The Definitive Guide to Lead Generation

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CHAPTER TEN: TELEPHONE-BASED LEAD GENERATION
CHAPTER TEN: TELEPHONE-BASED LEAD GENERATION INSIDE SALES TEAMS Telesales, or inside sales reps, can be a big contributor to successful lead generation. Your sales team qualifies your leads and adds a personal touch. An important distinction here— telephone-based lead generation isn’t the same as telemarketing. Telesales provides the human interaction needed to turn your marketing leads into opportunities and sales. Lead Qualification with Inside Sales Inside sales teams (at Marketo, we call them Sales Development Reps, or SDRs) have one focus: to pass the baton from marketing to sales. Our SDRs review, contact, and qualify marketing-generated leads and deliver them to Sales Account Executives (or AEs). This ensures that every single lead marketing passes to your sales team is as qualified as possible. Your inside sales reps should offer every lead value, making a positive impression, creating future demand, and becoming trusted advisors. “The most successful lead generation/lead management programs have dedicated phone resources whose sole job in life is to take raw inquiries and qualify them before they are sent directly to sales.” – Craig Rosenberg, The Funnelholic Blog Insidesales.com’s 7 Rules to Increase Contact Ratios 1. Call back as fast as you can! A lead that is contacted within five minutes, compared to one contacted after 30 minutes, has a 100x higher contact rate. 2. Be persistent. If you call once, you’ll earn 37% of a lead’s potential value, two phone calls will earn you 61%, and six phone calls will get you 90%. 3. Optimize calls. Ask your lead when the best time to contact them is. You can do this by putting a field in a form. 4. Time of day matters. It has been said that the best time to call a lead is between 8am and 9am or between 4pm and 5pm. Make sure your reps are available at this time. 5. Day of the week matters too. Studies show that Tuesday and Thursday are the best calling days. Use sales tracking tools to determine what works best for your audience. 6. You need a direct dial line. You don’t want to deal with gatekeepers. Consider including a form that asks for this information. 7. Get the right technology. Whether it’s a marketing automation tool to help you manage your leads, or a caller ID tool like LocalPresence, technology helps. 115
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TABLE OF CONTENTS 03 04 07 11 19 20
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CHAPTER ONE: WHAT IS LEAD GENERATIO
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CHAPTER ONE: WHAT IS LEAD GENERATIO
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CHAPTER TWO: HOW HAS LEAD GENERATIO
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CHAPTER TWO: HOW HAS LEAD GENERATIO
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CHAPTER THREE: DEFINING A LEAD WHAT
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CHAPTER THREE: DEFINING A LEAD WHAT
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ASK THE EXPERTS: WHAT IS A LEAD? Q&
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CHAPTER THREE: DEFINING A LEAD MAPP
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CHAPTER FOUR: CONTENT MARKETING
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CHAPTER FOUR: CONTENT MARKETING WHY
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ASK THE EXPERTS: CONTENT MARKETING
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CHAPTER FOUR: CONTENT MARKETING THE
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CHAPTER FOUR: CONTENT MARKETING VIS
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CHAPTER FOUR: CONTENT MARKETING COM
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CHAPTER FIVE: WEBSITE AND SEO WEBSI
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CHAPTER FIVE: WEBSITE AND SEO CHECK
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CHAPTER FIVE: WEBSITE AND SEO SEARC
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CHAPTER FIVE: WEBSITE AND SEO AUTHE
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CHAPTER FIVE: WEBSITE AND SEO KEYWO
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CHAPTER FIVE: WEBSITE AND SEO ON-PA
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CHAPTER FIVE: WEBSITE AND SEO THE P
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CHAPTER SIX: LANDING PAGES
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CHAPTER SIX: LANDING PAGES LANDING
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CHAPTER SIX: LANDING PAGES LANDING
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CHAPTER SEVEN: SOCIAL MEDIA AND LEA
Page 64 and 65: CHAPTER SEVEN: SOCIAL MEDIA AND LEA
Page 80 and 81: ASK THE EXPERTS: SOCIAL MEDIA AND L
Page 82 and 83: ASK THE EXPERTS: SOCIAL MEDIA AND L
Page 84 and 85: CHAPTER EIGHT: EMAIL MARKETING MAIN
Page 86 and 87: CHAPTER EIGHT: EMAIL MARKETING EMAI
Page 88 and 89: CHAPTER EIGHT: EMAIL MARKETING EMAI
Page 90 and 91: ASK THE EXPERTS: EMAIL MARKETING RO
Page 92 and 93: CHAPTER EIGHT: EMAIL MARKETING PAID
Page 94 and 95: CHAPTER NINE: PAID PROGRAMS
Page 96 and 97: CHAPTER NINE: PAID PROGRAMS PAY-PER
Page 102 and 103: CHAPTER NINE: PAID PROGRAMS CONTENT
Page 104 and 105: CHAPTER NINE: PAID PROGRAMS DIRECT
Page 106 and 107: CHAPTER NINE: PAID PROGRAMS DIRECT
Page 108 and 109: CHAPTER NINE: PAID PROGRAMS EVENTS
Page 110 and 111: CHAPTER NINE: PAID PROGRAMS EVENTS
Page 112 and 113: CHAPTER NINE: PAID PROGRAMS EVENT P
Page 116 and 117: CHAPTER TEN: TELEPHONE-BASED LEAD G
Page 118 and 119: CHAPTER TEN: TELEPHONE-BASED LEAD G
Page 120 and 121: CHAPTER ELEVEN: MIDDLE-OF-FUNNEL LE
Page 132 and 133: PART THREE: OPTIMIZE AND MEASURE YO
Page 134 and 135: CHAPTER TWELVE: TESTING AND OPTIMIZ
Page 140 and 141: CHAPTER THIRTEEN: METRICS
Page 142 and 143: CHAPTER THIRTEEN: METRICS METRICS P
Page 144 and 145: CHAPTER THIRTEEN: METRICS OPPORTUNI
Page 146 and 147: CHAPTER THIRTEEN: METRICS FIRST-TOU
Page 148 and 149: CHAPTER THIRTEEN: METRICS MARKETING
Page 150 and 151: CHAPTER THIRTEEN: METRICS FOCUS ON
Page 152 and 153: CHAPTER FOURTEEN: LEAD GENERATION T
Page 154 and 155: CHAPTER FOURTEEN: LEAD GENERATION T
Page 156 and 157: CONCLUSION LEAD THE WAY! We know th
Page 158 and 159: APPENDIX Marketing Automation PPC S
Page 160: DG2LG-01142014 © 2014 Marketo, Inc
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The Definitive Guide to Lead Generation

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