As I read this interesting blog post from Ultimate Lead Systems – (to read the entire post, go to: http://www.crm-insights.com/archives/525), it appeared to me that sometimes the lead generating funnel becomes too complicated.
Text quoted from the blog:
Melanie Poliafico recently submitted a post in a LinkedIn group that sums it up nicely:
“A lead is the identification of a person or entity that has the interest and authority to purchase a product or service. ”
“Her company uses the Sirius Decisions Lead Spectrum and BANT criteria to ensure qualified opportunities are generated for sales people. Below are the 5 suggested qualification criteria to use to confirm that a lead is a LEAD:
BANT – (Budget, Authority, Need and purchase Timeframe)
Criteria 1- Inquiry from an individual from a marketing campaign or trade show, or someone who has taken proactive steps to demonstrate interest in your message, product or service.
Criteria 2- A meaningful interaction (via phone or email) with the individual confirming that the company meets qualifying criteria as a bonfide target prospect.
Criteria 3 – The individual identifies a specific NEED for your product or service. (Application)
Criteria 4 – The individual is in the process of defining purchase requirements for your product or service. (Budget & Timeframe)
Criteria 5- The individual has confirmed they have the Authority, Budget and a defined Timeframe for purchase.”
Probably all of that is necessary, so let’s look at it in simpler terms – here is what I came up with:
I work with people who don’t necessarily have a huge sales and marketing organization but they still need some way to sort out the leads they are getting. To keep it simple and still get the benefits of the above 5 criteria, my advice is to provide people with a free assessment, whether it is published on a website, Facebook, LinkedIn, Twitter – any social media account, news letters, conferences – where ever.
IF you give your visitors the opportunity to take an assessment and promise them tangible and valuable results, instantly, and they complete the assessment, you’ve completed the first three criteria in one step:
Criteria 1 – Inquiry from an individual who has taken a proactive step,
AND Criteria 2 – A meaningful interaction,
AND Criteria 3 – The individual, by completing the assessment has identified a specific NEED for the product/service.
Then, Criteria 4 and 5 are handled on a personal communication level, followup emails, and phone calls because NOW you have something to communicate with them about; the results of the assessment they just took.
This can save hours of qualifying lead time to staff or individuals who do their own marketing. You’ve automated the first three steps and have identified quality leads.
If you are not comfortable creating assessments, or don’t have the time, check out Professional Services for Assessment Generator!