Demand Generation Machine

• B2B Lead Nurturing: Pull Is The Mantra neil 19 June

Pull based marketing is the mantra of our times and words like web forms, click throughs, page views and webcast sign-ups make their way to every marketing meeting. While all these tools are out there waiting to capture responses from prospects and feed them into a lead nurturing system how do you attach a priority or a level to each of the leads to determine how qualified they are or how ready they are?

There was an interesting presentation by Pete Jakob of IBM UK who in his presentation “Click to Cash” actually covers and activity based scoring system they use to score response activities by their ‘readiness’. This scoring system or priority ranking is also a great measure of which leads need to go through the lead nurturing process longer before they can be passed on to sales.

Email opens, click throughs and page views make up the bottom of the pack and usually require a longer cycle of nurturing before they qualify as opportunities for sales people. This is followed closely by library resources viewed, articles viewed, RSS feeds viewed and online polls taken which maybe only slightly more qualified than the first set. Downloaded whitepapers, surveys taken, discussion form fills and webcast sign-ups rank considerably higher and can be considered more qualified leads which can often go directly to the sales stage. Finally you have attended webcasts, recorded webinar downloads, viewed demos and requests to be contacted by a salesperson which rank the highest and among those which may not require much lead nurturing before they are qualified.

So a good exercise would be to identify your lead sources based on how ready are the leads you get from them and then design a lead nurture process for them based on where they fit so that these leads are directed correctly and you make the most of your pull marketing strategy.

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