What Has Collecting Underpants Got To Do With B2B Online Marketing?

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What Has Collecting Underpants Got To Do With B2B Online Marketing? Neil October 6

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Collecting Underpants & B2B Online Marketing

For those readers who are not completely familiar with the South Park episode on “The Underpants Gnomes” , the Underpants Gnomes are an extremely enterprising bunch of Gnomes who have devised an ellaborate 3 phase plan to turn huge profits from going door to door to peoples houses and stealing their underpants. The 3 phases being:

PHASE 1 -COLLECT UNDERPANTS
PHASE 2 - ?
PHASE 3 -PROFIT !!!

Needless to say the Underpants Gnomes were not too sucessful in reaching their phase 3 objective of profit because they were not entirely sure what phase 2 was. They knew they had to collect underpants and they knew it would take them to their phase 3 but if only they were a little more focussed on phase 2, it wouldnt have been a bad business plan at all.

What has all this got to do with b2b online marketing? Well, every b2b marketer knows that whether you are investing in landing pages or paid online advertising campaigns, content download or online events, the more online leads you can generate, the more sales revenue you will close. This is what many b2b online marketing plans look like:

PHASE 1 - COLLECT ONLINE LEADS
PHASE 2 - ?
PHASE 3 - PROFIT !!!

Just like the Underpants Gnomes they find themselves putting in a lot of effort in Phase 1 and not seeing the results they expected to happen in Phase 3. So what should Phase 2 have been?

PHASE 2 - INSTANT LEAD QUALIFICATION PROCESS

Having your in bound leads qualified as soon as they are generated or asap is crucial. I had done a post earlier this year on how important those first 5 minutes and the first 24 hours after the web lead has been generated are and how they can impact your conversion. Ideally every online lead generated should be followed up and qualified or scored within the first 24 hours but this is often easier said than done. With the focus on generating the maximum volumes of online leads, there isn’t enough emphasis or bandwith dedicated to putting a lead qualification process into place which can keep up with the inflow of leads. So whether you opt for a lead qualification service like we do for our customers here at ReadyContacts or have an inhouse process to respond and score your leads soon after they are generated, there is just one thing to remember from the ineffectiveness of the Underpants Gnomes’ business plan. You need to have Phase 2 right to get to Phase 3.

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