An effective lead generation campaign is one that quantifiably drives top-quality prospects to the sales team, giving them the platform they need to generate the most sales possible and drive new revenue. But to understand your marketing’s true impact on generative revenue, you need to track the right data across both your department and the sales team. Are you using the right tools to evaluate and track leads and making the most of the information you collect?
For marketing to make the best possible impact on sales, integrating your marketing automation and CRM systems is key. Aligning these tools and tracking systems ensures that marketing and sales don’t cross wires, and instead create a seamless experience for each prospect throughout the buyer’s journey. Marketing automation programs like Act-On and HubSpot smoothly integrate with CRM programs such as Salesforce to organize and track leads.
To ensure this integration happens smoothly, it’s essential for the sales and marketing teams to communicate how they both qualify and organize leads. Ensuring both departments have the same definitions for an opportunity, qualified lead and closed lost lead goes a long way in promoting cohesion and clean data.
According to MarketingSherpa, organizations that use lead scoring report a 77 percent better ROI than those that do not. But to see the positive impact of lead scoring, your organization has to implement it well.
Effective lead scoring is a mark of successful marketing-sales communication. To improve your lead scoring and make it as impactful as possible, the marketing and sales teams need to work together to establish lead scoring criteria. Determine if your existing scoring system needs to be adjusted to better deliver qualified leads who will be receptive to a sales call at this point in their lifecycle.
If the leads currently moving to sales are not qualified, consider adjusting your lead scoring or raising the number at which leads are flagged for sales. If too few leads are moving to sales, work with the sales team to determine if it’s appropriate to adjust your scoring system in the other direction. This is also an indication that you may need to troubleshoot your campaign as a whole.
To differentiate your brand, you need to know what your competitors are saying in order to create a need in your industry. Take a look at your competitors’ content. Then, decide what your organization can best add to the conversation.
Is there an important aspect of your industry that no one is covering? If your organization has plenty to say on the issue, make it your content niche, and become the thought leadership expert in that area. Or, if your competitors are creating content about a particular topic but in a way that your organization feels is inaccurate or poorly-framed, create content that challenges what they have to say and reframes the issue as your organization sees it.
Want to learn more about how Movéo defines and drives sales activation? Take a closer look at our process.
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