Archive for July 17th, 2009

Dealing with warm leads is tough. They are interested in your product or service but are not necessarily ready to do business with you – yet. It could be anywhere from 12 to 18 months down the road before you ever hear from them again, but once they contact you, they’re ready.

In order to keep a warm lead from going cold, it is important to nurture the lead by keeping your name in front of them. This could be in the form of product demos, educational podcasts, white papers, online RFQs, newsletters, etc. After the sales lead is generated, the challenge is nurturing that warm lead, and it seems that there might be something more effective than that old rolodex.

The Marion Group offers a program called TLC for Your ROI™ that allows for business-to-business sales lead tracking and lead capture for inbound calls and sales leads generated from your marketing campaigns through any media – print, online or broadcast. Furthermore, it allows you to determine your return on investment (ROI), and if that particular media outlet is generating sales leads for you.

Here is a simple example: If you place an ad in Magazine A, and it generates 38 sales leads in a month, and you place the same ad in the same position in Magazine B that has the same circulation as Magazine A, and only get 12 sales leads in a month, you can determine that you might be wasting your adverting dollar on Magazine B.

The database gives you an easy and efficient way to keep track of your leads, flag a lead as hot, warm, cold or if they became a customer and generate reports that show your campaign’s progress.

For more information on business sales lead tracking, feel free to contact us at info2@marion.com.