CHAPTER

5

Getting Meetings Through Prospecting Campaigns

Now that you have a high-level understanding of how to craft compelling content, it’s time to explore the right channels and the right frequencies for delivering messages in ways proven to secure meetings that ultimately win business.

To frame this properly, we need to take a moment to explore the life cycle of a lead as illustrated in Figure 5-1.

  FIGURE 5-1   Predictable Prospecting Lead Life Cycle

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Prospects enter the sales cycle with their lead status set to New. Alternative labels for this status include Cold, Marketing Qualified Lead (MQL), Not Attempted, and Open. A new lead may come ...

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