Determine precisely what a qualified prospect is

[tonmoypramanik]

You most certainly send emails, you communicate on social networks and you publish content on your website. These Digital Marketing actions sometimes send you signals and generate a few contact requests that you pass on to salespeople.

And here's the problem: your salespeople, rather than thanking you for your work, question the quality of your prospects that they fail to convert into customers. On your side, as a marketing director, you are skeptical about the skills of the salespeople. CLASH!

I come across this situation very often when I talk to sales or marketing directors of B2B companies. And my conclusion is always the same: the sales director and the marketing director are both wrong!

The problem is not the lack of sales skills or the quality of your marketing department's work. It comes from the fact that the expectations of the two departments are not aligned. This is a real challenge for a B2B company since the typical profile of your ideal customer evolves at the same pace as your solutions.

To implement an effective B2B Inbound Marketing strategy and generate qualified leads, philippines email list the marketing and sales departments must agree on what a qualified prospect is. That's it.

Before embarking on the major maneuvers of B2B Inbound Marketing, take the time to work in collaboration with the sales department on the typical profile of a qualified prospect:

What type of company does he work for? What is his role? What problems does he encounter? How does he get information? What is his behavior throughout his purchasing process?

Determining all of these elements in agreement with the sales department will allow you to better select the leads that you will transmit to the sales representatives and therefore improve your customer conversion rate.



PREREQUISITE bis: define relevant common objectives
Now that you have precisely determined the typical profile of the qualified prospect, it is important that you define aligned marketing and sales objectives to implement the right B2B Inbound Marketing strategy.

Typically, the sales department's goals boil down to revenue volume and number of new customers signed.

For your B2B Inbound Marketing strategy to be effective, you need to translate business goals into marketing goals . To do this, I recommend that you consider the following:

Define the number of leads needed to sign the number of targeted customers;
Define the number of visits needed to generate these leads from your website;
From then on, you will know how many additional visits you need to attract to your website and therefore the actions to put in place to generate the volume of qualified prospects necessary to sign the number of new customers targeted.

Now you are ready to move on to B2B Inbound Marketing: here are the 4 steps to follow.