SMARTER LEAD
GENERATION
6 October 2016
WORKSHOP AGENDA
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Defining Lead Generation – Concepts / Competencies
Targeting – Customers and Messages
Activity – What and Where?
A Lead Generation Engine
Smarter = Best Return on Cost and Effort
Break @ 11.00
INTRODUCTIONS
Who are you?
What is the name of your business?
What does your business sell?
WHAT IS LEAD
GENERATION?
… lead generation is the initiation of consumer interest or inquiry into
products or services of a business.
Leads can be created for purposes such as list building, e-newsletter
list acquisition or for sales leads.
The methods for generating leads typically fall under the umbrella of
advertising, but may also include non-paid sources such as organic
search engine results or referrals from existing customers.
Leads may come from various sources or activities, for example,
digitally via the Internet, through personal referrals, through telephone
calls either by the company or telemarketers, through advertisements,
and events.
Someone who may buy what you sell
Someone who may have a need for what you sell
Someone who can influence somebody with
money and authority to buy what you sell
SMARTER LEAD GENERATION
Economically initiating a conversation with:
KNOWING THE CUSTOMER – AND KNOWING
HOW WHAT YOU DO DOES IT FOR THEM
HAVING PROCESSES / ACTIVITIES IN PLACE
TO HELP A CUSTOMER INTO YOUR BUSINESS
SELLING VS MARKETING
EXERCISE
WHO’S WHO
Describe the characters:
A Good Lead:
Someone who
needs what
you’ve got….
… now!
(BUT they need to
be able pay for it)
A Bad Lead:
Someone without the
foggiest idea why
you’re hassling them
Smarter Lead
Generation
Delivers good leads
Profitably
TARGETING
RIGHT CUSTOMER
RIGHT APPROACH
THE KEY PLAYERS
THE CUSTOMER
THE SALES GUY
THE MARKETING GUY
EXERCISE
HOW DID YOU BUY IT?
I need something
I have specific requirements
I have options
Am I making the right decision?
HOW CUSTOMERS BUY
STAT ATTACK – HOW
CUSTOMERS BUY
63% of people requesting information on your
company today will not purchase for at least three
months – and 20% will take more than 12 months to
buy. [Source: Marketing Donut]
At any given time, only 3% of your market is actively
buying. 56% are not ready, 40% are poised to
begin. [Source: Vorsight]
82% of buyers viewed at least 5
pieces of content from the winning
vendor. [Source: Forrester]
57% of the buyer’s journey is completed before the
buyer talks to sales. [Source: Corporate Executive
Board]
Only 2% of cold calls result in an
appointment. [Source: Leap Job]
In 2007 it took an average of 3.68 cold
call attempts to reach a prospect. Today
it takes 8 attempts. [Source: TeleNet
and Ovation Sales Group]
50% of sales time is wasted on unproductive
prospecting. [Source: The B2B Lead]
STAT ATTACK – WHAT IT MEANS
FOR SELLING
Background
Family, Education, Job
Goals
What are they aiming for?
Demographics
Male / Female, Age, Income,
Location
Challenges
What barriers do they face?
Identifiers
Demeanor, Communication
preferences
What can we do?
Meet their goals / overcome
their challenges
BUYERS – THEY’RE ALL
DIFFERENT
HOW WE BUY IS THE WAY WE LIKE TO BE SOLD
TO…. AND EVERYONE’S SLIGHTLY DIFFERENT
YOUR BUSINESS
Who are your customers?
What’s the difference between types?
What do you do for them?
ACTIVITY
WHAT?
WHERE?
WHEN?
BEING HELPFUL, BEING EASY TO
DO BUSINESS WITH
Pain
HOW DO I….. ?
WHERE DO THEY GO
FOR ANSWERS?
• Friends
• Colleagues
• Web pages
• Articles
• Guides
• Videos
• Events
• Training
IT’S A CONVERSATION
PICKING UP SIGNALS
BUYING SIGNALS…
… AND UNDERSTANDING THEM
Who else has
done this?
Do you have it in
this colour?
How much does it
cost?
What’s the best
way…?
How does it
work…?
Have I got a
problem?
Why is this
hurting?
Am I paying too
much?
57% How far a buyer is through the process before
they engage with a sales person
Do you have it in
this colour?
How much does it
cost?
IT AIN’T WHAT YOU DO…
… IT’S WHAT IT MEANS TO THEM
How do I know if
this is a problem?
What should I do
to fix …?
DISCUSSION
SETTING YOUR STALL OUT
I need…
I need it this way…
Which option?
Right decision?
What questions are they asking?
What answers do they need?
What signals can I pick up?
A LEAD GENERATION
ENGINE
BEING HELPFUL, BEING EASY TO
DO BUSINESS WITH
Pain
HOW DO I….. ?
WHERE ARE THEY
WHEN THEY ARE
ASKING QUESTIONS?
• Office / Home
• Online and browsing
• Reading emails
• Searching Google
• At events
• Reading magazines
• Reading blogs
• Networking (physical /
online)
Email marketing has 2X higher ROI than cold calling,
networking or trade shows. [Source:
MarketingSherpa]
REACHING THEM – RIGHT TIME,
RIGHT PLACE, RIGHT MESSAGE
Relevant emails drive 18 times more revenue than
broadcast emails. [Source: Jupiter Research]
Personalized emails improve click-through rates by
14%, and conversion rates by 10%. [Source:
Aberdeen Group]
An average buyer gets 100+ emails a day, opens just
23%, and clicks on just 2% of them. [Source:
Tellwise]
40% of emails are opened on mobile first – where the
average mobile screen can only fit 4-7 words
max. [Source: ContactMonkey]
33% of email recipients open emails based on subject
line alone. [Source: Convince and Convert]
Nurture / Sell
Capturing Interest
Casting the net
Website
Blog
Website
INTEGRATED PROGRAM
LIVE DEMONSTRATION
SMARTER AND
PROFITABLE
Background
Family, Education, Job
Goals
What are they aiming for?
Demographics
Male / Female, Age, Income,
Location
Challenges
What barriers do they face?
Identifiers
Demeanor, Communication
preferences
What can we do?
Meet their goals / overcome
their challenges
KEY STEP – DO THE TARGETING!
REMBEMBER: SMARTER = BEST RETURN
ON COST AND EFFORT
+
EFFORT
COST
=
Element
OK
Better
Best
Content
Blog article, Simple
Checklist in PDF
Guide + Checklist + Blog
Report + Guide +
Checklist + Multiple blogs
Email
Free MailChimp (up to
2.5k records)
MailChimp (or similar) –
utilise automation
Integration with CRM or
Marketing Automation
Website (and SEO)
Templated WordPress with
ability to add / edit
Well developed CMS site
CMS – integrated with
Marketing Automation tool
Tracking (creating
signals)
Use “opens” / “clicks”
intelligently in MailChimp
Landing Pages – gated
downloads. Analytics tool
– e.g. CANDDi
Fully integrated Marketing
Automation tool
Lead Tracking
Trello (free tool) or Excel
Trello or simple CRM tool
Integrated CRM tool
Data Management
Excel or manage within
email tool like MailChimp
Simple CRM tool
integrated with email tool
Integrated CRM /
Marketing Automation
Data Sourcing
Business cards, LinkedIn contacts and tele-researched
list rental (Check Compliance – DMA, TPS, etc)
Integrated Inbound
Marketing programme
Week 1
Week 2
Week 3
Week 4
Monday
Tuesday
Wednesday
Thursday
Friday
Check out industry
articles
Outline first blog post
Outline second blog
post
Check out industry
articles
Schedule social
media
Edit first blog post
Publish first blog
post
Set up email
Edit blog post
Publish blog post
Set up email
Send email
Send email
Schedule social
media
LAST – BUT NOT LEAST – FOLLOW THEM UP!
(AS FAST AS YOU CAN)
Research shows that a lead called within 5 minutes
is 100 times more likely to be contacted than a lead
called in 30 minutes, and 21 times more likely to
become a qualified lead.
[Source: Vorsight]
RESOURCES
These slides:
•
pioneer10.we-are-space.co.uk/resources
Lead Generation Engine demo:
• we-are-
space.co.uk/Resources/LeadGenerationEn
gine1
Trello Template (for lead tracking)
•
https://trello.com/b/mS1f4EaQ