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B2B White Papers on Lead Generation and Lead Management
PipeAlign provides the following white papers on these key lead-related topics:
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Seven Key Practices for Closing the Loop. This paper provides guidance on associating revenue with leads and increasing closing ratios and political support in sales.
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A Practical Guide to Digital Dialogue.
This paper provides a road map for implementing a scalable Digital Dialogue capability to Generate Demand and to Educate and Qualify Prospective Business Buyers.
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Critical Success Factors in B2B Telemarketing. B2B telemarketing should function as a bridge between sales and marketing and represents one of the most valuable methods of contact in the marketing arsenal. This paper provides guidance on essential management and operational B2B practices.
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The Financial Case for an Enterprise-Wide Demand Generation
and Lead Management Strategy
This paper will help you understand the potential cost of over-reliance on scarce sales resources to prospect and nurture opportunities and the benefit of using lower-cost, more scalable resources to improve go-to-market ROI.
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Five Reasons Digital Dialogue Will Change B2B Forever. Digital Dialogue increases sales productivity by replicating through personalized and relevant email and the web some of the information flow between sales representatives and prospects.
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Benchmarking Your Go-to-Market Efficiency. This exercise will help you understand the ROI dependencies between sales, marketing, and post-sales operations.
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How to Gain Executive Sponsorship for Key Go-to-Market Initiatives. Do you want a bigger budget and, possibly, an expanded charter? This paper provides insights into practical and proven techniques for achieving these objectives.
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Seven Key Practices for Closing the Loop
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This paper provides guidance on associating revenue with leads and increasing closing ratios and political support in sales:
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The underlying reasons B2B companies cannot close the loop; |
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The importance of information standards and sales and marketing collaboration in the deployment of lead assignment / lead tracking software; |
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The use of professional telemarketing follow-up to improve lead quality, lead follow-up, and political support from the sales organization; |
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The need for a centralized set of lead-related processes; and |
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The use of feedback event triggers to improve and scale lead tracking. |
Following the proven practices in this paper will ensure that your company not only closes the loop but also increases the yield from lead generation and lead management investments.
Benchmarking Your Go-to-Market Efficiency
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This exercise will help you understand the ROI dependencies between sales, marketing, and post-sales operations. The interactive PDF includes a perspective into several go-to-market financial issues and helps you answer the following types of questions: |
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How much revenue capacity do your direct and indirect sales channels lose when prospecting for new business? |
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What percentage of your revenue target should result from leads from marketing? |
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How much of your revenue target should you be generating from leads from post-sales operations? |
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What yield should you receive from your current pool of inquiries? |
This exercise requires you to enter summary information about your revenues, lead generation investments, and sales channels. The model then applies various industry benchmarks to your numbers to give you a perspective on what is possible.
Five Reasons Digital Dialogue Will Change B2B Forever
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Digital Dialogue increases sales productivity by replicating through personalized and relevant email and the web some of the information flow between sales representatives and prospects. Learn how to integrate Digital Dialogue into traditional sales and marketing communications: |
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The growing importance of relevance in marketing communications; |
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The use of business buying behavior to model web-based communications; |
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The challenges of organizational fragmentation and duplication of effort on efficient communications with the market; and |
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The importance of aligning buying potential and buying probability with follow-up communications. |
Digital Dialogue improves scalability in sales and marketing and is changing the way B2B companies generate demand and qualify and educate prospects.
Critical Success Factors in B2B Telemarketing
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When executed properly, telemarketing represents one of the most compelling investments in the B2B arsenal. Done well, this function can improve closing ratios on leads, increase the size of the average deal, and enhance penetration of large accounts:
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Which metrics matter, both for measuring telemarketing efficiency and the interdependencies of telemarketing with other parts of marketing and with sales? |
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What are the guidelines for investing in telemarketing for prospecting, inquiry follow-up, and networking? |
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To reduce duplication of effort, what policies should the company adopt regarding the use of telemarketing in sales, marketing, and post-sales? |
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How does the telemarketing operation need to integrate with other parts of the company and what support is required? |
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What are the key areas of technology to consider in the B2B telemarketing operation? |
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What are the key considerations for staffing a telemarketing operation? |
Telemarketing is a complex and evolving function. This paper will provide insight into the most essential areas for a successful operation.
The Financial Case for an Enterprise-Wide Demand Generation and Lead Management Strategy
A compelling yardstick exists to help B2B companies assess and improve go-to-market efficiency. That yardstick is the Business Buying Cycle, a highly predictable—and therefore leverageable—market behavior. By looking at resource allocation and effectiveness against this fundamental business buying behavior, B2B companies can make significant improvements in go-to-market efficiencies.
In fact, the less effective marketing investments are, the more the sales organization must use precious sales capacity to generate demand and manage opportunities early in the buying cycle, an invariable teeter-totter affect.
This paper asks questions every B2B company needs to know and why those questions matter. |
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A Practical Guide to Digital Dialogue
This paper provides a road map for implementing a scalable Digital Dialogue capability to generate demand and to educate and qualify prospective business buyers: |
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Guidance on content development and classification |
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Key marketing information issues |
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Critical areas of automation |
The benefits include improvements in the conversion rates of inquires into sales, the size of the average order, customer decision timelines, and combined sales and marketing expense-to-revenue ratio. The return on investment should be at least twenty-to-one within twelve to eighteen months, depending on the buying cycle for your solution area.
The Considered Purchase:
Message and Offer Alignment with Organizational Buying Behavior
This paper provides practical insight into organizational buying behavior and making messaging and calls-to-action more customer-centric. |
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Tailoring content and calls-to-action to market segments and communities of interest; |
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Developing content and calls-to-action for the depth of interest and awareness in a particular product or service; |
The benefit of this approach includes improving go-to-market by more cost effectively generating demand and educating prospects more deeply before sales involvement.
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