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Destination Pipeline: Navigate Lead Flow

March 1, 2018
Category: Blog Post

Navigate Lead FlowDestination Pipeline is where leads are maximized, new sales reps are productive and your Account-Based Marketing (ABM) programs make a difference. In this 5-part blog series we’ll explore key tactics that can help you achieve your pipeline goals in 2018.  

40% of inbound leads never receive any kind of follow up from sales. It’s a common challenge among technology marketers that typically stems from coverage issues, especially during peak lead times created by big tradeshows and successful content campaigns.

Michelle Reed, Chief Marketing Officer at SkillSurvey, illustrated it perfectly when she said, "Not all leads are created equal.” She elaborated,

“Our team creates a lot of content – eBooks, white papers, etc. – and we participate in a number of events. We get a great deal of interaction, but a chunk of it is from what many in marketing call ‘content grazers,’ people who are just interested in learning about the space. Many times these are students. We’re happy to have them consume and share content and join our webinars, but we don’t want to chase them if they’re not real buyers. We needed to quickly determine what was worth our focus-and then get in front of real prospects.”

Don’t look now, but tradeshow season is nearly in full swing while other lead generation campaigns are kicking into high gear.  Like rafting your way down unpredictable whitewater, navigating the peaks and valleys of inbound leads can be tricky.  When lead volume spikes, inside sales reps start cherry-picking, promising prospects don’t received any follow-up and leads get lost in the shuffle. It’s a scenario that frustrates marketers and robs sales of potential pipeline.

What can a marketer do?  Optimize coverage to maximize lead flow and increase sales productivity by allowing your inside team to focus only on ACTUAL BUYERS.

At BAO, we understand the process of qualifying a large volume of leads to *very quickly* identify those that are most likely to buy. With our Lead Qualification solution we act as an extension of your team to:

  • Conduct live phone conversations with your leads and quickly qualify or disqualify them based on their proclivity to purchase your solutions.
  • Deliver insights on program performance so you know which campaigns are giving you the best bang for your buck. 

It’s a solution that provides better-vetted leads to your sales team and ensures that they aren’t losing productivity calling tire-kickers.

Maximize your MQLs and make pipeline your destination in 2018. Fill out the form below to learn more.

Read all the articles in the Destination Pipeline blog series: Increase At-Bats  |  Eliminate the Competition | Hit the ABM Bullseye | Warm up the Mid-Market (coming soon)

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