Historically marketing departments, especially in the lead-driven B2B sector, have been measured on the sheer quantity of leads produced. Well, no offense to marketers everywhere (hey, I’m one myself), but we all know that it isn’t too hard to generate massive amounts of lead through something like a cost-per-lead vendor. What is much harder is producing quality leads.
Even though bringing in quality leads is a much more daunting task, I encourage everyone to shift their focus – and their measurable marketing goals – in this direction. It may take you a while to experiment, get a feel for the right channels and set benchmarks, but your return on investment will be worth it. With marketing automation, it is getting a lot easier to track ROI on all of your individual marketing efforts, from email campaigns to third party sponsorships to Adwords. You can still easily access the familiar old number of how many leads you’re generating but you can also track opportunities created to start determining which channels produce the most qualified leads.
By passing your leads through a system like Prospect Insight, instead of directly in to your CRM, you’re also making life easier for your sales reps and encouraging a positive partnership between marketing and sales. They will no longer have to sort through the noise to find the good leads, as they may have with high-volume, low-quality campaigns. Instead, they get the cream of the crop, neatly organized by score and grade and ready for a follow-up call.
Implementing a marketing automation system may have only been the first step on the journey to a more sophisticated marketing department that visibly contributes to the bottom line. Once you’ve developed a basic comfort level with Prospect Insight, take the time to align your organization’s goals to reflect your new capabilities and help your department shine.