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From Low-Quality Lead to Pampered Prospect

MC2

A prospect, however, is not a sale, and a lead is not necessarily ready for the sales team until it meets certain qualifications. Depending on your product or service, you have to decide what qualifications a lead must meet. Why waste precious selling time with leads that are not very far along the sales process? 

  • Collecting a person's name doesn't make them a qualified sales lead. Face-to-face marketing, for example, is particularly effective in generating leads and in helping to build better relationships, but what happens after the prospect leaves the event?
  • Depending where the prospect is in the purchasing process they often need a consistent flow of relevant information to make an informed decision. (50% of leads are qualified but not yet ready to buy. Source: Gleanster Research)
  • If the sales force is solely responsible for providing this information and prospect isn't ready to buy, the lead goes to the bottom of the pile and often is never seen again. (61% of B2B marketers send all leads directly to Sales; however, only 27% of those leads will be qualified. Source: MarketingSherpa)

Here's Our Point

Marketing needs to manage the flow of information to further qualify leads they generate. And here's where face-to-face marketing can play a strong role.

At trade shows and events, lead qualification can go into effect even before the attendee leaves the event. Sophisticated lead collection now includes surveys to segment visitors, immediate email of relevant sales materials and tracking of where and when attendees interact with your products and services.

The common thread in all successful lead nurturing programs is customer education that provides relevant and beneficial information. This bears repeating: RELEVANT and BENEFICIAL. As the media communication din continues to grow, it is imperative that there be real value in marketing messages, no matter what the media.

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