Lotsa leads? Or quality leads? Pick one.

If you’re in marketing, you’re building a business. If you’re building a business, you need sales. To get sales, you need leads. It’s a basic equation. Whether you’re delivering campaigns for a storied global enterprise, or printing business cards in your dining room, you need leads. Names. Contacts. Prospects. Suspects. We’re talkin’ people, people!

And the more, the merrier, right? So throw all kinds of budget at the wall. Banner campaigns. Events. Lists. Who cares how you do it, just flood the joint with leads. Leads galore. Leads up to your eyeballs. You want to be sifting through sales prospects until you can’t see straight. You’re swimming in a pool full of 24-karat gold-plated leads. You’re in the money!

Except you’re not.

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B2B Lead Generation: It’s All In The Timing

We B2B marketing professionals think about our target audience practically every minute (It’s kind of an obsession). We know their revenue, number of employees, titles they hold, their budgets, their hobbies, and most importantly, their decision roles. This is static lead info, and we try to know as much as we can.

But what about dynamic info, that changes over time? For instance, are people ready to buy?

That’s where decision staging comes in. A decision stage is a unique point in time a B2B prospect is in during the lead cycle. It’s another way to segment leads, because they have such different needs in each stage that we may as well treat them like different people. This affects how we find them, how we evaluate them, and how we pitch them.

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