Read this excellent article how one Chief Marketing Officer at a Security Application firm managed to increase the quantity and quality of their leads by 12%." Twelve percent," I hear you say, "not bad, but hardly astounding." Until you realise that his b2b marketing budget for that same year, 2009, had been cut by 40%!
The key lesson I took from reading this article is that one must combine careful analysis of:
a) the volume of leads
b) the quality of leads for each marketing tactics, using some smart marketing automation tools. The key questions you must ask yourself are:
"Do I have a process and tools that allows me to genuinely measure the effectiveness of my marketing?" and secondly:
"Do I have marketing automation tools that allow me, with very little effort, to perform effective lead nurturing, sort out the wheat from the chaff and deliver qualified prospects ready to engage with the sales team?
Enjoy the article and let me know your thoughts! http://www.marketingsherpa.com/article.php?ident=31636