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Qualified Sales Leads for B2B

Qualification of leads is about timing, function and market conditions that are observed by field sales teams.

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Lead Scoring for Sales

Lead scoring is the process of determining a prospect’s level of interest in your solution (engagement), as well as your interest in a prospect (demographics targeting). When used effectively, lead scoring means you will pass fewer, but higher quality, leads to sales.

By not wasting sales time on low quality leads, reps can focus on just the high quality leads — meaning wins rates and sales productivity go up. As little as a 10% increase in lead quality can generate a 40% increase in sales productivity. In a world where the sales department costs equal 20 or 30% of total revenue, this kind of improvement means a dramatic impact on the bottom line.

BANT criteria (budget, authority, timing, and need) have limited usefulness since buyers’ answers to those questions are notoriously inaccurate, and as we all know, people’s actions speak louder than their words. This means you should also track a lead’s behaviors so you can you measure their interest and engagement in your solution. Begin by monitoring and tracking online behaviors, such as email responses, completed forms, and Web site visits. You can do this manually with web analytics, or automate the process using marketing automation software.

Field Sales Prospecting Strategy Development

Review the point values with the sales team, and decide what score indicates sales-readiness. If the sales team determines a prospect is not yet ready, recycle the lead back to marketing for additional nurturing.

Marketers frequently overlook the field smarts residing in their field sales people. They hear the questions. They know what answers prospects are looking for. They see the competitors at work, and the innovations in the field.

Great market intelligence comes from customers who are actually buying, and sales people can be the bridge into that information, and with their broad overview of applications and customer buying positions, sales people are often at the cutting edge of identification of qualified leads. Once their criteria are woven into the marketing functions of message development, offer engineering and media placement, a company has a better chance of developing a steady stream of qualified leads.

Edited by Carolyn Allen
| lead management | management | sales |

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