Entries Tagged as 'B2B marketing tools'

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.


Calculate marketing ROI with the Sales Lead Calculator

I developed this interactive spreadsheet for use with clients. It’s provided good insight into how what are realistic numbers of marketing touches, inquiries and qualified sales leads you’ll need to reach the company’s sales goals. I hope you find it useful and please let me know if you have comments and suggestions.

Calculate marketing ROI with the Sales Lead Calculator spreadsheet


B2B enewsletters: Two bits of advice

A client just asked me, “What are the three best pieces of advice to give to companies that embark on an e-newsletter for the first time?”

Here’s my answer:

  1. Useful, relevant content is essential to get readership, and to avoid opt-outs. (I recommend aiming for 80 percent or more useful content and 20 percent or less
  2. Including fewer, shorter articles in more frequent e-newsletters usually gets better results than including more, longer articles in less frequent e-newsletters. (E-newsletters with fewer, shorter articles are easier to get completed and sent out, and more frequent newsletters help keep your company and its products or services in sight and in mind.)

What best advice would you give your fellow B2B marketers about e-newsletters?\


Marketing-for-Leads Guide: Step 6 – Calculate how many qualified sales leads will you need

Step 5: Determine how many qualified sales leads are needed to meet your sales revenue goals.

To calculate what you will need, consider using my “Sales Lead Calculator”.

This interactive spreadsheet was designed specifically for B2B marketers. It automatically performs a series of calculations based on information you provide about your company’s sales revenue targets, average close rate, sales price and so forth, giving you a realistic number of leads needed to meet your sales objectives.

Using the dollar figures and percentages you enter, the spreadsheet will automatically calculate the following for you:

  • Revenue needed from marketing leads this fiscal year
  • New customers needed this fiscal year
  • Qualified leads needed
  • Total inquiries needed
  • Total marketing contacts you need to “touch” in order to meet your goals
  • Lead-generation budget
  • Lead-generation budget as a percentage of sales
  • Average cost per inquiry
  • Average cost per qualified lead
  • Average cost per sale
  • Inquiries needed per salesperson this fiscal year
  • Qualified leads needed per salesperson this fiscal year
  • Qualified leads needed per salesperson per month

The Sales Lead Calculator not only gives you the total number of contact touches you require to meet your sales goal, it also gives you the number of contact touches needed per quarter and per month. Why? Because contacting 1,000 people twelve times a year will get you more qualified leads than contacting 12,000 people once.

A final consideration about the Sales Lead Calculator is the length of time it takes to close a sale. For example, if you have a six-month sales cycle, you should aim for twice as many leads as the calculator suggests. Why? Because if it takes six months to close a sale to a lead, half the leads you will get this year will close too late to affect the current year’s sales goal.

Consider using the Sales Lead Calculator in a meeting with your top sales and finance executives.

Use it to answer questions like these:

  • What lead generation budget will we need to meet our sales revenue goals?
  • What impact will spending more per touch have on our lead generation budget?
  • How will our average response rate affect our overall results?
  • How will the numbers change if we increase our average order size?

Download the complete Marketing-For-Leads Guide here

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