Generating Qualified Leads on the Internet

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Generating High Quality Leads on the Internet How Manufacturers Can Dramatically Increase Marketing ROI

A GlobalSpec White Paper

350 Jordan Road Troy, NY 12180 Tel: 518-880-0200 www.globalspec.com

Executive Summary

Traditional lead generation programs such as print ads, direct mail, trade shows, and catalogs are losing effectiveness in the manufacturing sector. They don’t connect with a target audience of engineers and technical buyers who have turned to the Internet to source products. Too often they produce unqualified leads. The result is that sales people waste time, money, and business resources trying to close deals with weak prospects who will never buy.

On the other hand, high quality leads are prospects who have “raised their hand” to express a specific need for a product. They have buying authority or purchasing influence, and have indicated their intention to buy in the near term. Where can manufacturers find these high quality leads? On the Internet.

Statistics show that over 90 percent of a manufacturer’s target audience is using the Internet to find the products and services they need. In turn, leading manufacturers now use the Internet to proactively generate leads. Benefits include the ability to reach a larger audience, maintain an ongoing presence, and measure results. However, not all Internet marketing is equally effective. Manufacturers must carefully choose an Internet lead generation strategy that produces only high quality leads and a significant return on investment.

Generating high quality leads is only half the story; managing them is the other. It’s not uncommon for leads to fall off the bridge between marketing and sales and be lost forever — causing even the best conceived and executed marketing programs to fail. No matter where a lead comes from, manufacturers must instill a disciplined approach to responding to, managing, and tracking a lead in order to produce sales and gain intelligence to improve lead generation efforts.

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What Exactly is a Lead?

For marketing programs to be effective, they must provide three things: lead generation, lead qualification and handling, and long-term brand building. Although on the surface these requirements may seem simple and obvious enough, many sales and marketing mistakes are made when it comes to understanding what exactly a lead is.

There’s a classic story about the sales manager who has a foot-high stack of “leads” on his desk, but can’t seem to close a sale with any of them. That’s because all those hundreds or thousands of names have come from a purchased list containing just about anyone who might be remotely interested in the product or service he is trying to sell. Naturally, very few of them can actually be considered real prospects. Why not? For multiple reasons: they haven’t expressed a need for his product, indicated they are ready to buy, or proven to have budget or authority to buy — in short, they’ve done nothing to distinguish themselves as a potential customer from the broader market. The sales manager ends up wasting precious time and money chasing after utterly unqualified “leads.”

The Usual Suspects

Too many marketing dollars Marketing, almost as much as sales, faces tremendous pressure to produce numbers. and too much time and Marketing’s key role is to generate demand. Maybe that’s why some marketers will effort from sales people are consider any name they dig up to be a lead, no matter where it came from. But a wasted on unqualified “suspects” who will never long list containing names of people working in your target industry does not 1 buy. constitute a list of leads. Likewise, a visitor who happens to request information from

your Web site is not necessarily a lead (they could be a competitor, for instance). A walk-in at your trade show booth who registers to win a motorcycle is hardly a lead. In each of these cases, at best you’ve gathered “suspects” — a term that means exactly what it says: someone to be viewed with suspicion. The sad reality is that too many marketing dollars and time are spent on such suspects who will never buy.1

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Leads are Qualified Prospects: Sales People Want Them There are several characteristics that help you know whether or not you have a serious, qualified prospect on your hands:

A serious, qualified prospect A prospect, unlike a suspect, is someone with buying authority or significant is someone with buying involvement in the buying decision, who “raises their hand” to express authority or significant interest in what you have to sell.2 This figurative hand-raising is a buying involvement in the buying decision, who “raises their signal or statement of need for your product or service. hand” to express interest in 2 what you have to sell. Information on the prospect is captured and passed from marketing to sales via lead management processes or an automated system.

When a sales person gets the contact, he or she sees a serious indication that there’s opportunity to make money. Most sales people are on commission. Naturally they pay attention to those leads that have the most potential to turn into a sale.3

The sales person finds they are talking to a decision maker who has authority to buy or recommend, who has expressed a clear need for the product or service, and is prepared to take action soon.

Prospects fitting this profile are high quality leads. They not only make sales people happy about the idea of making money, they make sales people — and the entire organization — more efficient and effective, more of a revenue-generating machine. Closing the sale becomes easier, sales people do not waste their time or skills on unqualified suspects, and they have more time for selling to other qualified leads.

Where Do Leads Come From?

Traditional Lead Generation Most professional marketers of technical products are well seasoned in their traditional lead generation options: trade shows, print ads, direct mail, and print catalogs. Publicity and referrals are also a source of leads, but the marketer may not have direct control over these avenues.

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The upside of traditional lead generation is its familiarity to both the marketer and the organization. Often, in-house resources and expertise are available to generate leads using these techniques. And although there is room for creativity, there also are established and generally known guidelines on how to conduct a direct mail campaign or how to select and prepare for a trade show — a comfort zone that’s easy to stay within.

However, there is a significant downside to traditional direct marketing methods for There is a significant downside to traditional direct manufacturers trying to reach a target audience of engineers and technical buyers. marketing methods for reaching a target audience of engineers and technical Not Aligned with Buyer Behavior buyers. The best time to reach prospects is when they’re looking to buy, when they have a sense of urgency. Design engineers in particular feel this sense of urgency: if they significantly reduce new product development cycle time they can get an innovative product to market first, fill a customer need, and dominate an entire category before their competitors even get in the game. But when engineers are ready to buy technical components to support their development efforts, they don’t look in trade magazines or their pile of direct mail first.

In a recent survey, 35 percent of engineers and technical buyers indicated their use of printed trade magazines is decreasing and 30 percent reported they would attend fewer trade shows in 2002 compared to 2001.4 These media do not reach engineers at the moment they are trying to solve their product sourcing problem. For example, maybe the trade magazine with your advertisement hasn’t arrived yet or was never opened or already thrown away. Perhaps your trade show isn’t until next month, or your catalog is out-of-date and missing your newest product. In these cases, you completely miss an opportunity to connect with your target audience when they are looking to buy.

What are engineers doing instead? When engineers and technical buyers are actively When engineers and technical buyers are actively looking for products, they go to the Internet first. One Internet marketing expert put sourcing products, they go this situation bluntly: “Traditional marketing methods are losing their grip on to the Internet first. customers at an alarming rate. Trade shows, trade publications and direct mail deliver a fraction of the ROI they did only two years ago. The reason is simple. The Internet.”5

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Internet Lead Generation It’s becoming common knowledge among manufacturers that engineers and technical Many manufacturers are actively changing their buyers are searching on the Internet for the products and services they need. A marketing mix to generate recent Gartner Dataquest survey found that over 90 percent of engineers use the high quality leads on the 6 Internet to research technical products. They are seeking out product manufacturers Internet. and detailed product specifications. In another survey, 74 percent stated that the Internet has shortened their design cycle.7

With evidence like this, it requires no leap of faith for manufacturers to realize they need to be on the Internet. In fact, many are actively changing their marketing mix to generate high quality leads on the Internet. They’ve taken the approach that an individual might take toward his investment portfolio: take resources out of under- performing investments and re-allocate them where return on investment is greater; in other words, out of traditional marketing methods and into the Internet.

(For more information on re-allocating marketing dollars to the Internet, download GlobalSpec’s white paper, “Reaching the Technical Buyer: New Marketing Strategies for Manufacturers” at www.globalspec.com/wp/reachtechbuyers.)

Internet Lead Generation: Reach, Speed, Timing

Marketing via the Internet to generate leads offers a number of distinct advantages over traditional marketing methods:

Your target audience of engineers and technical buyers is already there, looking for manufacturers like you. When engineers are online, they spend 84 percent of their time doing research.8

Engineers and technical buyers are trying to meet their sourcing needs by searching for products, components, and services on the Internet. Because they are expressing need and are ready to buy, they are already more qualified than most leads generated via traditional tactics.

You can be “persistent” on the Internet. You don’t have to wait for the next magazine issue to be published with your full-page ad, wait for your direct mail to be delivered, or worry about your catalog being lost or out-of-date.

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You can reach a much greater percentage of your target audience with the right Internet marketing vehicle. You are not limited to the readership of a magazine, attendees to a trade show, or the number of direct mailers you send.

Your ability to measure results and the speed of feedback is increased by an order of magnitude via online communications capabilities. You will know very quickly if your Internet marketing is working.9

You can interact with your audience one-on-one. Unlike print ads or direct mail, users interact with online content, with each person performing a unique search to find what they are looking for.

With advantages like this, capturing the real-time interest of your target audience on the Internet promises to usher in a revolution in lead generation. “Static” sales leads that were a staple of late 20th century marketing strategy seem lifeless and stale when compared to live, customer-generated inquiries on the Internet. Properly utilized, this knowledge can provide a company with a strong competitive edge.10

Basics of Internet Lead Generation

One caveat to Internet lead generation is that you have many marketing options, and Not all Internet marketing tactics are equally effective. unless you are an experienced online marketer, it’s hard to know what will work and Manufacturers must carefully how to measure success. It’s possible to choose the wrong online marketing vehicle choose a program that offers and perhaps witness uplift in Web site traffic or click-throughs on your banner ad, yet the most effective way to generate high quality leads experience no corresponding increase in leads and sales. and produces significant ROI. As a brief survey of Internet lead generation options shows, not all online marketing tactics are equally effective:

Manufacturer Web site. Everyone has a Web site now. But the total number of Web sites is overwhelming — can your customers and prospects find you? The single, most common reason Web sites fail to live up to expectations is that no one shows up.11 If engineers do find you, are they able to easily search for products by detailed specifications, which is their preferred way to search? One good question to ask yourself: are you generating as many high quality leads through your Web site as you had expected to?

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Banner advertising. When banner advertising first came on the scene it was predominately a brand promoter. There was little lead generation, and even less lead management behind it. Click-throughs and registrations that land and die on the desktop of webmasters don’t do much for marketing and sales. In addition, targeted banner placement on specific Web pages is not always available. Finally, response rates for banner advertising have recently dropped from 2-4 percent to .5 percent.12 According to Gartner, companies need much more sophisticated and targeted online advertising options than simple banner ads offer.

Search engines. Engineers are searching on the Internet for the products and services they need, so it makes sense to do everything you can to help them find you. Search engine optimization strategies are designed to help your Web site get listed near the top for specific keyword searches on Yahoo, Google, AltaVista, or other search engines. Search engine optimization can be effective for generating traffic to your site, but each search engine has its own rules and nuances, which change often and require constant vigilance on your part. In the end, because each search engine is different, it’s impossible to rank highly on all of them. This leads to ongoing costs and reduced ROI because you must constantly change your Web site and analyze key words to keep up with search engine technology. In addition, to obtain paid placements or sponsored positions, usually you have to outbid competitors. Getting listed near the top on search engines is so complex it has become a specialty industry, often far beyond the core competencies of marketers in manufacturing companies. Also, although you may generate traffic, you may not capture qualified leads. Visitors may not be looking specifically for your products, may not be able to find what they are looking for, or you may not have the processes in place to capture leads.

Portals/online directories. There are a number of portals and boutique online directories that attempt to aggregate information for the industrial sector. But how good are they at generating high quality leads? Like search engines, they might send some traffic to your site, but the traffic is likely not qualified. The user could be looking for a product the manufacturer doesn’t even make, and by the time this fact is discovered, the manufacturer has spent time and effort pursuing a poor lead. If you’re paying by the click on portals, you might be paying handsomely for a lot of useless leads.

Despite the challenges and fallibility of these Internet lead generation strategies, the Internet still offers the most effective way to reach engineers and technical buyers, and provides the greatest return on investment in marketing dollars. Internet

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marketing is gaining traction among business-to-business advertisers as an effective marketing tool, and traditional B2B companies are increasing their online budgets, with some manufacturers reporting spending 40 percent of their marketing budget on the Internet.13

The question then becomes: How should you spend your online marketing dollars to generate high quality leads?

Requirements for Successful Internet Lead Generation

Given that your target audience of engineers and technical buyers is on the Internet, you already have a huge advantage just being there. However, just being there, as illustrated above, isn’t enough to generate high quality leads. You need to stay away from “suspect” strategies and choose the optimal Internet lead generation strategy to integrate into your marketing mix.

Such a marketing strategy would effectively weed out unqualified suspects, and at the same time offer unprecedented success in terms of number and quality of leads, measurement capabilities, and return on investment in marketing dollars.

Lead Relationship Management One way to think about Internet lead generation is to take a customer-focused For manufacturers, the most successful and dynamic Lead approach. Customer Relationship Management (CRM) has become such a mantra in Relationship Management every industry and in all corners of a business that it has almost become a cliché. But strategy would be to offer a at its heart is a fundamentally sound concept: be more customer focused. In doing comprehensive online product sourcing system that so, an organization can increase customer loyalty, gain new customers, create more enables engineers and successful products, increase efficiency and lower costs.14 Applying the “customer- technical buyers to specify, focused” concept to Internet lead generation means you serve the needs of your search for, find, and inquire about products. target audience better and faster. You can do this by implementing a lead generation program that puts you in front of prospects at the time they need you most and provides them access to the exact information they are looking for. It’s a spin on CRM; perhaps called Lead Relationship Management (LRM).

For manufacturers, the most successful and dynamic Lead Relationship Management strategy would be to offer an online product sourcing system that enables engineers and technical buyers to specify, search for, find, and inquire about products. This

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system would also provide you with the lead retrieval, tracking and measuring capabilities you need to calculate your return on investment. This type of system would satisfy the following requirements for successful lead generation and management:

Good timing. The target audience of engineers and technical buyers receives your message and is exposed to your products and brand at the exact moment they are looking to buy.

Works the way engineers work. Engineers and technical buyers have easy access to a rich and comprehensive, online, searchable, specification- driven database of products and services, rather than the static, potentially outdated and incomplete information that is often found in print catalogs, online directories, and registries.

Is unbiased. Your products are given fair exposure. They are showcased in searchable and logical product categories based on specifications and engineering standards, as opposed to some searchable online databases whose content can be compromised by arbitrary category assignment and incomplete specification searching capabilities. For instance, tree-type searches require users to keep clicking through multiple categories, slowly drilling down step after step until finding what they need — or not finding it and having to start over. Parametric searches, on the other hand, can be performed in one step; users input their search criteria (parameters) and find the exact product they’re looking for and the companies that make it. This ultimately saves time for your sales team and your customers.

Provides access to actionable information. The manufacturer can retrieve high quality leads containing comprehensive and actionable information. This enables you to know exactly what the prospect is expecting — a request for quote (RFQ), for instance, or specific product information in the mail, or a follow-up call, etc.

Increases productivity of sales force. Even a small improvement in A small improvement in converting leads to sales can sales conversion rates can have a significant impact on the efficiency of a have a significant impact on sales organization, whose top sales person in the best of times will close less the efficiency of a sales 15 15 than 20 percent of leads. When you have high quality leads, sales people organization. can close deals faster and close more of them.

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Promotes branding and awareness. Manufacturers can bring all their marketing messages to bear on the target audience at the same time, during the window of opportunity when the target audience is actively engaged in looking for products. They will be exposed to information on your company, capabilities, products, product lines, and competitive differentiators, rather than a product-specific message only.

Generates measurable results. Manufacturers gain immediate access to leads in order to take quick action. They also can track the number, quality and disposition of leads gained over any given period of time.

Return on investment. Manufacturers gain positive and significant return on investment calculated in terms of revenue per lead acquired, revenue per marketing dollar spent or other metrics relevant to the manufacturer’s business.

Lead Generation to Lead Management: Building the Bridge

It’s not uncommon for many Ultimately, the reason to implement an Internet lead generation program — or any leads to fall off the bridge lead generation program — is to increase sales of products and services. However, an between marketing and increase in sales will happen only if you have a disciplined process in place to handle sales and be lost forever. the inquiries and leads you gain. It’s not uncommon for many leads to fall off the bridge between marketing and sales and be lost forever. When this happens, you might as well be throwing money off the bridge.

It may seem obvious to follow up on inquiries and leads but a recent study of 500 business-to-business companies found that an astonishing 61 percent of them did not respond to Internet inquiries within 60 days. In Internet time, that’s an eon, and those potential leads are most likely long gone to a competitor. Only 12 percent of inquiries resulted in a follow-up call from sales, which is another way of saying 88 percent of leads generated from a campaign are not being followed up on.16

Compounding this serious problem is the fact that prospect expectations have soared. People expect immediate responses from Internet inquiries; lagging response times from bingo cards and other mail-in mechanisms seem antiquated or outright unacceptable by comparison, especially for the engineer urgently trying to solve a design challenge. What makes this situation even more frustrating — for your

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customers as well as your sales team — is that the Internet, when properly used, has the ability to automate and expedite the handling of Internet-generated leads due to its ease and speed of communications.

Two major factors contribute There are essentially two major reasons why leads are not followed up on properly: to poor follow-up of leads: sales people may distrust 1. Sales distrusts quality of leads.17 Think of this as a quantity vs. quality the quality of leads, and the issue: Is it better to have 50 tire kickers or 10 leads who are ready to buy? organization has inadequate internal processes for lead Ask any sales person in your organization. If marketing has historically management. passed to sales low quality leads, sales people will quickly learn to ignore leads coming from marketing, even if — or especially if — there are a lot of them. Such leads waste their time. The remedy to this problem is a combination of providing higher quality leads to sales and re-educating sales people as to the nature of leads.

2. Poor lead management processes. The systems and processes may not be in place to transfer leads to sales and track how well sales follows up. Although technologies such as CRM and Sales Force Automation (SFA) are being broadly deployed to aid and automate lead management and other sales and marketing functions, organizational and business process failures often remain.18 The best technology in the world won’t help if it isn’t used in support of a sound business process.

How demoralizing — not to mention financially risky — for marketing to put in place a successful lead generation strategy only to have it fail due to internal problems with lead management. You could throw marketing dollars at lead generation for eternity and still your business won’t grow if you don’t have effective lead management in place.

Best Practices for Managing Leads

This takes us back to Lead Relationship Management. No matter how a lead is Whether a lead is generated via traditional marketing generated — traditional marketing methods, Internet marketing, or a combination of methods or on the Internet, messages and tactics — the same core lead management principles hold true: the same core lead management principles hold true.

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Capture the lead and identify its origin

Qualify the lead and pass it to sales

Respond to it quickly

Track the lead through the sales cycle

Measure results and return on investment.

These principles hold true whether you manage and follow up on leads internally or use an outsourced service to do it for you. By making sure you instill a few “best practices” in your lead management process, you can achieve significant positive results in turning leads into sales.

Maintain access to leads. One truth about Internet marketing is that leads can come in 24 hours a day, 7 days a week, 365 days a year. If you are advertising on a Web site, make sure you have the ability to download your lead reports at all times and then make sure you do so regularly.

Assign responsibility for retrieving and distributing leads. A person or a team in your organization must be assigned responsibility and held accountable for retrieving leads generated from online marketing programs and distributing them to sales people. This process could consist of anything from automatically loading leads into your contact management system to keying them in by hand. In either case, it must be done. Remember, many leads fall off the bridge between marketing and sales.

Provide sales people with only high quality leads. As mentioned previously, one of the biggest reasons sales people don’t follow up on leads from marketing is that they don’t trust the quality of the lead. Make sure every lead that goes to sales is a high quality lead. The simplest and most effective way to do this is choosing an Internet lead generation strategy that produces only high quality leads. This will also help save you significant time and resources trying to separate suspects from prospects.

Respond to leads within 24 hours. Internet-generated leads mean your prospects are on Internet time and expecting a quick response to their inquiry. Studies have shown that speed of response is the single most important element to increase the conversion of a lead to a sale when the prospect is

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actively engaged in the buying process. Speed also reflects positively on your organization: clearly you have your act together.19

Measure effectiveness of lead generation programs. A useful metric for measuring the success of a lead generation program is return on investment (ROI). Is your marketing program producing the intended number of qualified leads, and is your company able to close sales with those leads? Tracking cost per lead and revenue per lead will help you calculate ROI. As part of this calculation, you will need to factor in the type and quality of the lead as well. Naturally, each company has different standards for what is acceptable ROI. For some organizations, spending $1,000 for a qualified lead and closing one in five leads is well worth it; for others, such a cost per lead would drive them out of business.20

Adjust lead generation programs to achieve the greatest ROI. This goes back to the metaphor of the financial investor changing the mix of his portfolio. Take money out of those programs that are not providing a positive ROI — or in which you can’t calculate ROI — and re-allocate to programs where ROI is significant and measurable.

GlobalSpec: At the Forefront of Internet Lead Generation

GlobalSpec offers an innovative and proven Internet lead generation and brand exposure system for manufacturers. It is an online product sourcing system that connects buyers and sellers of technical products and components. Marketing via GlobalSpec, manufacturers can reach buyers where they are  on the Internet  at the exact moment they are ready to buy. In doing so, manufacturers can gain high quality leads and potential sales because they are connecting to an audience that is specifically expressing a need for their product and an intention to buy.

GlobalSpec’s system is built the way engineers and technical buyers find the products they need. It provides a comprehensive, specification-driven, searchable database of products, components, and capabilities, with detailed product and company information included. Honeywell, Parker Hannifin, Gurley Precision Instruments, Crossbow Technology, Warner Electric, and other leading manufacturers of technical products have turned to GlobalSpec as a major source of Internet lead generation. It’s easy to see why:

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“The reports and leads GlobalSpec.com generates are very specific. The information we get is unlike any other lead generation source we use. It’s smart enough to tell us who has looked at our products and when. It’s detailed, timely, and very useful to us.” Martin Gordinier, Director of Marketing, Gurley Precision Instruments

“When a lead arrives from GlobalSpec.com, a certain amount of self-qualification has already taken place because GlobalSpec.com helps them to identify our products based on their application and performance criteria.” Rudy Mui, Vice President of Marketing, Crossbow Technology

Marketing on GlobalSpec offers the following advantages for manufacturers:

Exposure, reach and frequency. More than 420,000 engineers and technical buyers search GlobalSpec, 24/7, a vastly larger and more targeted audience than can be reached through print ads, direct mail or trade shows. Word of mouth among those in the technical community is one reason for GlobalSpec’s extraordinary audience growth. GlobalSpec also promotes its site through major media campaigns and strategic relationships, and is recognized by industry experts as a leading online product sourcing system.

Full marketing capability. GlobalSpec users are exposed to both your product and company information, helping you to gain high quality leads, increase your awareness and visibility, and enhance your brand. Detailed product information, targeted banners, featured products, supplier information pages, product catalogs, and links to supplier Web sites are core components of GlobalSpec’s complete marketing solution. GlobalSpec’s solution puts all of your marketing mechanisms to work simultaneously in front of an active buying audience.

Online lead reporting. GlobalSpec gives you 24/7 access to leads and reports. Leads can be downloaded directly into your existing contact management systems. This helps to improve lead management processes, cuts costs by avoiding redundant data entry, and enhances your database with new information. You can also access reports showing which of your products and product pages were viewed and how often, helping you gain increased marketing intelligence on what prospective buyers are looking for.

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Proven ROI. GlobalSpec provides a simple formula to calculate ROI and can even help predict how many leads you will get. There’s no guesswork involved to determine how effective your marketing efforts will be.

As manufacturers continue to seek innovative, proven strategies to generate high quality leads on the Internet, marketing on GlobalSpec should be high on every manufacturer’s list.

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References

1 “The 21 Truths About Generating Qualified Leads,” Lee Marc Stein, www.marketingprofs.com, July 2002. 2 “The Seven Principles of Successful B2B Lead Generation,” Louis Gudema, Magic Hour Communications, Copyright 2002. 3 www.leadgenerator.com, JVM Inc., Copyright 2002. 4 GlobalSpec Internet Survey Trends, May 2002. 5 “Technology Lead Generation: Why the Internet Works,” Michael Morris, 2001v Virtual Marketing, www.iSCSIstorage.com. 6 “Internet Usage for Design Prevalent Among Hardware Engineers,” Gartner Dataquest, May 2002. 7 GlobalSpec Internet Survey Trends, May 2002. 8 “Engineering Productivity Tools on the Web,” Design News, April 2001, Reed Business Information. 9 I-Marketing Interview: Intel, Mark Vigoroso, www.EcommerceTimes.com, December 2001. 10 “Technology Lead Generation: Why the Internet Works,” Michael Morris, 2001v Virtual Marketing, www.iSCSIstorage.com 11 “Driving Qualified Traffic to Your Web Site,” Vince Emery, www.info-now.com. 12 “Turning Leads into Sales,” White Paper, Goldstein Group Communications. 13 “Buying into Online Advertising,” Kate Maddox, www.btobonline.com, Crain Communications, Inc., Copyright 2001. 14 “Achieving a Customer-Focused Organization Through Customer Relationship Management,” John Freund, Analytical Solutions, Inc. 15 “Empowering Your Sales Force with Information,” Tom Gaither, iMarket Inc. 16 “The Impact of the Internet on Response Management,” Performark, Inc. Study, www.performark.com/feature_article, 2001. 17 “The Seven Principles of Successful B2B Lead Generation,” Louis Gudema, Magic Hour Communications, Copyright 2002. 18 “Empowering Your Sales Force with Information,” Tom Gaither, iMarket Inc. 19 “How to Qualify B2B Leads,” John Coe, Direct Marketing Associates, www.b2bmarketing.com. 20 “The Seven Principles of Successful B2B Lead Generation,” Louis Gudema, Magic Hour Communications, Copyright 2002.

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