Are the sales people in your organization not following up on the leads you are providing? This is a common challenge for many marketers. But it’s important to recognize that customer acquisition is a process shaped by both marketing and sales.
A number of reasons can contribute to Sales not taking the leads you are producing seriously. In this episode of the Weekly Marketing Cast , David Meerman Scott discusses how you can approach this multifaceted challenge.
Improve Lead Quality
“It was the quality of the leads that closed deals that I paid attention to,” says David about his experience as a sales person. As many sales people share this sentiment, marketing needs to develop a solid lead scoring system that highlights the quality of the leads. Here are a couple of ways in which you can accomplish this:
- Ask Qualifying Questions
The forms on your landing pages are there for a reason. Don’t just collect contact information. Use this opportunity to gather some insights about your leads. For instance, on HubSpot’s forms we try to identify the biggest challenge our leads have.
- Design a Mix of Offers
Sometimes sales might point out your general offers as the root problem for poor lead quality. Maybe you focus on mainstream pop culture icons rather than industry terminology? Or perhaps your ebooks are too broad and not product-specific enough? Well, that is why you have secondary Calls-to-Action, such as “Request a Free Quote” or “Sign Up for a Free Trial.” Try to maintain a balanced mix of offers that can help you both expand your top of the funnel and deliver a strong middle of the funnel.
Develop a Scientific Approach
Even if you have one lead that closes, David says, “use that as your poster child of success.” Talk to sales people about it. “Understand deeply why this one closed and the other ones didn’t,” he adds. That will help you develop a more scientific approach to capturing good leads.
In what ways have you been able to improve the quality of your leads?