Lead Generation Guide for B2B Marketers

Lead Qualification Framework by Eric Schwartzman

If you’re preparing to climb the revenue growth mountain, the length of your ascent will depend largely on who you’re selling to and where you’re starting out from.

If your sales team in focused on a target audience, you’re going to want to give your reps an easy, repeatable way to personalize and tailor sales decks, case studies and follow up emails so they’re relevant to their prospects.

If you’re dealing with an unlimited market of potential leads, you’re going to want to provide a seamless customer experience so your customers to move seamlessly through the funnel from marketing, to sales to customer care.

Either way, you’re going to need the right tools for your climb, which means you need to the right lead generation strategies and lead generation tactics.

If you’ve already got email marketing, search engine visibility, marketing and sales automation up and running, and a customer support ticket system in place, congratulations. You’re in the foothills.

Once you’ve got enough repetition to aggregate data with some degree of statistical relevance, you can focus on benchmarking lead capture, lead qualification and lead conversion performance.

As you reach mid elevation and start to come out of the forrest to the top of the tree line, you can start to drive your sales planning and forecasting against the actual data you’re collecting on the percentage of potential customers using your product or service.

If your lead quality is better, but your results are still inconsistent. Perhaps sales blames marketing for lousy leads. Or marketing blames sales for being impatient and failing to build relationships.

At this point, progressive organizations think about getting themselves a sherpa to align sales and marketing against common KPIs.

Conduct a lead acquisition diagnostic with marketing, a customer acquisition diagnostic with sales and facilitate lead qualification alignment workshop to bring both teams together.

Once lead qualification responsibilities are shared between sales and marketing — which may be easier to achieve at the campaign level — you’ve reached the alpine.

You’re generating and qualifying leads consistently and repeatably. You can see the snow line.

Now’s the time to work fortify customer care workflows and optimize automation to relieve marketing, sales and service of as many manual tasks as possible.

Drive those stakes firmly into the mountain, link up the Karabiners with a length of sown cord. You’re up past the vegetation layer now, moving onto the ice cap.

The summit is in reach.

We’ve arrived at a place where lead scores are reliable and prospects move predictably though the sales funnel without any surprises.

You’ve nailed the lead qualification process and are surrounded with a surplus of prospective new customers who are ready to buy.

Audit your customer acquisition channels, lower your cost per lead and kill whatever isn’t working without prejudice. Are leads coming in through a certain blog post or white paper? Are building a high quality email list? Is there a certain piece of content outperforming the others?

Test so you can scale back your spend to just the channels that are working and optimize your deal flow to a level your reps can handle.

Now’s the time to start using artificial intelligence to analyze sales calls and share the secrets of the closers with the rest of the team.

You’re ready to scale. So rather than build a temple from which to share eternal wisdom (although you can do that too), it’s time to staff up and grow.

The important thing is to know where you are on the mountain before you start, so you can progress upwards logically without wasting time and energy by attempting to run before you can walk.

Similarly, it’s going to be tough to increase the lifetime value of a customer if your customer success team don’t have the right tools in place to drive utilization.

Nailing a lead qualification sequence that works for your company is process-oriented, just like climbing a mountain with a base, a slope and a summit.

Awesome climb. Thanks for joining me.

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