Thanks Georges. We see too much content focused on selling instead of helping. And when you focus on the target audience, you often find yourself writing about things that may not be relevant to the context of your product. So it is a a balancing act!

Carlos, your point is so important. Many companies focus on Marketing automation or CRM systems before they have defined this process. The process is so muchy more important than the campaigns or the tools. Thanks for your comment.

Thanks for the post. I would submit to really get the most from any lead generation you need to develop a lead management process. This is the pipeline that you speak of in the post. I see a lot of companies that look to conduct lead generation i.e. top of the funnel activities but do not develop a holistic lead management process and see these leads decay or leak out of the funnel leading to potentially lost revenue.

Developing a lead management process that takes into account:
-data
-lead planning (as mentioned above)
-lead routing
-lead qualification
-lead nurturing
-metrics

Will allow organizations to see a vast improvement on ROI

Hi Carlos, I don’t disagree at all. The focus of the post was on Lead Generation ROI and the tremendous waste that often occurs in spending campaign dollars inefficiently in this area. Lead management and nurturing are certainly important to ensure there is proper conversion down the funnel. One important factor to consider here: what does sales call a lead and what do they want? Answering this question is key and then defining the best process to get them those leads can help in the lead management process.

I enjoy your posts and like the list for lead generation success, but would submit that shifting from lead generation to lead management is what is key for success. We view lead generation as top of the funnel activity while lead management manages every phase of the relationship i.e. engagement. To do this you need to develop a process based approach to your marketing and sales.

Curious as to your thoughts on this?

Barb, thanks for your comment and for the guidance on tools. There are so many great ones out there that there is just no excuse for skpping this step. Best, Michael

Gale, thanks for your comment. Really means a lot 😉

But thanks again Michael for your constant great posts!

Have a great day,
Barb

Thanks Kelly. I am so happy you enjoyed the post.

I had fun reading your post. Keep it up.