The argument of what constitutes a lead, let alone a good lead is not new, since marketing came into business-to-business organisations, this debate has occurred between those in the sales department and those running the campaigns.

Definitions are often made and enquiries match - on first inspection, only to find little substance when the sales teams qualify and challenge as part of the selling process.

Volume vs Quality

This debate of lead quality and production has placed enormous pressure upon marketing teams to not only maintain the 'volume' of enquiries but also improve the qualify. Many marketing tactics simply create volume responses - good in the past but now no longer acceptable. Marketing teams need to simply create only good leads to be effective and the intelligent lead development workshop will show how this can be done - not just once but time and time again.

Gain fresh insight

Attendees will gain fresh insight into the use of research intelligence, how it may be used for effective lead development, how the proposition and value statement may be applied to lead development and supported through an intelligence framework. Finally how, when all aspects are brought together through segmentation and an understanding of the issues of a market, attendees will develop their own intelligent lead generation programmes.

About the Workshop Co-ordinator

Andrew Baillie has been conducting proposition development for companies throughout Europe for over 20 years. The essence of his approach is to make complex products and tools simple. To apply real business need to services and products sold.

Andrew Baillie is acknowledged as one of the leading technology sales and marketing specialists within the UK and worked with levels of technology and business-to-business based companies - large and small, local and multi international.