Description:

For years, the process of lead generation in B2B has been like making cream: Skim the best from the top and forget about the rest. Paul Dunay, global director of integrated marketing for consulting company BearingPoint, is determined to change that. He has developed a process for retaining the people who aren’t hot sales leads and nurturing them until they heat up. In this Viewpoint, Dunay explains how BearingPoint revamped its lead-nurturing process, collaborated with sales to come to a joint definition of a qualified lead, and created a portfolio view of lead-nurturing activities.

Key takeaways include:

• Break down internal silos to get a holistic view of leads across all your marketing programs and channels.
• Collaborate with sales to develop a shared definition of a qualified lead.
• Implement a lead-tracking system so that leads don’t fall through the cracks in the handoffs between marketing and sales.
• Match customer segmentation to internal delivery capabilities.
• Develop a content-publishing calendar to ensure consistent delivery.