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The Most Interesting Stat in B2B Lead Management What is one of the most interesting stats in B2B lead generation? Of the prospects you connect with (conversation, in-bound lead, meeting, event, other direct response)… …15% are ready to engage with you regarding your solution to their need …70% are a confirmed fit for your solution, but not yet ready to engage with you …15% are not a good fit and are disqualified. We use these percentages which are an average from research from Miller Heiman, Sirius Decisions and our own findings at Apollo. Given that, on average, 70% of the prospects you spend soooooooo much time and money for the 1st contact are not yet ready to engage with you, it begs the question, "What is your lead nurturing or lead management strategy?". Are you using an e-marketing solution or an automated marketing solution? If your firm does not have the resources or expertise to execute an effective lead management strategy, do you know of a good partner that can help you with lead management/nurturing services? An outsourced marketing partner? The good news is that there are plenty of options and some very affordable and effective game plans that you can execute to nurture these leads over time to convert them into your pipeline. Some of our client campaigns find that after 4-6 months, as much as 50% of their pipeline is being produced by their B2B lead management strategy. Beats finding out they are engaged with a competitor after 6 months because you gave up on them. That's a sinking feeling. Apollo's central hub for up-to-date B2B marketing, lead generation and nurturing information and best practices: http://blog.apollosmg.com Apollo Sales & Marketing Group http://www.apollosmg.com

Providing credentials is the 1st step for building trust with your target market. Click http://tinyurl.com/yd2plpb for other requirements.

Secret #1 to Auto-Pilot Marketing: "Unique Value Proposition." Visit http://tinyurl.com/yloj2m8 to read more.

Relate to the Audience (specifically)! At first glance, this may seem a lot like "Be Crystal Clear" or "Aim at the Right Target with the Right Message" or even "Provide Proof Points" and it most certainly is in the fact that all of these Secrets work together to create killer B2B marketing messaging for your Lead Generation and Lead Nurturing campaigns. So, specifically what do we mean here? We mean, when in Rome, do as the Romans do. More specifically, if you are marketing to Law Firms, use relevant messaging for law firms. Use client quotes or case studies from law firm customers. State pains and challenges that they would relate to. Bad Example: "We specialize in working with companies large and small to streamline their document management processes, saving them up to 30% in costs." Better Example: "We work with small to medium sized law firms helping them save up to 30% in document management while virtually eliminating the headaches associated with file document control and eDiscovery." The second example has references to the audience and the specific environment the law forms live in each day. It takes time to get these messages tuned for each of the vertical markets you serve and for each of the audiences in each market. If your company is working hard to figure out how to improve SEO lead conversion, this is one of those areas to focus on. I'm reminded of the old fitness club TV advertisement where the model was finished working out and said into the camera, "Let's face it, if a great body came in a bottle, everyone would have one." It is the same with great, impactful marketing messaging. You have to work at it over time, testing and measuring; tweaking and adjusting until you get it right. Then, you set it on auto-pilot and count the leads.

Multi-channel Marketing! Simple put, communicate with your prospect in multiple ways - direct (phone, email, direct mail, events, networking); indirect (website, blog, PR, SEO/SEM) and partners (resellers, referrals, endorsers). There are two levels of multi-channel marketing in B2B lead generation, one is across the main major channels, direct, indirect and partner and the other is within each channel with utilizing multiple communication methods and, in the case of partners, lead sources. As an example, let's take the direct channel. If your lead generation program is only teleprospecting/telemarketing and the networking you do, you are failing to reach a large percentage of your audience. Studies continually show that people respond to B2B marketing differently. Some answer their phone regularly, but will never respond to emails. Others never pick up the phone, have effective screeners, but will read and respond to much of their email. This higher up in an organization you go, you'll find that executives like to network with their peers at events. Therefore, when you are working hard to deliver your finely tuned, very specific marketing message to the right target at the right time with a great unique value proposition and a fantastic call to action, all communicated in a relative manner to their industry and their role within the company - - DON'T WASTE IT BY NOT COMMUNICATING THROUGH MULTIPLE CHANNELS AND COMMUNICATION METHODS. As for indirect and partner channels, ensure that your message flows consistently throughout and is clear for all audiences. If this task seems just a bit too much to handle or manage with your current resources, there are many fine business marketing services and marketing consulting firms out there to help you along.

Target Booster Having trouble connecting with the decision makers at target companies? Get the meeting you want in front of your prospect's best decision makers. Many times sales people are able to get meetings with mid-level managers or overlay organizations with a company such as IT, but they are blocked from connecting with the decision makers, business users and executives that would approve their solution. Even if they are not actually blocked from having that executive meeting, have they really earned it? Do they know enough about an organization to be able to articulate that company's challenge and how their solution would apply? This program is designed to specifically target the hard to reach executive decision maker to grab their attention with relevant, intelligent communications based off of information gathered in the Intelligence Booster campaign. If you are interested in more, visit their website. Apollo's central hub for up-to-date B2B marketing, lead generation and nurturing information and best practices: http://blog.apollosmg.com Apollo Sales & Marketing Group http://www.apollosmg.com