Advertising and promotion are only the first steps in moving potential customers toward a sale. The tactics that create information that a salesperson can act upon are, generally speaking, “lead generation”. THE PROMOTIONAL TACTICS THAT YOU EMPLOY WILL MOVE POTENTIAL CUSTOMERS TOWARDS A SALE…TO ALL INTENTS AND PURPOSES, THIS IS LEAD GENERATION. THE NEXT 15 MINUTES WILL BE DEDICATED TO COVERING THE FOLLOWING…
WHAT IS A LEAD?: HOW IS THIS DEFINED AND WHAT IS INVOVED IN GENERATING ONE? WHAT IS ONLINE LEAD GENERATION?: WHERE DOES THIS FIT WITHIN THE CUSTOMERS’ BUYING CYCLE? HOW TO FIND LEADS ONLINE: WE’LL REVIEW SOME LEAD GENERATION STRATEGIES AND HOW THEY WORK THE VALUE OF A LEAD: LEAD SCORING AND NURTURING CONCEPTS TO IMPROVE ROI
SO WHAT IS ONLINE LEAD GENERATION?
Speaker: First talk about the customer, the customer’s needs and the buying cycle. FIRST, WE NEED TO UNDERSTAND THE CUSTOMER BUYING CYCLE - THE PROCESS A CUSTOMER WILL GO THROUGH BEFORE BUYING ANYTHING. IT IS IMPORTANT TO CONSIDER THE TACTICS USED HERE TO ENSURE BRANDS AND SERVICES ARE RECOGNISED AT EACH AND EVERY STAGE, FOR INSTANCE…
Speaker: make the point that a continuous conversation with the customer is critical and what you say and how you say it (i.e., in what medium) changes as the customer moves closer to the purchase decision Sponsored content includes advertorial WE CAN ENGAGE BUYERS AT THE AWARENESS STAGE VIA ADVERTISING AND EVENTS AT THE POINT OF INTENT, WE CAN ENGAGE THEM VIA INSERTS AND WHITEPAPERS (SOMETHING WHICH REQUIRES A RESPONSE)…SLOWIONG LEADING THEM TO THE PONT OF PURCHASE THROUGH TRUST AND EDUCATION.
See next page for Meta-tag example
You are scoring explicit and Keeping them engaged with relevant material
After demographically identifying the relevant target audience We deploy use a series of traffic driving vehicles, to the identified prospect audience. These traffic drivers bring the prospect to a dynamic landing page. (By dynamic I just mean, for example a prospect that clicks on a link on an email about MFP’s will be taken to a piece of relevant content) Automation software can track the user via email opens, downloads or visits to the microsite and therefore provide a monitor of that prospects level of interest. Adding behavioural information to demographic detail. i.E we can see who from the prospect data is responding and what they are responsing to. For further qualification prospects are fed, real time to telemarketing, who qualify them further against one or a number of criteria usually, authority, need, timescale. These completed leads are again sent real time either to pre identifuies sales people or functions Or only the sales ready leads passed on and some of all of the others fed through a nurture programme The choice of which depends on how you have categorised your leads in the first place. WE HAVE INCLUDED SOME EXAMPLES OF LEAD OUTPUTS
FORD HAD VERY CLEAR OBJECTIVES FOR THEIR CAMPAIGN WHICH RAN ON CATERERSEARCH... TO INCREASE THE AWARENESS OF THEIR NEW MONDEO TO GENERATE REQUESTS FOR A TEST DRIVE
Use an online display advertisement, in this case an ad corner page peel THEIR ADVERTISING INVOLVED A CORNER PAGE PEEL TO ENTICE INTEREST. THIS CLICKED THROUGH TO THEIR MINISITE. HERE, THE PROSPECT CAN VIEW A SHORT VIDEO, REQUEST MORE INFORMATION OR SIGN UP FOR A TEST DRIVE
Which activates a video
Clicking on the ad will take users to this landing page, where a test drive can be requested.
Lead nurturing is the process of building relationships with prospects that are not yet ready to purchase or speak with the Sales team. A large proportion of prospects will be researching your product, your competitors’ products and your industry. So how do you assess which prospects are likely to be qualified and will eventually buy a product from you – or your competitors?
Avoid passing all potential leads directly from marketing to sales. A name and contact information doesn’t generate value by itself. B2B customers need to TRUST their suppliers. Consequently, they often need to be educated, developed, and then sold. The lead generation scoring and nurturing model focuses a significant amount of resources on nurturing leads – “Educate Develop Sell” to successfully move more prospects through the sales funnel. Lead nurturing is all about having consistent and meaningful communication with viable prospects (those that are “a fit” for your solution) regardless of their timing to buy. It’s not “following-up” every few months to find out if a prospect is “ready to buy yet?” Lead nurturing is about building trusted relationships with the right people.
The output of a lead generation campaign are the contact details of prospective customers of your company who have requested information or expressed an interest in your products How will these people now be contacted? Will your sales team contact these people directly? Will they receive a follow up mailing? It is essential that the advertiser has a strategy is in place to follow up on the leads generated
Transcript of "Zina Manda, Mardev"
Demand Generation Beyond Awareness
What We Will Be Exploring… <ul><li>What is a “lead” </li></ul><ul><ul><li>…and what is involved with generating one? </li></ul></ul><ul><li>What is online lead generation </li></ul><ul><ul><li>…and where does it fit in the customer’s buying cycle? </li></ul></ul><ul><li>How to find a lead online </li></ul><ul><ul><li>Some lead generation strategies and how they work </li></ul></ul><ul><li>The value of a lead </li></ul><ul><ul><li>Scoring and nurturing your leads to improve ROI </li></ul></ul>Overview
What currently passes for a lead? <ul><li>A business card collected at a trade fair </li></ul><ul><li>A scanned badge </li></ul><ul><li>A page view </li></ul><ul><li>A Click-through </li></ul><ul><li>A download of a Whitepaper </li></ul><ul><li>£10 a lead </li></ul>
Is this a problem? <ul><li>Does any one activity represent proper engagement? </li></ul><ul><li>Has the lead been qualified? </li></ul><ul><li>Will the leads be followed up? </li></ul><ul><li>How will you ensure that the lead is followed up, conversion to sales is monitored and return on marketing investment is measured? </li></ul>
Working with sales <ul><li>52% of all marketers admit that they do not collaborate with sales when defining what a lead means. </li></ul><ul><li>Collaboration with sales is essential to define a qualified lead. </li></ul><ul><li>The trick is to introduce the prospect to the sales person when they are ready to buy. </li></ul><ul><li>Mistiming will result in a failed sale, and an unhappy sales person. </li></ul>
… And Where Does It Fit In The Customer’s Buying Cycle? <ul><li>WHAT IS “ONLINE DEMAND GENERATION” </li></ul>
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 <ul><li>Webpage / SEO </li></ul><ul><li>Banner ads </li></ul><ul><li>Sponsored content </li></ul><ul><li>Print ads </li></ul><ul><li>Newsletters </li></ul><ul><li>Events </li></ul><ul><li>Rich media banners </li></ul><ul><li>Partner mailings </li></ul><ul><li>Inserts </li></ul><ul><li>Response cards </li></ul><ul><li>Sponsored email </li></ul><ul><li>Whitepapers </li></ul><ul><li>Webcasts </li></ul><ul><li>Referrals </li></ul><ul><li>Listing </li></ul><ul><li>Quotes </li></ul><ul><li>E-Commerce </li></ul><ul><li>Direct </li></ul>Target Group Customer Lead Gen Fit Advertising/promotion Lead generation What you can do!
Future Campaigning <ul><li>Agree lead qualification and audience criteria with sales </li></ul><ul><li>Create library of engagement content </li></ul><ul><li>Launch online campaign, SEO/SEM, email, e-newsletters, advertorial, Online PR, Social networking campaign, to fill the top of the sales funnel. </li></ul><ul><li>Drive traffic to engaging and educational content. </li></ul><ul><li>Monitor and score response to determine development of lead towards a sale – Nurture </li></ul><ul><li>Confirm that score is equal to ready to buy and pass to sales team for conversion. </li></ul>
Moving Up The Lead Value Chain Warm High to Medium <ul><li>Search </li></ul><ul><li>- Permission marketing </li></ul>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 <ul><li>Segmentation, modelling of databases </li></ul><ul><li>richer demographics or information </li></ul>Lead Characteristics Lead Generation Process
<ul><li>Integrated marketing activity. </li></ul><ul><li>To focus on increasing/improving ROMI </li></ul><ul><li>To ensure measurability and accountability. </li></ul><ul><li>To utilize technology to ensure we produce reactive, transparent, fully optimised campaigns. </li></ul>Solution Objectives
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: <ul><li>completed forms </li></ul><ul><li>white papers </li></ul><ul><li>downloads </li></ul><ul><li>pattern of clicks </li></ul><ul><li>what they looked at </li></ul><ul><li>how long they spent on the site </li></ul>
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 <ul><li>FURTHER QUALIFICATION </li></ul><ul><li>Budget </li></ul><ul><li>Authority </li></ul><ul><li>Need </li></ul><ul><li>Timescales </li></ul><ul><li>TRACKING & SCORING </li></ul><ul><li>Monitor level of interest based on </li></ul><ul><li>Email opens, </li></ul><ul><li>visits to microsite </li></ul><ul><li>Downloads </li></ul><ul><li>Reading/Posting on Blogs </li></ul>Strategic Campaign workflow example Advertising
Ford – Awareness / Lead Generation <ul><li>Company: Ford </li></ul><ul><li>The Goals: </li></ul><ul><ul><li>Increase awareness </li></ul></ul><ul><ul><li>Generate requests for a test drive </li></ul></ul>
Ford Campaign… <ul><li>Expandable Skyscraper ad </li></ul><ul><ul><li>When rolled over with cursor, the ad expands </li></ul></ul>Expandable Skyscraper Ad
Ford Campaign… Animation / 8 sec. commercial <ul><li>Click through to the Ford mini-site for a short video and further information </li></ul>
Ford Campaign… <ul><li>Asking for the lead! </li></ul><ul><ul><li>Three lead generation calls to action: </li></ul></ul><ul><ul><li>Keep me informed </li></ul></ul><ul><ul><li>Request a brochure </li></ul></ul><ul><ul><li>Request a test drive </li></ul></ul>Brochure Request Form
Scoring and Nurturing Leads to Improve ROI <ul><li>THE VALUE OF A LEAD </li></ul>
Scoring and Nurturing Your Leads Can Significantly Improve Sales… Develop Educate Attract Sell Qualified /Unqualified Filter Scoring & Nurturing Lead Nurturing
Next steps <ul><li>Back end to manage the lead collection process </li></ul><ul><ul><li>To Cleanse & Score </li></ul></ul><ul><ul><li>To Filter & TRACK leads </li></ul></ul><ul><ul><li>To provide infrastructure for scaling </li></ul></ul>
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 <ul><li>Think about… </li></ul><ul><li>… Lead Definition - your definition of a ‘qualified’ lead could have a bearing on the success of your campaign and conversion to sales </li></ul><ul><li>… Customer Buying Cycles - understanding where a customer is within their buying cycle will determine how you respond to them </li></ul><ul><li>… Lead Generation Strategies - key factors which can affect customer response and the strategies used to engage them </li></ul><ul><li>… Lead Quality - understanding the customer’s desire for your product, their intention to buy and how you intend to nurture them </li></ul><ul><li>… Measures of Success - what does success look like and how will you measure it…volume of leads, quality of leads, cost per lead? </li></ul><ul><li>The items highlighted above will help drive better </li></ul><ul><li>quality leads and higher conversion to sales </li></ul>Lead Generation Summary