All articles, commentary, etc. that does not fit under Best Practices, Press Releases, Testimonials, or Documentation goes here.

Lead Liaison

Inbound Marketing vs Outbound Marketing

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Inbound Marketing vs Outbound MarketingInbound marketing is growing in popularity due to low cost of implementation and efficiency, especially relative to outbound marketing. In this article we’ll compare inbound marketing vs outbound marketing, discuss which is more effective and identify a handful of resources for your follow up.

What is inbound marketing?

Inbound marketing focuses on getting found whereas outbound marketing focuses on finding customers. Inbound marketing typically has three components; SEO, content, and social media. SEO is the process of creating optimized web pages and content based on keywords that people search for. Content is the process of creating many landing pages, web forms, blog posts, images, videos, whitepapers and eBooks to attract interested people. Social media is the process of leveraging facebook, LinkedIn, Twitter and other social media to promote your content. All three components are important to any inbound marketing strategy.

Unfortunately, we estimate about 80% – 90% of all marketing investments relate to outbound marketing whereas 10% – 20% of all marketing investments relate to inbound marketing. There’s a paradigm shift in marketing though wherein investments in inbound marketing are increasing due to lower cost and better lead generation results. Let’s compare two investments. Classical outbound marketing calls for cold calling campaigns where inside sales people “dial for dollars”. Instead of marketing blindly, a better investment might be inbound marketing. For example, search engine optimize one of your pages around the cold calling message to attract relevant web traffic and layer landing pages and forms around your optimized content. Would you rather attract and market to people interested in your solution or would you rather go on a hunting expedition not knowing what you’ll bring back?

Which is more effective, inbound or outbound marketing?

Inbound Marketing vs Outbound Marketing Book

Inbound marketing tends to be much more effective vs outbound marketing methods since you aren’t interrupting people to get their attention with emails, cold calls, advertisements, email blasts, trade shows and so on. Inbound marketing makes it easier for solutions to be found by prospects already seeking what you offer. Moreover, it’s more efficient since only people who qualified themselves beforehand approach you whereas outbound marketing is making your customers aware of a product they may not know they need.

More info on inbound marketing vs outbound marketing

• Check out the book above by Brian Halligan, Darmesh Shah and David Meerman Scott who combine to write one of the best-selling books on inbound marketing.

• Check back later this week for an article on how revenue generation software like Lead Liaison’s can support and improve your inbound marketing efforts.

We welcome your feedback, comments and suggestions. How do you define inbound marketing vs outbound marketing? What inbound marketing tactics do you find effective?

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Assessing Lead Generation Techniques

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Assessing Lead Generation TechniquesWe recently provided consulting to a small business who struggles getting opportunities into their sales pipeline. Our consultation was focused around assessing lead generation techniques. For the purpose of confidentiality, we’ll keep the company name anonymous. We removed personal references to our suggestions and left in general suggestions broadly applicable and advantageous to many businesses. We hope at least one of these ideas is relevant to your business. For a list of more lead generation techniques check out 101 of them in the following article: 101 Business to Business Lead Generation Ideas and Tips.

After assessing lead generation techniques for this particular B2B company we came up with the following recommendations:

1. Produce a business plan around your top verticals (based on historical revenue share and growth). Keep it simple with 3. Step 1, define the verticals. Step 2, map out the ecosystem (product collateral). Step 3, map out the top 50 (major) players in each category of the ecosystem. Step 4, execute the following tactics:

• Hold monthly webinars.

• Have quarterly executive speaking events.

• Issue monthly press releases (which also help SEO).

• Create a library of video (and transcripts) testimonials from wins in each space.

• Hire a major account manager or carve out responsibility for aforementioned strategic accounts. Similar to a Major Account Manager-type role.

• Partner with industry consultants for lead referral. Enhance channel strategy – particularly in ASIA.

2. Increase sales development resources. At a minimum:

• Add EMEA Sales Development Representative for localized support.

• Add additional US Sales Development Representative (3rd party team or 3rd team member).

3. Create a Service Level Agreement between sales, marketing and executive teams.

4. Send executives and/or business development contacts to tradeshows vs sales people. Idea is they are unbiased and have global awareness of your business.

5. Expand marketing’s social footprint:

• Develop a squidoo lens.

• Create a YouTube channel.

• Produce an industry leading eBook.

• Create a contest.

6. Create free tools that help people. These could be templates, spreadsheets, anything. The idea is to share these publicly on your website and in the social domain to increase lead generation. Focus on helping, not closing, prospects.

7. Create an incentive program with some of your partners. For example, $1,000 to each sales rep that passes over a Sales Qualified Lead (SQL). Must define what a SQL is.

8. Enhance SEO strategy:

• Move your blog to your own domain for enhanced SEO. It’s on blogger.com which does nothing for SEO.

• Hire a SEO specialist to optimize your external web pages to increase organic SEO leads.

9. Establish better sales pipeline stages in Salesforce.com to facilitate the creation of Sales Qualified Leads.

10. Develop a lead nurturing process. It appears your business has a legacy of “one-and-done” touches on your database. You must “recycle” your leads and constantly build relationships with them in an automated way. Database segmentation and drip nurturing processes will help. We suggest procuring revenue generation software such as that from Lead Liaison.

11. Hold more folks, not just sales, responsible for getting opportunities in the pipeline. This means developing the right metrics and MBOs.

12. Have sales and marketing team members start every day with two cold calls. Track it.

13. Create innovative marketing content with more landing pages and social media strategies around each piece. Ideal to categorize these based on our 3 key verticals.

• Analyst reports

• Gartner magic quadrant notes

• Blog postings

• Press releases to share

• Podcast

• Invitation to join LinkedIn group discussion

• Run a survey

• Video testimonial

• eBook on security

• New research

• Interviews with industry executives

Start assessing lead generation techniques for your business by documenting the problems and challenges. Get team leads together for a brainstorm session which identifies relevant issues. Once you know your companies problems you can work on a solution.

For a free consultation and assessment of your lead generation techniques contact Lead Liaison.

We welcome your feedback, comments and suggestions. How are you assessing lead generation techniques? What have your assessments shown which you’d like to share with others?

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Email Deliverability Best Practices

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Email Deliverability Best PracticesCollecting independent tips and suggestions on email deliverability best practices can be overwhelming, not to mention trying to understand what each suggestion/tip means. Don’t worry, Lead Liaison consolidated necessary tips and suggestions for you into a short checklist.

Enclosed are two separate checklists. The first checklist contains items your marketing team can do independent from your Email Service Provider (ESP). The second checklist contains items your ESP, in this case Lead Liaison, can do for you. Some ESPs do not offer such extensive services. Lead Liaison takes email deliverability seriously. As part of every Lead Liaison subscription license to our Revenue Generation Software a Customer Success Representative works with each customer to ensure they’re following email deliverability best practices.

Following this checklist will ensure your email messages successfully reach your recipients and will increase the likelihood of your messages being accepted, not marked as spam/junk, by your recipients.

Email Deliverability Best Practices Checklists

Things for you to do:

□ Send your initial lists to clean lists (people you know well who won’t hit the spam button)

□ Use lead nurturing to send relevant content based on roles, actions and interests

□ Only send to old database contacts once you develop a good reputation

□ Consider using a different but related domain for sending emails

□ Setup SenderID and SPF

□ Setup postmaster@ and abuse@ email addresses

□ Avoid buying, renting or borrowing lists from 3rd parties

□ Check the integrity of your contact lists before and after an upload

□ Create great marketing content

□ Segment your marketing content into smaller chunks vs. sending “clusters”

□ Get people’s permission before adding them to an email marketing track

□ Embed a “Safely Unsubscribe” and “Privacy Policy” link at the bottom of your messages

□ Do not be too aggressive with your email communications especially at first (think dating)

□ Use auto-responders that cross promote

□ Use an active email address as your reply-to email address

□ Make the unsubscribe process easier than the subscribe process

□ Use your colors and logo in your content so your recipients recognize you

□ Don’t include too many images (<=4) in your messages

□ Keep your messages small (< 37K Bytes)

□ Follow CAN-SPAM Act requirements

Things to do with Lead Liaison’s support:

□ Setup DKIM/DomainKeys

□ Send from a dedicated IP address, not a shared IP address

□ Start by warming up your IP address and sending a small amount (<1,000) of messages

□ Process hard and soft bounce emails and test

□ Check blacklist records occasionally to make sure your dedicated IP address is not on any lists

□ Make sure you tag your contacts with a lead source

□ Segment current and future contacts by building Lead Liaison Target Lists

□ Build several landing pages and web forms to increase lead capture and build subscribers

□ Keep web form fields simple

□ Send a text representation with your html email

□ Monitor feedback loops and resolve spam complaints

□ Avoid using spam-like words (“free”) in your messages

We welcome your feedback, comments and suggestions. How are you meeting email deliverability best practices? What would you add to this list?

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Building a Lead Scoring Model

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Building a Lead Scoring ModelWe posted a few articles over the past week on lead scoring, prioritizing leads and lead scoring criteria. Today, we’ll put this information to use and explain 5 simple steps to building a lead scoring model.

1. Hold an alignment meeting between sales and marketing

2. Categorize lead scoring events into 3 buckets

3. Define a lead scoring threshold

4. Assign a weight to lead scores

5. Assign a point value and test

Building a lead scoring model in 5 steps

Step 1: Meet

First, begin building a lead scoring model by getting key sales and marketing folks into a meeting. As much as marketing may desire complete ownership of the lead scoring model, it’s vital to involve sales. As Mac McConnell points out:

“Sales is the client of a lead scoring model.” Mac McConnell, bluebirdstrat.com

By bringing sales into the process early on you’ll garner their buy-in. Mac further explains, once they buy-in, they’ll know the meaning behind a lead score and how marketing qualified the lead. More importantly, they know what a truly “qualified” lead is and can offer valuable input on Step 2.

Step 2: Categorize

As discussed in our article on lead scoring criteria, use 3 buckets when building a lead scoring model – demographics, behavior and qualification. Write down relevant criteria that contributes to your company’s definition of a “lead” within each category. For example, under demographics you might list vice president of engineering as an important title to assign a lead score to if your company recognizes this role as a key persona in the B2B buying process.

Step 3: Define

Select a lead scoring threshold. The lead scoring threshold is somewhat arbitrary; however, it’s important as it objectively defines when the lead is ready to be handed to sales, or becomes a marketing qualified lead (MQL). For example, pick 75, 100 or 1000. The actual number is immaterial. Use a scale that is easy to remember and to track while building a lead scoring model. See our write-up on sales pipeline stages for further clarity on MQL and other phases of the funnel.

Step 4: Weight

Use stars or symbols to assign a weight to each lead scoring criteria instead of using point values. Using symbols is important at this stage for sales and marketing to avoid contention. It’s easier to agree on assigning 4 stars or 5 stars to something rather than assign arbitrary numeric values. In Mac’s video below he doesn’t use a precise way to derive the lead score from the weight, we’ll address this in Step 5.

Step 5: Score (and Test)

Assign points to your weights and test your model. We suggest using a consistent method when assigning scores. For example, if the lead scoring threshold were 70 it makes sense to say each star is worth 10 points. If the total lead score meets or exceeds 70 points (7 stars) the lead is ready for sales (a MQL). After building a lead scoring model, test your model by running through a handful of theoretical scenarios. Take recent leads and/or opportunities and apply them to your lead scoring model. How did the score turn out? If your model were live would the lead score be realistic and accurate? Would sales agree to this lead scoring model? Remember, building a lead scoring model is not a “set it and forget it” kind of thing. Review your lead scoring model frequently (every 3 months at a minimum) and tune it as needed.

Finally, input your lead scoring rules into revenue generation software, such as that from Lead Liaison. For a free consultation on building a lead scoring model using Lead Liaison’s software contact us.

For more information watch Mac McConnell’s presentation below on building a lead scoring model.

We welcome your feedback, comments and suggestions. How are you building a lead scoring model?

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Lead Scoring Criteria

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Lead Scoring CriteriaLead scoring is the process of automatically qualifying and prioritizing leads for sales. If you own revenue generation software and haven’t developed a lead scoring program yet or you’re considering investing in a lead scoring program you’re probably wondering how to get started. First, identify your lead scoring criteria.

Businesses typically categorize lead scoring criteria into three “buckets” – demographics, behavior and qualification. Segmenting lead scoring criteria into these three areas helps businesses organize their lead scoring rules and determine the weight/value to place on each rule. Here’s a breakdown of the three lead scoring criteria buckets.

Demographic lead scoring criteria

Demographic lead scoring refers to any information about a company or a person. In the video below, Mac McConnell uses a creative way to interpret demographic lead scoring criteria as any information typically seen on a business card. Some industry experts refer to this as “firmographics”, or any company related information while demographics are information on a person. An example of lead scoring criteria in this bucket is below:

• Company name

• Revenue

• Industry

• Geography

• Name

• Title/position

Behavior lead scoring criteria

Behavior lead scoring refers to any information about an individual’s online behavior such as their interaction with marketing assets. For example, it’s possible to track the following behavioral lead scoring criteria using lead tracking technology:

• Website visits (# of pages viewed, specific pages visited – like a pricing page)

• Online registrations (document downloads, webinar requests)

• Email opens and/or links clicked in an email

• Time spent on a website

Qualification lead scoring criteria

Qualification lead scoring refers to any information about a lead which identifies whether a lead is in profile (ideal buyer) or out of profile. For example, at Lead Liaison our ideal customers are B2B companies, not B2C. To collect this information ask your sales people to log this data into your CRM. Alternatively, use progressive profiling technology to ask for this information in a web form. Progressive profiling allows marketers to ask for different qualification criteria once and only once. For example, you could ask where someone is in the buying process on their first form submission. When the visitor returns to complete a second form, progress profiling with automatically replace the question with another qualifying question. Over time you’ll build a more holistic profile of your prospect.

It’s important to place the proper “weight” on each of the three lead scoring criteria buckets. As Mac points out, people tend to provide inaccurate demographic information; however, it’s not possible to lie on behavioral information since that’s activity based.

Adding the lead score from each of the three lead scoring criteria buckets gives you a total lead score, which tells you how to prioritize leads and when to elevate attention towards particular leads.

Check out our Lead Scoring Solutions Guide for more examples of lead scoring criteria. For help prioritizing leads see this post. Please contact Lead Liaison for a free consultation to see how our revenue generation software technology can help your company score leads and implement progressive profiling to create, manage, qualify and nurture leads.

Here’s the short presentation from Mac McConnell on lead scoring criteria.

Lead Scoring Criteria, by Mac McConnell:

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We welcome your feedback, comments and suggestions. How does your company define lead scoring criteria?

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Prioritizing Leads

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Prioritizing LeadsMost sales organizations rely on their marketing team to carry the “burden” of lead generation. Numerous lead sources exist, making sorting and prioritizing leads challenging for marketers. We know many marketers struggle prioritizing leads as experts sight 80% of all marketing leads passed to sales are unqualified. How can marketing prioritize leads?

The answer is, with lead scoring. Lead scoring technology automatically qualifies a lead. In practice, the higher a lead score the more qualified the leads is. More importantly, the lead score is a measure of how interested the lead is in your company’s offering. It also helps sales and marketers understand where the lead is in the B2B buying process. A lead score tells a marketer when the lead is ready to be handed to sales. Prioritizing leads using lead scoring helps sales understand who’s hot and who’s not.

In conjunction with Software Advice, Mac McConnell, partner and founder of BlueBird Strategies published a three part series covering lead scoring. We’re delighted to share the first session with you, which covers lead scoring and how to prioritize leads. Mac also talks about the “Buddha Funnel”, where leads get stuck in the pipeline.

How to Prioritize Leads, by Mac McConnell:

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Mac uses sales pipeline stages to help marketers understand how they can “stretch out” the pipeline to accommodate marketing’s increased involvement in prioritizing leads for sales.

We’ll also point out that Mac uses terminology that may be foreign to many marketers, such as MQL and SQL. Check out our post on sales pipeline stages for further explanation of these terms. If you’re interested in learning how Lead Liaison’s technology can help your organization start prioritizing leads and nurturing leads through the “Buddha Funnel” we welcome your inquiry.

We welcome your feedback, comments and suggestions. How is your company prioritizing leads?

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Dedicated IP Address for Email Marketing

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Dedicated IP Address for Email MarketingDeliverability and reputation problems can occur if you are using a shared IP address to send out your emails while other senders use the same IP address. If the other senders emails get marked as spam or the shared IP address gets blacklisted your IP will be blacklisted and/or your emails will land in the junk folder. Many ESPs automatically use shared IP addresses across many clients. Use a dedicated IP address for email marketing tools or marketing automation solutions.

Lead Liaison assigns a dedicated IP address to each customer. Trials are run using a shared IP address pool. Even in the pool, there are multiple IP addresses to prevent one from going down and affecting other trials.

We welcome your feedback, comments and suggestions. What are your thoughts on using a dedicated IP address vs. a shared IP address for email marketing?

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Marketing Automation Jobs

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Marketing Automation JobsAre you looking for marketing automation jobs? Lead Liaison might be able to help. We interact with a number of businesses searching for marketing automation solutions. Many of these business lack resources or the right marketing automation “intelligence” to get a project off the ground. Whether you’re looking for full time marketing automation jobs or part time consulting we might be able to help you make a connection. Feel free to provide your information in the form below and we’ll contact you if we see a match.

Common marketing automation jobs we come across

• Manager, Marketing Automation

• Marketing Automation Specialist

• Marketing Automation Content Writer

• Marketing Specialist – Demand Generation / Marketing Automation

Typical requirements for marketing automation jobs

Experience:

• Analytical with a strong eye for detail

• Knowledge of CRM software such as salesforce.com

• Database management (segmentation, reporting and maintenance)

• Must be able to effectively prioritize competing tasks

• Email Marketing software

• Good level of technical expertise (such as email and basic html / web page design)

• List building and importing

• Paid and organic search engine marketing campaigns

• Ability to gather, develop, and analyze marketing/business content and deploy marketing programs around it

• Optimization & A/B testing

• Understands sales & marketing processes

• Understands the change in the buying process

• Project management in a global environment with multiple regional teams

• Marketing automation tools

• Data analysis, reporting and business intelligence

Skills:

• Technically savvy, comfortable with software applications

• Analytical and metrics-focused

• Good communicator, and ability to communicate with a non-technical audience

Lead Liaison

What is Lead Nurturing?

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What is Lead NurturingAnswering the question, “what is lead nurturing?”, is difficult for many companies especially those that think they already do lead nurturing. Lead nurturing is vitally important to lead management processes these days because of the fundamental change in the B2B buying process. B2B buyers are reluctant to engage with salespeople until they are deep into the buying cycle. In recognition of this paradigm shift, businesses should conduct a careful assessment of their lead generation processes and “get real” about what they have and what they do not have.

70% of the B2B buying cycle is complete by the time sales people engage. – SiriusDecisions

Let’s first discuss what lead nurturing is not

• Emailing periodic newsletters
• Sending out random product releases
• Sending out random company announcements
• Spending all your time creating fancy html layouts for your email marketing campaigns
• Not understanding your prospects persona
• Not running marketing segmentation on your database
• Blasting out email messages to your entire database
• Calling leads just to touch base with the intent to see if they are ready to buy

Well then, what is lead nurturing really? Lead nurturing is the process of engaging prospects or customers using relevant and timely communications to build a trusted relationship, generate interest, and raise awareness until they are ready to speak with sales. In summary, it’s the process of realigning the timing of sellers and buyers. Let’s itemize activities that help define what is lead nurturing.

Sending content after listening to your buyers

• Sending content based on timing
• Sending content based on product or solution interest
• Sending content based on a previous conversation
• Sending information that is relevant to your buyer’s problem
• Making calls based on touch point data that adds value to the interaction
• Sharing content that’s relevant and valuable even if they never buy from you

Sending content by understanding your buyers

• Sending an email that includes content based on the recipient’s role in the company
• Sending content based on your buyer’s location
• Sending content based on your buyer’s industry

Sending content that matters

• Sending content that is useful to them such as tools, calculators, or programs
• Sending content that helps your buyers expand their knowledge
• Sending content that raises your buyers awareness

By understanding what is lead nurturing and what lead nurturing is not your organization will better understand lead nurturing and you’ll be able to identify whether or not you need this critical sales and marketing technology.

Lead Liaison is pleased to extend a free consultation service to help you assess your company’s lead nurturing capabilities and needs. To speak with Lead Liaison and learn about our lead nurturing technology please contact us.

We welcome your feedback, comments and suggestions. What is lead nurturing to you?

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Lead Follow Up

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Lead Follow UpDoes your organization struggle with lead follow up? Does your sales team have a less than stellar process responding to marketing generated leads? If you’ve answered yes to either of these questions help is on the way. Follow 3 rules to lead follow up to help your company produce a higher number of well qualified leads.

The 3 rules to lead follow up are speed, process, and persistence. Let’s analyze these rules to better understand how they support and improve the lead management process.

Speed – Follow up quickly with leads

A recent study done by Leads360 sampled 25 million data points to find conversion rates (people converted from inquiry to qualified lead) increased dramatically with faster response times against initial inquiries. Below is a short list of data points from the sampled leads:

• When called within 1 minute of inquiry, conversion rates are 391% higher

• When called within 2 minutes of inquiry, conversion rates are 120% higher

• When called within 3 minutes of inquiry, conversion rates are 98% higher

• When called within 30 minutes of inquiry, conversion rates are 62% higher

• When called within 60 minutes of inquiry, conversion rates are 36% higher

As evidenced by the data, the lead follow up advantage is less significant after the first 2 minutes have passed and greatly decreases after the first hour. It’s undeniable that fast response time drives loyalty. Businesses create strong psychological and social bonds with rapid lead follow up. If the prospect sees sales ultra-attentive to their inquiry and pre-sales interaction with your company it gives them a feel for how they’d be treated once they are a customer. Additionally, fast lead follow up blocks out competing offers as your prospect invests time into a relationship with you, who is the fastest responder.

Process – Lead follow up is not a one-and-done thing

Companies must not think once initial follow up occurs the lead follow up process is complete. In fact, it’s just started. Unfortunately, most sales and marketing teams heavily invest in the first 3-5% of inquiries that have short-term potential. However, sales people who are not aggressive and tenacious may lose interest in continued contact and neglect lead follow up with these 3-5% of inquiries. Then you have the other 95% of leads that don’t have short-term potential, which businesses commonly ignore. Sadly, 70% of those leads will buy from someone. If companies neglect follow up it results in lots of opportunity left on the table.

The first thing sales, and marketers, need to do is stop thinking a sale will happen in the first call. B2B buyers do not buy on a whim. A relationship must be built. Lead nurturing technology will automatically send personalized and intelligent communications to your prospects to develop your lead until they’re ready to speak with sales. Put the inquiries not yet ready for sales into a lead nurturing campaign. See our post on Lead Nurturing Programs to get an active of 5 different lead nurturing tracks you can drop your leads into.

Forrester Research reported companies that implemented an effective lead nurturing process have a 300% (3x) higher closing rate than their competitors who fail to make a long-term investment with their prospects. – Forrester Research

Concentrate on how buyers buy before you can master how to sell. Buyer’s usually want educational content in smaller, bite-sized chunks, over a period of time.

Persistence – Make a concerted effort to reach your leads

In a similar survey, 15 million sales leads were analyzed. Results showed persistence increased the probability of contacting a lead. The same study revealed a disappointing 50% of leads are never called a second time. When making two calls versus one it increases the chance of contacting a lead by 87%. The report also found six contact attempts resulted in the maximum possible contact rate; however, nearly 60% of sales people made less than sixth contact attempts.

Lead Follow Up Contact AttemptsTiming contact attempts will also increase conversion rates. New inquiries should receive a response within 5 minutes and include a 6-call lead follow up process to produce the maximum conversion rate and minimize workload. Here’s the suggested contact attempt schedule to maximize lead follow up ROI:

• Day 1: call 3 times. The premise is new inquiries should be called immediately and in two subsequent time windows during the first day until contact is made.

• If contact has not been made, call on day 3, 4, and day 11 or 12 to maximize contact and conversion rates.

• Day 3, call once.

• Day 4, call again.

• Day 11 or 12, make 2 more call attempts.

Lead Follow Up Frequency

Realizing the effort to track and schedule lead follow up, businesses can use marketing automation software to automate scheduling of tasks. For example, revenue generation software from Lead Liaison can schedule call follow up tasks and reminders at once. At Lead Liaison we use 6 sales pipeline stages to map the flow of a person through the revenue cycle. Once a lead becomes a Marketing Qualified Lead (MQL) by achieving a particular lead score the lead is handed off to sales. Our system automatically assigns a lead to the sales lead owner and schedules the reminder process in a CRM, such as Salesforce.com.

Keeping the 3 rules of lead follow up in mind and leveraging revenue generation software to help deliver lead nurturing and schedule sales lead follow up will help businesses become more efficient in lead management and generate more revenue from marketing dollars. Contact Lead Liaison to better understand how we can help your business with lead follow up.

We welcome your feedback, comments and suggestions. What lead follow up tactics have helped you?

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