7 Key Components of a Successful Lead Generation System

After evaluating lead automation solutions from several vendors, I have developed my own list of seven key components that make up a successful lead generation system. A strategic lead automation system will lower your cost per lead; boost ROI and closely align sales and marketing. A unified lead definition leads to objective scoring and qualifying, resulting in higher quality leads. The sales team is motivated to score more wins because now there is an agreement on the quality of leads.

My list of seven key components are:

  1. Demand and inquiry generation using a variety of channels
  2. Convert site traffic into prospects with optimized landing pages and pre-populated forms
  3. Read more

Automating Lead Generation and Management

Why is it important to automate lead or demand generation efforts in B2B marketing? Because proving ROI is critical.

Marketers everywhere are under tremendous pressure to prove marketing ROI. You have to do more with less and have little to no room for errors. An automated lead generation and management system that is sophisticated, yet easy to use, is fast becoming a must-have tool for B2B marketers. It can dramatically improve demand generation and objectively measure every aspect of your marketing to prove ROI and justify budgets.

I have looked at marketing automation solutions from several companies. Most of these are available as “Software as a Service” (SaaS) offerings. Some are end-to-end solutions that track, measure and automate every step of the lead or demand generation and management process and some specialize only in certain aspects.

To quote Brian Carroll, noted lead generation expert, author of the popular book Lead Generation for the Complex Sale and CEO of InTouch, Inc., “It starts with a lead.”Most B2B marketers use their websites as the hub for all lead generation efforts. Therefore, marketing automation solutions focus on tracking and measuring activities on your website. Doesn’t Google Analytics do that? That’s a fair question.

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Is the New Alphabet Soup of Marketing “M’m! M’m! Good?”

First, a little history: The 4 Ps describing the strategic position of a product in the marketplace were first used in 1948 when James Culliton said that a marketing decision should be a result of something similar to a recipe. Then in 1953, Neil Borden, in his American Marketing Association’s presidential address, coined the term “marketing mix.” E. Jerome McCarthy, a prominent marketer, was the first to propose the 4 P classification in 1960. Since then, McCarthy’s definition has become widely accepted as the classic 4 Ps of marketing.

What are the classic 4 Ps?
Product — an object or a service that is mass-produced or manufactured on a large scale with a specific volume of units.
Price — the amount a customer pays for the product.
Place — the location where a product can be purchased. It is often referred to as the distribution channel.
Promotion — all of the communications that a marketer may use in the marketplace.

Criticism of the classic 4 Ps
Over the years, the classic 4 Ps have received a fair amount of criticism. Peter Doyle, in his book Value Based Marketing, claims that the “marketing mix” approach leads to unprofitable decisions because it is not grounded in financial objectives such as increasing shareholder value. He argues that a net present value approach maximizing shareholder value provides a “rational framework” for managing the marketing mix.

Some people claim that the 4 Ps are focused only on consumer markets and are not applicable to industrial product marketing. Others claim it has too strong of a product market perspective and is not appropriate for the marketing of services.

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E-Mail Marketing is Alive ‘N Kickin’

I’m sure you’ve read many articles and news bulletins on the declining effectiveness of e-mail marketing. Yet, the basic e-newsletter continues to deliver good results in B2B and technical marketing.

I read a recent article on BtoBonline about how IBM Corp. is using e-newsletters to engage readers, drive traffic to their site and generate new leads. IBM not only uses its own e-newsletters to build brand awareness and generate leads, but it also relies on placing ads in outside e-newsletters to reach those publications’ audiences.

“It’s an affordable way to reach a targeted and engaged audience,” said Christine Grasso Jacobs, program director of interactive marketing for IBM General Business Americas. “It also helps drive prospects back to our Web presence so they can find richer content on our site.”

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Building Your Brand, Differentiating Your Services, Growing Your Revenue

Standing Out from the Crowd: Best Practices in Branding and Differentiation for Consulting and Professional Services Firms. That is the complete title of a complimentary Deltek webcast featuring, Mike Schultz, President of Wellesley Hills Group, as he shares with you the keys to brand and differentiation, and how to leverage your brand to develop business with strong profit.

According to the e-mail that I received, from the seminar you will learn :

  • What you really need to know to differentiate your firm
  • How to substantiate your differentiated message so it makes a lasting impression on the market
  • Hot-off-the-presses data on the business impact – especially on generating maximum fees – of establishing brand leadership
  • How to leverage your organization’s assets in your marketing and business development efforts
  • How to leverage your strong brand and differentiation to generate more leads and develop more business
  • How to avoid the common brand and differentiation mistakes services firms make

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