…and where does it fit in the customer’s buying cycle?
How to find a lead online
Some lead generation strategies and how they work
The value of a lead
Scoring and nurturing your leads to improve ROI
What currently passes for a lead?
A business card collected at a trade fair
A scanned badge
A page view
A download of a Whitepaper
£10 a lead
Is this a problem?
Does any one activity represent proper engagement?
Has the lead been qualified?
Will the leads be followed up?
How will you ensure that the lead is followed up, conversion to sales is monitored and return on marketing investment is measured?
Working with sales
52% of all marketers admit that they do not collaborate with sales when defining what a lead means.
Collaboration with sales is essential to define a qualified lead.
The trick is to introduce the prospect to the sales person when they are ready to buy.
Mistiming will result in a failed sale, and an unhappy sales person.
… And Where Does It Fit In The Customer’s Buying Cycle?
WHAT IS “ONLINE DEMAND GENERATION”
Where Does Lead Generation Fit In The Customer’s Buying Cycle? Deciding Purchase Awareness Intent Need felt Specifications being defined Target Group Customer Lead Gen Fit Advertising/promotion Lead generation Need not strongly felt Identifying Suppliers Decision made
Conducting a Continuous Conversation With Your Customers is Critical! Decide Purchase Awareness Intent
Webpage / SEO
Rich media banners
Target Group Customer Lead Gen Fit Advertising/promotion Lead generation What you can do!
Agree lead qualification and audience criteria with sales
Create library of engagement content
Launch online campaign, SEO/SEM, email, e-newsletters, advertorial, Online PR, Social networking campaign, to fill the top of the sales funnel.
Drive traffic to engaging and educational content.
Monitor and score response to determine development of lead towards a sale – Nurture
Confirm that score is equal to ready to buy and pass to sales team for conversion.
Moving Up The Lead Value Chain Warm High to Medium
- Permission marketing
Prospects – indicated definite interest Warm Medium to Low - High degree of interaction required with prospects, integration of online and offline channels to identify prospective need. May include email, online, telemarketing, direct mail. Pre-qualified lead – some information known about purchasing requirements Hot Low - Largely sales force task Sales Opportunity – ready to buy Cold High - Lists with some demographics Suspects High # of leads Profiled Suspects – higher propensity to purchase Lead Definition Cold to Lukewarm
Segmentation, modelling of databases
richer demographics or information
Lead Characteristics Lead Generation Process
Integrated marketing activity.
To focus on increasing/improving ROMI
To ensure measurability and accountability.
To utilize technology to ensure we produce reactive, transparent, fully optimised campaigns.
Lead Generation - Tactical leads prospects Campaign Objectives Lead definition & qualification whitepaper download, appointment Target audience company size, business sector, job title Collateral Creation case study, whitepapers, webinars Channel Selection email, digital, telemarketing Analyse, Optimise and Adapt what’s working – increase what’s not, adapt or switch off Deliverables volumes, timescales, CPL reporting tele marketing email Online r e s o u r c e o p t i m i s a t i o n Reporting nurture
Campaign example >> www.mardev.com Telephone to Qualify LEAD meets Gold criteria i.e 500+ pc’s and B.A.N.T LEAD meets Silver criteria i.e 50 – 499 pc’s and A+N - T Pass to Sales Invite to seminar/live event Email with whitepaper Email with case study Invite to webinar NURTURE
Lead Generation - Strategic >> Drive a targeted audience to a bespoke microsite dedicated to engaging prospects around specific propositions >> Once on the microsite, some prospects will readily complete a form indicating their specific and time-bound interest - most prospects will not >> To drive demand and capture interest over a period of time with future prospects, we will observe the detailed digital footprint of the non responder and nurture their interest via:
pattern of clicks
what they looked at
how long they spent on the site
Microsite Example How to find a lead
Example How to find a lead branding / sponsored message video of presentation submit questions slides of presentation
Telemarketing DYNAMIC MICROSITE Whitepapers Case studies Competitions Blogs Forums Webinars Podcasts RFQ SEO/PPC Social Networking Online inventory Gold Leads Silver Leads Bronze Leads Emails & Newsletters NURTURE PROGRAMME Pass to Field Sales Nurture
TRACKING & SCORING
Monitor level of interest based on
visits to microsite
Reading/Posting on Blogs
Strategic Campaign workflow example Advertising
Ford – Awareness / Lead Generation
Generate requests for a test drive
Expandable Skyscraper ad
When rolled over with cursor, the ad expands
Expandable Skyscraper Ad
Ford Campaign… Animation / 8 sec. commercial
Click through to the Ford mini-site for a short video and further information
Asking for the lead!
Three lead generation calls to action:
Keep me informed
Request a brochure
Request a test drive
Brochure Request Form
Scoring and Nurturing Leads to Improve ROI
THE VALUE OF A LEAD
Scoring and Nurturing Your Leads Can Significantly Improve Sales… Develop Educate Attract Sell Qualified /Unqualified Filter Scoring & Nurturing Lead Nurturing
Back end to manage the lead collection process
To Cleanse & Score
To Filter & TRACK leads
To provide infrastructure for scaling
Integrated Demand Generation Platform CRM Common analytics platform across all marketing channels Segmentation, Profiling, and Analytics Individual Marketing channels marketing email sales email chat direct mail advertising keyword search telemarketing landing pages Web forms Event-based, multi-step, multi-channel automation Marketing Automation Command & control Marketing Intelligence Dashboard
Summary: Online Demand Generation
… Lead Definition - your definition of a ‘qualified’ lead could have a bearing on the success of your campaign and conversion to sales
… Customer Buying Cycles - understanding where a customer is within their buying cycle will determine how you respond to them
… Lead Generation Strategies - key factors which can affect customer response and the strategies used to engage them
… Lead Quality - understanding the customer’s desire for your product, their intention to buy and how you intend to nurture them
… Measures of Success - what does success look like and how will you measure it…volume of leads, quality of leads, cost per lead?
The items highlighted above will help drive better