Buy software is easy. Fixing lead generation is hard.

Guest post by: Jeff Ogden
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Making a Marketing Reality Check - By Jeff Ogden

By Jeff Ogden, President of the B2B Lead Generation consultancy, Find New Customers.

SaaS products like Marketo, Hubspot, Eloqua and the like are very, very easy to buy. Give them a credit card, they give you a login. Done. It can be done in minutes.

It's actually way too easy. But just like dieting, promises are easy - reality is something else. So things are too good to be true. There is no "wonder herb" in B2B marketing.

What does the purchase of software do toward fixing your company's problems with generating quality sales leads? Absolutely nothing!

The only way to REALLY fix your lead generation challenges is to do a lot of hard work - which we summarize in these 10 steps. Are you ready to do what it takes?

Craft deep buyer personas
Define your keywords
Agree on the common definition of a lead and identify key trigger events which drive decisions.
Map content to the buyer personas and buyer variables (using keywords)
Fill in the gaps with new content (using keywords)
Optimize the website, blog and social media based on keywords
Design lead nurturing campaigns in a Problem to Solution story-telling format using your content.
Using the agreed lead definition, agree on the behaviors and demographics that indicate buying propensity (lead scoring).
Create metrics to measure the effectiveness of your programs.
Deploy everything in your new software.

Notice that the real use for the software you bought is in Step 10?

Unless you are ready to invest in those 10 steps using internal and/or resources like Find New Customers, you will never really fix your sales leads problem.

Why don't you visit and download our free white paper, How to Find New Customers?

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Free PDF Download
Making a Marketing Reality Check - By Jeff Ogden

About the Author: Jeff Ogden

RSS for Jeff's articles - Visit Jeff's website
Global leader for General Electric for The Pedowitz Group. Also the host of the B2B marketing show, Marketing Made Simple TV. We help companies rapidly grow revenue by transforming the ways they attract, engage and win new customers.

With 8 out of 10 companies saying the lack of quality sales leads is their biggest problem, they need help. SiriusDecisions also found that fewer than 1 out of 10 companies that implement lead management software went beyond the basics. They need help.

We help companies implement world class lead generation programs. Companies need quality sales leads, so they need sales lead generation programs including social media marketing. They need to implement lead nurturing programs. We are considered one of the best leads generation companies in business today.
Click here to visit Jeff's website.

More from Jeff Ogden
How to Find New Customers
7 Keys to B2B Marketing Succes
Definitive Guide Making Quota
7 Keys to Lead Nurturing

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Buy software is easy. Fixing lead generation is hard.

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