This course takes a fresh approach to demand generation, by helping you set goals with the Sales department, manage the touch points for lead qualification and optimize your communication channels for maximum success.
The pressure for B2B marketers is on. Modern B2B buyers have an increasing tendency and capacity to research purchasing decisions online long before they engage with Sales. They are empowered with information, and winning over modern B2B buyers requires organizations to revolutionize their marketing approach. To compound the problem, Sales teams demand higher quality “sales-ready” leads to hit their numbers. It can take 7 to 13+ big touches to generate a qualified sales opportunity. The marketer is on the hook to manage and deliver the sales qualified leads, and this session will help you deliver.
What you’ll learn:
- Challenges to demand generation
- Defining a sales-ready lead
- How to create a reverse sales funnel
- Account Based Marketing
- How many touch points are needed and how to manage them
- Making a great offer
- Using content to your best advantage
- Multi-touch case studies
Instructor: Laurie Beasley
Special offer from our sponsor MountainTop Data: Workshop attendees will receive $1,000 in free B2B data credits for attending.