All the out-of-the-box marketing metrics are all about quantity. This is incredibly misleading. Sure, much targeting effort goes into pushing out messages, campaigns and propositions to relevant and appropriate people. But then the results are seldom filtered for quality. Surely this is totally mad in B2B? Unless you’re selling a mass (business) market product or service, it’s quality leads that deliver value.

First up, if you don’t individually nurture respondents, with personal replies and interactions, you’ll lose them in a trice. And if you have an average client annual value (as we do) of £50-70k, then that takes some getting over the line. On the other hand, well cared for, it’s a relationship that will continue producing that revenue for many years. Our average retention is around 9 years! And I’m sure we’re not unusual. And we’re just a little business.

So – manually sorting, examining, managing, qualifying, nurturing and closing your leads in B2B should be the case even if there are hundreds to deal with each year.

Thoughts & opinions?