Lead Generation and Management
Strategies That Get Results
Applying new marketing fundamentals in the Internet era.
By Guy Maser
Achieving results is the core mandate of any B2B
or B2C marketing strategy. Your goals are nothing less than gaining maximum, efficient exposure among your target audience, generating as
many qualified leads as possible and turning those leads
The starting line of your strategy should be marketing
fundamentals. The backbone of traditional marketing has
long been the “ 4 Ps”: product, pricing, placement and promotion. While these fundamentals still hold true, the Internet
has changed marketing and the fundamentals we apply to
In recent years, the technical, engineering and industrial communities have migrated to the Internet to search
for components and services, and to locate manufacturers,
distributors and service companies. New and innovative
online marketing tactics help companies build their brand
and generate leads online. Some of the leads are “hot” and
ready to buy while others are long term and need nurturing.
This environment has brought forth the need to complement the classic “ 4 Ps” of marketing with a variation
called the “ 4 Ts”: Target, Tactics, Transact and Track.
The ‘ 4 Ts’
The “ 4 Ts” are simple concepts and can be integrated
into every company’s sales and marketing organization
without requiring dramatic changes to business processes,
investments in expensive software systems or wholesale
organizational changes. However, what they do require is a
commitment from sales and marketing to work together.
• Target is all about keeping a steady focus on your audience and knowing exactly whom you are going to
reach with your marketing. It’s believing, 100 percent, that your target prospects’ behavior, needs and
goals should drive your decisions
on how to market, communicate
and work with them.
• Tactics are your mix of various
programs and media used to
reach your target audience.
While a blend of programs is essential to penetrate broadly and
deeply into your target market,
online marketing is the most important strategy for
companies in the industrial sector today. Through
online lead-capture mechanisms (e.g. registration
landing pages), companies can ask questions and collect data that allows them to segment their audience
into different lead types: those that are immediately
ready to buy and those that require more information and nurturing.
• Transact is the bridge you create between prospects
and your organization, and how to begin building
the relationship that will result in a sale. This concept refers to opening a two-way line of communication with customers and prospects based on the nature of the inquiry. A combination of smart direct
marketing and the involvement of your salespeople
to follow up is the key. A good working relationship
between marketing and sales is critical to successfully
• Track. With businesses demanding more accountability from marketing, few marketers can justify a program whose effectiveness is difficult to measure. The
adage that you can only manage what you measure is
true. This does not require sophisticated CRM systems to get started. A simple spreadsheet will do, as
long as you take the time to track.
Why Have the ‘ 4 Ts’ Become So Important?
The 4Ts have emerged as new marketing fundamentals
for two primary reasons:
1. To help you get the most out of the Internet in your sales
and marketing efforts. Search engines and online communities are replacing printed directories and trade
magazines as top information resources. Today, widespread use of the Internet by your prospects determines what tactics are effective for reaching your target audience. The Internet also provides a timely
channel to interact with prospects and customers.
2. To help improve the alignment between sales and marketing within an organization. When it comes to harvesting new business prospects, fewer than 7 percent of
corporate officers reported their sales and marketing
departments worked together effectively. Lead management is a critical area where sales and marketing
can work better together to grow the business. ■