Lead and Demand partners

I think there are several characteristics that you should look for in a partner and I am just finishing up a blog piece on the needed skill set in B2B marketing. I think the things to understand in a partner at a high level are as follows:

- An understanding and willingness to work with sales. Make sure this partner understands the unique perspective that sales has of your buyer and involves them in the process

- A process based approach to marketing. Good marketing demands a solid business process that starts with the data and goes all the way through metrics.

- A partner that knows and has experience in direct marketing. What I mean by this is a partner that understands it is about buyer engagement which is a two-way communication. To many focus on getting the response into the system so we can keep talking to the buyer. Good direct marketers listen as much if not more than they speak

- Understands the role of technology as an enabler. Technology is not the sole answer to the issues of today's B2B marketing organization. Technology has a place but without the right people, content and process it can actually automate chaos and exacerbate a marketing teams challenges.

- Is metrics driven. Good marketers market by the numbers and use metrics to determine success and focus on quality vs. quantity. Metrics should drive the planning process and also closely tracked back to revenue

Overall I would encourage you to focus on your lead management strategy (managing every phase of the buyer journey/sales funnel). By developing a lead management process you ensure every phase is managed through to developing a long-time loyal customer relationship. Demand/Lead Generation is simply filling the top of the funnel and generating responses which will not yield the return that a solid lead management process will.

Carlos Hidalgo
The Annuitas Groups
www.annuitasgroup.com

Ilsie,

This is a great question. In today's Economy it is Critical that your Budget for Lead Generation is not being wasted on a Company using a "Directory of Names" that they have been churning through sense 2009.

This includes Many of the online Databases that are being Utilized by 90% of the Lead Generation Market.

It really comes down to just a Couple of Issues, Ask yourself this question. Who knows my business better than me - and what does a perfect lead (or prospect) look like? Where have I had the most success and how did that successful Sale start out?

I am a big supporter of Lead Generation Companies - having used 3 or 4 myself in the past. However, use a strict vetting process by asking potential Companies the tough questions up front.

1, Tell me what "real" experience you have in my Market Place?
2. Tell me what you see as a Perfect Lead for my Business (i.e. Size, Revenue, What level are you calling at on the Organizational Chart, What do you see as my Business Drivers, etc.,)
3. How & Where do you get "Your Contact List From?"
4. Will I have a dedicated person from your Company that I can hold responsible for Results?
5. Are you currently generating Leads for Companies like Mine? If yes, who gets the best leads and/or do you give the same lead to each of us? If no, what makes you qualified?

In the end - Lead Generation is costly regardless of what method you choose. I will leave you with this thought.

Could you hire and train 1 or 2 people internally for the same cost as going outside? There are many Professional Telemarketers that can be hired on a contract + incentive basis.

Good Luck!!

Rex Porter