B2B Lead Roundup

  • Available Now: On-demand
  • Duration: 5 hours
  • Number of classes: 9
  • Cost: $595 | You Pay: $595
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As B2B marketers, filling the pipeline with qualified leads is our number one priority. But how do you know if you're using the right tools to capture the right leads at the right time? Wouldn't it be great if there was a practical and easy-to-implement program providing you with the tools, knowledge, and checklists you need for boosting your lead management processes?

That's exactly what our B2B Lead Roundup is. Through nine classes, you'll learn how to create a high-powered lead-gen program, you'll know which information is relevant to capture for a lead (and which isn't), how to quickly and effectively qualify a lead, how to corral leads through your sales funnel, how to automate your lead processes to make them even easier and faster, and more!

Taught by experts in topics ranging from sales funnel activity to lead generation to marketing automation, B2B Lead Roundup will provide you not only the knowledge but the inspiration to implement significant (and immediate) changes to your lead management processes. And hey, we have an instructor named Thor, so you'd better register now because you know this is going to be good!

Each class can be viewed on demand, so you may watch (and re-watch) at your convenience. In addition to the recorded class (streaming), the course materials for each class include the class slides (PDF), audio track from the class (MP3) (so you can listen to the lectures on other devices), the class transcript (PDF), and a Cheat Sheet for the class (PDF). Once you view all of the classes, you can download a Certificate of Completion (PDF). As part of the course, you'll also get access to our course-exclusive Facebook group to network and share your own questions and insight with MPU students, staff, and instructors.

B2B Lead Roundup includes these nine classes:


How to Effectively Generate and Manage Leads

James W. Obermayer—CEO and Co-Founder, Sales Lead Management Association

ON-DEMAND: View at your convenience for 12 months

Marketing directly contributes to a company's bottom line through effective lead management, and measurement is the key to demonstrating the value of that contribution. In this class, we will look at different ROI models, traditional marketing performance metrics, and how to put a dollar value on the work marketers do building and managing the sales funnel.

You will learn:

  • How to measure what you manage
  • How to simply and accurately demonstrate the value of marketing
  • The consequences of not effectively managing leads (and how to avoid them)

Lead Definition: Why BANT Is a Dirty Word

Dan McDade—President and CEO, PointClear

ON-DEMAND: View at your convenience for 12 months

This class focuses on clarifying the precise definition of a lead. We'll discuss why BANT (Budget, Authority, Need, Time frame)—a dearly held marketing and sales concept—should not be part of that definition. We'll discuss why "must be part of the C-suite" also should not be part and how including this as criteria causes a potential lead to view you as just another vendor instead of as a winning candidate.

You will learn:

  • Why "authority and need" and not "budget and time frame" should be used to qualify most leads
  • How "calling high" and selling to the C-suite can derail your chances for success
  • When to hold 'em and when to fold 'em when evaluating opportunities to pursue

Quality, Not Quantity: Lead Qualification Across the Buying Cycle

Ruth P. Stevens—Author and CEO, eMarketing Strategy

ON-DEMAND: View at your convenience for 12 months

B2B marketers are on the hook to provide a steady stream of qualified leads to their salespeople. In this class, you will learn the essential steps to ensuring that you are delivering nothing but quality. From calculating lead requirements and setting qualification criteria to lead scoring methods and the handoff to the sales team, this class provides a thorough review of today's best practices.

You will learn:

  • How do develop qualification criteria that Marketing can manage and Sales will love
  • The best ways to communicate the results of lead qualification
  • How tools such as marketing automation can revolutionize your lead qualification efforts

How to Build, Use, and Care for Your Prospect Universe

Cliff Langston—Principal, Leads To Sales

ON-DEMAND: View at your convenience for 12 months

When it comes to lead generation, your prospect universe is the foundation. Employ the proven principles of database marketing to build, use, and care for this universe, and your lead generation programs will be built on solid ground. We'll walk through the steps of evaluating your current data, look at options for augmenting that data with external information, and share ways to use digital and social media to keep your data robust and clean.

You will learn:

  • Where to start—how to build a strategic framework for your prospect universe
  • The steps to successfully combine internal and external data to create a more robust prospect pool
  • How to use online and offline tactics to grow and clean your database

Building and Optimizing High Performing Lead Gen Programs

Frank Days—Vice President, Marketing, Correlsense

ON-DEMAND: View at your convenience for 12 months

The interconnected nature of marketing systems and programs today provides many new opportunities to optimize your marketing mix and improve program performance. It also makes program experimentation easier and increasingly measurable. In this class, we will look at what you can do to ensure that your current programs are performing as strongly as possible, ways to track performance for continuous improvement, and how to quickly try—and measure—new tactics.

You will learn:

  • Real-time approaches to optimizing your marketing mix
  • The role new media plays in program experimentation
  • Ways to restructure your team and systems for greater accountability

Four Steps to Optimizing Your Website for Increased Lead Flow and Conversions

Greg Ott—Chief Marketing Officer, Demandbase

ON-DEMAND: View at your convenience for 12 months

In the B2B world, sales don't happen without customers interacting with your website. Are they quickly finding relevant information on your site and are they completing your Web forms? In an environment where B2B marketing messages are becoming more cluttered, providing prospects with relevant, targeted, and personalized Web experiences is critical. This class will show you how to do that.

You will learn:

  • How to determine your marketing sweet spot, and why that will help you optimize your website for conversions and lead flow
  • How to segment Web traffic and provide relevant, personalized customer experiences to each segment
  • The role that Web forms, content, and analytics play in optimizing B2B marketing campaigns

Balancing the Art and Science of Successful Lead Nurturing

Robert Rose—Chief Troublemaker, Big Blue Moose

ON-DEMAND: View at your convenience for 12 months

Despite what vendors might pitch to us, marketing is not a process that can or should be fully automated. Successful lead nurturing balances the creation of compelling and ultimately persuasive content with the insight derived from thoughtful measurement. In short, it's a balance of art and science that creates successful lead nurturing.

You will learn:

  • How to segment content for personas and create smarter inbound strategies
  • How to create a framework for successful and creative lead nurturing plans
  • How to develop a metrics/measurement dashboard

How to Earn Respect from Your Sales Team and Work Together

Thor Johnson—President, Team Thor Marketing

ON-DEMAND: View at your convenience for 12 months

Marketers must earn respect from our counterparts in Sales. This takes time and is often tougher than we'd like. In this class, we'll discuss the challenges of Sales and Marketing cooperation, particularly around demand generation and marketing automation, and how to address these challenges. We'll also look at strategy, timing, and tactics for convincing successful salespeople to help you make them even more successful.

You will learn:

  • How (and when) to begin the demand generation discussion with Sales
  • Which conversations marketers need to be part of
  • Quick hits to get Sales' attention—and even their love!

Manufacturing Demand—The Power of Automation

David Lewis—Founder, DemandGen International

ON-DEMAND: View at your convenience for 12 months

The mind of the marketer has always been on demand generation. But revenue isn't earned at the top of the funnel; it results from efficiently moving people through the entire sales process. Learn how today's savvy marketers are taking automation principles from the industrial age and adapting them to the sales process in information age.

You will learn:

  • How to create sales efficiency through lead scoring
  • Ways to improve conversions through lead nurturing and marketing automation
  • Tactics for measuring marketing's impact on revenue

As a B2B Lead Roundup student, you'll get these free course materials:

  1. The MarketingProfs How-To Guide: Mastering Lead Marketing: How to Steer the Buying Cycle Your Way (a $49 value)
  2. PRO Seminar: 10 Ways to Generate Leads Using Social Media (a $129 value)
  3. PRO Seminar: Make Your Next Tradeshow a Qualified Success (a $129 value)
  4. PRO Seminar: The Truth about Leads (a $129 value)
  5. PRO Seminar: How to Motivate Online Action—Compelling Incentives for B2B Lead Generation (a $129 value)
  6. Take 10: Using Email to Nurture Your Leads on a Budget (a $10 value)
  7. Take 10: How to Develop a Lead Management Process that Drives Sales (a $10 value)
  8. Take 10: How to Create a Simple Lead Generation Form in Google Docs (a $10 value)
  9. Take 10: Using LinkedIn Company Pages for Networking and Prospecting (a $10 value)
  10. Take 10: 6 Steps for Designing Profitable Lead Nurturing Programs (a $10 value)
  11. Plus two popular bonus classes hand-picked from previous courses. You can access the recordings as soon as you register (a $258 value).

Cliff Langston

Cliff Langston has helped B2B companies integrate marketing and sales for more than 24 years. As managing principal of Leads To Sales, he helps ...

Dan McDade

As president and CEO of PointClear, Dan McDade has helped develop strategies, establish analytics, and devise execution processes that drive revenue for B2B companies with ...

David Lewis

David Lewis educates sales and marketing teams on lead management, online marketing, website strategy, and customer life-cycle programs. With more than 20 years of high-tech ...

Frank Days

An early pioneer in agile marketing, Frank Days has helped several fast-growing technology companies realize the full potential of marketing. He joined Tesora from TwinStrata, ...

Greg Ott

Greg Ott is responsible for marketing and product strategy and execution at Demandbase. Before joining Demandbase, Greg was SVP of Marketing at Classmates.com. He has ...

James W. Obermayer

James W. Obermayer is the founder of the Sales Lead Management Association and principal of Sales Leakage Consulting, Inc., a marketing and sales interim management ...

Robert Rose

As founder and chief troublemaker at Big Blue Moose, Robert helps marketers become storytellers.Author of the book Managing Content Marketing (CMI, 2011), and a recognized expert in ...

Ruth P. Stevens

Ruth Stevens consults on customer acquisition and retention, teaches marketing at Columbia Business School, and is a guest blogger at HBR.org and Biznology. Crain's BtoB magazine named Ruth ...

Thor Johnson

Thor Johnson leads Team Thor Marketing, a marketing consulting agency that helps boost sales force performance through the automation of demand generation processes. As chief ...


This was a great course! Even for a seasoned veteran, there were some new things to learn.

Ann Castor

Become your company's wealth creation center. Gain an understanding of the tools and processes needed to prove the value of your marketing initiatives, hold on to your marketing budgets, gain the respect of your sales force, and get that raise!

Gregory Lawson

Great information about how marketing can and should take responsibility for its performance and impact on the company.

Aly Gordon