-media-strategy

 

1st Step; Understand your social media goals

As with any planning in business, the first thing anyone needs to do when creating a social media marketing strategy is to understand what you want to get from it?. What are the goals (traffic, leads, likes, buyers, SEO) so you know the purpose of your social media efforts. For some businesses it is to do with creating or raising awareness of a brand or product. For some companies the focus will be on generating leads, increasing sales or driving website traffic. Larger companies many look to social media to build customer loyalty, increase community size or use as a communication channel. The key point here is the goal for your social media strategy has to go beyond simply gaining Facebook likes and Twitter followers.  The above examples are only a few areas a business could focus on, but depending on your resources a business should ideally focus on one primary or one secondary goal. Remember if you do not have goals, targets and measures of success then in all likelihood you are not going to accomplish any meaningful results from social media activity.

2nd Step; Create measurable targets and objectives

The second step is to now set clear targets and objectives based on the goals you have set. Remember the “S.M.A.R.T” method, so make sure your social media goals are Specific, Measurable, Attainable, Relevant and Time based.

Let us take the example of a business with a social media goal focused on increasing sales, then you might decide that the target is to generate an additional fifty on-line leads a month via landing pages, whitepaper or eBook downloads. If on the other hand, the goal set is to create brand awareness, then a target could the number of times your brand is mentioned on the social media networks per month. Also worth noting at this point, your goals, targets and objectives for social media should be directly tied to overall business goals, and they should be achievable. Goals without targets, actions and activities are just wishful thoughts. It is important to make sure the objectives are time limited. For example, you need to achieve a 100 percent growth in on-line leads generated within the next six months, not at some vague point in the future.

social-media-effectiveness

Now that you have set the targets and objectives you need to make sure you can measure them. There are lots of social media tools to track and analyse activity and quantify your progress. These tools like Klout, Google Analytic, TweetDeck, Buffer or Social Mention to name a few, can let you know when your progress plus they will also help you to identify any trends early and adjust your activities if you have to.

3rd Step; Customer targeting – who do you sell to

So now, the goals, targets and objectives have been set so now you know where you are going, so all set, right?, well no because you still do not know how you are going to get there. You see a successful social media strategy is all about customer targeting, reaching the right people with the right messages. To do this, a business needs to understand “who do you sell to”. For example, there is no point in targeting everyone who has an interest in sport if you really want to target only those who are cycling enthusiasts.

The best way to do this is to draw up a buyer profile. What does the profile of your ideal customer or buyer look like? Make it personal and give them a name. Where do they work? How old are they? What social networks are they likely to be on? What is their income? How often do they cycle (as in above example) Do they have children? What brands do they like or dislike? What motivates them? The list of detail goes on. If you find that you have more than one ideal customer or buyer profile then create a persona for each.

social-media-planning

4th Step; Monitor the competition

As social media activity is mostly transparent, monitoring your competitions activity will tell you a lot about what works and what does not. After all, you are all targeting the same customer set. By constantly monitoring the competition, you have a fantastic opportunity to learn from their activity and actions.

This fourth step involves researching your competitors, maybe select ones your own size, in similar locations and some of the big ones. Find out what social networks they are active on, study their content (articles, case studies, whitepapers, videos, promotions, links). Is it direct or educational? What kind of industry references do they use? Do they talk about their product, markets, industry or brand and what if any other things do they focus on (events, discounts, and webinars)?

If for example you sell bicycles, do your competitors talk about how their bicycle brands perform in races or do they post cool cycling videos that just happen to include their bicycle range? Now see how well each competitor is doing on the social networks (followers, connections, mentions, comments, shares, likes) they get on their social media pages like Facebook, Twitter, Google+ and LinkedIn. This should give you a good insight into what social strategies work and which ones do not.

5th Step; Develop your content marketing messaging

OK, now that you have an ideal customer or buyer profile plus insights on your competition, next up on the list is to start developing your social media messaging. This is your top line titles and key messaging you want to share (writing the detailed content comes later); a list of key messages that you think will create awareness with your customers or buyers based on the profiles you have created in step 3. A suggestion is to target three or four buzzwords or better still “Keywords”, then break each keyword down into longer tail keywords so you build up a messaging plan.

Based on monitoring your competition a lot can be gained from adopting some of their successful messaging ideas and blending them with your own unique messaging that sets you apart — this has the effect of creating a unique voice in social conversations. Be creative, daring, controversial and educational as social media activity should be exciting, not dull.

6th Step; Select the social media channels

Depending on whether your business is B2B or B2C you will need to choose the right networks that are worth investing in for the products or services.

Most of us would agree that LinkedIn is a good platform to target for business buyers or business type sales while Pinterest would be better if a business is involved with retail or fashion. Some of these channels are obvious when you look at your buyer profiles and competitors but see if any other social media channels could pay dividends like Blogger, Scoop.it, Tumblr, Plurk, and Instagram.

As part of this exercise you should identify social influencers, these are the people who can help reach your target audience. Social influencers and respected bloggers have high levels of trust in their followers or readers and can be indispensable in creating social chat buzz around your brand.social-media-networks

7th Step; Build a content writing and sharing plan

The last but critical step is you need to develop a strong content writing plan based on your target keywords, you need to write and share (not just your own) engaging material. The content needs to align with your overall marketing messaging as in step 5 and be relevant to the social channels you will use. Content marketing is more than promotional blogs or product information; it has to add real value in the buyer’s journey to create awareness and consideration for your business within the audiences. Also if possible try not just stick to one type of media or theme, mixing videos, helpful guides, research papers,  images, info graphics, news and other formats will engage your potential customers far more effectively.

A golden rule to go with your seven step social media strategy is “Content marketing has to be constant” meaning a constant presence with great content across your chosen social media channels. Heed this note, every social media strategy can only be successful if you have an ongoing presence on social media networks, and that entails sharing fresh engaging content on a regular basis.

Social Media Marketing

Social media marketing is the process of generating leads, traffic and attention while reaching influencers using social media networks. Social media marketing encompasses activities such as social selling, content marketing, audience reach and status updates.
Social media marketing also impacts on SEO or search results as content marketing (articles, blogs, whitepapers) and status updates (news, press releases, stories) when shared or published leads to search engine discovery around a set of keywords or a title. Research also shows that people also search on social media sites like LinkedIn, Tumblr, and Facebook etc. to find relevant social media content. Social connections who share a company’s social media links can also impact the position they show up on search engine results for keywords, whether within a social media network or on Google.
In marketing, harnessing the power of content marketing, social selling and social influencing can deliver big increases in traffic, audience and customer engagement. Before a business talks about marketing automation, social bookmarking, social sharing or social data they should discuss how to get the fundamentals of social media marketing right. Whether your social media marketing is designed to drive traffic, generate sales leads or reach a wider audience, following these ten simple rules will help lay the foundation to serve your marketing, customers, brand and business better.

social-media-marketing

#socialmedia rule 1. Listen
Listen to the sounds, chatter and conversations on social networks. The success of social media and content marketing efforts follows the rule of more listening and less talking. No point talking about what has been talked to death. Read your target customers and competitor’s on-line content, join social discussions in a meaningful way (not for self-promotion) to learn what’s important to them. Only after listening and hearing what is being shared can a business create content and ignite conversations with well-crafted words that add value not clutter to people’s lives.

#socialmedia rule 2. Be a hedgehog
“The fox knows many things, but the hedgehog knows one big thing.” In social media it is better to specialise on topics you know than to be a jack-of-all-trades. A focused social media plan and content marketing strategy will be more successful in engaging a target audience and help build brand awareness than social media activities that attempts to be all things to all men.

#socialmedia rule 3. Quality counts
Quality over quantity. The beauty of quality words will be remembered long after the promise of a low price has faded from memory. It is far better to have 100 influential social connections who read, share and talk about your content to their own network than 1000 connections who disappear after reading your sales pitch.

#socialmedia rule 4. Be patient
Patience allows content the time to fall into place and make an impact. Social media results and content marketing success will not happen overnight. Quality always stands the test of time, social media requires time to filter around so have the patience to work steady and focused to achieve results.

#socialmedia rule 5. Publish often
Social media is not a one hit wonder. The article may be a masterpiece but one swallow never made a summer. Publish quality content regularly to build the on-line audience of followers and fans, quality content published at regular intervals is far more likely to be shared on Twitter, Facebook and LinkedIn and on other blogs.
The network effect of the sharing content or article links on social networks and the discussions that follow regarding the content will tap into search engines like Google, so the content will show up for keyword or phrase searches. These links could grow from ten to hundreds or thousands, reaching out to connect you with people searching on-line.

#socialmedia rule 6. Connect with social influencers
Social influencers can be a conduit to spread your content to a wider range of people who could be interested in your products, services and business. Seek to be and connect with social influencers, spend time building relationships with them through the power of words. If a blogger or brand is seen as an authoritative, interesting source which shares really useful information, the likelihood of your content getting shared with social influencers follower’s increases, which can put the business message in front of a huge social audience.

#socialmedia rule 7. Be a teller not a seller
Craft and tell great stories to get people to listen, too many businesses believe social media marketing is about promoting their products and services. This has the effect of people switching off. Create content that adds value to social conversations. Jumping in on existing social conversions has limited value, better to be known as who creates amazing content. This is what really develops and builds relationships with social influencers. In time, those social connections will become a powerful channel to spread the word on your business.

social-media-networks

#socialmedia rule 8. Build ties even weak ones
Social networks ties people together for shared interests and conversations. Building relationships and connections is one of the most important parts of social media marketing success, so always acknowledge every person including weak ties who reaches out to you or favours your content as six degrees of separation means that everyone is just six steps away by way of introduction from any person in the world.

#socialmedia rule 9. Remain constant
Apart from publishing content on a regular basis, you need to be available and have a constant presence with your audience. You need to participate in conversations, share other people content, get involved, and be seen to be engaged and active. Eaten bread is soon forgotten and social media followers can be fickle. They or your competitors will replace you if you are not seen on social networks for weeks or months.

#socialmedia rule 10. Share and show
In social media there is always room to share for a story that is not your own. Show people you care about the industry by sharing content, it is unrealistic to expect others to share your content and talk about you but you won’t do the same for them? So, plan to have a portion of your social media marketing showing content published by others. Showing you value content, articles and social conversations that are not your own will make you a social influencer.

Social Media Marketing – Powering Sales

The use of social media within digital marketing and inbound marketing has become an important gear in the sales and demand generation engine. The sales and marketing engine needs fuel (supply of traffic or prospects) which the engine turns into visitors and leads where sales converts to customers.

social-media-marketing

The use of social media and lead generation are the gears which powers the engine. The bigger the social media gear size the harder the marketing gear works. And the harder the marketing gear works, the faster and more productive the sales machine will work to generate revenue.

Social media (blog, content marketing, and articles) is the gear that gets the marketing and sales engine working. Social media pulls in the traffic and prospects and converts them to visitors or leads. When driving a car, we push the pedal to the metal in the highest gear to get to a destination faster. The same logic applies to inbound marketing and lead generation. A business needs to work the biggest gear, social media, to ensure a constant supply of visitors, leads and buyers to power the business growth.

Social media also impacts SEO and long tail keywords. So if social media is the gear, then content marketing and blogging platforms like WordPress, Medium, Svbtle, Postach, Ghost, LinkedIn Pulse, Storify, Tumblr, Blogger, Buzzfeed etc. and the traffic they can generate is the fuel that turns the social media gear.

To put the potential impact of social media into perspective, here is some insightful statistics’ on buyer decisions.

  • “57% of the purchase decision is complete before a customer even calls a supplier.”
  • “67% of the buyer’s journey is now done digitally.”

Big business or small business, it is vital to have social media in the marketing plan for lead generation and inbound marketing strategy. Every marketing team has to see social media and inbound marketing tactics as a critical gear in the buyer’s journey.

Social Media Marketing Is Critical for Inbound Lead Generation Success, so is Sales.

The days when demand generation meant only using paid search or media placement and email marketing are over. Today’s buyers are on a different journey where business buyers and consumers are using keyword search and social channels to find content upon which to make informed choices. In fact, they are now in control of the buying process where they are start the demand generation process without any seller being involved.

Social media does not replace selling, good sales or selling practises, as research shows that talking to a sales person still has a strong influence on buyers vendor selection. Social media and inbound lead generation is just a gear (a vital gear) in the lead-to-revenue path that enables marketing to funnel leads to the sales machine, which turn them into customers.

Another reason that social media is a gear which needs to be connected to the sales engine is that while social media and inbound marketing can deliver more leads at a lower cost than outbound marketing or sales, inbound leads take 30 to 40% longer to move through the sales funnel.

The other Digital Marketing Gears

Like any engine, the sales and marketing engine needs more than one gear to power it, gears like social media selling, SEO gear, paid search (SEM) and email marketing gear all play a key role in lead generation and lead nurturing. Successful inbound marketing is about getting the mix right between short term tactics, longer term tactics and tactics that deliver demand now.

The Actions and Actives in getting the Social Media gear moving.

  1. Publish and Attract. This is about pulling in the fuel (traffic, prospects, suspects) into the engine. The greater the reach via multiple blogging platforms for content marketing, research papers, articles, the bigger the awareness a business can generate by posting the content via Facebook, Twitter, LinkedIn, StumbleUpon, Pinterest, SlideShare, Google+, Reddit and other content marketing sources. But attracting traffic and visitors is only VANITY, leads and customer engagement is SANITY.
  2. Convert. This step is about getting the traffic into visitors who will convert into at least repeat visitors to gather more information or as leads (newsletter signup, free trial, landing page, and request for information form). This convert point means the traffic the social media gear is attracting is the right profile plus they like the content or messaging pushed out. Other good convert points should include the visitors who follow, shared, liked, commented or republished the content. This convert point means a business has taken a step closer to building a relationship and nurturing the lead through the sales process.,
  1. Lead Nurturing. The lead and customer nurturing process fits between the attracting and closing stages. Returning visitors will seek out fresh content or product information, people who signed up for newsletters or email updates need to be influenced. The sales team should now be engaged with social selling to the prospects. This stage is where prospective buyers are sourcing, digesting and reviewing information and content. A recent report by Act-On showed that 85% of Business-to-Business buyers said it takes three or more pieces of relevant content to help make a decision on progressing with a supplier. So, a business can lead nurture by influencing the buyer to take action by feeding them with relevant content on their terms or personalised preference.
  2. Close. This stage is where leads are moved through the pipeline to become customers. Returning visitors will reveal themselves to enter into the sales funnel and existing lead nurturing prospects move down or out of the sales funnel. The key measure here is conversion, what is the lead-to-revenue conversion rate? What is the cost of customer acquisition? Closing is both a sales process and a workflow process so marketing and sales management need to work together to audit the attract, convert, lead nurturing and closing stages to ascertain what is working and what is not.
  3. Pipeline Replenishment. Reduce the cost of marketing by getting customer referrals or customer net promoters. The stage has to do with social media monitoring and sales teams using social selling to stay in touch with customers and expand their network. This stage can include surveys, feedback, and publishing new content and listening to social media chatter

Social media marketing is a process to generate leads via well written content that is published across multiple social channels resulting in lead nurturing activity by marketing and sales where strangers become customers

Social Media Selling for Sales

A growing use of social media within companies by marketing and sales teams is in the area of social selling.  In the sales process connecting with prospects and establishing relationships can be the difference to winning or losing deals, more and more companies are using social media selling to help them accomplish these connections quickly and easily.

Selling and sales methods are evolving; the vast majority of buyers (business or consumers) are socially engaged and informed. The sales team must be too. They need to have the tactics, tools and training to leverage social media for sales success. The innovation of the Internet, cloud based business models, smaller transaction values and the adoption of sales technology tools means the sales profession is in a state of modernisation.

social-media-selling

The Inform versus The Interruption based sales model.

Why bother with social selling? Well still too many sales models are “interruption” based, meaning the sales person or marketing function targets a list of prospects then emails them, phones them, advertises on-line to them, chases them, which is still based on the hard sales concept (even if the actual sales discovery/meetings are collaborate the approach to getting the prospect to engage is interruption based).  Social selling with social media is when the sales team or marketing use social media to engage directly with selected prospects across a range of social networks. The sales team strives to provide value in the sales process by answering prospect questions, posting relevant content and offering insightful information on the company or product until the prospect is ready to engage in the buying process.

So social media is informed based, to intelligently inform a target audience thus allowing the sales teams to enlighten their prospects rather than interrupt them with cold calling or hard sells for meetings. The goal of social media selling is getting buyers into the sales funnel further down, it is about informing and educating prospects then converting them into buyers.

The shift in the way people are buying means sales trainers and sales teams have to shift the way they are selling. The Internet has changed the sales game, time was the only way a potential customer could find out about a product fit was to engage the company or more likely the company interrupted them. Not so any more, now Google, LinkedIn and on-line business forums will allow any buyer to identify the competition, do research on companies and narrow down the potential supplier list which will inform them on their purchase options. Options the supplier company can inform on via social media or let the competition do it. Studies in the sales process have proven time and time again that many buying decisions or lists of preferred vendors are made before a salesperson is even in the conversation, with many companies merely used as a stalking horse.

Sales success in Social Selling.

Before, the sale team signs up for twitter accounts or join hundreds of LinkedIn groups, to be successful in social selling they need to make the following happen.

  1. Sales people must give first, offer content, help and engage their network to become trusted.
  2. Sales people must change their behaviour and interact as buyers expect today.
  3. Sales people need to inform and connect social ties, mainly weak ties.

To assist sales teams with this sales transformation we will start with “social ties”. Almost everyone’s “social networks” is made up of a range of social ties that consist of friends, family, fellow workers, and other acquaintances. Typically this includes a group of very close social ties (family, friends) and a considerably larger number of weak ties (loose acquaintances) that get weaker as a persons social network grows. Across social networks today, the average user has over 800 social ties.

Why is this important to a sales person? Well it has all to do with the concept that weak ties are better than strong ones in social selling.

In social selling building a social network with weak ties offers the best sales opportunities in the longer run, due to different people and interests.

Why Weak Ties Are Better Than Strong Ones.

Well Doctor Mark Granovetter (author of “The Strength of Weak Ties) defined a social tie (and its strength) as, “a combination of the amount of time, the emotional intensity, the intimacy (mutual confiding), and the reciprocal services which characterize the social tie.” And if a sales person only spends time with stronger ties, then they only inform similar people, with similar skills, and similar interests.

Sales people and marketing need to understand that every social network is really a collection of smaller social groups.  The key is to inform the people who are weaker ties within this structure so they can act as a “bridge or broker”, by connecting the sales person to other groups of people as it is weak ties that allow a bridge to occur between two different social groups. A strong tie will usually only connect to similar profiles or interests.

When a sales person spends time informing and engaging weak ties they start connecting with different people, with different profiles, different connections and different interests.  And as a result of this, they create a network effect, opening them up to finding newer and different opportunities for development.

So the More Weak Ties, the More Opportunity.

Thanks to social media and social networks like LinkedIn, the average person has more weak ties than ever before. However the next challenge for the sales person is that is it not as easy to leverage weak ties. They can’t just phone them up and ask for a coffee or meet for lunch to ask them for an introduction to a company or buyer.  Sales people need to have a gradual approach, maybe some gentle nudging with insightful content on an industry, and over time grow the connection into a real business relationship.

This “inform” concept is at the core of social selling, because sales people need to build trusted relationships from the thousands of weak ties they are connected to today in order to influence the social ties they want to be connected to sometime down the line.

Sales people must change their behaviour to Social Selling with a Small Habit.

For social selling to really work, sales people will need to change their behaviour.  As anyone in sales understands, nothing is more important than hitting sales targets for this sales period and the next one will be just as important. But if a business or sales person wants to continue to succeed, they need to start building a social ties network of future opportunities now.

A simple method to do this is for sales people to form the small habit of sharing relevant content to their social network.  Train sales people that in quiet times, maybe as they wait to board a flight, having a coffee or after they check email, share some content prepared by marketing (not sales brochures or self-promotions) or maybe an article they read on LinkedIn, or twitter. Don’t bombard social ties with badly written or irrelevant content. As the sales person builds weak ties connections, they could send it directly to them as long as they know they will find it interesting.  Start small, maybe once per week, and they encourage them to gradually increase that to 2, 3 times per day.  Be thoughtful, be informative but build this habit.

Social selling using the Inform sales model is not a might do, the world and sales channels are shifting, selling power is in the hands of the buyer and buying power is in the hands of the seller, so sales people need to use social selling to attract buyers the same way as buyers are using social media to identify sellers.

Lead Generation

Lead generation efforts whether online,social selling or via sales team can be one of the most underestimated activities in a business in terms of cost,time and the resources needed. The reality is that before a sale transaction happens (even if your B2C business is on-line), there is a process of generating leads (web traffic, inbound,outbound,on-line, events,shows, etc) and in many cases nurturing these leads over a period of time to turn suspects into prospects into sales. So before any sales happens, a business especially in the B2B environment needs a healthy and continuous pipeline of new prospects to sell to.

lead-generation

Generating leads is challenge for most companies 

Generating sales leads is a daily challenge for most companies and according to Forbes Magazine, more than 60% of the marketers polled in a recent marketing survey said their greatest marketing challenge for the year ahead was generating more sales leads to fuel the sales engine, and nearly two-thirds (63%) reported that their marketing mix either doesn’t meet sales demand or they’re unsure of whether their mix is effective. Nearly 40% of those polled cited accurate measurement and attribution of on-line marketing as their biggest challenge.

Remarkably, a quarter (26%) of respondents said they do not track leads to any marketing program at all or they only attribute leads to one program. The old saying about “They know half their marketing spend works but not which half” seems to still ring true more than ever.

Lead generation can be costly (clicks, CPL, sales hunters) so the business needs to educate everyone that without lead generation there is no customer acquisition and probably no sales. It must be the role of every sales and marketing leader in a company to boost sales leads and reduce the cost of filling the pipeline funnel. This needs to be attacked on two fronts, on-line marketing (push,pull,inbound, lead nurturing) and good old fashioned sales work as lead generation cannot be the function of marketing alone. There is now B2B automated lead generation solutions on the marketplace which radically reduces the time sales agents have to spend identifying prospects.

However, lead generation is more than just implementing passive activities like social media, inbound marketing or on-line marketing tactics, the lead generation effort must work hand-in-glove with the sales teams work including social selling, hunting activities around customer acquisition and channel development. Successful companies know how to build a lead generation machine using multiple networks and sources and then fill the sales funnel with qualified prospects on a continuous basis. Most small companies fail not because of product or they can’t sell but because they can’t build a big enough sales funnel of quality prospects in a timely,cost effective way to work the sales process to drive revenue.

sales-outsourcing

There are multiple lead generation tools and resources, for social selling there is LinkedIn, Crunchbase, Owler and other business forums. For on-line inbound lead generation, communities like Facebook, Twitter, Pinterest and Tumblr can deliver leads. B2B lead generation solutions which cut down on sales peoples time trying to get lists of prospects are provided from companies like Connectors Marketplace, Insideview, Sales Loft and Lead Genius.

Cost per Lead Generated

Regardless of where or how a business sources its sales leads, the cost per lead in customer acquisition needs to be measured across all the channels. The goal is to try and work back which channels delivered not quantity of leads or lowest cost per lead but the channel which delivers the best lead to conversion cost. An example of this is while the good old fashioned trade show might be considered very effective in generating high-quality leads, they are also expensive (maybe as much as €10,000 per lead) and what is the lead to conversation cost?.

So build a lead generation process, score or segment every lead, cost every lead and educate all the sales team that when they get handed a lead it has cost the business money to get to the point of just talking.

Sales Strategy – Marketing Services – Sales Consultant – Social Selling – Inbound Marketing – Lead Generation

I'm always available to have a chat on your business plans and any challenges in lead generation, social selling, marketing or sales.