Demand Generation Machine

• The Need For Speed & Web Generated Leads neil 8 July

A recent comment by “insidesalesdotcom” on a previous post got us really thinking about how quick are we when it comes to responding to web leads and what the effect of time on this response are. The comment refers to a recent MIT study on lead response management times which concludes among several other interesting finds that ideally a web lead should be contacted or responded to within 5 minutes of it being created and received and the odds of contacting the lead are 10 times lower in the next 1 hour and even lower subsequently.

How many of us actually respond to web generated leads within the first 5 minutes, first one hour or first 24 hours even after its been created? The longer response times are delayed on web leads your chance of conversion reduces. While its easy to understand that some businesses may not have the bandwidth to keep such a close tab on every web lead that gets generated through downloads, form fills or otherwise, we have received web leads generated from such campaigns for qualification from companies which have let those leads sit for up to 6 months after they were generated. Needless to say that very few of those leads had any memory of downloading the white paper the filled a form to read and the effectiveness of that campaign was far less than what it could have been had those leads been contacted soon after they had filled up their details.

This study simply confirms the importance of having a strong process in place to route web leads to the appropriate person and respond to them as soon as possible to ensure that you make the most out of your web lead channels. Keep this in mind the next time you get an alert for a new web lead don’t let it sit!

• Hey Look It’s An Online Lead…Or Is It? Neil 18 March

Online leads through white paper downloads, online registrations and forms are among the most popular lead generation tools used by marketers today. Strangely, salespeople are not always thrilled when they get a big list of online leads to pursue and its not surprising given how many online leads turn out unqualified prospects or leads which are not really in the buying stage as yet. With the age old question on how much marketing has to do and where sales takes over there is a gap in the process which could make both of them happy with the results. Lead qualification.

When most of these leads come through online channels, they sit and collect for a while till they are sent to sales. By simply having a qualification process wherein the lead is contacted and qualified its possible to understand is it really a lead or just a registration? Is it really sales-ready or does it need to be put back into the nurturing cycle? Qualified leads are marked and passed onto sales, leads which need nurturing are put back into the nurturing process and followed up while unqualified leads are dropped from the cycle. This is usually the gap in the process which costs time & quicker results. While who should do this is still debatable, if you don’t have an inside sales or pre sales team, then have someone else qualify & filter your online leads because the fact is someone needs to!

• Simple ideas for smart and effective B2B lead generation

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• Recent Posts

• B2B Sales Lead Nurturing: How To Make Your Customers Find You
  The Need For Speed & Web Generated Leads
  B2B Marketing Online: How To Get Noticed
  B2B Lead Nurturing: Pull Is The Mantra
  B2B Lead Generation In Times Of Recession: Learn The Simple Formula
  B2B Lead Generation 2008: The Online Shift

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