1. Align Marketing and Sales Messages – make sure your people arespeaking the same language and understand the value of your products and services the same way. Failure to do this can lead to confusion and alienation of potential customers.

2. Introduce Your Sales Force Earlier – get your sales people involved in blogging and social media engagement. By doing so, you can start to build those critical sales-consumer-support relationships and enhance lead-to-customer conversion rates.

3. Build Smarter Landing Pages – design your landing pages to achieve specific sales goals:

- Segmentation – who are your leads? What region? What industry? What are they looking for and how soon will they decide to buy? Design your landing page forms to capture information that is important to your sales process, but don’t scare people away with forms that are too long and obtrusive. You can try A/B testing to find just the right balance between capturing information and converting leads.

- Source – it’s very important to understand where your leads originated so that you can find the best “sweet spots” for lead conversion. Did they come from Twitter, Facebook, LinkedIn, E-mail, or Google? How did they find you and what were they searching for. This information helps your sales force know how best to communicate with leads and understand their needs and preferences.

- Analysis – you need online (even mobile) lead conversion analysis tools that are readily available to both marketing and sales in order to monitor lead conversion events and quickly decide how to respond. You need to be able to analyze and compare landing page messages, layout, forms and positioning in order to optimize lead conversion rates.

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