Tag Archives: lead generation

What Confuses Sales? “Marketing-Qualified Leads”

24 Jan

I read a great blog post by J. David Green that emphasizes the importance of marketing and sales creating what he calls, “sales-validated leads.” Instead of marketing asking sales if the leads they passed along were qualified, they should be asking sales to “validate whether the lead is really a lead, per the definition agreed to by sales and marketing.”

He suggest that for most marketing organizations, this small change in funnel focus can make a huge difference in plugging funnel leaks.

Check out “Why the Term Marketing-Qualified Lead” Creates Serious Confusion – Part 2” to read more.

Event Marketing Gone Wrong

2 Nov

Who would miss this?

My neighbor raised $1,000 for a charity in less than 5 days for the opportunity to rappel down the side of a historic hotel in downtown Austin.

I thought, “This is going to be awesome, the charity is going to receive amazing exposure.”  I could already envision the crowds of people that had made plans to attend and the  downtown foot traffic that would come to a complete stop when they saw what was happening.

Guess what? None of this occurred. Some people stopped, but only to look at the event MC to figure out what she was talking about (her voice echoed for blocks). One person even asked, “Is (insert the sponsor name) hosting a contest?” There was no charity signage, or very little, on the side of the street where the event sponsor, announcer and spectators were positioned.

Where did this event go wrong?

  • Target audience: volunteers for the organization, adrenaline junkies, companies that wanted free publicity, anyone interested in helping out a nonprofit should have been targeted as fundraisers, sponsors or attendees for this event.  The one ad I heard for this only requested fundraisers.  I never heard a schedule or request for spectators.
  • Promotion: every business within a 1 block radius should have known this was going to happen so they could hop out, grab a coffee and check out people rappelling 15 stories down an iconic hotel.
  • Awareness: it was not evident whom this event was for. The sponsor name was more apparent than the charity that was putting on this event. Some additional signage, event volunteers and charity participants would have made a difference. No one took the time to tell me, one of about 12 spectators, about the charity while I stood there for over an hour.
  • Voice: unfortunately the MC stayed on the microphone all day.  It would have been great to hear the voice of the individuals that had raised at least $1,000 and rappelled down the side of the building all in the name of charity.  It was a missed opportunity to hear from others what this charity and event meant to them.  It would have been great to hear from a couple of volunteers even.  Anyone that had a passion for this charity could have helped fill time (about 15 minutes) between each person rappelling.

The highlight of the event was my neighbor wearing a banana suit while launching herself down the building. For her sake, and the sake of the charity, I wish she’d had more people cheering her on.