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Proven Ways to Generate More High Quality Leads
 

Proven Ways to Generate More High Quality Leads

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The ability to generate more high quality leads remains one of today’s top B2B marketing challenges. And 2012 doesn’t seem to offer much relief, with buyers more overloaded, skeptical and frugal ...

The ability to generate more high quality leads remains one of today’s top B2B marketing challenges. And 2012 doesn’t seem to offer much relief, with buyers more overloaded, skeptical and frugal than ever before.

How can you build a plan to finally achieve lead success and meet / exceed your lead generation goals?

In this webinar, list intelligence expert Brian Hession from Oceanos collaborates with value marketing / selling expert Tom Pisello to provide unique buyer insight and an actionable game plan to tackle these challenges and achieve better lead generation success in 2012.

B2B marketing executives, demand-gen practitioners and content marketers who attend will learn about the critical success factors for today’s buyer, and leave the session with five proven and actionable ways to better attract, connect and engage prospects.

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    Proven Ways to Generate More High Quality Leads Proven Ways to Generate More High Quality Leads Presentation Transcript

    • Brian Hession, President & Founder Tom Pisello, Chairman & Founder Powering B2B sales to economic buyers List Intelligence Report Proven Ways to Generate More High Quality LeadsCopyright 2001-2012 © Alinean, Inc. All Rights Reserved
    • Our SpeakersBrian Hession:Brian Hession, President & Founder Tom Pisello: The ROI Guy • A 25-year career helping companies to get more• Recognized as a thought leader in demand business value from their IT and business creation marketing investments • Serial Entrepreneur• 2003 “Most Successful Direct Marketer under • Chairman and Founder 30” by the New England Direct Marketing  Alinean – Content Optimization w/ Interactive Association Smart Content and Value-Based Sales Enablemen Tools  Akonna – Social Media Marketing Competitive Benchmarking • Evangelist & Blogger 2Copyright 2001-2012 © Alinean, Inc. All Rights Reserved
    • Agenda • Today’s Buyer and new Challenges for Marketing in 2012 • List Optimization Best Practices – Data Hygiene – Business Intelligence Enhancements – Prospect Definition – Balanced Data Portfolio • New Value Marketing Best Practices 3Copyright 2001-2012 © Alinean, Inc. All Rights Reserved
    • Today’s Buyer and new Challenges for Marketing in 2012 4Copyright 2001-2012 © Alinean, Inc. All Rights Reserved
    • Today’s Buyer = More Overloaded • Rapidly increasing rate of new information available to buyers • Calls 15+ a day • Email 200+ a day • Increase in available channels • E-mails, tweets, Internet, webinars, search engines, videos, micro-sites, banner ads, newsletters, magazines, demos, white papers, blogs, Facebook, forums, case studies, research, advertisements, etc.... • A low signal-to-noise ratio on most messages / campaigns • 62% of B2B vendors need more leads in order to generate the same amount of sales • 72% indicate an increase in sales cycle time over the past 6 months • Over past 5 years, average sales cycle has become 22% longer (SiriusDecisions) 5Copyright 2001-2012 © Alinean, Inc. All Rights Reserved
    • Today’s Buyer = More Empowered Buyers do more research independently and online Demand Creation Specialists B2B Buyer Survey - 2011 Multiple Responses Allowed 6Copyright 2001-2012 © Alinean, Inc. All Rights Reserved
    • Today’s Buyer = More Skeptical & Frugal Source: IDC 2010, survey of 200 B2B buyers, Sirius Decisions 2010 B-to-B Buyer Survey on trusted sources. 7Copyright 2001-2012 © Alinean, Inc. All Rights Reserved
    • Buyers Have Fundamentally and Permanently Changed Frugalnomics is in Full Effect More Difficult to Connect & Engage Longer Sales Cycles Increased Discounting / Reduced Deal Size Stalled Deals More Leads to Close Same Amount of Business More Executive & Economic Increased Competition Scrutiny 8Copyright 2001-2012 © Alinean, Inc. All Rights Reserved
    • Oceanos | 781.804.1010 | www.oceanosinc.com | © 2011 Oceanos, Inc. All rights reserved 9
    • Oceanos | 781.804.1010 | www.oceanosinc.com | © 2011 Oceanos, Inc. All rights reserved 10
    • Data Cleansing Steps Benefit Postal Address Increase the effectiveness of internal de-duping, merge- purge, and suppression processing. NCOA updates (Standardization & NCOA) company moves (important for the SMB market) and flags businesses that have closed or moved abroad. Phone Verification/Append Flush out bad phone records and increases concentration of direct dials. Depending on the level of verification can also identify contacts no longer with the company. Email Address Verification Suppress dead email addresses to improve overall email deliverability and mitigates damaging ISPs and marketing automation software reputation. Prospect Definition Screen Isolate and purges non-targeted records from your database. Inaccurate and non targeted records typically find their way into a database as a result of non targeted acquisition of 3rd party data.Oceanos | 781.804.1010 | www.oceanosinc.com | © 2011 Oceanos, Inc. All rights reserved 11
    • Oceanos | 781.804.1010 | www.oceanosinc.com | © 2011 Oceanos, Inc. All rights reserved 12
    • Company Level - Enhancement • Isolate and update records with higher quality firmagraphics – including SIC/NAICS codes, employee size, revenue, HQ locations, etc. • It’s common for a client database to already have business demographic information, but in many cases accuracy is weak – This occurs when loading 3rd party lists from various list providers that each offer varying degrees of accuracyOceanos | 781.804.1010 | www.oceanosinc.com | © 2011 Oceanos, Inc. All rights reserved 13
    • Contact Level - Enhancement Monetize records with incomplete information by appending: • Email Address/Phone • Job Title • Custom Web Data Extraction  Techniques to gather intelligence from LinkedIn, Twitter, and other on and offline sources Social Profiles Output Job Role Intelligence LinkedIn Twitter Facebook Security Operations Data Center /johnbaker @johnb /johnb Yes No Yes /jamesc @jcmicrosoft /james.crawford No Yes Yes /katiejohnson @katie /katiej Yes Yes YesOceanos | 781.804.1010 | www.oceanosinc.com | © 2011 Oceanos, Inc. All rights reserved 14
    • Benefits of Data Hygiene & Enhancement • Minimizes time wasted by direct sales on bad contacts • Improves velocity and conversion rates within the demand waterfall • Increases the integrity and accuracy of dashboard reports • Provides a platform for targeted message and content deliveryOceanos | 781.804.1010 | www.oceanosinc.com | © 2011 Oceanos, Inc. All rights reserved 15
    • Oceanos | 781.804.1010 | www.oceanosinc.com | © 2011 Oceanos, Inc. All rights reserved 16
    • Oceanos | 781.804.1010 | www.oceanosinc.com | © 2011 Oceanos, Inc. All rights reserved 17
    • Business Intelligence • Identify software, hardware and other installed equipment at the company level enables sales and marketing to design competitive, complimentary and greenfield campaigns. • Acquire unique intelligence to improve segmentation and messaging.  Example:Oceanos | 781.804.1010 | www.oceanosinc.com | © 2011 Oceanos, Inc. All rights reserved 18
    • Oceanos | 781.804.1010 | www.oceanosinc.com | © 2010 Oceanos, Inc. All rights reserved 19
    • Oceanos | 781.804.1010 | www.oceanosinc.com | © 2011 Oceanos, Inc. All rights reserved 20
    • Prospect Definition Company Level: • Firmagraphics - industry, employee size, revenue and business description • Business Intelligence - software/equipment installs and other intelligence Define Multiple Prospect Definitions based on Industry/Company Size • Identify the accounts for each prospect definition • Append ‘Domain’ to each named accountOceanos | 781.804.1010 | www.oceanosinc.com | © 2011 Oceanos, Inc. All rights reserved 21
    • Prospect Definition Contact Level: • Define target job titles, personas, and roles for each prospect definition • Consider categorizing titles into one of the following three groups:  Executive/DecisionMaker  Influencer  End user • Include key words to ensure capture of unique/niche job titles • Run a wordle funnel with your customer records to identify key wordsOceanos | 781.804.1010 | www.oceanosinc.com | © 2011 Oceanos, Inc. All rights reserved 22
    • Job Title Analysis (Wordle)Oceanos | 781.804.1010 | www.oceanosinc.com | © 2011 Oceanos, Inc. All rights reserved 23
    • Oceanos | 781.804.1010 | www.oceanosinc.com | © 2010 Oceanos, Inc. All rights reserved 24
    • Balanced Data Portfolio Your demand creation strategies requires multiple data feeds to optimize reach with the target audience and mitigate risk. There is no single database solution. Contact Names Firmagraphics Business IntelligenceOceanos | 781.804.1010 | www.oceanosinc.com | © 2010 Oceanos, Inc. All rights reserved 25
    • Data Portfolio Purchase Rental • Crowd Sourced: • Trade Publications • Data.com - 12 million+ • Online Communities • NetProspex - 10 million+ • Associations/Societies • ZoomInfo - 6 million+ • Product Buyers • Publisher: • To maximize audience reach, Oceanos typically secures • OMNI - 5 million+ multiple usage to ensure internal nurturing strategies • UBM/Penton - 1.5 million+ can be replicated to an audience that can only be accessed via rental assets. • Research Databases Reaches typically 20-30% of Reaches the other 70-80% a client’s target audience. of the target audience.Oceanos | 781.804.1010 | www.oceanosinc.com | © 2011 Oceanos, Inc. All rights reserved 26
    • Balanced Data Portfolio Business Purchase Contacts Rental ContactsBusiness Intelligence Demographics OMNIOceanos | 781.804.1010 | www.oceanosinc.com | © 2010 Oceanos, Inc. All rights reserved 27
    • Oceanos | 781.804.1010 | www.oceanosinc.com | © 2011 Oceanos, Inc. All rights reserved 28
    • Value Marketing Best Practices 29Copyright 2001-2012 © Alinean, Inc. All Rights Reserved
    • Facilitate the Buyer’s Journey for Success? Facilitate the Buyer’s Journey by answering 3 key questions for the buyer How to better connect, engage and sell? 30Copyright 2001-2012 © Alinean, Inc. All Rights Reserved
    • Value Marketing Tools Needed to Fight Frugalnomics™ PROVOCATIVE APPROACH VALUE APPROACH CONNECT ENGAGE DIAGNOSE JUSTIFY DIFFERENTIATE Interactive Benefit Diagnostic TCO Comparison ROI Analysis Tools White Papers Estimators Assessment Tools Tools 31Copyright 2001-2012 © Alinean, Inc. All Rights Reserved
    • Next Steps Oceanos Waterfall Calculator (powered by Alinean) Value Marketing / Selling Best Practice Resource Center - http://fightfrugalnomics.com “Ask the ROI Guy” Resource Center - http://www.alinean.com/faq List Intelligence Report http://www.oceanosinc.com/listintelligence https://roianalyst.alinean.com/enterpriseroi/AutoLogin.do?d=976713497751767542 32Copyright 2001-2012 © Alinean, Inc. All Rights Reserved
    • Questions? 33Copyright 2001-2012 © Alinean, Inc. All Rights Reserved