Ultimately, demand generation is about attracting and engaging leads so you can identify the best ones and convert them into sales, and nurture the ones who just aren’t ready to buy.
Conversion isn’t just about developing raw leads into qualified leads and dumping the ones you can’t qualify immediately. Nurturing leads who might be ready to buy later is an equally important part of an effective strategy.
Nurturing requires sophistication in marketing automation technology to achieve proficiency and scale. A strategy that includes sophisticated marketing automation can deliver 50% more sales.3 It also requires processes such as lead scoring and segmentation to refine the approach to communicating and engaging with prospects, and metrics and analysis to feed a strategy based on data, not guesswork, that produces more efficient and effective campaigns. We’re experts at using the tools and processes you need to do it right.
Explore the links here to learn more about how we maximize lead conversion.
3Source: "Automating Demand Generation," Eloqua.
Marketing Automation
In order to increase leads, sales conversations and other specific metrics by which they may be measured, marketers must be able to create scalable, repeatable, measurable programs to reach their target audience. Marketing automation software enables marketers to reach the right prospect at the right time.
Segmentation
"Spray and pray" e-mail communications are not the way to reach your target prospects. Segmenting your audience into groups based on key attributes such as industry vertical, geography or specific behavior allows you to target the right people with a resonant message.
Lead Scoring
Lead scoring is a process designed to determine the best prospects for immediate sales engagement. By applying specific values to key profile and behavior attributes of prospects—attributes that are agreed upon by both marketing and sales teams—marketers can determine which prospects are more likely to engage in a sales conversation.
Lead Nurturing
Lead nurturing is the process of building relationships with prospects and existing customers through appropriate, relevant communications and the exchange of information over time. It is a critical part of a successful demand generation strategy, as most prospects in a BtoB setting do not convert immediately into a sale.
Metrics and Analysis
Now more than ever, if you can’t quantify the return on investment for your marketing spend, you’re likely to find your budget decreasing or disappearing before your eyes. Easy-to-understand campaign data and reporting can help BtoB marketers put data behind their decisions.
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