The following is a guest post by Jared M. Wells from TSL Marketing:
“The fourth Quarter is an interesting time for B2B Sales and Marketing professionals, you’re focused on closing the year with strong numbers. Being in sales, I’m guilty of thinking low hanging fruit is the most appetizing, at times. However, I have to ask myself if I’m cutting myself short.
Sales and Marketing teams work diligently throughout the year filling sales pipeline and often times lead generation efforts go to waste when the sales team is focused primarily on short sales. Buying intent is often underestimated with longer-term opportunities and leads are overlooked.
This is why it is important to enable your sales team with tele-prospecting support and lead nurturing tactics. This helps assure that you will get you more mileage out of your pipeline and leads will not slip through the cracks.
The Importance of Content Marketing
B2B marketers have gotten more sophisticated with technology and taken steps towards better alignment with sales in recent years; because of this many coin 2010 as “The Year of Content Marketing” Sirius Decisions released some excellent research in this area. Content generated will have the most impact if it’s targeted to the prospect’s position along the Buyer’s Journey:
“Content is Key” but be warned – it’s not just about content… A recent study by IDG Market Fusion determined that in only 42% of cases, prospects received relevant content; that means 58% of the time the WRONG content is being shared. Marketing Sherpa also discovered that irrelevant or off-target information reduces your chance to win the business by as much as 45%. Keep it relevant!
Leveraging your Inside Sales Team for Lead Progression
Longer-term deals require time and attention in order to realize their full potential. Automated Lead Nurturing is great, however nothing beats an actual conversation! Leveraging inside sales for lead qualification will help ensure proper lead nurturing, and most importantly, pipeline acceleration are taking place.
Inside Sales is best suited to enable the Sales Team by qualifying and helping to ensure proper content is being provided. This will enable the field sales team to do what they do best, focus on closing deals. If history has shown us anything: That’s what they’ll do, regardless.
To learn more on the importance of lead progression, TSL Marketing recently released a free whitepaper, “The Payoffs of Lead Progression”. In this whitepaper you will learn how you can increase lead conversion rates by upwards of 44%.”