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Categories: Marketing,

If you spend your days as a B2B demand generation marketer trying to generate more leads—and better leads—too many leads might not sound like a problem. But what if you don’t know where to start? While you could just dump them all into Marketo or Oracle Marketing Cloud or HubSpot and hope for the best. But that’s hardly a best practice. You need to prioritize and score your leads to know who is ready to buy and who needs to be nurtured.

Marketers feel this pain during the tradeshow and event season. If you co-sponsor a happy hour at a big event, you might come home with hundreds of leads, plus thousands more from your booth. How many are actually B2B decision makers? How many registered for every party to keep their options open? How many were only there for the open bar?

How do you figure out which leads to prioritize?

  • Who is actually interested in your product, and not just free shrimp?
  • If you have several product offerings, which product should you target to which leads?
  • Which leads are the highest quality and therefore should be auto-qualified and sent to the SDR team?
  • What about leads that are a good fit, but not ready to buy now? Which persona and nurture stream should you segment them into?

Strong medicine for healthy B2B demand generation campaigns

It would be nice to know all of this when you upload the list to your marketing automation system. Luckily, Leadspace can help ease your pain. With the Leadspace platform, you can apply Ideal Customer Profiles to your personas—combined with enriched data and signals from the open and social Web—to automatically score your leads. Your CRM uses that score to automatically segment and route them to the right SDR for immediate follow up. Or you can send them to the right nurture journey to move them through your funnel.

Most of all, you end up with better leads and better lead conversion, with no aches and pains.

Take the first step on the road to healthy leads. Take the quiz and diagnose your greatest demand gen pain.

B2B demand generation lead generation best practices planning quiz

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Ari Soffer
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