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What are the most effective lead-gen programs for CSBs?
What are the most effective lead-gen programs for CSBs?
What are the most effective lead-gen programs for CSBs?
What are the most effective lead-gen programs for CSBs?
What are the most effective lead-gen programs for CSBs?
What are the most effective lead-gen programs for CSBs?
What are the most effective lead-gen programs for CSBs?
What are the most effective lead-gen programs for CSBs?
What are the most effective lead-gen programs for CSBs?
What are the most effective lead-gen programs for CSBs?
What are the most effective lead-gen programs for CSBs?
What are the most effective lead-gen programs for CSBs?
What are the most effective lead-gen programs for CSBs?
What are the most effective lead-gen programs for CSBs?
What are the most effective lead-gen programs for CSBs?
What are the most effective lead-gen programs for CSBs?
What are the most effective lead-gen programs for CSBs?
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What are the most effective lead-gen programs for CSBs?

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Sales and Marketing tips for the CSB. What are the most effective lead generation programs?

Sales and Marketing tips for the CSB. What are the most effective lead generation programs?

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  • Thank you for your time today. I hope that you found this introduction to our company and our approach to managed IT solutions to be informative. May I suggest that we continue our dialog by starting with the business requirements discovery phase? I would be happy to meet with you and others in your company to gather information leading to a preliminary design and pricing proposal for the right IT solution for your business.
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    • 1. Sales & Marketing: What are the most effective lead generation programs? A CSBcommunity Presentation By MSPexcellence October 2013 Copyright MSPexcellence 2013
    • 2. Lead Generation Methods • Webinars & ground seminars • Outbound telemarketing • Events and speaking events (exhibits, conferences) • Email marketing (news letters, promotional offers) • Internet marketing (SEO, PPC, Banner ads, etc.) • Social Media Marketing (SMM) • Referral programs and agent partners • Integrated marketing programs • Budget and effectiveness measurement Page 2 Copyright MSPexcellence 2013
    • 3. Lead Gen Starts with Compelling Content Based on Your Value Proposition • • First: Determine your CSB value proposition & your target audience Identify the top problems/concerns of your target audience – – Productivity improvement: worker productivity, operational efficiency – Business growth: customer acquisition & retention – • Cost control: operating and capital expenses Business risk: downtime, data loss, security breach, regulatory compliance Articulate your solution for these problems – – • How do your cloud services address the concern What is the role of technology used, services delivered and people involved Demonstrate the business value of your solutions – – Compare in-house/competitive costs to your managed services fee – • Present an ROI for your solution (typical engagement) Back it up with customer proof points(customers from same vertical) Call To Action – – Page 3 Offer a free assessment, evaluation or an ROI analysis – • Offer a white paper or other educational resource Provide a demonstration or “Proof of Concept” Your Role: Educate –> Recommend –> Sell –> Deliver Copyright MSPexcellence 2013
    • 4. Webinars and Seminars • • • • • • Excellent vehicle for communicating a complex message Educational, but showcases your solution and business value Access to 45 minutes to 1 hour of your prospect’s time Held online, on neutral ground & no travel time The goal: convert interest into action (strong call to action) Pros: – Education is valuable – especially about the cloud – Webinars are cost effective and can be held frequently – Almost anyone can execute them – they can also be used for seminars – Produces high quality leads • Cons: – Require a lot of preparation – They are time consuming – Low volume lead source Page 4 Copyright MSPexcellence 2013
    • 5. Outbound Telemarketing • Uses a dedicated inside sales resource . . . • Or the simply the owner/principle “dialing for dollars” • Or your sales reps calling their rolodex • Or farmed out to an outsourced telemarketing firm or even a college kid that needs some money • Pros: – A numbers game: “X” Dials per day = “Y” appointments per day – Can be effective when combined hit list (e.g., vendor list, prior customers, industry association membership) • Cons: – Difficult to get to the real decision-maker (get around “gatekeepers”) – Costly to outsource – Often produces “future buyers” (interested, but not now) Page 5 Copyright MSPexcellence 2013
    • 6. Events and Speaking Engagements • Trade shows, industry conferences, associations • Targeted events are best (your target verticals) • Try to get the attendance list or some way to market to attendees at the event at low cost • Leverage the event - schedule customer/prospect meetings around your presence at the event • Pros: – Networking opportunity to build awareness and collect business cards – Face-to-face marketing is always more valuable – Speaking opportunity enhances the value versus an exhibit-only event • Cons: – Can be expensive (booth space, properties, equipment rental) – Can produce a lot of unqualified leads (e.g., badge swipes are not leads) Page 6 Copyright MSPexcellence 2013
    • 7. Email Marketing • • • • • • Can be effective, but entirely dependent on the list…. Use a purchased list based on criteria that match your target audience (geography, size, industry, title, etc.) Communicate with your prospect/customer database on a recurring basis (i.e., nurturing campaign) Be sure to provide educational content and/or promotional offers that represent real value Very effective when combined with other marketing programs (e.g., webinars, events, social media, etc.) Pros: – Drive higher traffic to your website (is your site designed for conversion) – A compelling offer or call-to-action can generate leads cost effectively • Cons: – Can be perceived as SPAM by recipients (don’t get blacklisted) – Email addresses are expensive to purchase (about $3 per address) Page 7 Copyright MSPexcellence 2013
    • 8. Internet Marketing • Website leads driven by multiple traffic sources (e.g., SEO, Google adwords, PPC, banner ads, etc.) and converted to leads via offers and registration/landing pages on your site • Pros: – Inexpensive and potentially high volume lead source – Can be a good source of new email addresses to add your prospect database • Cons: – Can result in lots of unqualified leads – Can be difficult and costly to qualify these leads – Usually requires expertise to formulate an efficient process (SEO, keyword selection, banner ad placement, site conversion strategy) Page 8 Copyright MSPexcellence 2013
    • 9. Social Media Marketing • Build a community of online followers that share a common interest in the solutions, technologies and values of your company through held via social media outlets • Enables a “thought-leadership” approach to building your brand and connecting with new potential customers • PROs: – Can be an inexpensive and effective way to build quality leads over time – Allows nurturing of future buyers and self-qualification of prospects based on how closely your content matches and their interest and needs • Cons: – Very time consuming . . . requires frequent and consistent contributions to blog posts, twitter feeds and other SMM platforms with quality content – Can take a long time to build up a following Page 9 Copyright MSPexcellence 2013
    • 10. Referral Programs and Agent Partners • A reward system that provides an incentive for customers (and others) to refer business to your company • Rewards can take the form of cash (most common), service credits or contributions to local charities • Usually awarded after the lead becomes a customer • Example: $500 awarded for any referral that becomes a customer within 90 days (positioned as customer referral program) • Pros: – Can be a very effective lead gen program that runs itself – Referrals an be very qualified leads • Cons: – Requires some level of administration (for tracking and payouts) – Requires some rules and restrictions (who, how long, minimum deal size) Page 10 Copyright MSPexcellence 2013
    • 11. Integrated Marketing Programs • Integrate multiple programs into one integrated campaign – Email campaign to announce webinar • Targeted list (purchased or from a recent event) • Outbound telemarketing follow-up – Webinar with content tailored for a target audience • What will they learn, what is the call-to-action • Held one-time, weekly, is it recorded – Reinforce with Internet and SMM • Blog posts to build interest – tweets to get the word out • Promote on your website – lots links to the registration page – Follow up with email fulfillment (literature, slide deck), call-toaction/offer, online discussion of topics, telemarketing follow-up to attendee list – Use the webinar for a face-to-face ground seminar (lunch & learn) for existing customers and known prospects Page 11 Copyright MSPexcellence 2013
    • 12. Building a Lead Generation Machine • How many leads/quarter do you need to feed the pipeline? – • What are your conversion rates? – • As often as possible to meet your targets How much should you budget? – Page 12 Maximize conversion rates to save money and operate efficiently How often should you run them? – • You should implement basic lead tracking & pipeline management What type of marketing campaigns should you run? – • You need to supply enough fuel for your marketing machine Measure the metrics and invest in the most effective programs Copyright MSPexcellence 2013
    • 13. Metrics for Measuring Effectiveness Quality Leads Will Maximize Conversion Rates & Produce the Most Deals 1st Lead Source Qualified Leads Lead Generation Campaigns Sales Opportunities 2nd Lead Source Qualified Leads Closed Deals 3rd Lead Source Tracking Performance Qualification Rate % Conversion Rate % Win Rate % Setting Targets Page 13 Response Rate % 10/(QR% x CR% x WR%) Reponses 10/(CR% x WR%) Qualified Leads 10/WR% Opportunities 10 Deals Copyright MSPexcellence 2013
    • 14. Using Lead Gen Metrics to Drive Revenue Webinar-Generated Leads, Opportunities and Customers 500 Contacts Your list from your target vertical market (5% Response Rate) Response to your webinar campaign = 25 Leads The number of attendees for your webinar (30% Qualification Rate) Attendees who meet the qualification criteria = 7 Opportunities (30% Close Rate) = 2 Deals Progress through 4 stages of the sales cycle The number that covert to customers Assume an average deal value of $1,000/month   If the total program cost $2K and you earn 40% margin from services, then your cost for the program is recovered in less than 3 months  2 Webinars/rep /quarter = 16 deals per year = $192K/year/rep  Page 14 2 Deals x $1K/mo x 12 months = $24K annualized revenue from 1 Webinar What if... you doubled your average deal value? Or increased your response rate? Or increased your qualification rate? Or increased your close rate? Copyright MSPexcellence 2013
    • 15. Lead Generation Measurement Page 15 Copyright MSPexcellence 2013
    • 16. Questions & Comments? Page 16 Copyright MSPexcellence 2013
    • 17. Thank You! Contact MSPexcellence: Website: www.mspexcellence.com Todd Hussey: todd@mspexcellence.com Dave Zwicker: dave@mspexcellence.com Voice: 800.785.4620 Fax: 800.714.9645 Page 17 Copyright MSPexcellence 2013

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