A shotgun blast impacts a widely affected and less targeted area, while a laser beam is precise and accurate to its aim. Both have their place in sales and marketing. Which style works best for qualified lead generation and provides a lower cost per lead?
The most effective sales people, appropriately nicknamed hunters, are laser-focused on results and seek the most qualified leads from their marketing team. They often bypass the shotgun blasted leads generated by broadly targeted campaigns, like webinars and direct marketing campaigns. Justifiably, sales teams consider the majority of marketing leads unqualified—not worthy of the effort to uncover the few that are sales qualified. In fact, fewer than 7% of leads that are passed on to sales from marketing meet the qualifications for true and actionable leads.
Alternatively, starting with highly targeted prospect lists, laser-focused outbound marketing campaigns provide sharp-shooter sales teams with fully qualified leads. Starting