Leads tracking: Get results

Leads tracking: Why bother?

Did you know that 79% of all leads are never followed up?

Although leads tracking isn’t always fun for the creative types in your marketing team, it really isn’t difficult to track and measure marketing results. Start by telling your team that you can live with the fact that they won’t be able to track and measure every lead, activity, result, or dollar in revenue.

Focus on those activities and results that can be tracked and measured, and don’t worry about those that can’t. If your sample size is large enough, you can confidently project overall results from the measurable segment.

Leads tracking questions to ask to get the answers you need

Leads tracking starts by asking your marketing team the following questions:

  • What is our average marketing cost per activity or result? By tracking and measuring cost per activity or result, you have a way to benchmark and improve results.
  • What is the return on investment? Although the actual dollar amount of sales revenue linked directly to marketing activities often serves as the strongest indicator of return on investment, other criteria can be used to show ROI as well.
  • What’s in the sales pipeline? Be sure to consider forecasted sales.
  • Where do our best B2B sales leads or sales opportunities come from?

 

 

B2B public relations overview

Here’s an overview of how to use PR in a B2B marketing-for-leads program.

Your PR program should include a combination of the following items and actions:

– Stand-alone press releases, e-mail pitches and/or media advisories
– Press kits (including such items as company and product or service backgrounders, management bios, product or people photographs, press releases and reprints of articles about your company)
– Setting up your management as a source of experts for media interviews
– Relationship building with editors
– Customer success stories
– Feature articles written by your management (or ghostwritten for them)

For PR tips, press release writing tips, how you can use PR to improve search engine optimization efforts, and links to useful resources, visit my in-depth article: How to use PR in a B2B marketing-for-leads program.

 

16 B2B print advertising tips

Is one of the goals of your business-to-business print advertising sales leads generation for your salespeople, representatives, distributors or resellers? Consider these proven B2B sales lead generation techniques gleaned from working with over 170 companies and some of the best marketers in the business. For more detail, read “B2B Sales Leads Generation with Print Advertising.”

1. If you want more sales leads, don’t use image ads.
2. Put benefits in your headlines.
3. Talk about applications.
4. Make your ads easier to skim.
5. Testimonial ads are king.
6. Fractional ads in every issue can be more cost-efficient.
7. Use “Wrap Ads” to get more bang for the buck.
8. Make them an offer they can’t refuse.
9. Choose your words carefully.
10. Talk first person with the reader.
11. Ask for the order.
12. Give them a compelling reason to inquire right away.
13. Match your offers to where the reader is in the buying cycle.
14. Merchandise your offer.
15. Make it easy for your prospect to respond.
16. Mention your website.

 

Does your website convert visitors to leads and sales?

Here’s a summary of the checklist I use when I evaluate a client’s website. Use it to see if your website converts visitors to sales. That’s what it’s for, right? You might be surprised by the answers.

– Does your website make it immediately clear what your company does and who it serves?
– Is it easy for your prospects and customers to find their way around your Web site?
– Does your website quickly communicate your company’s unique selling proposition?
– Does your website back up those claims?
– Does your website explain the additional resources you can bring to bear for your customers?
– Does your website contain lots of offers designed to engage prospects and start sales-winning relationships?
– Does your website make it easy for your prospects and customers to take the next steps in their consideration or buying process?
– Does your website make it easy to place an order?
– Are there multiple ways for prospective customers to request assistance or additional information about your company and its products or services?

See the full checklist at: B2B website checklist.

 

Make the most of your marketing events

You may have a number of live seminars, workshops, webinars), videoconferences, trade shows and speaking engagements planned for future months. Here is a short summary of how best to use events to drive sales and revenue.

– Leverage other marcomm tactics such as direct mail, email and telemarketing.
– Speak or exhibit at others’ events, saving the time and expense of running it yourself.
– Use events to move known prospects along the sales cycle, rather than focusing on those who are new to your company.
– For mid-stage prospects, use “bite-size” events, such as “lunch and learns,” “executive breakfast briefings,” or webinars.
– For hot prospects who have already indicated they are close to buying, offer events that will give them details they need to make the final decision.

I go into more detail about this making the most of events in your marketing plan in my article What role should events play in your marketing plan?

 

Customer relationship management

Your CRM, marketing database or marketing automation software could be your number one asset. The right database of prospective cusotmers can increase marketing effectiveness and shorten sales cycles. I can help with everything from cleaning up your existing data to using profiles of your best customers to find more companies and contacts just like them.

To find out more: B2B sales lead management software and marketing databases

 
Need help with B2B lead generation, marketing and sales?
For more information, please call Mac McIntosh at +1-401-294-7730, send him email at or visit www.sales-lead-experts.com