Marketing gets a lead and passes it on to sales. They follow up and score, right? Not so fast. According to the “Are Your Leads as Good as They Should Be?” report by B2B Marketing and The Telemarketing Co., 30 percent of companies say they have no processes in place to ensure that leads are qualified. Interestingly, 50 percent say they’re confident in their ability to track and manage leads from cold to close, while 22 percent admit they aren’t sure. The report, based on a survey of over 100 mid- to senior-level B2B marketers, stressed the importance of the human element in lead follow-ups. Here’s more results from the survey illustrating how marketers are following up on qualified leads:

Placing a written lead transition and follow up plan in place as well as implementing an inbound marketing program for lead nurturing can significantly help with achieving better qualified lead closing rates.

This article appears in the new March/April 2017 issue of Connect magazine published by NextPage, which can be found online here. If you would like a free print subscription to Connect, please click here.

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