Resumo de Marketers Today - khetib abdelkrim

cessful lead generation model will rely on multiple KPIs to keep theprogram focused and effective?and to keep you from wasting timeand money on leads that just don?t matter. Spend some time determiningwhat your most important?and most actionable? KPIs willbe, understand the interaction between the KPIs, and then use thatinformation to help you prioritize your leads.Many online marketers spend considerable time qualifying andprioritizing leads, sometimes with mixed results. A tool, such asOmniture SiteCatalyst allows you to qualify prospects based on theirsite behaviors, and determine trends that identify best prospects forconversion. For example, if you know that 90% of all prospects thatvisit a certain page on your site will eventually convert to customer,it makes sense to cultivate those leads as a high priority and ensurethat communication with them is consistent and relevant. Conversely,if only 5% of visitors convert after downloading specific information,you may need to re-evaluate your offering, step up yourqualification process, limit ongoing contact, or perhaps do all three.Before you can begin segmenting and prioritizing your leads, youneed to find a method for generating a consistent stream of lowcost,high-quality leads. This requires an ongoing commitment totesting, tracking, and constantly refining to determine the mosteffective sources. For most B2B marketers today, the Internet iscritical. Just don?t count on getting all of your sales online, becausewhile the trend is definitely moving to online lead generation, mostsales (and a lot of relationship building) still take place offline. Infact, there are typically three phases to the decision/purchase cycle:phases of b b conversionDepending on your company and industry, your online efforts willprobably lead at least one phase, and influence the others. Thecycle is typically much longer than a consumer cycle?sometimesextending several months or more. Recognize that this cycle iscomplex, and that your prospects will require different actions,depending on what stage of the buying cycle they are currently in.Also, keep in mind that there may be many success events for yourwebsite, or for each prospect. A successful program will slot theseevents into your contact strategy with a defined, appropriate actionat each one.

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