Comments on: Marketing-for-Leads Guide: Step 4 – Define “qualified sales lead”

By: B2B Web Strategy Blog - eMagine » Marketing vs. Sales: Who “owns” a B2B’s leads?

Wed, 11 Nov 2009 19:02:27 +0000

[...] and examples of the likely characteristics of such a definition (e.g., Mac McIntosh’s Marketing-for-Leads Guide: Step 4); but what’s important is that the definition you agree on fits your market’s buying process [...]

By: Mac McIntosh

Mac McIntosh — Fri, 02 Jan 2009 18:55:49 +0000

Steven,

I think that the sales readiness of a lead can be determined both by the information they provide about their buying intentions, and by the actions they take online or off (i.e. visit website, download, visit tradeshow exhibit, attend webinar or seminar, complete and returne reply card, call, etc.).

Lead qualification scoring can address all of these.

-Mac

By: Steven Woods

Steven Woods — Wed, 31 Dec 2008 18:46:21 +0000

Mac, I enjoyed the post and I agree with your view of only handing off leads to sales that meet an agreed upon definition of quality. What we’ve seen though is that the best way to source much of the insights into whether a buyer is “interested” and/or “ready to buy” is to look at what they do (web activity) rather than what they say (form data), as it gives a more real perspective on their actual level of buying interest.

I’d be interested in your thoughts on whether you see that as more/less accurate way of scoring.

By: Mac McIntosh

Mac McIntosh — Wed, 17 Dec 2008 18:13:48 +0000

Dennis, I agree that virtual tradeshows can be a good way to generate and nurture B2B sales leads. Here's a post about virtual events I wrote a few months back. - Mac

By: Dennis Shiao

Dennis Shiao — Wed, 17 Dec 2008 17:34:32 +0000

Good stuff, Mac. Once sales and marketing has agreed on the definition of a qualified sales lead, I’ve found that virtual tradeshows are an efficient way to go find them. What do you think about virtual tradeshows for lead gen?