A key challenge B2B lead generation is driving leads from the marketing funnel to the sales pipeline. MarketingSherpa just published a chart showing which best practices marketers are NOT using to manage their marketing-to-sales pipeline process effectively.
The last one stands to me: “have a process for sending leads back to marketing” when they are not sales-ready. We call that lead re-engagement, and it’s a form of lead nurturing.
Lead reengagement is one of the most powerful ROI tools marketers have available to them. Why? You’re getting more out of the money you’ve already spent by going deeper into the opportunities you already have. It seems like common sense, but the reality is, I know of very few companies that think about it because they assume it’s the salespeople’s job.
What best practices and processes do you think marketers should be doing to move more marketing-generated leads to the sales pipeline?
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