The recent Marketing Maven Blog from Global Spec offered this very interesting article. B2B Marketing Tips: Beyond Lead Generation: Successful Lead Analysis and Management http://tinyurl.com/Industrial-Lead-Analysis
For many of our industrial clients managing leads, especially when they are handed off to sales people – who hand them off to distributors, is a big challenge.
I really like the idea in this article about lead “nurturing.” Not only is analyzing and following up on leads important, but also keeping in touch with those inquiries using technically-rich content our industrial buyers demand: white papers, updated collateral, case studies and other successess from the field.
Maximizing marketing efforts and marrying those efforts with the sales strategy using CRM will surely up the conversion rates in the long run.