The Real Secrets to Higher-Quality Leads and More Revenue

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Eric Albertson, chief of the Albertson Performance Group, shared with us seven proven lead generation success secrets that lead to higher-quality leads and more revenue.

Key #1: Alignment

It’s important to align people, goals, the marketing team, and the sales team. Eric highlights two different types of alignment: alignment with management and alignment with sales.

Alignment with management is important because you want goals to be aligned between different departments. Eric encourages creating firm, measurable goals that are agreed upon across the organization. He also mentions the importance of aligning with management during a period he calls the “valley of death.” This is the period of time between when an organization begins spending money on marketing automation and demand gen and when leads begin to close. If you don’t have unified expectations about when results will be delivered, Eric says you’ve built-in trouble.

When it comes to alignment with sales, Eric encourages that:

  • Lead nurturing practices should be similar to what is done by the organization’s best sales reps
  • Both sales and marketing agree on a definition of a lead that sales can close
  • Organizations make sure that marketing is paying attention to what sales says and does (and vice versa).

Key #2: Processes

There are a number of important key processes to master, including:

  • RFM (recency, frequency, and monetary) and data quality processes
  • The nurture process and use of content in the nurturing process in order to support buying process
  • Lead qualification though the lead management function
  • The alignment process between marketing and sales

Eric also stresses the importance of a process he calls “butt on the line.” This is the idea that everyone makes a firm commitment of when they will execute each different task involved in executing all of these processes.

Key #3: Ideal Client Targeting

Use recency-frequency-monetary measures (RFM) to determine who your top 20% of customers are and think about how to get more of them into your target marketing data set. Recency, or the date of the last order, is the most powerful indicator of who will order again, followed by frequency. Monetary is actually the least powerful indicator of future purchases.

Another aspect of ideal client targeting is identifying the right key players at your target company. Companies and locations don’t buy, people do, so it’s important to have as many decision-makers as possible in your data set. This will allow you to nurture the targets that actually have the ability to purchase.

Key #4: Target Data

Having enough ideal client data is critical. RFM can help you analyze the data and make sure enough key players are included. Knowing how many key players are enough involves looking at your organization’s revenue goals and historical conversion rate.

Data alignment is also an important factor when it comes to driving quality and revenue. The data you have is not always aligned with key decision makers (your target market).

Key #5: Buying Process

Facilitating the buying process is another key. Doing so involves creating content that helps remove stalls and stopping points. People don’t have time to weed through all available information. If you provide honest, credible content that helps them make a decision, they’ll love you for it.

Key #6: The Big Idea

Identifying this differentiator is important. The big idea includes factor(s) that set you apart from your competitors. It’s important to make sure the big idea appeals to both the mind and logic of your prospect, as well as the heart. This differentiator, or series of differentiators, should be present in all content. Marketing automation will help you deliver that content at the right times to the right people

Key #7: The Blueprint

“The Blueprint” is the plan that makes it all come together systematically. You wouldn’t build a house or an office building without a blueprint…so wouldn’t you use a blueprint for marketing strategy? The six keys listed above can help create your organization’s blueprint for success.

Have you implemented any of these keys? Which keys does your organization struggle with? Share your thoughts by leaving a comment below.

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  • Tim

    I really think you are on to something with alignment being first. If marketing, sales and management aren’t aligned from the onset, failure will be inevitable. The defining of a sales-ready lead jointly by marketing and sales is crucial from my experience. That leads to the importance of #3, ideal client targeting. Sales often complains about a lack of “qualified” leads, so determining what a qualified lead is and targeting the ideal client through your lead gen and nurturing efforts is crucial. Great post.

  • Dani

    I absolutely agree – without aligning the teams, there won’t be consistency in the message or cooperation between the teams. This is one of the biggest challenges facing companies, and I think that the suggested advice is great. Lead nurturing and setting in place some processes is essential. Thanks for sharing!

  • http://www.iGrafx.com Guedo Fanony

    This is a great article. It seems like this has been a pretty common topic for a lot of the blog posts lately and I feel that it is definitely important to always have lead quality in mind when trying to start any marketing campaign. These steps might not always have the same importance in every campaign, but very good stuff to keep in mind. Thanks!

  • Jeff

    I agree with Tim and Dani. I keep seeing alignment come up a lot lately. It definitely is an important quality to have, as without that, the rest of the points won’t be as effective and can cause some serious internal problems within your business.

  • http://www.mybusinessintegrated.com Chris Kiersch

    I would start with the buying process, once you understand how people are buying from you today vs last year or last quarter then you can validate your selling options. Buying patterns change and many organizations focus on selling, that part is easy if you have validated the buying process. Confirming the buying process will provide the foundation for your alignment discussions. Cheers, Chris K.

  • Brittany

    as long as you have the target and you work with sales, your job will be a lot easier. I’ve found that when you feed the sales department, they give back valuable insights through the process.