Want more qualified B2B leads? Say “show me the money.”

In the short post last week “Some people are better than others,” Seth Godin talked about the value of certain prospective customers over others. He makes a great argument, for instance, that book buyers are more likely to be good prospects for buying a Kindle, not because they read more but because the have “bought” books. What makes these prospects better is the commitment of money to a particular interest.

His example is a consumer one. But his point applies in B2B marketing just as well. Prospects willing to “pay money” or “invest time” to learn something are better than those who just opt in or register to gain free information. Here are three examples of prospects who show the money.

Subscribers: Prospects who fall into this category are far easier to find as there a number of rental lists available based on buying behavior. A list of subscribers paying to receive an industry publication, for example, is far more valuable than names rented from a controlled circulation publication that is free to readers offline or online.

SeminarTrade Shows: In good times, companies freely pay to send employees to trade shows for learning. In this slowed economy, not as many businesses are participating in or attending industry trade shows because of the cost. Those who do send attendees are seriously in the market for solutions.

Live Seminars: B2B marketers have long known that offering targeted content generates qualified leads of individuals who have an interest in a subject related to their product or service. Offering a live seminar, however, requires an investment of time on the part of the attendee. Time is money after all. This approach will significantly reduce response over an online Webinar, but those attending should be far more qualified.

Prospects who are actively researching and evaluating something are closer to making a buying decision. Attracting this type of lead should not be a substitute for filling the pipeline, but businesses that want qualified leads who could close faster, should look for the money.

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3 Comments

  • By Caitlin Marco, November 2, 2009 @ 6:19 pm

    I agree with this post, but I feel that nurturing has a lot to do with finding those leads who are investing time into learning about your product. Especially in the b2b space, not every invested lead can purchase quickly. There is a process and multiple people need to be involved to close the deal. Setting up nurturing campaigns to continue the dialogue between prospect and company is essential to targeting these leads.

  • By admin, November 3, 2009 @ 7:33 am

    I agree Caitlin. The dream is that marketers can do both at the same time — nurture those leads that are gained early in the buy-cycle and generate late buy-cycle leads for quicker sales. Thanks for the reminder.

  • By fx, December 2, 2009 @ 11:46 pm

    Thank you very much for sharing. Your information always proves to be useful. I think your post is suitable for everyne, who is interested in valuable resources . I will keep following your posts.

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