August 1st, 2011 by Mark Galloway
Lead Scoring is Not Lead Qualification
CSO Insights just recently published their latest Lead Management Optimization Survey. Their latest research shows that >70% of the firms surveyed either have no lead scoring process or an informal lead scoring process in place. The same survey indicated that over 50% of the survey respondents have no consensus or agreement in place between sales and marketing on what constitutes the definition of a qualified Read More
December 15th, 2010 by Laura Monn Ginsburg
Marketing ROI: The Lead Source Downfall
There is an old, if irritating joke in marketing: I know 50% of my spend is going to the wrong things, I just don’t know which 50%! In a world of ‘marketing automation’, ‘CRM integration’ and technology vendors stumping these products, how can this still be so? How the systems are configured to capture and report information is the process and execution question many executives Read More
October 4th, 2010 by Mark Galloway
3 common mistakes in calculating ROI on Lead Source
Given that we are in the business of generating and nurturing B2B leads for our clients, we get the opportunity to discuss the value of a lead quite frequently. The scrutiny of marketing spend ever increasing, I thought I would share three common mistakes that marketers (and their bosses) often make in evaluating the ROI of their lead generation tactics. 1. The credit for a Read More
December 31st, 2009 by Mark Galloway
What Does Open Rate Really Tell You?
We often get asked by our clients about the open rate of our email sends. I’ve always found this to be an interesting question in the B2B space because of the way most corporate users read their email. Most corporate users are subject to their corporate standards and Microsoft Outlook is by far the most popular email client – see Campaign Monitor survey results. By Read More
March 4th, 2009 by Mark Galloway
Does Your Marketing Suck? (Part 2)
In my last post I suggested that Marketing should not give up control of the lead qualification process as it minimizes their ability to optimize lead generation efforts and investments. The common belief and tradition is that marketing should just generate more leads and sales will figure out who is ready to buy. This traditional approach worked great in days where the economy was growing and there were plenty of “ready to buy” prospects. In a shrinking or flat market, the “ready to buy” prospects are all but non-existent.