Oftentimes, the biggest concern I hear from prospects who work in marketing and sales is around filling their pipeline with qualified leads. Generating a new list of qualified leads for marketing to handoff successfully to sales is one of the most heroic and successful feelings that a ‘smarketing’ team can have. Refilling that bucket every week, month, quarter and year beating past records can feel daunting. 

You’ve recently upgraded your website to utilize a marketing automation (MA) system such as HubSpot, Pardot or Marketo. Your marketing team is now able to gather some great insight into your contacts, including how they found you, what topics interest them and what types of content they are engaging with. In addition to giving you the data you need to determine which marketing efforts are having the biggest impact, your MA system can also make the handoff of leads from marketing to sales seamless.

Lead nurturing can be one of the most important aspects of any strategic marketing plan. Lead capture allows you to keep track of any visitor or viewer who accesses your content.

There are strategic ways to capture a viewer’s information so you can track the lifecycle stage from when they first landed on your content up until they become a buyer. Tracking the lifecycle of a lead allows you to decipher the viewer’s decision-making process and grow your database of contacts.

Companies are aware that their brand is a critical asset in determining the value of their firm. The more that clients, employees and investors value your brand, the better chance you will have to grow sales, attract quality employees and have access to low-cost capital.

Did you know that 79% of marketing leads never convert to sales due to a lack of lead nurturing efforts?

This means that nearly eight out of every 10 prospects aren’t converting to sales because business-to-business (B2B) companies haven’t:

• Built enough trust
• Effectively told the organization’s brand story
• Clearly explained the value of relevant products or service offerings
• Created personalized lead nurturing and customer experience strategies

In today’s digital world, personalization has become a priority for nearly all businesses.
People now expect a level of relevance that goes beyond just general interests when they interact with a brand.

After working on the marketing side of sales-driven organizations for more than 20 years, I recognized the tremendous value the sales and marketing teams played in the top-line growth of businesses.