Event Details

24 May 2017

May 24 – Laurie Beasley – Why It Takes 7-13 Touches to Generate a Qualified Sales Lead Today

Demand generation for complex sales with high lifetime revenue values have significant competition at every turn. In most cases, multiple companies are aggressively seeking an opportunity to stage a sales effort for these high-value deals. In some cases, prospects are unwilling to disclose the needed information, making the opportunities hard to uncover. In other cases, prospects may be unaware they even have a need, or shy away from engaging in the sales process until late in the buying process after doing online research. However, to get a leg up on the competition, most B2B selling firms still want to be involved in shaping or influencing the buyers’ specs where there are real opportunities.

After years of tracking metrics and diagnosing lead-to-sales funnels for more than 100 firms, we have determined that it can easily take seven to 13-plus touches to deliver a fully qualified B2B lead to the Sales department. We have also seen that this continues to perplex many a marketer. Rarely can anyone get away with only one (or even a few) communications efforts to fully profile and score a sales-ready lead. The good news: there are some things that can help you shorten the sales-lead generation and qualification process, and we will outline them in this session.  We will also burst a few myths along the way as we speak frankly and have front line campaign metrics and research to back our findings.

Mark Your Calendar Now!

24 May 2017

College of San Mateo, 1700 W Hillsdale Blvd - College Heights Room San Mateo, CA 94402 [Google Map]



LAURIE B. BEASLEY is co-founder and president of Beasley Direct Marketing, Inc., a Silicon Valley direct marketing agency that has managed search, email, online, and demand generation campaigns for nearly a hundred companies. Ms. Beasley serves as President of the Direct Marketing Association of Northern California. She manages the eMarketing Roundtable for the BMA Northern California. She is also an instructor of online marketing at UC Berkeley Extension and teaches for the Online Marketing Institute. Laurie frequently speaks on online marketing and demand generation topics for marketing organizations, including the DMA, BMA, AMA, Tech Council, and for the Online Marketing Summit.



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