The most important metric, from the company’s perspective of course, is ultimately the profitability of a marketing program. This holds whether it’s an in-house telemarketing program, a direct mail program, trade shows, SEO, a drip campaign, or an outsourced telemarketing campaign. Getting a positive…
When talking about money, it’s important to keep in mind what ultimately makes a business run. From a sales and marketing perspective, the economics of generating revenue in the B2B market are quite simple: You must spend money to make money, although some business…
…the first in a series of white papers discussing the forgotten steps to successful marketing. Background Having spent my life in the field of marketing and having had success, it’s probably not surprising that I know many marketing professionals that I worked with and…
Genuine lead generation takes time and costs money simply because a qualified lead often requires that the prospect express a desire to take action (e.g. talk to you). Going from a list of names (which may have cost something to acquire in the first…
Because there is so much confusion in the market about this, we need to talk about the definition of a sales lead. We will go into this in greater depth later, but it is important to define a lead in the context of the…
In the face of these increasing demands on salespeople, most companies are simply giving up. Many companies don’t even bother trying to train their salespeople to know or do anything more than the minimum, usually product training, that they need a salesperson to know…
If you’ve been in sales for any length of time, you’ve no doubt heard the saying that “nothing happens until somebody sells something.” Attributed to Jim Barksdale, it’s a source of pride for salespeople who understand the true value of what they do. It…
At LeadGen.com, we are willing to concede that the definition of a “sales lead” has been irretrievably ruined. And so, for our purposes, we use the term “qualified sales lead,” which we define as: A decision maker (or strong decision influencer) who has a…
The fact is that a sales and marketing program can work if you use the right strategies and tactics, strategy and tactics that are valid for your unique situation. To be sure, what most people think of as marketing, lead generation, and even sales…
Finding new sales in today’s highly competitive, and recession plagued, business-to-business market is an enormous challenge. For companies that want to grow their B2B revenues, there are seemingly no viable and cost-effective options. Advertising, direct mail and PR all suffer from clutter, high costs,…