Maximize Investments

Optimize Cost Per Lead Metrics

Realize Buyers Need More Nurturing

Convert More Leads To Customers

Use Content & Context To Help Close Deals

Track Number Of Leads Converting

Present Buyers With

Relevant Content At

Key Points

Feed Sales

The Right Resources

Companies are making large investments in acquiring leads, and it is the job of the marketing and sales teams to ensure that those investments bear fruit. Sales and marketing must work in tandem to optimize lead conversion and accelerate

the sales cycle. Here’s how they can connect the dots:

The cost of a lead can range anywhere between $25 all the way up to $5,000 in some industries.

Whether a lead comes from a trade show, a pay-per-click campaign or an outbound

call campaign, it is critical to add intelligence behind the lead at key

stages in the buying cycle in order to increase conversion

to opportunities and closed deals.

According to the B2B Lead Generation Marketing Trends 2013 report, which surveyed members in the B2B Technology Marketing Community on LinkedIn, cost per lead is the top metric used to measure marketing ROI, with nearly 60% of respondents reporting cost per lead as the top measurement used to calculate ROI.

A recent survey by SAVO revealed that one third of businesses send at least 50% of their prospect leads back into their sales system for more nurturing versus converting them into an opportunity.

Companies that connect the dots between lead conversion and sales acceleration can get closer to the 21% sales conversion rates experienced by some of today’s top marketers.

High-performing reps require persona knowledge and assets, as well as tools that help them customize their interactions with prospects. They need content that does more than describe the product — content must align to the sales process.

According to the B2B Lead Generation Marketing Trends 2013 report, most marketers report

that only 5% to 10% of qualified leads convert to customers. One quarter

of marketers do not know their conversion rates.

When asked what marketing tactics are most effective, nearly

60% of the respondents pointed to compelling

content at each stage of the buying cycle,

according to the B2B Lead Generation

Marketing Trends 2013 report.

Progressive B2B organizations are aligning the sales and marketing teams to help boost conversion rates, accelerate leads and differentiate their offerings. By equipping sales with the right resources — content, collateral and coaching — marketing can maximize lead conversion and ensure prospects become customers.

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Sources: SiriusDecisions, B2B Lead Generation Marketing Trends 2013 report by Holger Schulze, MarketingSherpa, SAVO

12

34

5

$25

$1,700

$2,500

$5,500

$1,000

60%

50%

21%

Connecting The Dots From First Contact

to Conversion