David Fletcher

Recent Posts

How To Follow Up With An Inbound Marketing Lead

Posted by David Fletcher

Oct 8, 2014 6:00:00 PM

handling-inbound-marketing-leadsYou’ve worked hard putting together content that you felt your buyer persona would find interesting, valuable and want to download. Then call you craving more information and be ready to buy. Unfortunately, although this does happen occasionally, that is certainly rare behavior and not the norm.

So what do you do when a prospect downloads some of your content?

First, you need to understand that while the prospect has just become a lead, all leads are not the same. Just because someone found a white paper, checklist, etc. worth downloading does mean they’re sales qualified. Too often we have clients that want to start selling as soon as a prospect hits their landing page and downloads content.

With that approach, a majority of those follow up calls do not go well. Then they come to us with their dejected sales frowns claiming the “lead is no good”! The lead may not ready to buy, but the LEAD IS GOOD!

Let’s look at a more effective way to follow up with your inbound leads.

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Creating A Marketing Budget to Drive B2B Sales Growth

Posted by David Fletcher

Sep 25, 2014 11:00:00 AM

Editors Note:  I’d like to welcome David Fletcher as a contributor to The Demand Creator Blog.  David heads up Imagine’s implementation efforts and has tremendous experience in both leading and guiding businesses. He’ll be sharing thoughts relevant to executives charged with revenue growth.

b2b-marketing-budgetThere is no "one size fits all" approach to setting a marketing budget. If you're not quite sure what your budget should look like and you look at some of your competitors for inspiration, you'll likely only wind up more confused than you were in the first place. Marketing budgets are determined by a wide variety of factors, including the audience you're trying to reach, the channels that you're using, existing relationships and more.

Instead of looking to those competitors and focusing on how much money they're spending, you should instead be looking at "how" and more importantly "why" they're spending money for guidance. Understanding the desired result is the most important factor to be considered. A clear picture of your desired result will help you better understand how much budget should be allocated to your marketing efforts.

To understand just how important marketing budgets have become, you only need to take a closer look at the industry as a whole. In The CMO Survey, published in February 2014, it was predicted that marketing budgets would increase 6.7% over the next twelve months alone. Not only are the numbers themselves increasing, but that trend is on the rise as well - marketing budgets only increased 4.3% in 2013 and were at a 0.5% climb in 2009.

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