Lead Generation Feed

7 Simple Rules to Create Market Share for B2B Products, Even for Mediocre Products

20121126-flipchartA mediocre product can market its way to success, but you have to spend enough money creating and managing demand. Create enough sales leads and me-too products have a place (if your product is superior, you’lldo even better).

Of course price is a consideration for me-too products, but not always if the marketer is good enough

My advice - 7 Simple Rules to create market share:

1. Spend at least 10% of annual company revenues on marketing; less than that and you will have mediocre success. Software companies and  will aggressive companies spend upwards of 20%+.

2. Hire the best lead generation marketers you can find. Nothing else will do.  

3. Use the 4-to-1 Rule. Create at least 4 qualified inquirers for every product you must sell.

4. Make CRM use a requirement by your salespeople.

5. Require marketing automation to manage demand when you get above 200 inquiries a month.

6. Make 100% follow-up of all sales inquiries by someone (salespeople or via the marketing automation program) mandatory.

7. Every lead generation project needs an ROI estimate.  Go to the lead generation calculator on the SLMA site to come up with a quick estimate for the sales results.

If you do these six simple rules you will get the market share you deserve, and even some market share you don’t deserve.

 More

How to Fish with a Spear, Not a Net - Jon Miller of Engagio

4 Steps to Accelerating Company Growth

 

 


"Well done is better than well said."

Benjamin Franklin said "Well done is better than well said." about 229 years ago and it is still fresh today.

Ben FranklinsWith the talk we have heard about CRM and the progress marketing automation has made for the last ten years, most marketing managers are still not walking the talk when it comes to measuring ROI for lead generation. I just didn’t realize how much insight Ben had into marketing.

James Lenskold the author of Marketing ROI certainly nailed it when he taught marketers how to stop talking about marketing ROI and start proving it. I am sure every marketer would like to hear “Well done" instead of just well said.

Continue reading ""Well done is better than well said."" »


How Many Leads You Need Is the Root of Marketing's Existence - Ryan Answers the Question

 Listen and Learn while You Work

Ask a few dozen CMO's how they determine how many leads he or she needs to create for the forecast and the answers vary from a guess to science based on formulas.  In this program with Chris Ryan we ask a proven CMO, author and lead generation expert how he determines how many leads are enough for his clients. 

Continue reading "How Many Leads You Need Is the Root of Marketing's Existence - Ryan Answers the Question " »


Clint Eastwood said it best in the movie, Sudden Impact, “It’s just a question of results"

IStock-533903997

Why it’s Important

"Sales Performance is tied to sales lead performance, which is tied to your marketing budget. Period." 

James Obermayer

Tweet This  Bg-twitter

 

Clint Eastwood said it best in the movie, Sudden Impact, “It’s just a question of results.  Everyone wants results, but nobody wants to do what it takes to get it done!”  

Continue reading "Clint Eastwood said it best in the movie, Sudden Impact, “It’s just a question of results"" »


A Story: How a Marketing Manager Learned to Build a Demand Creation Plan Based on Sales Quotas

IStock_000018180137Small“How do you know,” I asked the marketing manager, “how much money to spend on marketing, and how many inquiries and leads to produce?”

Continue reading "A Story: How a Marketing Manager Learned to Build a Demand Creation Plan Based on Sales Quotas " »