Latest from the Intellegentia Blog

A simple element of inbound marketing is lead capture or registration forms, which should be lovingly positioned on that carefully crafted landing page of yours. You've done the hard graft of developing some valued content, the campaign is waiting on the grid, and all you need now is the mechanism to capture all those juicy leads!

Well, we all know a poorly thought out landing page can significantly reduce your lead conversion ratio, and that also applies to each landing page registration form.

Lead Nurturing is a fundamental must-have for successful inbound marketing. Statistics show that only 56% of B2B organizations verify valid business leads before they are passed to Sales. (MarketingSherpa)

In the sales and marketing world, there are few issues that get more attention than at what point a lead becomes 'sales ready' and therefore be passed on to sales and when a lead should stay with marketing and be nurtured.

Gleanster Research estimates that 50% of leads who are qualified to buy are not ready to purchase immediately. If you call these leads up to try and hurry them along the buying process you will most likely lose them.  So what to do with those that are not ready to purchase immediately?  

Lead nurturing is all about understanding the nuances of your leads’ needs and providing them with relevant content at the right time. Getting these details right and being more scientific with your lead nurturing will help you to align your sales and marketing teams, make your sales teams happier as they receive better quality leads and improve ROI from your marketing efforts.

Take a look at some common lead nurturing mistakes to avoid:

As a B2B salesperson, generating leads as well as converting qualified leads into paying customers, is your top priority. As the starting point for the journey that many buyers take before they reach you, your website needs to be working to feed you the right leads.

Not having a good, optimised website is a sure-fire way of missing out on leads. But there are other, related aspects that have an impact too.

Here are 8 pitfalls to avoid when reviewing your lead conversion strategy:

Lead nurturing is essentially about handing leads over to sales at the right point - when the prospect is ready to buy.

Running a marketing campaign and pushing anyone you hear breathing over to sales is fraught with problems.  A successful sales person knows they should focus on qualified opportunities, so anything that's not at the ready to buy stage will inevitably be dropped.  That's not to say they would never be ready to buy, just that they aren't at this point in time.  Nonetheless, the result is that they may well never buy from your company.

Enable was established in 2000 to build custom software to meet specific business needs that off-the-shelf software cannot address.  Their work with companies like Procter & Gamble, Mitsubishi Electric, DHL and the BBC has been varied and largely bespoke in nature.

A couple of years ago, their work with a buying group and a building materials supplier unveiled a gap in the enterprise software market for those companies where rebate claims make up a significant proportion of their revenue.

As a result, the DealTrack Rebate Management System was born.

DealTrack is aimed at companies that have annual rebate claims in excess of £12.5m.  By preventing these companies from missing claims, DealTrack has been proven to add six figure sums to their net profit.

Intellegentia has been heavily involved in both the sales and marketing of DealTrack for over a year.  Here’s what we've done to drive significant revenue for this new software package: