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1 nw contact   b2b lead generation
1 nw contact   b2b lead generation
1 nw contact   b2b lead generation
1 nw contact   b2b lead generation
1 nw contact   b2b lead generation
1 nw contact   b2b lead generation
1 nw contact   b2b lead generation
1 nw contact   b2b lead generation
1 nw contact   b2b lead generation
1 nw contact   b2b lead generation
1 nw contact   b2b lead generation
1 nw contact   b2b lead generation
1 nw contact   b2b lead generation
1 nw contact   b2b lead generation
1 nw contact   b2b lead generation
1 nw contact   b2b lead generation
1 nw contact   b2b lead generation
1 nw contact   b2b lead generation
1 nw contact   b2b lead generation
1 nw contact   b2b lead generation
1 nw contact   b2b lead generation
1 nw contact   b2b lead generation
1 nw contact   b2b lead generation
1 nw contact   b2b lead generation
1 nw contact   b2b lead generation
1 nw contact   b2b lead generation
1 nw contact   b2b lead generation
1 nw contact   b2b lead generation
1 nw contact   b2b lead generation
1 nw contact   b2b lead generation
1 nw contact   b2b lead generation
1 nw contact   b2b lead generation
1 nw contact   b2b lead generation
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1 nw contact b2b lead generation

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  • 1. B2B Lead Generation: A process, some tools to consider and some statistics to grow your business! 1
  • 2. 1NW Contact B2B LEAD GENERATION ITS ALL ABOUT RELATIONSHIPS!4/4/2012 2
  • 3. MARKETING FOR LEADS FORMULA FOR SUCCESS: RELATIONSHIP MARKETING TO NURTURE AND QUALIFY PROSPECTS A GOOD MARKETING DATABASE---CRM CREATE DIRECT MARKETING CAMPAIGNS TO GENERATE INQUIRIES WEBSITES AND ONLINE MARKETING TO “SNARE” SEARCHERS EVENTS TO HELP MOVE PROSPECTS TOWARD PURCHASE4/4/2012 3
  • 4. RELATIONSHIP MARKETING UNDERLYING THE FORMULA IS RELATIONSHIP MARKETING COMPANIES DON’T BUY; PEOPLE BUY! PEOPLE DON’T BUY UNTIL THEY ARE READY! YOUR GOAL: CREATE A RELATIONSHIP WHERE: IT IS EASY AND DESIRABLE TO BUY FROM YOUR COMPANY CULTIVATE A PERSONAL SALES-WINNING RELATIONSHIP WITH YOUR PROSPECTS4/4/2012 4
  • 5. MARKETING DATABASE--CRM THE CRM IS YOUR FUNDAMENTAL TOOL FOR RELATIONSHIP MARKETING SHOULD INCLUDE THE COMPANIES AND PEOPLE WHO CAN BUY YOUR PRODUCTS AND SERVICES CUSTOMERS FORMER CUSTOMERS PROSPECTS INQUIRERS RESPONDERS SUSPECTS INFLUENCERS4/4/2012 5
  • 6. MARKETING DATABASE--CRM  NAMES FROM INSIDE SOURCES (Sales, Marketing, Accounting, Tech Support, Product Dev)  NAMES COMPILED FROM OUTSIDE OF YOUR COMPANY ( current customer referrals, respondents to marketing campaigns, mailing lists compiled from trade shows, newsletters, professional meetings, associations, WEBSITES, trade publications)  ACQUIRE LISTS (from brokers and list vendors) Standard Rate and Data Service www.srds.com www.onesource.com www.harrisinfo.com www.zapdata.com www.infousa.com www.hartehanksmi.com www.scottsinfo.com4/4/2012 6
  • 7. MARKETING DATABASE--CRM Business to Business database should be DEEP AND ACCURATE  MULTIPLE PEOPLE FOR EACH COMPANY  MULTIPLE DECISION MAKERS AND INFLUENCERS  TAKE TIME TO VERIFY PHONE NUMBERS AND ADDRESSES  Some CRM Vendors:  ACT, AgencyIQ, MOJO, Dial Your Leads, FreeCRM, InsideSales, SUGAR, SalesForce.com, Leads360, and more…  Consider ONLY a CRM “in the cloud”4/4/2012 7
  • 8. MARKETING DATABASE--CRM B2B Contact Campaigns/Tactics Database Building & Management: Increase the effectiveness of sales and marketing efforts with an up-to-date and targeted database. Inquiry Management: Ensure every inquiry is promptly responded to, quickly qualified and appropriately addressed. Lead Generation: Increase the flow of qualified leads, grow the sales pipeline, maximize event success and ensure events reach full capacity. Lead Nurturing: Uncover new opportunities in your database and increase sales with effective lead nurturing and pipeline management. Inside Sales Outsourcing: Expand your sales reach and efficiently address smaller sales opportunities with our cost-effective and turnkey sales outsourcing services. Cross-Sell and Up-Sell: Broaden relationships with top customers and generate follow-on sales. Channel Marketing: Grow sales through partners with channel recruitment, marketing and management services.4/4/2012 8
  • 9. Lead Generation – What Is a Lead, Anyway?Definitions of a Lead  Knowledge of an unfulfilled, profitable customer need  Contact for a sale  Opportunity for business  Prospect  New business  Hot customer target  OR??????……Where to find leads?  Looking for unmet customer needs  What are you doing to find new business?
  • 10. 3/4 of B2B leads are ignored! Observation: Salespeople race to close sales from the most promising and qualified short-term prospects Salespeople are measured and paid for winning the race for short-term and focus on the easy sales opportunities while ignoring the longer-term B2B leads Usually with no FORMAL process in place, the job of nurturing, managing and tracking those longer-term sales opportunities falls by the wayside. Lack of a sales lead development process may be costing your organization big bucks in lost sales. Remember the story of the tortoise and the hare?4/4/2012 10
  • 11. SALES CYCLE SEGMENTATION WHERE ARE THEY IN THE SALES CYCLE  Suspect  Inquiry  Qualified lead  Proposal/quote  First purchase  Repeat purchaser  Long term or high value customer  Past customer4/4/2012 11
  • 12. Lead Generation Program Management Program Potential Customer Responses Sales Channel Metrics• Search engine • Closed Program placements sales per• Website Homepage, Lead Qualification channel Telesales visits/promotions Website Direct Sales• Trade shows Prioritization • Closed• Seminars/Webinar and Routing sales per s lead• PR/Speaker Partners • Cost per programs ‘Call qualified• Direct marketing center’ lead• Partner co- • Customer marketing lifetime• Ads value Absolute Requirement: Contact DB >> SFA >>CRM 12
  • 13. DIRECT MARKETING A CAMPAIGN DESIGNED TO STIMULATE RECIPIENTS OF THE MESSAGE TO RESPOND DIRECTLY  DIRECT MAIL  EMAIL  TELEMARKETING4/4/2012 13
  • 14. DIRECT MAIL THE LIST AND THE OFFER (MESSAGE)  A LETTER IS THE MOST EFFECTIVE  INCLUDE MULTIPLE OFFERS TO ATTRACT PEOPLE AT DIFFERENT STAGES OF THEIR BUYING PROCESS  REPEAT THE OFFER SEVERAL TIMES  GET TO THE POINT:  “THIS IS A SEMINAR YOU CANNOT AFFORD TO MISS”  REQUEST THE WHITEPAPER THAT WILL SAVE YOU MONEY!4/4/2012 14
  • 15. EMAIL EMAIL is subject to SPECIAL considerations  SUBJECT LINE SHORT AND PERSONAL  PERSONALIZE THE INTRODUCTION WITH PROSPECT’S NAME IN THE OFFER  DO NOT USE WORDS: FREE OR CLICK HERE (search “AVOIDING SPAM FILTERS”)  Make sure attachments (PDF) are no more than 1MB; better yet embed a link;  There are SPAM laws to contend with……  TEXT OR HTML…..4/4/2012 15
  • 16. EMAIL Drip Marketing in the Sales Process  Sales Tool, particularly in long sales-cycles (large ticket items or enterprise-level sales)  Persistent follow-up can become a deterrent to closing the sale; Drip Marketing methods offer the ability to remain top- of-mind, and even prompt action, without jeopardizing the relationship  Vendor Considerations:  www.icontact.com  www.constantcontact.com  www.verticalresponse.com  www.benchmarkemail.com  www.getresponse.com  www.mynewsletterbuilder.com4/4/2012 16
  • 17. TELEMARKETING TELEMARKETING IS A PERSONAL MARKETING APPROACH  COST EFFECTIVE WHEN COMPARED TO FIELD SELLING •Make My Calls by Mojo •Cheetah Power Dialer •Voicent •OUTSOURCE!  CAN REACH 30-50 DECISION MAKERS A DAY AT A COST OF $15- $30 per contact  VS. FIELD SALES CAN REACH 4 OR 5 DECISION MAKERS A DAY AT A COST OF $300-400 PER CONTACT  PLANNING IS EVERYTHING—  PROSPECTS ARE IN DIFFERENT STAGES OF THE BUYING PROCESS  WHAT DO YOU WANT TO HAPPEN AS THE RESULT OF A CALL?4/4/2012 17
  • 18. TELEMARKETING CAMPAIGNS IDEAS ON MANAGING THE OUTSOURCE PROCESS  EACH CALL HAS 4 STAGES – MUST MEET YOUR GOALS:  OPENING STATEMENT  ENGAGEMENT  QUALIFICATION  THE CLOSE  ASK THAT YOU RECEIVE RECORDINGS OF EACH CALL- DISCUSS DAILY WITH THE COMPANY REP!  CHECK COMPANY REFERENCES  LOOK AT BACKGROUND AND EXPERIENCE OF CALLERS  INTERVIEW CALLERS ON YOUR CAMPAIGN  ABILITY TO MONITOR CALLS  MEASURE RESULTS HOURLY OR AT LEAST DAILY!  GET THEM TO UPDATE YOUR CRM!4/4/2012 18
  • 19. ON-LINE MARKETING INCLUDES; WEBSITES, INTERNET ADVERTISING AND SEARCH ENGINE OPTIMIZATION (SEO)  WEBSITES  YOUR OWN WEBSITE  THIRD PARTY WEBSITES TO GENERATE LEADS  BANNER ADS ON INDUSTRY WEBSITES  INCLUDE YOUR COMPANY IN DIRECTORIES  ADERTISE IN INDUSTRY NEWSLETTERS  INTERNET ADVERTISING  SEO4/4/2012 19
  • 20. YOUR COMPANY WEBSITE  PRE-SALES INFORMATION ABOUT YOUR PRODUCTS AND SERVICES  TESTIMONIALS  APPLICATION NOTES  CUSTOMER CASE STUDIES  STRONG OFFERS (Offer on every page!):  EASY TO USE RESPONSE FORMS  E-NEWSLETTER  WHITE PAPERS  HOW-TO GUIDES  Photos and stories about your people!  Registration for newsletters, new product announcements, “tell a friend”  Information Request on every page4/4/2012 20
  • 21. WEBSITE4/4/2012 21
  • 22. WEBSITE4/4/2012 22
  • 23. Inbound Marketing is More EffectiveSource: State of Inbound Marketing Report - http://bit.ly/aewfHr
  • 24. Social Media is for B2B and B2CSource: State of Inbound Marketing Report - http://bit.ly/aewfHr
  • 25. Twitter Drives More Leads for B2CSource: State of Inbound Marketing Lead Generation Report - http://bit.ly/cVMpkn
  • 26. Most Valuable ChannelsSource: 19 Marketing Experts Share Tips and Insights - http://bit.ly/i4Q9Jq
  • 27. Third Party Websites EFFECTIVE WAY TO REACH MORE PROSPECTS! PORTALS ASSOCIATION WEBSITES BUSINESSS PUBLICATIONS DIRECTORIES OTHER COMPANIES WEBSITES INDUSTRY WEBSITES COMMUNITY WEBSITES CRITERIA FOR PARTICIPATING THEIR AUDIENCE THEY PROMOTE THEIR WEBSITE THEY HAVE OTHER HAPPY ADVERTISERS4/4/2012 27
  • 28. SEARCH ENGINE OPTIMIZATION “SEARCH ENGINES PROVIDE THE LOWEST COST PER LEAD OF VARIOUS DIRECT MARKETING METHODS” DIRECT MARKETING ASSOCIATION AND US BANCORP 74% OF C-LEVEL EXECUTIVES USE THE INTERNET TO FIND OUT ABOUT NEW PRODUCTS OR SERVICES EMARKETER YOUR GOAL IS TO HAVE YOUR WEBSITE COME NEAR THE TOP WHEN YOUR PROSPECT TYPES KEY WORDS RELATED TO YOUR BUSINESS4/4/2012 28
  • 29. SEARCH ENGINE OPTIMIZATION RESOURCES TO ACHIEVE SEO: SEARCH ENGINE SUBMISSION TOOLS WWW.BCENTRAL.COM/PRODUCTS SEO TOOLS WWW.SHERPASTORE.COM/PAGE.CFM/1759 WWW.SEARCHENGINEWATCH.COM WWW.HUBSPOT.COM BUY GOOGLE “AD WORDS” COST PER CLICK (CPC); DAILY BUDGET LIMITS EXPENSE OVERTURE LISTING (WWW.OVERTURE.COM) CPC; SET YOUR OWN PRICE4/4/2012 29
  • 30. EVENTS TRADESHOWS GENERATING HIGH QUALITY LEADS REQUIRES PLANNING AND EXECUTION: PRE SHOW AT-SHOW POST-SHOW AND STRATEGY WHICH SHOW(S) TO ATTEND GOALS (HOW MANY LEADS/QUALIFICATIONS) SHOW PLAN (WHO, WHEN, HOW) MESSAGING (GIVE AWAYS, SOCIALS, INVITATIONS, MERCHANDISING, LEAD FORMS, REQUEST INFORMATION FORMS, DEMOS,)4/4/2012 30
  • 31. EVENTS – EDUCATIONAL SEMINARS, EXECUTIVE BRIEFINGS AND LIVE DEMOS: LUNCH AND LEARN EXECUTIVE BREAKFAST WEBINAR SPEAKING ENGAGEMENTS PRINT ADVERTISING PUBLIC RELATIONS PRESS RELEASES (PRINT, EMAIL, MEDIA ADVISORIES) CEO SPEAKING ENGAGEMENTS EDITORIAL COVERAGE4/4/2012 31
  • 32. Standing On Many Legs Creates Stable Lead Flow
  • 33. SUMMARY THE TACTICS OUTLINED TODAY PROVIDE: A QUANTIFIABLE PROOF THAT YOUR MARKETING DOLLARS ARE WORKING FOR YOU  REPEATED “TOUCHES” NECESSARY FOR RELATIONSHIP MARKETING STIMULATION TO QUALIFIED PROSPECTS WHO WILL RAISE THEIR HANDS AND TAKE THE FIRST STEP IN THE BUYING CYCLE….. Len Linton, CEO 1NW Contact 223 East Thousand Oaks Blvd; Suite 222 Thousand Oaks, CA 91360 805-367-5181; 877-404-5639 toll free llinton@1nwcontact.com www.1nwcontact.com4/4/2012 33

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