Improving sales and marketing alignment can be a very difficult aspect to running successful B2B and also B2C organizations. It also doesn’t surprise me to learn that this is many company’s biggest challenges, considering there are two different departments working towards sales goals. Ideally, your business should look at driving sales and revenue as sales lead generation. Instead of looking a the marketing department and the sales department as two different identities.
Perfecting sales lead generation can be difficult, I don’t think there is any way to deny this fact; however, as you turn your constant struggles into constant activities, this will inevitably lead to more visitors, leads (and sales) to your company and to your website. Ultimately, you want to be collecting leads that you can nurture and then perfecting your lead conversion process.
Ideally, your business should look at driving sales and revenue together as one effort – sales lead generation – rather than looking a the marketing department and the sales department as two different identities.
As published in a recent infographic of CSO insights, two-thirds of companies struggle with lead generation. Of the 30 percent of leads supplied by marketing, nearly half of sales professionals are dissatisfied with the quantity and quality of the leads generated. If you’ve found yourself and your business impacted by this statistic, keep reading…
4 Easy Steps for Sales Lead Generation
1. Know and segment your audience.
I would advise following groups, individuals and companies in your market on FB, Twitter, Google+ and LinkedIn so that information about them fills your social media stream. You can see what is important to those individuals and answer questions they are asking. You can determine from this what content they value most. LinkedIn allows you to search by person, past and current employees, industry, location and title. HINT: those that require approval have relevant members and are decision-makers.
2. Hold regular meetings.
Organize and schedule regular meetings where all members of the sales and marketing team are encouraged to share progress or plans, talk about challenges, generate new ideas and get critical definitions on the important questions.
3. Measure and track.
See how many people are responding to your marketing efforts and what they are looking for online or on your website. There are many agencies that offer this reporting capability. It is often referred to as PURL’s or personalized URL’s. This option gives you the ability to track IP addresses based on visits to your website and possibly other websites on the web! We recommend receiving legal advice before doing so.
4. Consider your investment.
You have to ask yourself whether a particular lead or targeting group is worth investing time into for the long haul. So often we are presented with a “too good to be true” scenario. Well, fortunately these scenarios are almost always going to fall through. Simply, companies or individuals may arrive on your site to acquire knowledge about strategies, or possibly even to research opportunities to do it on their own. Your sales and marketing teams will need to rely on instinct when it comes to this process. You can still be helpful and respectful to a “lead” like this without wasting precious time or marketing dollars on someone who is not and never will be ready to buy. Research and follow the company for a few weeks before really developing a trust worthy relationship. Be very careful during this process!