Why is the lead so important?
The need to differentiate ourselves from all the “noise” of our competitors and the search for new market niches means that our content and strategy must be different.
We have moved to a 2.0 environment where we must be found to foster relationships, trying to integrate all the channels within our reach with our own data, making decisions continually under study.
The abundance of information causes the diversity of sources to bombard us with information that we cannot always or want to internalize and therefore we must focus on generating attention in a few seconds. For this reason we must create attention for the authentic and different, forgetting about the past static methods.
The purchasing processes have changed, the user is already an expert in the product and in most cases goes to answer their questions in the last section of the purchase decision. We must be advisors and not sellers in every moment of the user experience.
We should include in our prospect the appearance of the Middle of the Funnel (MOFU) model, because many of our potential customers are not ready for purchase.
What are the foundations that support the theory?
They are mainly two and must ensure market strategies and customer retention working as a total integrated Lead Generation strategy.
What common metrics measure the quality of Leads?
We will highlight some of the most used metrics in Lead Generation that are usually directed at results measurement and planning strategies.
Marketing Percentage of Contribution to Sales Flow: The percentage of revenue in the sales portfolio (opportunities) that originated from marketing efforts
Number of Qualified Leads (Nurturing) – The amount of SQL sent to your sales teams
Cost per consultation: total cost of acquisition of Leads / total number of consultations
Cost per potential customer: Total campaign costs / number of potential customers.