A Solution to Poor IT and HR Lead Quality

When Marketing
Technology to Business,
all Leads are not
Created Equal.
October 2007 For questions or further information:© 2007 Solution Publishing. All rights reserved. info@solutionpublishing.comWhen Marketing Technology to Business, All Leads are not Created Equal.
B-to-B marketing executives increasingly rely on whitepaper and download-based lead generation asa primary input to their company's sales processes. In cases of complex sales cycles, lead gen hasproven to be a useful tool in providing qualified, interested prospects for internal sales teams to manage through to close.
Typically, this strategy is manifested as a whitepaper, written and presented so as to discern aprospect's interest in the solution to a particular business problem. If your internal sales person cansay, "If someone is reading this paper, I want to talk to him about our product." you generally have themakings of a successful whitepaper lead-gen campaign. For companies in the software space, trialdownloads provide an equivalent vetting device for leads. One can assume that if a person takes thetime to download and install your software then he is a good prospect to eventuallybuy it.
"Is there aThe success and popularity of B-to-B lead-gen has lead to a commoditizationof the medium. Almost every online publication, portal and enthusiast site, nowoffers to host whitepaper campaigns. Many of these sites offer whitepapers differenceaggregated from other sources and sites. Often, marketing execs are unawareof where their whitepapers are placed and, therefore, the source of resultingleads. Even within the same family of websites, one can find the whitepapers in the presented in various formats and in locations that have little relevance to thecontent. This is a result of a shotgun approach where publishers and aggregators simply try to get the offer in front of as many eyeballs as possible rate of relying on some unknown rate of interest to produce valid registrations. If theyneed to produce more leads for the customer, they expand the circulation of the closure foroffer to an increasingly wider and less relevant audience.
Leads produced from the sum of these activities are bundled together and leads..."returned to the customer in batches. Marketing execs then give the leads totheir sales teams and track the time and rate of close. However, since the variations in lead origins are unknown, all the marketer can track are aggregate rates of performance.Despite extreme deviations in quality between lead sources and even within lead batches, the commoditization of the medium means all leads are treated and priced equally.
In point of fact, a lead that does not result in a sale has negative value to the company since resourcesmust be spent to determine its futility. In this whitepaper we have endeavored to demonstrate a technological method to predict a lead's probability of becoming a sale.
At Solution Publishing, we produce a series of B-to-B online publications that aggregate content fromhundreds of sources, score stories for content type and quality, and then build personalized email andweb journals by selecting stories based on each reader's past behavior. This set of technologies andmethods is delivered via our patent pending SmartStreamT publishing system. SmartStreamT tracks
October 2007 For questions or further information:© 2007 Solution Publishing. All rights reserved. 2. info@solutionpublishing.comWhen Marketing Technology to Business, All Leads are not Created Equal.
the stories that subscribers read to construct a content profile. These profiles allow us to deliverwhitepaper and download offers tailored to the reader's historical content interests.
With most of the B-to-B lead-gen publishing SmartStreamTPicks Only the Content Youindustry using wide placements and Welcome Wtaon tt tho eRe aDdi.gital Mallshotgun techniques to fulfill lead 6vquantities, we undertook a study to 2000 Spam VoIP P2PPIquantify the advantage obtained viaSmartStreamT content profiling. In order C++to study the differences in lead generation Officequality, we approached several of our Wi-Fi lead-gen customers and asked them to VPN Linuxshare the lead outcome data forseveral campaigns we completedfor them via IT Soluti... [download for more]