Fishing for Qualified Leads: Which Strategies Yield the Biggest Catch

What do you fish with at tradeshows: a pole or a net? I often speak with exhibitors and event marketers who deploy one of these two lead capture strategies. Let’s review: • “Fishing Pole” strategy - I only scan leads that have expressed legitimate interest in our products and services. If they want a trinket, or have no authority, I don’t waste my time or my sales team’s time by scanning. When I bring home leads they are already qualified because I only scan the good ones. Counts are low but that is what we want. High quality, low quantity.…

How Skimming leads can benefit Marketing Automation

I am very fortunate to be able to communicate with smart B2B marketers every day and I learn a bunch from all of them.  One concept that came to me through a couple of customers is the idea of skimming leads from campaigns as a means to make their marketing automation deployments more effective. We have several customers that have successfully deployed Marketing Automation as a means to score leads based upon capturing implicit and explicit data.  The benefits of Marketing Automation to these companies are tremendous and worth every penny.  But there are inefficiencies that can be captured by…

Measuring Cost per Lead can be costly…very costly!

I have had countless discussions with marketing leaders regarding the KPI’s they use to measure their programs and am continually surprised at the value placed on “Cost per Lead”. I have been approached by marketing services firms as well that promote their ability to drive higher demand at a lower cost than their competitors. What these companies sometimes failed to recognize is that driving your program to this metric can end up costing you much more than you realize. This true story will help you understand what I mean. Two different businesses are exhibiting at the same show, Exhibitor #1…

Why You Should Not Let Sales Work the Booth at Tradeshows!

Unless they are in sync with your event goals.  It is kind of hypocritcal that I write this post given my actions as both a direct sales contributor and sales leader working tradeshow exhibits.  I say these things in repent knowing that I was wrong in my actions and ask for forgiveness from my previous co-workers.  I used to manage a large sales team for a $120 million company in Seattle; we sold a large enterprise application with an average sales price of $125,000.  I had a total of 25 sales reps reporting to me from three regions and was one…

It’s budget time! Was your marketing budget cut?

 As a former sales leader and direct sales contributor, I have been on the receiving end of leads for many years.  Throughout I have seen firsthand the challenge marketing teams have in articulating their value to a CFO.  By value, I mean revenue production.  If your marketing budget was $4 million, what revenue impact did your company receive through this investment?  These are the types of questions that typically come up:   1)      How many deals did we land through the 40 tradeshows we attended? 2)      How much revenue was driven from our user’s conference?  3)      How many leads came…

Ever wonder how much you spend managing leads collected from Trade Shows?

A case study of Validar eating its own dog food at Dreamforce 09. Validar just returned from exhibiting at Dreamforce, Salesforce.com’s annual Users Conference in which we generated 148 leads in three days.  This event is the biggest gathering in the world of Salesforce.com users which is a target market for us.  Salesforce.com users can leverage Validar Lead Import with our Lead Capture product suite to get the complete marketing picture which includes the elusive ROI calculation.   Overall it was an absolutely great show with excellent content and smart people attending.  The downside for us, it was very expensive to be…

Corporate Events – A sales person’s perspective on users’ conferences

As a recovering sales manager and active sales person, this story may resonate with those of you who produce internal corporate events as a means to increase sales to existing and prospective customers. Today, I still see corporate events being managed in a similar fashion with regards to data capture and hopefully this will get your mind flowing for 2010 planning. I used to manage a large sales team for a $120 million company in Seattle; we sold a large enterprise application with an average sales price of $125,000. Every year we would put on our Annual Users' Conference that…

MTI-Interactive: Smart Lead Generation

MTI-Interactive uses Validar solutions to improve lead collection, justify marketing budgets, and effectively assign leads to sales reps. For the last 30 years, MTI-Interactive (MTI) has developed SKU-activated merchandising that helps both retailers and manufacturers sell complex products by letting consumers interact with products before buying them. When Helen Stonhill signed on as the marketing communications manager at MTI, she quickly realized that the company needed to jettison manual, paper-based lead capture processes and import leads more effectively into Salesforce.com. By adopting Validar Lead Capture, Validar Lead Source Manager, and Validar Lead Import with AnySource, MTI has been able to:…

Are you losing business because of your landing pages? Let your leads control how they are treated

You might find yourself thinking: "Landing pages are a turnoff. I hate providing information simply to get access to a white paper or content that is of interest. I like to shop around before making a decision and definitely don’t want a pushy salesperson bugging me if I inquire about a webinar. Just let me have the content and I will tell if I want to talk. OK?" I think this myself when grabbing content from the Internet. Marketing organizations today spend millions of dollars annually creating great content describing their company’s products and services as a means to educate…

Are Your Marketing Efforts Undervalued? Stop Measuring Marketing!

Cost per lead, conversions per month, leads per show, white paper downloads, time on Web site, Web site visits, webinar attendees, webinar registrants who did not attend, user conference attendees, click-through metrics, return Web site visitors… I can go on and on. These are all interesting metrics, but does Marketing really get credit for a positive increase when it's budget time? In most cases, no. I am continually amazed at the creativity of our customers in generating interest in their products through their marketing efforts, whether it is at a trade show or user’s conference, or in Web site content…