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Building powerful, revenue-driving marketing with Jeffrey Eisenberg

January 28, 2015
Jeffrey Eisenberg is a recognized authority and pioneer of Internet marketing strategy; improving online conversion rates for sales and lead generation. Jeffrey speaks Spanish with native fluency and has transacted business in 26 countries.

The emphasis that's given to lead scoring. If half that emphasis would be given to actually responding to calls more quickly, the value of the leads would go way up. We've proven this over and over again. There's the Kelloggs' study that actually proves that the faster you respond, basically in the first five minutes and whenever we've gotten clients, instead of having the marketers on the spot for the quality of the leads actually put the sales people on the spot for the quality of their response, it's been the number one factor in increasing conversions and so marketers just take it on the chin and just very often go quietly into the night. The bottom line is that most of the time if sales people could respond to the calls fast enough they'd have perfectly good leads that they could sell whereas when they take even thirty minutes to get back to them that lead has already cooled off and who knows what's going to happen. I just wanted to say that because we get that over and over and over again.

Some of the questions asked were:

  • What's the use of lead scoring?
  • Aside from prioritization do you call 100% of the people who submit a lead form on your website or not?
  • What are your thoughts on that - reaching out to somebody who hasn't proactively reached out to you?
  • So you're talking about channels now, right? So you're saying a chat would feel less ookey to you or an email would feel less ookey, but a phone call to you seems a little too invasive?
  • Earlier you said, "I haven't made them a buyer yet. I haven't thought about them as a buyer yet." This is somebody who visits your website. What makes someone a buyer?
  • So how do you know as a marketer when somebody has confidence in your solution? Are there implicit signals? Are there explicit signals? Can you infer something?
  • The question that I often get asked by young marketers is this: what is something I can do to upgrade my skills, to make me more marketable as a marketer? Particularly these are B-to-B marketers that I'm talking to. Somebody asks you that question, what advice would you give?

Jeffrey is the co-author of the Wall Street Journal, Business Week, USA Today and New York Times bestselling books "Call to Action" & "Waiting For Your Cat to Bark?". He has written for the popular marketing optimization blog GrokDotCom, eMarketing & Commerce Magazine & Forbes.com. Jeffrey has been a speaker and delivered the keynote speech at conferences like Search Engine Strategies, WSI Excellence & Innovation, Shop.org, Direct Marketing Association, MarketingSherpa, AD:Tech Miami, Search Engine Strategies Latino, NAB, Canadian Marketing Association and at corporate events like Intel's retail customer appreciation summit.

Connect with Jeffrey: Twitter: @JeffreyGroks- Facebook: Jeffrey Eisenberg - LinkedIn: Jeffrey Eisenberg