When we picture lead generation working the way we think it should, most of us envision the salesperson being handed a lead that is fully qualified and only a small step from closing. We want the process to be predictable and the performance to be near perfect.
If only the real world were so simple and straightforward. You remember the real world—where humans act human and analysis turns murky.
Below are seven ways you can know if your blog is generating a return on your investment, and therefore be able to answer the question, “Is the company blog working?”
1. The Prospect Engages, Seemingly Out of the Blue
This is when a former prospect or client that had gone quiet for a few months re-engages as a result of a blog post or a piece of premium content. Top salespeople understand that those messy humans who don’t take the straight and narrow path to your door shouldn’t be written off. Keep your eye on them as they reconvert and decide when it's time to call.