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January 2008

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John Stewart

Good points on lead scoring.

Maybe the first step is to identify the company of the visitor.
As only 2% to 3% of your website visitors will submit contact details on an online form, 97% of your potential leads are lost.

There are several 'website visitor identification' solutions and web services available to reveal the company name and url.

John Stewart

Good points on lead scoring.

Maybe the first step is to identify the company of the visitor.
As only 2% to 3% of your website visitors will submit contact details on an online form, 97% of your potential leads are lost.

There are several 'website visitor identification' solutions and web services available to reveal the company name and url.

Dale Wolf

Those of us who practice demand generation need also to practice customer experience marketing. Yes, of course, visitor tracking and profiling is a critical step in lead qualification and business revenue.

It is also a critical component in customer experience marketing. The goal of the customer experience process is to learn about customer needs, wants, interests and expectations so we can develop products, services and campaigns that are relevant to their needs. Over time, this enables us to build trust and people buy from companies they trust.

That said, I reprinted your chart on my blog because it gives us 8 very interesting ways to listen to customers so we can learn more about how to please them with a valued, differentiated and consistently delivered customer experience.

-- Dale Wolf, www.perfectCEM.com

James Obermayer

In order to give salespeople qualified inquiries (sales ready leads), you have to ask questions of the inquirer. Too many marketing managers are timid and hesitate to ask questions so they can qualify an inquiry before it is sent to sales. On the Sale Lead Management Association site we have many articles agreeing with Steve Gershik. In my own book, I said:

“Profiling is asking and getting the answers to questions from prospects so that their potential can be assessed. Profiles give the sales rep information about their inquiries needs before calling on them.”

James Obermayer, Managing Sales Leads: Turning Cold Prospects Into Hot Customers, (Mason, Ohio, Textere an imprint of Thomson/South-Western, 2007), and Racom Books, Page 226

Simple but so true….

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  • Steve Gershik has been a VP of Marketing and demand generation leader for over 18 years. He frequently writes and speaks about marketing automation, brand management, demand generation and Internet marketing.

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