When I started out in marketing many years ago, we were measured strictly on the number of responses/leads our programs generated. Each year the lead goals would grow based on increased sales goals. The formula worked backwards would require programs reaching tens of thousands and delivering responses in the hundreds. Sales complained the “leads were crap” and conversion rates were low, but it really didn’t matter because marketing had hit their total number of leads. Sound familiar?
Fast forward to 2010. Marketing can no longer claim victory based only on the number of responses their programs generate. Only those leads that are actually sales-ready have the potential for conversion and revenue generation. Now marketing and sales should be on the same page regarding the importance of lead quality over lead quantity.
As marketers, we have everything we need to make this a reality:
- We can build targeted lists so our programs only reach those that match the criteria for a likely customer
- We have a wide range of online and traditional program options, when combined into multi-touch campaigns can significantly increase the percentage (and overall number) of leads we generate
- We can use personal touches (such as teleservices) to qualify and propel leads through the cycle
- We can track all leads through the entire lead lifecycle using management tools, such as marketing automation solutions
- Longer term leads can be nurtured until they become sales-ready
- We can live with smaller budgets based on focusing our investments on a smaller targeted audience and still achieving larger results
- We can deliver sales-ready leads that will significantly impact sales success
It is all about generating qualified and sales-ready leads vs. generating a large quantity of responses. Of course, a large quantity of qualified leads would be even better….
Susan Linman
Founder and President
Dunthorpe Marketing Group
