Having worked with Mike Damphousse over the last couple of years, I can tell you this:
- He has a value-added opinion on anything and everything. Check out his blog and you’ll believe me.
- He is the expert in one of the hardest things to do in lead gen: Getting an appointment for the sales rep.
Damphousse is the founder of Green Leads LLC and is known as a smashmouth marketer with a heart — he believes in bringing value to people. I know this because he’ll offer his take to anyone, including his competitors. He’s building Green Leads from scratch. The company has already grown tremendously by focusing on quality and pay for performance marketing programs, helping it emerge as a big player in appointment setting, lead generation and market research for B2B marketers. And, as par for the course for anyone successful in providing value to marketers, Damphousse has 20 years of sales and marketing experience and was the CMO of two software companies.
Here’s what Damphousse had to say about marketing and lead generation:
1. What are the three trends you see emerging in 2009?
- More outsourcing of critical demand-creation functions
- Lead Gen 2.0
- Social media impacting the B2B lead gen world
2. What are the biggest challenges for 2009?
The economy does make us a bit timid, but use it as an opportunity to play offense. Competitors will be cinching their belts. It’s an opportunity. Buyers are still out there, and the ones that are active will respond to your marketing programs. Don’t be shy; market with courage!
3. What are three metrics that B2B marketers should care about and why?
- Percent of leads converted to pipeline. Sorry “funnel.”
- Percent of pipeline that closes
- ROI of that program
But don’t be afraid to invest in some hard-to-measure marketing. Social media sites such as LinkedIn, Facebook and Twitter are hard to measure, but look at trends. If the investments you are making in those programs are paying off, you will see increased inbound activity.
4. What are the top oversights marketers are making regarding lead generation?
Don’t get caught up in the noise. I don’t quite remember the stats verbatim, but SiriusDecisions Inc. has some great stats on how much unsolicited marketing a typical executive receives over time. It’s incredible. Be different, be sincere and stand out from the crowd.
I also see a great deal of marketing dollars being spent on advertising, search engine marketing, etc. It’s great to get the hand raisers, but have you looked at the price of quality keyword clicks on Google AdWords lately? We’ve had some of our keywords bid up as high as $15 a click. Try to pay that bill with any real traffic.
Oh, and lead scoring. Isn’t a lead either a quality lead or not? Why measure the in-between?
5. What will you prescribe to marketers to carry out effective lead generation?
Don’t spend the budget on every idea you know. Diversify, but stay focused. Pick a handful of effective programs as opposed to all of them. Use experts, use technology, but DON’T use your sales team. Serve the leads to them in a quality package that’s ready to be sold to. Don’t inundate them with names, numbers and email addresses. They shouldn’t be doing the marketer’s job. They should be face to face with prospects that have real issues to solve.
6. What three Web 2.0 applications, cutting-edge technologies or lead generation sources do marketers HAVE to consider to be successful?
My top three are:
- Salesforce with marketing automation tools and integrated call-center software. You’d be amazed what you can do with Eloqua and an integrated VoIP call center.
- All the crowd-supported sites such as LinkedIn and Jigsaw (check out the unlimited Jigsaw license, by the way).
- Google apps. Integrated with Salesforce or stand alone, just use it. Share data and reports with your sales team, marketing vendors, management; provide sales-enablement tools — you name it.
7. What do you hope for in B2B sales and marketing for the new year?
Courage. I’d like to see marketers pushing management teams to invest in the top line. If it weren’t for the top line, there would be no bottom line. Prove what we can accomplish. Evangelize your programs. Then get results. Marketing should be leading an organization, not responding to it.