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Three Ways to Transform Your Leads Into Sales

March 10, 2011  

Does your business spend time and money generating leads that languish neglected in a pipeline? "The industry wide statistic of 70% of leads never receiving effective sales follow-up is astounding," writes Maria Pergolino at Marketo. "With the mass amount of resources devoted to lead generation, the act of following up on leads has to be improved to experience growth in conversion rates."

To achieve maximum ROI on your lead-generation programs, she offers this three-point strategy:

Make contact as soon as possible. If you wait too long, leads might forget who you are—or, worse, assume you don't think they're worth your time. Pergolino recommends the assistance of automated software to efficiently score each lead. "[A]utomation targets prospects based on demographics, activity history and online behavioral triggers allowing your sales team to follow up on the highest-potential leads first, while allowing marketing to nurture the rest," she explains.

Keep in regular contact with leads. Don't send an email, however, unless it has content they'll consider relevant. "Send pertinent messages related to where your prospect is in the buying cycle," she says, "[and offer] information to help move them from one stage to the next."

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  • by Arvind Sehtia Thu Mar 10, 2011 via web

    Great tips. It is very important to create and maintain the human touch to best leverage the marketing automation software investments. Phone calls to prospects create that warm connection. Call in to discuss, qualify or just say hello. Your own sales people are the best people to make that connection. If you do not have enough resources, consider outsourcing your inside sales, lead qualification, appointment setting needs. If you need help finding a reliable company that can help you with these tasks, please contact

  • by Ravinder Singh Tue Apr 5, 2011 via web

    We were in problem too and used for handholding, indeed it was great experience!

  • by Daryl Lim Mon Aug 22, 2011 via web

    This process has worked for my technology clients. Try it...

    Step 1: Ensure that Sales agree to the qualification criteria
    Step 2: Generate leads and provide call recordings together with reports
    Step 3: Follow up with prospects to gather feedback regarding the meeting (and to find out if it happened at all)

    Email me at if you are keen to learn more or visit - we help develop new business in apac.

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