Better Content Results in Better Lead Cultivation
I just read a great piece by Jonathan Kranz that discusses not only the need to better define leads, but also the need to create better content to deliver to the leads as part of the follow-up process. Check it out!
Essentially, instead of following up with simple check-in phone calls to leads, it is much more effective to follow up with case studies, articles, or some other piece put together by marketing.
My question: does it make sense for the salesperson to do most of these follow-ups or is this activity better suited for marketing people as sort of an add-on to lead qualification? Feel free to email me at ortner@capterra.com.
- Mike
Essentially, instead of following up with simple check-in phone calls to leads, it is much more effective to follow up with case studies, articles, or some other piece put together by marketing.
My question: does it make sense for the salesperson to do most of these follow-ups or is this activity better suited for marketing people as sort of an add-on to lead qualification? Feel free to email me at ortner@capterra.com.
- Mike
2 Comments:
Mike:
Thanks for the kind words regarding the article!
Regarding your question: I think it makes sense for the salesperson to make the follow-ups, as it's essential that they develop an ongoing relationship with the prospect. But marketing can help by giving the sales person meaningful tools (or even "reasons," e.g. "Thought you might be interested in our new study...") for making the follow up contacts.
I feel the marketing or lead gen team would be best suited to make these follow up calls. The job of lead gen is to qualify the leads based on level of interest, urgency, and product need. It is a complete waste of time to pass on junk or "tire kickers" to sales.
As a company you want to define what a lead is and then focus on the handoff from marketing to sales. Not only to track all the pertinent information but to make sure it is timely.
One company had an qualification rate of about 60% before they focused on the hand off to sales. They used a platform that allowed the lead gen team to do a live transfer to sales with a screen pop. Their qualification rate went up to 85%. Turn that nebulous handoff into an assembly line and you'll get tremendous results!
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