Systems supporting demand generation.
WHAT THEY DO
Capture enquiries Send communication based on behaviour Score leads by engagement Hand qualified leads to sales Measure what generates results
WHAT LEAD SCORING IS
Ranking by likelihood of being worth pursuing.
WHAT IT USES
Fit with your ideal customer Engagement with your material
WHY BOTH
Engagement without fit wastes sales time; fit without engagement is not yet ready.
WHAT NURTURING IS
Sustained communication until a prospect is ready.
WHAT MAKES IT WORK
Content that is useful rather than promotional Timing matched to interest Easy exit
WHAT MAKES IT FAIL
Frequency that irritates Content that is entirely about you No relevance to the recipient
WHAT ATTRIBUTION ATTEMPTS
Determining what caused a sale.
WHY IT IS DIFFICULT
Several touches contribute, and the last is not necessarily the cause.
WHAT TO AVOID
Deciding budget on last-touch attribution alone.
WHAT INTEGRATION WITH SALES REQUIRES
Agreed definitions of a qualified lead Defined handover Feedback on quality
WHY FEEDBACK MATTERS
Without it, marketing optimises for volume and sales receives unusable leads.
WHAT TO MEASURE
Leads that become customers, not leads generated.
