Discover the sales qualified lead meaning for Communications & Media

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[Music] hi I'm Joel Goldstein with Goldstein group I want to talk to you about the role of digital marketing and also lead generation because both of those things are changing as a matter of fact a lot of times we tell clients stop generating leads because it doesn't matter what you're generating in terms of lead gen anymore it's all about opportunity generation so let me tell you a little bit about what I mean so the role of the salesperson in in marketing today is becoming less and less critical less and less important so the salespersons role is changing as a matter of fact Forrester Research one of the largest b2b consulting firms says that for many people who are in the purchase process 90% of the purchase process is over by the time that customer picks up the phone and calls you or visit your website think about that 90% is over so if you're not doing a good job of digital marketing and placing your company and your message and your brand where people are looking for information then you're not going to be involved and they're going to go to somebody else so what does that mean for lead generation so it's actually not so much of a challenge for us anymore today to generate leads for clients we know what generate leads on in digital marketing programs and our advertising programs and on our websites there's a few magic offers handbook white paper selection guide webcast those are the types of things that that people respond well to so when we put those out as offers people respond they fill out the lead form great we can fill up the top of the sales funnel but what's really more important for companies today is sales qualified leads not marketing qualified leads so what we mean by that is that not every lead form that comes in to a company to our client on a website is ready for sales so we're only giving sales people the higher quality leads sales qualified people who are asking for samples asking for quotes are farther down the funnel they've responded to not our early stage white paper offers but our later stage by our checklist sample requests or quote requests those are the opportunities that go-to salespeople the leads stay with marketing and we nurture them until they're ready for a salespersons time and attention so the role has changed salespeople are higher cost expensive closers and they're not people who are paid to nurture a cold lead for six months nine months until they're ready to buy that's marketing's job so that's the system that we're trying to build with digital marketing and why it's so important to generate high-quality opportunities not just leads anymore [Music]