As the summer ends and everyone comes back from vacation we’re quickly reminded that the end of the year is right around the corner.  As Marketers that means we really only have about 10 weeks left to drive meaningful activity (sales-ready leads) this year.

With only limited time left we naturally want to target our marketing efforts at low hanging fruit first.  Targeted lead generation requires reaching the right buyers in the right companies, right?  Before you kick off new programs, why not start with what you already know and have?
Consider these starting points:

Sales Pipeline data - Customer win data and in-funnel opportunities can be a goldmine at your fingertips.

• Understand where you’ve been, where you won and who else is out there that match that profile.
• Look at what prospects are moving through the funnel the fastest, find more like these.

Website Analytics – Visitors are stopping by, but do you know who they are?

• Are there visitor profiles or patterns of interest?  If so, do you have a plan to act on these?
• Web analytic tools can help you identify the company that is visiting, interesting.  Identifying the right decision making unit inside these visiting companies, even more interesting.

Once you’ve identified the companies with the highest likelihood to buy, don’t forget about your decision making unit buying personas (influencers, evaluators, recommenders, end users and budget owners).  What do your buyers look like?  What do they care about?  Why should they listen to you?

As you are getting ready to ramp your lead generation for the end of the year push don’t forget where you’ve been, who you’re attracting today and how you are going to use this information to get the best results possible.