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Virtual Partner Velocity Broadcast Recap: Improve the Quality of Your Leads

October 28, 2010 - 0 Comments

So your website has worked its magic, and you’ve scored a sales lead. Now’s the chance to give that lead to your sales team, and help contribute to your company’s bottom line.

Not so fast. According to Dave Green, Director of Best Practices and Applied Research with MECLABS, rather than just handing that lead off to sales reps, you need to nurture it into order to get the lead sales-ready. During a Virtual Partner Velocity IPTV broadcast today, Dave sat down with Luanne Tierney, VP  of WW Partner Marketing, to talk about his insights on how to improve the quality of leads, and how to properly nurture your lead to ensure that your company can build revenue effectively, and quickly.

Here are some of the main points that Dave covered:

Understand the Sales Journey

It’s important to understand the long journey some accounts take to buy a complex solution, such as Cisco’s Collaboration solutions. Dave applied the analogy of shopping for a car: Many people want to walk through the parking lot, see stickers, look at interiors, and look at price tags, and they’re not ready for test-drive yet. Many of your leads will want to self-educate before making a  commitment.

Create a Storyboard

To map the same route that sales journey can take, Dave suggested creating a storyboard following the beginning, middle and end of the cycle. You should also link your content directly to each of those stages, touching your sales lead every two to three weeks over the course of what can last up to 10 months.

Relevant Content is King

And what about that content? According to Dave, content is king. Google made a fortune being relevant, and you can too, if your content is relevant. Your content doesn’t have to have high production value, either: A Flip video from your CIO can often be a great piece of content.

Also, you should look to use your content in multiple ways. For instance, a short customer video testimonial can be recapped into a case study, and you can feature that same customer again in a webinar. People really like to hear from customers, and if your customers are treated well , they are often very happy to help you tell your company’s story.

Align Your Goals with Your Sales Team

Lastly, Dave noted that you should align with your sales team and build a partnership. Go to your sales leadership and tell them you want to help them surpass their goals through lead-gen efforts, collaborate, and establish the same goal.

The conversation certainly covered a lot of useful ground, and Dave provided a host of useful tips that can be easily applied. (If you didn’t get a chance to watch the live broadcast, we’ll be posting a full replay for partners soon. “Like” the Cisco Channels Facebook page or follow us @Cisco_Channels on Twitter to get a replay link when it’s available.)

Got any insight on how Dave’s advice will change your lead-gen process? Be sure to share in the comments.

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