B2B Web Strategy Blog – eMagine

A handy checklist for successful B2B lead management

July 31st, 2009 Posted by: Bill Gadless

So much attention is devoted to online lead-generating mechanisms (SEO, PPC, etc.) that much less is given to the less glamorous activities involved in properly handling those leads, once acquired.  And in these recessionary times, leads are just much too precious to waste by mishandling them.

So along comes Mac McIntosh in his Sales Lead Report with a brief checklist of things you must take a hard look at and ensure they’re in good working order:

Fulfillment of requested information.  If it’s all-electronic, no problem;  if you provide a hard-copy/snail-mail option, your process can’t be too snail-like.
Lead database (CRM).  By now, most B2Bs have one;  less common is finding that it is fed promptly with new leads and updated by Marketing and Sales as a result of each nurturing “touch”.
Process for lead distribution to Sales, and a universally-agreed definition of a qualified lead.  Marketing/Sales coordination is where far too many B2Bs fall down, at the cost of wasted leadgen investment and morale in both functions.  Mac gives some success pointers in his piece, but much more guidance is available “out there” (e.g., this post – and many others – from Brian Carroll’s blog).
Nurturing program.  Probably you have one, but it may need a tune-up.  Do some testing to ensure that your email (messages and frequency), move-along offers and telemarketing are all working optimally.
Measurement.  Especially in tight times, it’s critical to report on how these programs are working.  You should know (at minimum) cost per lead, cost per qualified lead, and cost per sale;  which leadgen programs produce the highest ROI;  which nurturing techniques are working and which aren’t.

There’s no real rocket science here;  but it can be easy to forget that your lead pipeline is a chain, and any weak or missing link can negate all the good done in the other steps.

Entry Filed under: B2B Web Strategy,Lead generation