Still think a plump lead pipeline translates to profits? Align, Measure, Track and Communicate Lead Generation Objectives. Opt for Inbound Marketing over Outbound Marketing

1. “ Still Think a “
Plump Lead Pipeline
Translates to Profits?!
Align, Measure, Track and Communicate
Lead Generation Objectives
Improve Lead Generation ROI
Opt for Inbound Marketing over Outbound Marketing
© 2013 InfoCheckpoint. All rights reserved.

2. Contents
Objectives of Lead Generation
5 Ways to Improve Lead Generation ROI
Inbound Marketing vs. Outbound Marketing
Conclusion
Lead Generation Objectives
l Do you know your lead to customer conversion ratio?
l Can you predict future sales through lead generation?
l Do you measure, track and report lead generation initiatives?
If your answer is no, it is essential you understand the objectives of your lead generation program.
Lead generation is not necessarily only about pumping your pipeline. The underlying objective of
obtaining leads should be about conversion to customers. Let us take a look at the four main aspects
required to ensure your leads convert to sales.
Communicate
Track
Measure
Align
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3. Align
Before setting lead generation goals, it is important to understand the overall marketing and
organizational objectives. Only by aligning your lead generation objectives with marketing goals will
your program become successful. Consider this example,
If your
organizational /
marketing goal is to
achieve a target
revenue of $10,000
You need to
Then, every lead generate 200 more
If the average price you generate is leads to achieve the
of your product / valued at $50 revenue target of
services is $1,000 (average price x $10,000 (Revenue
average close rate) target / value of
lead)
If your average lead
close rate is 5%
Measure
With the sole objective of generating revenues, measuring quantity as well as quality of leads is
important. The traditional approach of measurement is by quantifying lead volume on a monthly or
quarterly basis. In addition to this, measuring quality of lead and marketing effectiveness is also
imperative. A balanced approach of generating new leads as well as nurturing existing ones is a good
way to consistently improve revenues and ROI. Let us look at an example,
l Assume your lead volume is 10,000 leads per month
l Reduce this goal to 5,000 leads per month (what!)
l Add an additional ‘Quality Lead’ goal of 500 per month (considering how difficult they
are to capture)
l This will eventually translate to your regular lead to customer conversion rate of 1%
and quality lead conversion rate of 10%
In this way not only are your revenue targets achieved, you maintain marketing efficiency as
© 2013 InfoCheckpoint. All rights reserved.

4. Track
Without tracking, it will be impossible to know the performance of campaigns and ways to improve
them. Only by tracking results will it be possible to understand the impact campaigns have on
generating revenues and their alignment with overall goals set. Data analytical tools provide many
measuring, testing and tracking metrics. This helps in identifying the most effective channel, what
type of emails work and insights into what clicks (such as subject lines and call to actions).
Communicate
While defining objectives, setting goals, measuring and tracking, are important, it is also essential
that this is communicated to everyone in the organization. With a two way communication between
top management and the company, it makes it possible to know, individual goals versus company
goals, performance results, benefits of change and scope for improvement.
5 Ways to Improve Lead Generation ROI
The essence of lead generation is not only in ‘generating’ leads, it is in converting leads into sales.
Generating revenue through leads is a far more successful tactic than increasing lead volume. Some
of the ways organizations can improve lead generation ROI are through lead validation, scoring,
segmentation, follow-up and elimination of poor performing leads.
l Lead Validation – Before leads reach sales teams, it is important to validate them in order to
improve quality and avoid increasing cost and time spent. To verify and validate information,
you could use third party companies or develop detailed lead forms to identify bad leads and
eliminate them.
l Lead Scoring – In order to maximize opportunities, prioritizing leads based on various
parameters will help in identifying which leads a hot and which are not. Lead scores can be
assigned based on internal business objectives and understanding of high value. Some of
the parameters, we at Info CheckPoint use to score leads include, based on industry, title,
annual revenue, budget, website activity and nurturing scores.
l Segmentation – The underlying objective of lead validation and scoring is to identify
segments which can be catered to specifically. Depending on the structure of your
organization, segmentation can be done based on various aspects such as industry, region,
company size, budget, etc. it is important to assess the objective of segmentation, which
usually is to get the right lead to right sales rep, who can provide the right solutions to
convert them into sales.
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5. l Elimination of Poor Performing Leads – Organizations get uncomfortable with a pipeline
that is not plump; however generating lead volume is not necessarily a good thing. Poor
performing leads only add to costs and are time consuming to nurture. Quality over quantity
maybe a cliché, however it is essential generating ROI.
l Quick Follow-up – By scoring, prioritizing and segmenting your leads, you can arrange for a
quick follow-up with relevant information, before your competitors get to it. Once a lead is
interested, a proactive respond immediately, has proven to be one of the successful ways in
converting a lead into a sale.
Lead Validation
Lead Scoring
Quick Follow Up
Elimination of Poor Segmentation
Performing Leads
Inbound Marketing vs. Outbound Marketing
While outbound marketing is a traditional marketing approach and involves ‘pushing’ messages to
prospects, inbound marketing on the other hand is a process through which companies are found by
relevant prospects.
© 2013 InfoCheckpoint. All rights reserved.

6. OUTBOUND MARKETING INBOUND MARKETING
Direct mail Blogging & Content Creation
Telemarketing Social Media
Trade Shows Search Engine Optimization
(SEO)
B2B Lead Generation
According to the 2012 HubSpot Study,
l $346 is the average cost per lead, for marketers who use outbound
l $135 is the average cost per lead, for marketers who use inbound
l That’s a 61% reduction in the average cost per lead!
What would you prefer? You could do the math!
64% of marketers
forward raw leads, who
have responded to
campaigns directly to
sales teams
Companies that utilize
lead nurturing programs,
experience a 45%
higher ROI on their lead
generation initiatives.
59% of companies
have not yet adopted a
lead nurturing program
Source: - MarketingSherpa 2012 Lead Generation Benchmark Report
© 2013 InfoCheckpoint. All rights reserved.

7. Conclusion
In lead generation, sales prospecting and cold calling has faded and inbound marketing is what clicks
now. What inbound marketing provides is prospects that are interested and can be pursued, nurtured
and converted more successfully.
Generating leads through inbound marketing not only transforms your sales and marketing process, it
also reduces the cost per lead. The use of CTAs, landing pages and offers provides higher quality
leads to the sales team.
By testing and tweaking the inbound lead generation process, quality of leads can be improved and
cost per lead can be reduced.
A successfully proven way of generating quality leads is by using CRM integrated marketing
automation platforms. The new Info CheckPoint App on Salesforce is just the tool you can use to
access high-value leads, prioritize and organize prospects, improve CRM data quality and reduce
research time.
"Lead generation isn't the end goal. Generating
revenue is the end goal.”
Maximize revenue generated from your marketing
initiatives by working closely with your sales team and
prospects.
© 2013 InfoCheckpoint. All rights reserved.

8. Gain Access to Sales-Ready Leads Today
Try the Info CheckPoint App on Salesforce
Download this Free App!
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