Quality Lead Generation: The Quantity versus Quality Debate - PowerPoint PPT Presentation

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Quality Lead Generation: The Quantity versus Quality Debate

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Although strategies, processes and practices exist for quality B2B sales lead generation, there’s no right answer that will apply to all companies. How you go about generating large quantities of quality leads will be specific to your business. This presentation entitled, "Quality Lead Generation: The Quantity versus Quality Debate" is presented by Larry Fleischman, Director of Marketing for Televerde, a leading B2B provider in sales pipeline development solutions. For more information on quality lead generation, visit the Televerde website at . – PowerPoint PPT presentation

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Title: Quality Lead Generation: The Quantity versus Quality Debate


1
Quality Lead Generation
  • The Quantity versus Quality Debate

2
Quality Lead Generation
  • When it comes to quality B2B sales lead
    generation, marketing and sales teams tend to
    focus on generating large quantities of
    opportunities. The more the better is often the
    philosophy. But, experience has taught us that
    isnt always the case. The ideal situation would
    be to have the best of both worlds lots of
    high-quality leads.

3
Quality Lead Generation
  • But, quality lead generation requires a
    significant investment. A cost trade-off often
    exists with degrees of lead quality. Highly
    qualified leads will include very detailed
    information about the opportunity, access to the
    decision-maker and the level of interest. On the
    other hand, an unqualified lead might be no more
    than a contacts name and phone number.

4
Quality Lead Generation
  • So, would it be better for you to have a high
    volume of names and phone numbers, or a smaller
    number of well-qualified sales leads with lots of
    details about the specific opportunities? It
    depends on your type of business. In many B2B
    scenarios, quality versus quantity is more
    beneficial. However, each company must identify
    their ideal prospect, then establish quality lead
    generation programs to reach them.

5
Quality Lead Generation
  • In addition, determining the best course of
    action for quality lead generation depends on
    your available budget. As you can expect, it
    costs more money to generate quality leads. You
    have to know your prospects well and communicate
    to them with well-targeted messages of interest.

6
Quality Lead Generation
  • The broadcast methodology casts a wide net
    across a large number of leads. These leads will
    have varying degrees of interest in the companys
    solutions. With a focus on quantity, broadcast
    techniques want to get the message out to as wide
    an audience as possible. Based on statistical
    sampling, some qualified prospects will rise to
    the surface.

7
Quality Lead Generation
  • An example might be a company setting up a booth
    in a high-traffic, public place like at a
    sporting event. They may give away t-shirts to
    thousands of passer-bys. But, when all is said
    and done, only a small number of these leads will
    be genuinely interested in the companys product.
    And, even fewer yet may culminate in a sale.

8
Quality Lead Generation
  • Focusing more on quality lead generation, the
    concentration methodology finds significant
    concentrations of qualified prospects. For
    example, a technology company may exhibit at a
    trade show. Since theyre involved in the
    related industry, the trade show attendees will
    be somewhat pre-qualified. When they visit the
    companys booth, the sales staff can qualify them
    further by collecting pertinent information.

9
Quality Lead Generation
  • A sound strategy for quality lead generation in
    many companies is to combine both broadcast and
    concentration methodologies. Companies should
    train their marketing and sales staffs to focus
    on their industry using a concentration approach
    to find qualified prospects. Then, they need to
    broadcast to all prospects within this
    concentration.

10
Quality Lead Generation
  • Although strategies, processes and practices
    exist for quality lead generation, theres no
    single right answer that will apply to all
    companies. How you go about generating leads
    will be specific to your business. You need to
    take into account your industry, company size,
    sales staff, market share, strengths, weaknesses
    and numerous other factors that will impact the
    direction you take. Evaluating lead generation
    options and aligning them with your company will
    help determine the best approach for securing
    qualified prospects.

11
About the Author
  • Larry Fleischman is Director of Marketing for
    Televerde, a leading B2B provider of sales
    pipeline development solutions. For more
    information about Quality Lead Generation, visit
    http//www.televerde.com/solutions/qualified-lead-
    generation today.
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