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Lead Management Blog Posts

Discover the following advice for keeping your database clean and rotating the hottest leads to sales.

Marketing / December 30, 2015 6 Essential Nurturing Workflows For Every B2B Company
6 Essential Nurturing Workflows For Every B2B Company

By Olivia Allen

Not everyone is ready to buy your product or service the first time they come to your site and that’s okay. With the right amount of time and information they will warm up to your brand, assuming they’re the right persona for your product or service, of course.

Nurturing campaigns are essential for keeping people who visit your site but aren't ready to immediately buy engaged with your brand. Essentially these campaigns are a series of emails aimed at keeping you top of mind while building trust and moving your lead further along the buyer's journey.

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Marketing / November 25, 2015 4 Strategies to Help Maintain Lead Quality in Your Database
4 Strategies to Help Maintain Lead Quality in Your Database

By Marc Herschberger

When you first implemented inbound marketing for your business, you knew that you were building a system that utilized high quality content to help generate high quality leads from your website. Flashes of the film Field of Dreams probably kept running through your head as you optimized your website for conversions and started pumping out blogs and offers at a regular basis.

If you build it, they will come.

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Marketing / October 5, 2015 It's Not You, It's Them: 7 Signs Your Lead Is a Terrible Fit
It's Not You, It's Them: 7 Signs Your Lead Is a Terrible Fit

By Carly Stec

There's a really big difference between passing off leads to your sales team, and passing off qualified leads to your sales team. 

While a mixed bag of leads will often leave them tied up on calls that won't translate to much for the business, a list of qualified leads will set them on a path that might actually result in a sale. 

What's the best way to separate the good from the bad?

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Marketing / October 1, 2015 13 Email Workflows You Should Be Using in Your Marketing Automation
13 Email Workflows You Should Be Using in Your Marketing Automation

By Pamela Vaughan

Are your contacts going with the flow, or are they just sitting dormant in your marketing database? If you don't have any automated email workflows set up, your answer is probably the latter -- which means you're missing out on some major opportunities to nurture and engage your existing contacts.

Did you know that B2B marketers who implement marketing automation increase their sales pipeline contribution by an average of 10% according to a report by Forrester? But wait ... there's more.

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Marketing / September 14, 2015 Traditional vs. Predictive Lead Scoring: What's the Difference?
Traditional vs. Predictive Lead Scoring: What's the Difference?

By Rachel Sprung

What separates a qualified lead from an unqualified one? That's the burning question we all have.

We want to make sure we know the key factors that make someone qualified so we can focus on the creating and delivering the right content through the promotional channels that make these most sense. Once we establish that framework, we can then help our sales teams make the most of their time by providing them with the means to prioritize leads.

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Marketing / June 4, 2015 5 Ways Marketing Can Help Sales Through a Tough Month
5 Ways Marketing Can Help Sales Through a Tough Month

By Mike Volpe

A company won’t survive if it doesn’t meet its revenue goals. That’s why revenue isn’t just the sales team's problem -- it’s every department’s problem. An effective marketing team will set up the sales team for success by generating valuable leads and nurturing them until they’re ready to be passed to sales reps.

But the partnership doesn’t end there.

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Marketing / January 26, 2015 5 Attributes of an Effective Lead Management Process
5 Attributes of an Effective Lead Management Process

By Doug Davidoff

Inbound marketing is a powerful strategy. When we implement it for a company here at Imagine Business Development, we will typically see a 2 to 7 times increase in lead generation in the first year and a 5 to 10 times increase in future years.

A 2013 study identified generating high quality leads as the number one challenge for B2B marketers. It’s no surprise that Inbound Marketing, with it’s proven track record, is exploding in use. While Inbound Marketing will certainly increase the generation of quality leads, it will also generate more low-quality leads. 

In our experience, of the leads created by an effective Inbound Marketing approach between 50% and 90% of leads will never become qualified in any fashion.  This rate is highly dependent upon the industry you’re in, how clearly you’ve segmented your market and how effective your process and strategy is.

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Marketing / March 19, 2013 The Power of Marketing Personalization in President Obama's Re-Election
The Power of Marketing Personalization in President Obama's Re-Election

By Steve Hall

Content is king, right? Everybody says that, so it must be true ... right? Well, to a certain degree, it is. But content on its own is worthless unless it's high quality, relevant, personalized, and delivered in context.

During the 2008 presidential election, content played an important role in electing Barack Obama. Four years later, content played an even more important role: With inbound marketing strategies applied, that content was given context.

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Marketing / March 14, 2013 10 Targeting Opportunities Most Marketers Are Missing Out On
10 Targeting Opportunities Most Marketers Are Missing Out On

By Hannah Fleishman

Hey baby, let’s get personal.

Settle down! I'm just talking about with our marketing!

One of the most lovable things about inbound marketing is how easy it is for marketers to target communications. Traditional marketing tactics can sometimes target a particular age group or income level, but it’s nearly impossible to reach out to customers on an individual level. Then, along came inbound. Cue fireworks. Meticulously segmented fireworks. Now, all we need to segment our marketing efforts is a CRM system, some time, and a few tips on where to start.

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Marketing / February 27, 2013 7 Social Media Tools Salespeople Should Keep in Their Back Pockets
7 Social Media Tools Salespeople Should Keep in Their Back Pockets

By Elizabeth Rosenthal

social sales

Inbound marketers have jumped on the idea of using social media to spread content, and generate traffic and leads. But is your sales team making the most of all the social media tools and features out there? Maybe. Maybe not.

Believe it or not, social media can be utilized all the way through the bottom of the sales and marketing funnel, helping your sales organization close more deals, more easily. And the best part? Social networks are coming out with little new features all the time that make Sales' life easier. So cozy in and take a little tour with me on some of the social features you may -- or may not -- know about that could help close some more sales before the end of the month. And please, share your cool social tools and tips with us in the comments!

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Marketing / February 19, 2013 How Context Strengthens Your Entire Marketing Funnel
How Context Strengthens Your Entire Marketing Funnel

By Jeffrey Russo

broken chain

When you think about your marketing funnel, how do you think about the work you do to optimize it? You may have never considered it, but a lot of what you probably do is work to minimize the number of breaks in your marketing chain.

Ideally, you should be working to carry information and context about your leads throughout the different stages of your funnel -- minimizing as many breaks in your marketing chain as possible, and strengthening the impact of your marketing.

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Marketing / February 12, 2013 Help! My Sales Team Thinks Our Inbound Leads Suck
Help! My Sales Team Thinks Our Inbound Leads Suck

By Mark Roberge

frustrated salespersonintermediate

I must have had the following conversation at least 50 times last year:

“Mark, we love inbound marketing. We’ve completely overhauled our marketing so it aligns with the way prospects buy today, and we’re generating 10 times the leads we did in the past. It's awesome. But my sales team does nothing but complain about these leads. They say the leads suck. What are we doing wrong?”

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Marketing / February 7, 2013 How to Capture More (and Better) Lead Intel With Progressive Profiling
How to Capture More (and Better) Lead Intel With Progressive Profiling

By Pamela Vaughan

kids raising handsintermediate

Raise your hand if you hate filling out forms!

So if I had to guess, I'd bet that a lot your hands are raised right about now. Heck, so is mine! But any savvy inbound marketer knows that forms are the way of the online conversion world. After all, how would we generate and reconvert leads as effectively without them?

But as you can understand from all the hand raising, from a website visitor's perspective, forms are a rather annoying part of redeeming offers on the web. Surely, there's a way we can make the form completion requirement a little bit easier on them. It's about creating lovable marketing after all, right?

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Marketing / January 7, 2013 4 Failing Marketing Relationships You Need to Fix ASAP
4 Failing Marketing Relationships You Need to Fix ASAP

By Rosalia Cefalu

marketing relationships intermediate

You know when you’ve been in a bad relationship for so long that it’s almost impossible to end it? There’s a disconnect between you two, but it almost seems like more effort to go through a breakup (or a patch up) than to just ... leave it like it is.

Well it’s the new year, and not that we’re trying to be your new life coach or anything, but we don’t want to see you go through 2013 like this.

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Marketing / December 21, 2012 9 Undeniable Advantages of Using Personalized Content in Your Marketing
9 Undeniable Advantages of Using Personalized Content in Your Marketing

By Corey Wainwright

personalized marketing contentintermediate

I like going to a coffee shop and being asked “the usual?” I can smile, nod, and pay for my drink. It's more than the convenience of not even having to place an order -- it's also nice to be remembered.

That almost never happens, though. I usually hear something like, "Hi. Welcome to Unicorn Coffee. Would you like to try our ‘It’s a Wonderful Life’ Peppermint Latte Mocha?" That’s more like an advertisement than a conversation. The message is totally impersonal, and a little annoying.

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Marketing / July 18, 2012 Is it Time to Kill Lead Nurturing as We Know It?
Is it Time to Kill Lead Nurturing as We Know It?

By Guest Blogger

iStock 000019316456Large advanced

Psst. Wanna know a secret? I’m no longer sure that lead stages exist.

I know I shouldn’t admit it. After all, lead stages have been around since 1898, when Elias St. Elmo Lewis proposed the AIDA (Awareness, Interest, Desire, Action) sales model.* They’ve survived because they make intuitive sense and because they’re a useful way to organize marketing programs.

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Marketing / May 22, 2012 The Technology You Need to Fix Dismal Lead-to-Customer Conversion Rates
The Technology You Need to Fix Dismal Lead-to-Customer Conversion Rates

By Pamela Vaughan

frustration introductory3

Technology . It’s supposed to be a marketer’s friend -- the tool that democratizes and empowers marketing everywhere. Except ... how often does that happen?

Instead of empowering, it paralyzes. Marketers see all the choices -- marketing automation, social media, landing pages , content management systems, pay-per-click platforms, social tracking tools, social publishing tools, social advertising tools, marketing analytics, lead management tools, lead tracking tools -- they get overwhelmed, and they freeze or veer off course into a doomed solution.

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Marketing / April 24, 2012 Is Your Sales & Marketing Team Ready for a CRM?
Is Your Sales & Marketing Team Ready for a CRM?

By Corey Wainwright

As a marketer, you're likely familiar with a CRM software; if not, no worries, you're about to learn all about it! The frustrating thing about many CRMs is that they come with a range of functionality -- from basic to robust -- and all too often, businesses find themselves equipped with more than they need (or frankly, can handle).

In an attempt to equip businesses with the right CRM system for their needs, this post will explain -- without the gobbledygook -- what the heck a CRM is, why they are incredibly valuable in the right hands, and whether you actually need one at this stage in the game.

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Marketing / March 16, 2012 How to Calculate & Track a Leads Goal That Sales Supports
How to Calculate & Track a Leads Goal That Sales Supports

By Alison Savery

Marketing and Sales SLA

As a marketer, I’m sure you’ve heard the gamut of complaints from Sales about leads -- whether it's that they don't have enough, or that the leads, well ... "suck." If you'd be a millionaire if you earned a dime every time you heard that, then a service level agreement (SLA) could be the answer to your problems. An SLA will keep Sales off your back and provide you with real-time feedback on your lead generation progress against your goals. An SLA between Marketing and Sales is an agreement where Marketing promises to produce a certain quantity and quality of leads for Sales over a given time period. The SLA is tracked on a daily basis, typically in the form of a chart or graph that maps the progress against a cumulative goal. And the next time Sales complains (and if you’re on track), all you have to do is tell them to take a look at the SLA -- the proof is in the data! So, does an SLA sound appealing to you? Here are 5 steps to follow to create one for your business.

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