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Lead Conversion


Effective lead conversion works well with a well created, implementable plan that is based both on content and connection with your prospects.


These papers offer solid best practices for improving customer engagement and shortening sales cycles.

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1. Pinpoint the actual problem that your customer has that you can solve.
2. Make the value of your solution crystal clear.
3. Understand the issues and goals of your target personas and tailor your conversations to engage on those points.
4. Get help and get going!

Why Porter for Lead Conversion

Effective lead conversion starts from a solid and implementable plan that is based both on content and connection with your prospects. We can help you profile decision-making stakeholder profiles and ensure content addresses their pain points along the buyer’s journey. This includes framing customer conversations to draw out issues and ensuring that product value propositions are crisp and compelling.

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Additional Resources

Applying the Principle of the Fast Fail in the Sales Process

Everyone wants a full pipeline. A full pipeline means more opportunities, and all things being equal, more closed business. But – are all things equal? Is your pipeline stuffed with wheat or chaff? From a marketers point of view, we need to do everything we can to help sales winnow the chaff quickly, consistently and positively. Fast Fail is an approach widely applied in software development. This concept is described in the article, Fast failure: The secret to fostering more IT innovation than your competitors. The author explains, “Without failure there can be no innovation, learning, or transitioning in an organization, and the organization that neverRead More →

Solution selling. Four marketing tactics that can help you get ahead.

As we’ve discussed, solution selling is different from other sales in the fact that you need to bring multiple stakeholders to the conclusion that your solution is the best option. By identifying specific stakeholder personas, you can craft your content to target their specific pain points. And by understanding where and when to target them along the buyer’s journey, you know what pieces of collateral you need to create to bring your message to their doorstep. Now we’d like to give you some practical advice on the last mile: four marketing tactics to get your message absorbed and acted on. The tactics are Social Media, Direct Marketing, SalesRead More →

Has Social Media Failed SMB B2B Businesses? Part 2 – How a “killer app” could come to the rescue

In my blog, Has Social Media Failed SMB B2B Businesses? Part 1 – The ROI Problem, I shared an issue we hear a lot – How do small-to-medium (SMB) sized B2B businesses show a dollar-based return on investment (ROI) with social media? Until social platforms mature to the point where these companies can make predictable revenue directly attributable to their posts, it’s going to remain a very difficult question to answer. Right now, B-to-B interactions involve activities like EDI exchanges, supply chain or ERP activities, or possibly help-desk questions and responses.  Social media is not yet viewed as an imperative part of this communication mix,Read More →

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