Data Nurturing and Scoring

4 Ways The Producers Network Helps You Grow Your Business

producersdigital

prod_logo_notagI know that most of you reading this blog are in sales and marketing, so you want a quick takeaway of what makes The Producers Network different and how we can help. So, I give you the four products we at The Producers Network have developed to help clients identify and accelerate qualified prospects through the sales funnel – from lead to loan. I think you’ll like what you see, so I’m also including a bit more information on our history to help you get to know us a little better.

1. Proprietary Data: Targeting The Right Market

Need to find restaurant operators who generate $3MM+ in annual sales? Or how about executives in transition? Our 20MM+ B2B and 225MM+ B2C database of e-mail addresses can be segmented and targeted to fit your marketing needs. Then we write and deploy compelling e-mail messages that help identify interest and build relationships over time.

2. Content Creation: Identifying Interest

Putting value in the hands of your prospects helps increase lead conversion, educate your prospects, and move opportunities through the pipeline. Our creative team writes and designs custom e-books, blogging on social media, brochures, white papers, offers, and landing pages that get results.

3. Proprietary Lead Scoring: Prioritizing Leads

The Producers uses a proprietary lead scoring method to help identify, organize, prioritize, and if necessary nurture leads before they are sent onto sales. Our lead scoring model increases the conversion rates in all areas of the sales funnel but prospects-to-qualified lead conversion in particular.

4. The Producers Ad Network

Advertising on our network provides custom messaging, targeting, and lead conversion for unique offers and call-to-action.

A Bit More About Us…

As a lead generation and qualification company, we specialize in assisting franchisors and small businesses with generating and qualifying new and current prospects, interest nurturing, behavioral scoring, and financial qualification.

Founded in 2005, we started by providing the marketing and advertising for the Clockwork Home Services’ brands: One Hour Heating and Air, Benjamin Franklin Plumbing, and Mister Sparky. During our four-year tenure, the franchise division grew to over 650 franchises. This experience shifted our focus to assisting franchisors with accelerating their growth. My firm was then retained by RME, the leader in financial seminar marketing, to design a similar system to help franchisors with their lead generation. During our time with RME, we worked with 70 franchisors including the Dunkin Brands, Quiznos, Papa Murphy, and 7-Eleven. We’re not only incredibly knowledgeable about what we do, we’re also extremely passionate about it. We’d love to talk to you about how we can help you. To learn more please visit: http://www.producersdigital.com.

The Producers Network happily serves the following franchisors: Hurricane Grill & Wings, TCBY, Mrs. Fields, Pie Five Pizza, Wok Box, and Toyko Joes.

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How To Qualify Leads

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CSOInsightsVelocify-Sales-Marketing-Definition-Qualified-Lead-Feb2014

As the table above indicates, only about 19% of companies have an agreed upon definition of a qualified lead. How about you? Do you have a definition of a qualified lead that both marketing and sales have signed off on? This is a very important element to creating an alignment between sales and marketing. The definition of a qualified lead will vary from company to company, but all will be based on historical lead data and the desired demographics and behaviors of your target market.

Keep in mind that nothing is set in stone. If, for some reason, the qualified leads being sent to sales aren’t working out, rework your definition of a qualified lead as well as your scoring system.

So, where do you begin? Here are the key steps I recommend sales and marketing tackle together to reach an agreed upon definition of a qualified lead.

What Do We Consider A Lead?

Before you can begin to define a qualified lead make sure everyone agrees on what is considered a lead.

  •       Leads will come from your target market
  •       Leads will fit certain behavioral characteristics
  •       Leads will show a certain level of interest in your product or service

What Do We Do With The Leads?

Once there’s an agreement on what a lead is, you’ll need to decide what you’re going to do with the leads. Those leads at the top of the funnel who have shown interest by taking action like downloading a white paper or registering for a webinar or e-book will need further nurturing by marketing. Leads that fall in the middle of the funnel are those leads who have requested a free trial or more information and will need to be passed on to a lead qualification team. Finally, leads at the bottom of the funnel are the hottest – viewing pricing pages or completing an application – and will need to be sent to sales as quickly as possible for further action.

What Do We Consider A Qualified Lead?

You’re finally at the point where you can begin to construct your definition of a qualified lead. You should consider the following:

  1. Is this person a decision maker?
  2. Do they have the means to buy?
  3. What is their analytics score?
  4. Are they ready to talk to sales?

If the lead meets these qualifications, they should be considered a qualified lead ready to be passed on to sales.