Many lead-to-revenue practitioners are struggling to find the right process to manage the inbound leads (well, just traffic, really) that their successful content marketing and thought leadership is generating. The most commonly mentioned challenge is whether or not to pass these leads to inside sales (or business development reps) to quickly sort out the ‘hot leads’ from the nurturing candidates. I generally recommend against using traditional inside sales reps for this because they can’t stop themselves from using ‘late stage’ offers like meetings, demos, and free trials to pre-emergent leads. These offers not only alienate buyers, they frustrate the inside sales rep, who then complains about lead quality. Here’s a wonderful example that dropped into my inbox, recently.
From: Joe “BizDev” Rep
Date: Fri, Jul 17, 2015 at 2:20 PM
To: "Wizdo, Lori"
Subject: Meeting Next Week
I was excited to see that you have signed up (or simply filled out a form) to review some of our storytelling and customer conversation marketing content. I wanted to reach out to you personally to learn if our concepts inspired more questions, and I’d greatly enjoy a dialogue about the things that matter most to you.
When would be a good time to talk next week?
To your best success,