5 Ways to Crank Up Lead VelocityDecember 19, 2013 By Scott Vaughan
B-to-B customers are on the proverbial year-end hunt for discounts from partners and suppliers who have aggressive revenue targets to meet.
For B-to-C marketers, the holidays and all the "after x" sales mean lots of abandoned shopping carts. Once they've bailed, those shoppers scream, "retarget me." But your display ads and emails will only perform if the offer and the timing are correct. It's more critical now than any other time of year to deliver a follow-up offer quickly in response to demonstrated buying interest.
These examples demonstrate why B-to-B and B-to-C marketers are experiencing a groundswell of demand for velocity in managing and engaging with leads, consumers and business pros.
For B-to-B marketers, velocity means moving leads into the internal database or sales automation system after they've been captured. Slow-moving lead processes result in one of the most frequent complaints from sales: too much time between capturing a lead and having it ready for follow-up.
So how do you go about building, or increasing, lead velocity?
Create a flow chart that lays out how you currently handle leads. Detail touches, frequency and content types by funnel stage. Analyze whether you're building on the engagement you create initially, looking for gaps and potential disconnects. Once the current process is mapped, these five steps can increase velocity:
1. Define Clear-Cut Processes and Expectations With Sales
The most effective marketing organizations are in harmony with sales, operating as trusted partners who fill the pipeline and drive revenue. But in order to meet organizational goals, sales and marketing need a common set of expectations. That means agreeing on terms for what constitutes a marketing-ready and a sales-ready lead. There must be service-level standards that define how leads will be managed, including timetables for outreach, from initial capture through to sales contact.
2. Target Offers and Messages Accurately
The days of spray-and-pray marketing are giving way to data-driven marketing, which ensures you're targeting offers to the right individuals and companies—including named account lists, where appropriate. Leverage marketing automation, digital body language and granular list selection to identify optimal targets—right company, right persona, right stage in the funnel—for the offer you're making.