Marketing Sherpa Study on Lead Generation

Posted on: April 9th, 2012 by benegourmet
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Marketing Sherpa is one of my “go to” resources for cutting edge info on lead generation.  Check out this recent article…

lead generation

In my most recent research project, the MarketingSherpa 2012 Executive Guide to Marketing Personnel, we identified key behavioral and motivational differences between marketing specialists. Much of what we learned applies beyond HR and can improve your lead nurturing and sales efforts.

The key to navigating your way to a sales-ready lead is navigating through individual personalities. When you apply the human touch, you must establish credibility and, essentially, establish and manage relationships with many different people at many different levels in an organization.

You must, as Brian Carroll put it, ripen some bananas

“Fully 95% of your leads are like harvested green bananas, and, off the top, your sales team needs only the other 5%, those that are ripe…

“Lead nurturing is all about having consistent and meaningful dialog with viable prospects regardless of their timing to buy.  It’s about building trusted relationships with the right people.  In the end, it’s the act of maintaining mind share and building solid relationships with economic buyers.  It’s not a salesperson calling up every few months to find out if a prospect is ‘ready to buy yet.’”

– Brian Carroll, Executive Director, Revenue Optimization, MECLABS

 

Lead nurturing based on personality

Below are some characteristics you will want to identify in your prospects as early as possible. They will improve your understanding of the people you’re contacting, and set a path for helping them “sell up” or move to the next stage in the buying process.

The person you are talking to in a lead’s organization might be:

1. Your champion
2. Your influencer
3. Your decision maker

As you communicate with each of these three levels, try to identify which of these characteristics are prominent in the person:

1. How assertive and controlling is the person? □ a little □ at times □ a lot
2. How strong of a communicator? □ a little □ at times □ a lot
3. How process-oriented, methodical? □ a little □ at times □ a lot
4. How analytical/detail-oriented? □ a little □ at times □ a lot
5. How objective/task-oriented? □ a little □ at times □ a lot
6. How subjective/free-flowing? □ a little □ at times □ a lot
7. How individualistic? □ a little □ at times □ a lot
8. How strong is his/her corporate attachment? □ a little □ at times □ a lot

Once you have communicated with your first contact or two, ask them about the decision maker so you can prepare them for the process of helping to achieve your mutual objective – putting Sales in touch with a decision maker ready to make a purchase.

…More at Lead Nurturing: Market to personality and behavior, not job title

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