So What’s A Lead, Anyway?

April 27, 2010 at 12:59 PM Leave a comment

More and better leads – that’s what B2B marketers are screaming for. A recent Marketing Sherpa piece claims that 69% of B2B marketers consider generating high-quality leads their main challenge.

But what’s a high-quality lead?

We know you need to ask for permission to engage in a marketing conversation. The customer is then in control of that conversation – that’s the power of permission-based marketing.

The same principle applies to the sales conversation. If you try to start it before they’re ready, you create resentment.

And you don’t want resentment.

So you need to ask permission. Permission might be a request for pricing, or for a demo or consultation, depending on the complexity of the sale. By then, if you’ve done your work, you’ve engaged them with value propositions that resonate with their needs. And finally, you will have framed out their needs so that the salesperson who follows up the lead will know what to offer.

That’s a lead you can bank on.


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Thompson Morrison

Thompson Morrison

About Thompson

As CEO of FUSE Insight, Thompson Morrison uses powerful new web interviewing technologies to help businesses better align their brand with the needs and aspirations of their customers. Learn more at


"The single most significant strategic strength that an organization can have is not a good strategic plan, but a commitment to strategic listening on the part of every member of the organization." -- Tom Peters



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