Do you know where your B2B leads are?
April 17th, 2008 posted by Joe SchubertSales leads are the life blood of your company. That’s a fact. Unfortunately, it’s also a fact that B2B leads are expensive.
What’s does a qualified B2B lead cost you? $100? $500? $1000? More? Yet B2B companies often quickly lose track of their leads. Sales wants HOT leads. HOT leads represent the low-hanging fruit…companies that want to buy NOW.
However, lead tracking research shows that only 20 percent of your leads are HOT leads. What about the other 80 percent? Half of this group will be buyers in three to nine months. At most companies they get filed away in the prospect database – which is really a mausoleum where not-so-hot prospects get buried alive.
A nurturing campaign can help keep these leads alive until they become HOT, usually at a much lower cost than finding new leads. Result: Treated right, a prospect database is an incubator for buyers, not a mausoleum.