Coffee is for closers. Leads in the post-PDF era.

Posted on Jul 30, 2014

Sales needs leads. Hot, juicy, ripe, low-hanging-fruit, make-your-quota leads.

So, how well is Marketing supplying them?

In many organizations, not so well. Generating leads is challenging, and generating great make-your-quota-early hot leads is a struggle. A source of friction. (Feel free to inject any number of quotes here from Glengarry Glen Ross.)

leads on a silver platter

Sales wants leads on a silver platter. Marketing has to deliver.

Peter Drucker famously said, “There is only one valid definition of a business purpose: to create a customer.” Despite the importance of that truth, many marketers seem mired in the tactics, and even the strategies, of The Good Old Days, e.g., 2007.

Marketing is evolving, because buyer behavior is evolving. Your best prospects aren’t waiting to hear from you, since they believe they have access to “all the information” they will ever need.

So your benefits-laden sermon will fall on deaf ears. Instead you must begin an interactive dialog, to speed this prospect along the buyer’s journey.

Doing this requires two kinds of insight: who’s a real prospect, identified by behavior – and what content are they engaged by?

The new-rules-new-tools trouble is, PDFs (or, worse, printed pieces) don’t give you either insight. These vehicles do not – cannot – report back. Who’s actually reading what you sent?

Imagine instead: of the 4239 people in your pipeline who got your communication today, 1417 of them read page seven, averaging 93 seconds each. And the video on page three was compelling enough that 278 people watched all of it.

Whoa. That’s way more than you could ever learn from old-fashioned PDFs. Now, to take it one step further, suppose you set up marketing automation so that those people who watched your new product video all the way through got an offer or discount or invitation related to what they showed interest in.

How cool is that? You’d get more than numbers. You’ll see who cares.

How can you auto-respond to them to draw them deeper into the funnel?

Sales wants leads on a silver platter. Marketing has to deliver.

Replace your stale, static marcom with a KinetiZine, and start improving your prospects. We’ll show you how.

We’re looking for two clients (who already have a mailing list and PDF content) to improve results by converting one brochure into an interactive KinetiZine. We convinced our KinetiZine geniuses to offer two lucky clients a free three-month subscription, complete with rulesets and analytics …

 

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