When organizations examine
the process they use to obtain qualified leads, most learn that
they expend a great deal of activity – time, money, and resources
– but generally fail to achieve the hoped-for return. Demand
creation and appointment setting programs typically produce an abundance
of inbound calls, contact names, and various lists, which are then
passed through a black hole to the sales database, where they remain
indefinitely. There are many reasons for the gaps between sales
and marketing. None is more costly to your company than spending
marketing dollars generating what appear to be “qualified
leads” but are not really good prospects at all, like those
generated by popular programs like appointment setting.
Avoiding Appointment Setting and Other Shortcuts
“Qualified Leads, Appointment Setting and Grandfalloons”
provides recommendations on obtaining the deals you have been after,
while avoiding the temptation of using shortcuts that in the end
fail to deliver real leads. The process of identifying good, solid
leads is one of the most important to your business. That’s
why using well-intentioned but faulty techniques, such as setting
objectives based on the number and cost of each lead, or creating
leads by appearance only through appointment setting, usually fall
short. Instead, we offer proven recommendations that are certain
to help your organization move forward in generating qualified leads
– not phantom prospects.
Click here to download the
entire article and learn how to obtain qualified leads as well as
how to avoid the tempting shortcuts that can’t deliver ready-buyer
opportunities.
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