Demanding Views

Anneke Seeley has never been shy when the topic is sales. Back in the 1980’s she was employee number 12 at Oracle and set up the internal sales operation there. Now she is the CEO of Phone Works, a company that specializes in sales strategy and has authored a new book about Sales 2.0.

By Dennis Head, Principal eDemand Leads LLC

While I was working at Avaya, we had developed very effective lead metrics that allowed us to track the various lead sources from our marketing tactics.  We were able to compare the conversion rate of each source into a qualified enterprise lead through our telequalification process.  This conversion rate scorecard was reviewed weekly to determine the volume of various lead sources and the percentage of conversions. We consistently delivered leads that converted from Marketing Qualified Leads (MQL) to Sales Qualified Leads (SQL) in the 70% to 80% range.

 By Ardath Albee, Author of Marketing Interactions blog

Nurturing programs have many more applications than drip marketing campaigns to your house lead list and eNewsletters sent to your customers. A webinar requires a number of steps from pre-promotion to post-event follow-up. But, when's the last time you actually thought about them as a nurturing program?

The audience has to be aware you’re having a Webinar, decide it’s worth their time to attend, and be motivated to register. Once attendees are there, you want them to stay the entire time, and continue dialogue.