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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.

Workshop StagesWorkshop DetailsBook Online Now

For our research purposes, please indicate in the panel above your rating of importance or concern within your business for each stage in data quality and data planning; 1 being low, 5 being of high importance or critical to your business.

Workshop Stages Rating
Determine the value of your business, the brand, the product and the service layer.
1 2 3 4 5
Isolate the differential in the brand and what "value" is attached to this differential
1 2 3 4 5
Summarise key issues and pains of your target industry to create issue based value
1 2 3 4 5
Consider cognitive profiling of the decision making unit at "C" level.
1 2 3 4 5
Creation of the intelligence framework and proposition association
1 2 3 4 5
Refined segmentation not only by target profiling but also through the use of cognitive issues and buying behaviour
1 2 3 4 5
Revenue mapping and campaigning against sales target through Hunter Campaigns and Key Account Planning.
1 2 3 4 5
Intelligent lead campaign planning, formulation and execution.
1 2 3 4 5

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.

Case Studies
Azure (BT) Case Study - BT appoints Anderson Baillie in Managed Services deal - Click here to read this case study
Anderson Baillie were contracted by BT (British Telecom) for 12 months, to manage the marketing functions for a new company from strategic planning, brand development and product marketing through to all aspects of marcomms delivery.
Xinetica Case Study - Business Growth and Branding Programme - Click here to read this case study
Anderson Baillie successfully completed its Business Growth and rebranding exercise for IT professional services and security consultants, Xinetica Ltd.