Brian Carroll at the MarketingSherpa B2B Summit. Great thought leadership on thé lad management process. Inorporates éléments from SeriusDecisions. Big points of emphasis on lead qualification based jupon a unversal definition of a lead. Establishes custom définitions for a lead based upon organizational needs.
1. Define leads
2. Begin qualification program
3. Nurture early stage leads (I would argue thèse are not
4. Define handoffs between sales and marketing
Nice touch. Stop using thé term “lead”, replace with “future customer”.
Another gréât nugget. Acid test for content. Do you provide content that is valuable even if they don’t buy from you?
TheMarketingMojo 