Here’s what you need:

1. A clear universal lead definition – agreed by sales and marketing.
2. A strong value proposition – specific, measurable and time-constrained.
3. Compelling and remarkable content – bite-sized and multi-media. (It’s only compelling and remarkable because your clients say it is so.)
4. An ongoing and automated lead nurturing process.  (If you do a great job of combining 3 and 4, you’ll get the kind of reaction I got from a prospect, when they said “He walks on water.”)
5. Well mapped lead scoring – to ensure salespeople focus on hot leads.
6. Metrics – to measure and refine the process – for continual improvement.

Do those six and in a bit of time, sales-ready leads will begin pouring in — first a trickle, then a stream and finally a river.

Jeff Ogden, the Fearless Competitor, is President of Find New Customers “Lead Generation made simple” and author of the famed white paper, How to Find New Customers.  He’s been called the guru of lead generation and Find New Customers helps businesses execute lead generation programs to excel at acquiring new customers.