Homeport Marketing Narrows Focus to Clearing the Path to Conversion for B2B Companies

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Atlanta-based Homeport Marketing has transformed from a full-service B2B marketing agency into a lead-to-revenue optimization firm in response to changing client needs and the ongoing challenge of aligning marketing and sales processes and technology.

Homeport Marketing announced its transformation from a full-service B2B marketing agency into a lead-to-revenue optimization firm focused on clearing the path to conversion for its B2B clients. The shift in focus is in response to changing client needs and the ongoing challenge of aligning marketing and sales processes and technology.

“In today’s B2B companies, marketing and sales alignment is critical to success. Proper alignment is the result of a documented effective, efficient and measurable process for capturing, nurturing, managing and converting leads into customers,” said Pam Hege, Managing Partner. “Unfortunately few B2B organizations focus on that. Instead when they start falling short on conversions or missing revenue goals they simply treat the symptoms of a misaligned or broken lead-to-revenue process.”

The core offering of the 6-year-old B2B firm is a lead-to-revenue assessment that identifies weaknesses and gaps in the lead management process where prospects disengage and disappear. The assessment provides a detailed report on the health and effectiveness of a company’s lead lifecycle, as well as prioritized recommendations for actionable improvement.

Homeport Marketing’s Lead-to-Revenue Assessment takes 30 days to complete and focuses on seven specific components including lead data quality, lead nurturing workflows, pipeline management, and marketing/sales technology utilization.

“The assessment takes the guesswork out of the equation for us and our clients. It changes the conversation from “we need more leads, or more sales people or more technology,” to a specific diagnosis and a plan of action to repair what’s not working,” Hege explained.

The assessment includes a deep dive into marketing and sales data, as well as interviews with revenue influencers in the company.

Besides working directly with B2B companies, Homeport Marketing is also partnering with other B2B inbound and full-service agencies to conduct the assessment on behalf of their clients.

“Our agency partners are experts in driving leads and optimizing conversion rates. However, they quickly realize that if their client’s lead-to-revenue process has gaps or is misaligned they are not going to be able to deliver the revenue results that are expected,” she said. “The assessment allows the agency and client to work together to optimize the lead-to-revenue flow before they start investing time and money.”

Hege is excited about the narrowed focus the firm is taking. “Each day we work side-by-side with our clients to teach them how to apply a strategic, intentional, measurable lead-to-revenue process to their business that results in a better buying experience and real revenue growth. We feel like we are truly contributing to their success.”

About Homeport Marketing
Homeport Marketing is a B2B lead-to-revenue firm focused on delivering intentional results for our clients. The Atlanta-based company builds and rebuilds lead-to-revenue strategies and processes that attract, nurture and convert lookers into buyers. Visit our website or call us at 800-693-5702 to learn more.

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Pamela Hege
@HomeportCrew
since: 10/2009
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