17 Ways to Create More Valuable Leads

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Title:

17 Ways to Create More Valuable Leads

Author:

Chris Koch

Date Published:

August 2008

Ref. Number:

V0042

Pages:

Description:

Brian Carroll wants us to get passionate about one of marketing’s most important tasks: finding and nurturing leads—80% of which wind up being ignored or discarded. In this Viewpoint, Carroll, who is CEO of InTouch, a lead generation optimization services firm, explains 17 ways to make B2B lead management more effective.

Key takeaways include:

Marketing must create a marketing funnel to develop sales-ready leads and nurture those that aren’t ready to buy.
Sales and marketing need to agree on a universal definition of a lead.
The hand-off process between sales and marketing must be clearly defined so that leads do not languish or become lost.
Sales and marketing must have regular meeti ngs to gauge progress.

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