There are many new digital sales and marketing trends. Lead generation technology and marketing automation are now common place in many larger companies. SME;s don’t always have the time or resources to try them out. This short guide focuses of 5 areas smaller companies might find useful.


  1. Provide Sales with the ability to track correspondence emails sent to prospects.
  • Knowing if and when prospects read or click links in your emails has always been associated with bulk email campaign software. It’s now possible to track correspondence emails sent to prospects, customers, suppliers from Outlook. This insight will give you a major advantage and allow you to react quickly to any interest shown or even know that your email has not even been read yet. Its handy for credit control too! What’s more, you can even track any subsequent prospect interest over time as they visit your website.
  1. Capture more leads from existing marketing activity.
  • B2B buyers research long before they buy and many of these interactions happen without you knowing. The buying cycle means that interest and responses can occur over a long periods of time. Lead generation technology provides the ability to capture prospect interactions from multiple sources (phone, bulk email, correspondence email, web forms, web visits) This means that far fewer leads will slip through the net. You can identify them at the very earliest stages of this cycle, build intelligence on their behaviours and convert them using lead prospecting technology. Google analytics gives you good statistics. Lead prospecting technology tells you who they are and what they’ve been up to!
  1. Don’t make it difficult for marketing and sales people to identify and action hot leads.
  • Sending alerts directly to sales people in real time is a lot more productive than trying to get them to login to a CRM system during a busy day! Timing and prioritising leads is essential to increase conversion rates and reduce inefficiencies. Make sure leads can be sent automatically to sales people for follow up and include relevant intelligence for them to qualify and convert the leads out in the field, before your competitors can reach them.
  1. Some of your hottest leads will still come via inbound phone calls.
  • The digital revolution hasn’t completely changed buyer behaviour as the techno geeks will have you believe. People still like to talk to people, especially when it comes to B2B products and services. You can now track inbound calls from online and offline sources, record the calls and get alerts if calls are missed. Most importantly, technology can now help link web visitors with inbound calls, giving you a full history of buying interest and interaction with your business.
  1. Give your sales & marketing people the proactive tools to generate more leads.
  • If you’re investing in PPC, SEO, telemarketing, trade shows, social media and email campaigns, then you need to do more than just count responses. You need CAPTURE sales intelligence, know WHO they are, HOW they got there and WHAT each individual prospect is interested in, all in one place. Before you add leads to a CRM system or set up marketing automation you need to FIND MORE PROSPECTS and the right tools to do the job. Tools that actively alert you, lead score prospects and cover online and offline marketing channels.