Lead Generation Quick Start Series          Workshop #6   The Science of Converting     More Leads Into Deals
Today’s Speakers:Featuring:	  Henry	  Bruce	  President	  The	  Rock	  Annand	  Group	  @hebruce	   Moderator:	   Andrew	 ...
Welcome Webinar AttendeesYour	  GoToWebinar	  A6endee	  Viewer	  is	  made	  of	  2	  parts:	        1. Viewer Window     ...
About DemandGen Report-­‐  Launched	  in	  2007	  to	  track	  best	       pracDces	  in	  lead	  generaDon	  -­‐  NewsleH...
LeadGen Quick Start Series:The Science of Converting MoreLeads Into DealsHenry Bruce, PresidentThe Rock Annand GroupJune 2...
About The Rock Annand Group■  My Focus: B2B Software and SaaS solution companies■  Typical engagement scope/deliverables: ...
Some interesting stats to consider …■  Only 3 to 7% of new lead inquiries are sales-ready■  70 – 80% of inquiries have lat...
Focus on Lead Quality … NOT Quantity Source: Sirius Decisions 2010
Demonstrate Thought Leadership■  Focus on your buyer s problems … NOT products    Start with the primary problem you solv...
Program Fundamentals:Focus on 1 Theme for First 90 Days■  Develop one good white paper     Usually involves re-purposing ...
Program Fundamentals:Focus for Next Two Quarters■  Repeat the campaign cycle for theme #2 in Q2, theme #3 in Q3, etc■  Oth...
Program Fundamentals:Establish Lead Management Platform                                                     Sources       ...
Summary and Take Aways■  Focus on lead quality NOT quantity■  Demonstrate thought leadership to gain credibility■  Focus b...
Thank you … Any questions??henry@rockannandgroup.comTwitter: @hebruceLinkedIn: www.linkedin.com/in/henrybruceBlog: www.roc...
Questions1. Viewer Window    2. Control Panel                      Type your question here
Thank you for attending!Watch	  the	  full	  series	  on-­‐demand:	  #1	  Lead	  GeneraDon	  A	  to	  Z	  #2	  Selling	  L...
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The Science of Converting More Leads into Deals

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In this session Henry Bruce, President at The Rock Annand Group, will provide some framework for getting started with lead nurturing and lead scoring. He will also share tips and suggestions for improving conversion rates from leads to opportunities to closed deals.

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The Science of Converting More Leads into Deals

  1. 1. Lead Generation Quick Start Series Workshop #6 The Science of Converting More Leads Into Deals
  2. 2. Today’s Speakers:Featuring:  Henry  Bruce  President  The  Rock  Annand  Group  @hebruce   Moderator:   Andrew  Gaffney     Editor   DemandGen  Report   @agaffney  
  3. 3. Welcome Webinar AttendeesYour  GoToWebinar  A6endee  Viewer  is  made  of  2  parts:   1. Viewer Window 2. Control Panel Type your question here
  4. 4. About DemandGen Report-­‐  Launched  in  2007  to  track  best   pracDces  in  lead  generaDon  -­‐  NewsleHer  has  grown  to  more   than  25,000  readers  -­‐  We  also  offer  a  menu  of  research   and  best  pracDces  reports    -­‐  New  audio/video  podcasts  at   DemandGenReport.com       @DG_Report   linkd.in/DG_Specialists    
  5. 5. LeadGen Quick Start Series:The Science of Converting MoreLeads Into DealsHenry Bruce, PresidentThe Rock Annand GroupJune 28, 2011
  6. 6. About The Rock Annand Group■  My Focus: B2B Software and SaaS solution companies■  Typical engagement scope/deliverables:   Client acquisition strategy/program development   Go-to-market strategy/positioning/messaging   Sales and marketing alignment •  Strategic sales tools to drive pipeline performance/execution   Interim VP/Director of Marketing■  My Background: VP Sales/Marketing/Strategy   Extensive sales and field ops/exec management experience   Check me out: •  www.rockannandgroup.com •  LinkedIn: http://www.linkedin.com/in/henrybruce •  Twitter: @hebruce
  7. 7. Some interesting stats to consider …■  Only 3 to 7% of new lead inquiries are sales-ready■  70 – 80% of inquiries have latent demand and therefore go uncalled on by the sales team■  87 out of 100 deals were initially left behind by sales■  Takes 7 – 9 proactive communications to get attention■  Best-in-class sales and marketing teams generate 4x closed deals than average teams
  8. 8. Focus on Lead Quality … NOT Quantity Source: Sirius Decisions 2010
  9. 9. Demonstrate Thought Leadership■  Focus on your buyer s problems … NOT products   Start with the primary problem you solve■  Break the problem down into 3-4 main themes   Why multiple themes? Buyers each have their “hot-buttons”■  For example: eSignature Process Automation   Audience: Financial Services (banks, lenders, debt services)   Problem: Customer service expectations and regulatory compliance strain operational efficiency and increase costs   Themes: Focus on process areas •  Automated account opening •  Loan origination and consolidation •  Debt consolidation •  Customer account management
  10. 10. Program Fundamentals:Focus on 1 Theme for First 90 Days■  Develop one good white paper   Usually involves re-purposing an existing collateral piece   Focus on the problem as it relates to the buyer   Talk about the recommended solution as it relates to you BUT don’t mention your product   Relate a client case study and highlight the results they achieved   No more than 1000 words, ideally 500-600 words •  Hint: the length of a good blog post■  Develop a 90 day campaign focused on that theme   Month 1: Promote the white paper (email, BLOG post, tweet)   Month 2: Webinar on the white paper (ideally with client)   Month 3: Recap with white paper, webinar and client case study   Create a separate landing page for all program components
  11. 11. Program Fundamentals:Focus for Next Two Quarters■  Repeat the campaign cycle for theme #2 in Q2, theme #3 in Q3, etc■  Other recommendations:   Optimize for search for each campaign   If permission-based contacts is a problem, consider using reputable third party publishers (like DemandGen Report)   Drive themes to other media channels •  LinkedIn •  Twitter •  Syndicated sites, guest blog posts   Re-purpose each white paper into other formats •  Blog posts, Voice-over slides, YouTube video, etc   Provide links to theme #1   Establish “Welcome Campaign” for Inbound leads: •  When someone hits the web site or opts-in for newsletter or downloads content as part of specific campaign •  Qualify interest (preferences)
  12. 12. Program Fundamentals:Establish Lead Management Platform Sources Telemarketing Online Marketing Direct Mail Web site Email Trade Shows Database (CRM System) Sales Automated Ongoing Targeted Communications Communications Lead Gen & & Qualification Management External Partners/ Lead Evaluation Sellers & Scoring – How sales ready? Relationship Management Sales Ready (Yes) Not Sales Ready (Maybe) Drive to Buy/Refer Build Relationships Influencers/Buyers Source: Forrester, Aberdeen Group, Sirius Decisions
  13. 13. Summary and Take Aways■  Focus on lead quality NOT quantity■  Demonstrate thought leadership to gain credibility■  Focus beyond the immediate quarter■  Establish platform that fosters community■  Test and measure everything ,,,
  14. 14. Thank you … Any questions??henry@rockannandgroup.comTwitter: @hebruceLinkedIn: www.linkedin.com/in/henrybruceBlog: www.rockannandgroup.com/blog
  15. 15. Questions1. Viewer Window 2. Control Panel Type your question here
  16. 16. Thank you for attending!Watch  the  full  series  on-­‐demand:  #1  Lead  GeneraDon  A  to  Z  #2  Selling  Lead  Gen  Internally  #3  The  Role  of  Content  in  Driving  Leads  #4  Transforming  Your  Company  Into  A  “Lead  Magnet”  #5  Building  A  Lead  Funnel  Spread  the  word!    -­‐>  bit.ly/LeadGen-­‐QuickStart  <-­‐  
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