The eternal struggle of sales and marketing alignment comes down to the volume and quality of the leads being generated. Creating a higher quality lead can only be achieved when sales and marketing teams collaborate to establish clear buyer personas and lead definitions. Once that has been accomplished, you can dive into the tactical side of lead generation. Here we outline how marketers can produce a higher quality lead.
When we treat our prospects as part of a faceless mass and fail to identify them as individuals of great value our marketing becomes ineffective. If we consider the number of ads we are typically exposed to every day it numbers in the thousands. If your marketing content is not personalized for each individual prospect it will fall by the wayside and be lost in that sea of thousands of ads.
Much has been written in the last few years about the dramatic shift in how technology buyers educate themselves about new solutions. Once very dependent on sales professionals for the majority of the education process, buyers are now using search techniques, email, blogs, video, webinars, and social media for this process.
However, according to B2B marketing research firm DemandGen Report, 77% of buyers do not follow a
Much has been written in the last few years about the dramatic shift in how technology buyers educate themselves about new solutions. Once very dependent on sales professionals for the majority of the education process, buyers are now using search techniques, email, blogs, video, webinars, and social media for this process.
However, according to B2B marketing research firm DemandGen Report
As this schema illustrates, marketing triggers are bi-directional, influencing the marketing automation events as well as outbound calling. Simply put, triggers are actions taken by the prospect that indicate movement in the buying cycle. Keep in mind the movement could be in any direction, forward, backward, or withdrawing interest. External environmental influences, such as a merger or specific changes in an industry, also affect prospects behavior and be a significant factor in triggering reactions.
