#73 The 5 Principles of Successful Lead Management

September 9, 2018
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In this episode, I share the key principles of successful lead management from my book Manufacturing Demand which now has over 10,000 copies in circulation.  When I wrote the book, my publisher told me an industry factoid that only 1 in 10 people who buy a book actually read it. At first, I couldn’t believe the ratio, but then I looked at my own bookshelf and saw several great books that I planned to read when I purchased them still sitting there collecting dust.  As marketers, we know there are 4 types of learners: visual, auditory, reading/writing, and kinesthetic.  So for those of you auditory learners, I am going to devote a few episodes of DemandGen Radio to the essential chapters of the book to offer you a “book reading” of sorts. While I won’t read the chapters word for word like you’d hear on audible.com, I will share the main points from each chapter starting with Chapter 2 that outlines the 5 key principles of successful lead management.  Listen in at your desk, in your car, or someplace where you can take in the concepts that have been used by some of the top marketing and sales teams around the world. 

#67 Mastering One of The Key Principles of Successful Lead Management - Lead Scoring

July 29, 2018
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In this episode on lead scoring, I teach you one of the five principles of successful lead management. I explain everything you need to know about lead scoring so you know whether you should be scoring your leads and how to go about building a scoring model and collaborating with sales in the process:

You’ll learn:

  • Should you be scoring your leads in the first place
  • An overview of the various types of scoring models
  • What it takes to implement an effective lead scoring system
  • How to establish the criteria used in a scoring model
  • The benefits of creating a lead scoring task force
  • Lead scoring dos and don’ts
  • What criteria you can use in an interest model
  • The benefits of a multi-dimensional lead rating system
  • The role lead scoring plays in changing statuses between inquiries and marketing qualified leads
  • How to create service level agreements (SLA) with sales
  • Marketing automation and CRM implementation considerations
  • The importance of maintaining your lead scoring system
  • Whether you should bring in an outside agency to help with the process

#66 10 Tips for Success in the Modern Marketing World: A Reflection on the Last Decade

July 22, 2018
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June 2018 marked the 11th anniversary of the founding of my company, DemandGen. This milestone prompted me to take a trip down memory lane with you to share my reflections of the transformations that have taken place across our clients and digital marketing. I wrap up the episode with 10 recommendations for you around people, process, and technology. I hope this episode will inspire you to make some enhancements to your digital marketing initiatives and that you’ll also put a few of the recommendations I provide into play to help take your game to the next level and increase your personal branding.