SUMMARY: For many marketers, thereís an emerging challenge beyond lead generation -- helping sales convert opportunities already in the pipeline. Hereís an example of how to do it from a team with greater need than most.
Facing bankruptcy and an acquisition, Nortel needed to keep hard-won leads from being plucked away by competitors. They used a highly-focused message strategy, a microsite, and in-person and virtual events to answer prospects' questions about the firmís future and keep them engaged with sales. The result: They touched more than 30% of the pipeline, and 34% of late-year revenue.