Comments on: Here’s the leads-now what do we do with them? http://myeducatedguess.blogs.techtarget.com/2006/06/06/heres-the-leads-now-what-do-we-do-with-them/ Marketing Answers for IT Tue, 24 Nov 2009 10:36:38 +0000 http://wordpress.org/?v=wordpress-mu-1.0 by: Marilou Barsam http://myeducatedguess.blogs.techtarget.com/2006/06/06/heres-the-leads-now-what-do-we-do-with-them/#comment-268 Thu, 08 Jun 2006 21:03:57 +0000 http://myeducatedguess.blogs.techtarget.com/2006/06/06/heres-the-leads-now-what-do-we-do-with-them/#comment-268 James and Robert, Both your points make sense in terms of the data points and analysis you need to evaluate your programs. My team is used to providing performance analysis on the metrics you mentioned, as well as providing insight on the data leads provide thru qualifying questions. We especially like split-run tests as it tells us a lot about our clients' offers and the market's reception to them. A larger issue becomes what happens after we provide the data. Often the marketers see the value in the information, but aren't always able to convey the value to sales. It seems sales has different focus points or hone in on qualifying issues outside the parameters of the original marketing program. James and Robert,

Both your points make sense in terms of the data points and analysis you need to evaluate your programs. My team is used to providing performance analysis on the metrics you mentioned, as well as providing insight on the data leads provide thru qualifying questions. We especially like split-run tests as it tells us a lot about our clients’ offers and the market’s reception to them.
A larger issue becomes what happens after we provide the data. Often the marketers see the value in the information, but aren’t always able to convey the value to sales. It seems sales has different focus points or hone in on qualifying issues outside the
parameters of the original marketing program.

]]> by: Robert Rosenthal http://myeducatedguess.blogs.techtarget.com/2006/06/06/heres-the-leads-now-what-do-we-do-with-them/#comment-267 Wed, 07 Jun 2006 13:00:37 +0000 http://myeducatedguess.blogs.techtarget.com/2006/06/06/heres-the-leads-now-what-do-we-do-with-them/#comment-267 Thanks for asking. It would be great if more publishers provided real-time data on emails sent, bouncebacks, deliveries, opens, clicks by link, and conversions (since clients often fail to measure that end). An ability to do split-run tests of stuff like creative, offers, and subject lines can also be immensely helpful. Right now, some publishers are offering just about all of these capabilities, and others are offering next to none. Thanks for asking. It would be great if more publishers provided real-time data on emails sent, bouncebacks, deliveries, opens, clicks by link, and conversions (since clients often fail to measure that end). An ability to do split-run tests of stuff like creative, offers, and subject lines can also be immensely helpful. Right now, some publishers are offering just about all of these capabilities, and others are offering next to none.

]]> by: James Taylor http://myeducatedguess.blogs.techtarget.com/2006/06/06/heres-the-leads-now-what-do-we-do-with-them/#comment-266 Tue, 06 Jun 2006 16:02:12 +0000 http://myeducatedguess.blogs.techtarget.com/2006/06/06/heres-the-leads-now-what-do-we-do-with-them/#comment-266 The key things for me as a consumer of these lead programs is a rich set of up to date information on which to base a fairly simple scoring approach. If I know the industry, location, size of company etc for a lead then I can give you some simple rules for scoring the lead. But this only works if the data is current. Thus keeping the data current and accurate is key. The second issue is one of helping us do analysis on the data so that we can build rules derived from real experience not just judgment. Do these things and scoring/rating leads is useful. Otherwise not. The key things for me as a consumer of these lead programs is a rich set of up to date information on which to base a fairly simple scoring approach. If I know the industry, location, size of company etc for a lead then I can give you some simple rules for scoring the lead. But this only works if the data is current. Thus keeping the data current and accurate is key.
The second issue is one of helping us do analysis on the data so that we can build rules derived from real experience not just judgment.
Do these things and scoring/rating leads is useful. Otherwise not.

]]>