Small/medium size IT/BPO companies
lead generation challenges
Agenda
• Romania in the IT/BPO landscape
• Senior executives - buyer profile
• Lead generation challenges
• Efficient lead...
Romania in the IT/BPO Landscape
Estimated 64,000 certified IT specialists, approximately 8,000 to 9,000 computer science
g...
were the first three sources of information you turned to when you began your solution
rch?
Buyer Profile
90% of Seniors s...
B2B Technology Marketing Activities
Most Influential Marketing Activities Vary at
Each Phase of Buying Cycle
Lead Generation Challenges
B2B Technology Marketing LinkedIn Group – Poll in July 2013, 815 respondents
Lead Generation – What Works for us?
Benchmark: 5%-10% of qualified leads convert into customers
• Average cost per market...
Lead generation – B2B Content Marketing Usage
2013 B2B Content Marketing Bechmarks, CMI/MarketingProfs
Content – What works for us?
Benchmarks: on average B2B marketers are spending 33% of the marketing budget on
content mark...
Concentrate on Relevant Social Media Channels
• LinkedIn (Xing, Viadeo)
• Slideshare
• Youtube
• Industry blogs/communitie...
Case Study
20 Years Anniversary Virtual Event
Objective
To celebrate the 20th anniversary and as a Thank you to existing customers, a virtual event
was organized, bring...
The Work
We invited our long term partners to join the virtual
event for free as exhibitor and as speaker during a
live we...
Results
400+ registrants on the event platform
700+ visits on the virtual event during the live event
3X increase in websi...
Results
Our partners got involved:
• They spread the buzz online, on their websites and blogs
• They used the customized H...
Results
Brand awareness
Thought leadership
Pull lead generation
Enhanced customer relations
Relevant, reusable content
Hap...
Conclusions
Assume a social marketing component - Stop selling, start helping
Market your marketing
Keep things simple
Don...
Thank you!
Ioana Serban
ioana.serban@yahoo.com
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Provocarile companiilor mici si mijlocii din industria IT/BPO in targetarea publicului tinta

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Provocarile companiilor mici si mijlocii din industria IT/BPO in targetarea publicului tinta

  1. 1. Small/medium size IT/BPO companies lead generation challenges
  2. 2. Agenda • Romania in the IT/BPO landscape • Senior executives - buyer profile • Lead generation challenges • Efficient lead generation tactics • Effective channels for lead generation and nurturing • Content marketing • Creativity in action – a use case • Conclusion
  3. 3. Romania in the IT/BPO Landscape Estimated 64,000 certified IT specialists, approximately 8,000 to 9,000 computer science graduates each year 20.000+ people working in IT/BPO space for multinational companies in 16 different languages and is a preferred destination due to: • Low cost skilled IT resources • multilingual culture -> multilingual call center hub (8 million Romanians speak English, 4.5 million speak French and 1.5 to 2 million speak German, Italian or Spanish) • Ease of access from other IT locations • Time zone alignments • Good educational system • Cultural compatibility
  4. 4. were the first three sources of information you turned to when you began your solution rch? Buyer Profile 90% of Seniors start their path to purchase with informal research online – Hubspot • B2B Social buyer, proactive and empowered • Researcher, not shopper – self-service business • Collaborate with providers sales force at all stages of the buying cycle but expect a consultative sales approach • Prefer to get such education from their peers and "people like them“ • Resonate with cost cutting arguments, customer referrals/success stories/business case arguments • Appreciate concise, relevant, accurate information What were the first three sources of information you turned to when you began your solution buying?
  5. 5. B2B Technology Marketing Activities Most Influential Marketing Activities Vary at Each Phase of Buying Cycle
  6. 6. Lead Generation Challenges B2B Technology Marketing LinkedIn Group – Poll in July 2013, 815 respondents
  7. 7. Lead Generation – What Works for us? Benchmark: 5%-10% of qualified leads convert into customers • Average cost per marketing qualified lead is from 25 – 500 USD • Most effective lead generation tactics: • referrals/recommendations • content (website, blog, virtual events, webinars, etc.) • events • traditional outbound efforts (direct mailing or telemarketing, traditional mailing gains traction - Appcelerator)
  8. 8. Lead generation – B2B Content Marketing Usage 2013 B2B Content Marketing Bechmarks, CMI/MarketingProfs
  9. 9. Content – What works for us? Benchmarks: on average B2B marketers are spending 33% of the marketing budget on content marketing and 50%+ are planning on increasing content marketing strategy within next years and are using 5 social media channels to distribute it • Case studies/success stories • Website/blog content/SEO • Whitepapers • Virtual events/webinars • Public speaking engagements Content is KING but Creativity is QUEEN
  10. 10. Concentrate on Relevant Social Media Channels • LinkedIn (Xing, Viadeo) • Slideshare • Youtube • Industry blogs/communities • Vimeo 2013 B2B Content Marketing Bechmarks, CMI/MarketingProfs
  11. 11. Case Study 20 Years Anniversary Virtual Event
  12. 12. Objective To celebrate the 20th anniversary and as a Thank you to existing customers, a virtual event was organized, bringing together some of the leading players from the telecommunication industry
  13. 13. The Work We invited our long term partners to join the virtual event for free as exhibitor and as speaker during a live webinar and created booth designs for each exhibitor and enabled them to upload content on the platform Activities: • Platform development • Partners relation • Promotional plan • Personalized newsletter/email templates for each exhibitor • How to promote the event/your webinar guidelines • Customized email messages
  14. 14. Results 400+ registrants on the event platform 700+ visits on the virtual event during the live event 3X increase in website traffic 250 worldwide media appearances 40+ events/webinars websites listing 100+ registrants on LinkedIn event
  15. 15. Results Our partners got involved: • They spread the buzz online, on their websites and blogs • They used the customized HTML template invitations to promote their webinar
  16. 16. Results Brand awareness Thought leadership Pull lead generation Enhanced customer relations Relevant, reusable content Happy customers! On behalf of Siemens CMT I want to express our gratefulness for providing us with the opportunity to present our products in context of your anniversary virtual event. We look forward to working with Computaris and jointly harvest on the seeds we planted by this marketing activity. Director Alliances Siemens AG Oesterreich We would like to thank you for all the great and valuable assistance you provide us, including how to promote the event and how to use the tools for this event. Thank you so much for everything.” Telecom Product Marketing Director Lumata What our Partners are saying…
  17. 17. Conclusions Assume a social marketing component - Stop selling, start helping Market your marketing Keep things simple Don’t get too seduced into social Focus more on nurturing existing community Stop Writing about Everything Don’t be creative for the sake of being creative The only constant is change
  18. 18. Thank you! Ioana Serban ioana.serban@yahoo.com

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