“Best Practices
in Lead Generation”
  Session #8, 2009




                                     www.productcampamsterdam.o...
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Introducing WebleadsB2B




               WebleadB2B
      ...
What we do


!   We enable marketing and sales
    executives to improve sales

!   by providing B2B lead generation
    s...
Simply the best way to generate leads

.4,798*4#/794(91#671*)
                Sign of trust   Call to action
Capture needs...
Other successful customer examples

                             SDL Tridion - Leader in Web
                             ...
Other successful customer examles

                           SDL Tridion - Leader in Web
                           Conte...
Customer referrals


"WebleadsB2B has contributed significantly to our
lead generation efforts. Their web marketing
servic...
Common challenge




                                                               Competitor

!   The Web has become the...
Impact of improving conversion rate

                   visible visitors                  invisible visitors


# of visito...
Capturing the invisible visitors
                  finding out more about our visitors


! Find out who our visits are
   ...
Google Analytics: very limited
WebWHO




!   Allows us to see the organizations
    visiting our sites
!   Identify how many are our target
    audience...
CAPTURE
                 Impact on how you spend your advertising budget

Measuring the success of Web Ads or Google Ads
!...
So how does it work ?




   !   When a visitor clicks on your    !   As the page loads, WebWHO         !   The informatio...
CAPTURE
                        Profiling: Ability to focus on your target audience
                                Mappin...
CAPTURE
          Profiling: Ability to focus on your target audience
               Mapping companies to individuals




...
QUALIFY   Knowing your suspects ! enrich the data



          Validate the data   Find out more      Monitor their
      ...
About us




! We simply double your leads (or your money back)
! Specialist in helping customers develop fast and effecti...
Demonstration




!   CAPTURE :
    Visible visitors through
    Landing Pages




!   WebWHO:
!   Invisible visitors thro...
Where to go from here

1. Find out more about us
     !    www.webleadsB2B.com
     !    Download our white papers
2. Cont...
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ProductCamp Amsterdam Session 8

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Richard McCarthy: Best Practices in Lead Generation

As the pressure to generate more and better quality leads increases, many are turning to new web tools and techniques as the most affordable way to achieve this. This presentation analyses successful lead generation projects carried out at Fiserv in the last 2 years. With multiple websites and web campaigns to manage, find out how new developments on the Web, Flex, and geo-location technology are all being used to improve lead generation results.Prepare to be amazed by some cool products that are having a dramatic impact in how we can monitor customers and prospects today. This will interest all Product Marketers looking to improve sales leads. Product Managers who want to monitor customers and prospects with their new products will also find it interesting. Also anyone interested in FLEX , and geo-location technology.

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ProductCamp Amsterdam Session 8

  1. 1. “Best Practices in Lead Generation” Session #8, 2009 www.productcampamsterdam.org The first European unconference for product managers and marketers.
  2. 2. 5*)3#6+783(8*)#(9#/*74#1*9*+73(:9 ! "#$%%&#'()*+,-#.//#0(123)#0*)*+,*4-
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  4. 4. N:I*#:O#32*#:32*+#3:6#6/7J*+) N:<+8*=#.(3*#$%%& M "#$%%&#'()*+,-#.//#0(123)#0*)*+,*4-
  5. 5. P27//*91*) ! LE#C+794) ! BE#8:I679(*) ! GGQ#R*C#)(3*) ! E%Q#?7+D*3(91#I7971*+) ! $EQ#R*C#I7)3*+) A "#$%%&#'()*+,-#.//#0(123)#0*)*+,*4-
  6. 6. 5*)3#6+783(8*) !- S*O(9*#7#8/*7+#/*74#1*9#6+:8*)) $- S*O(9*#8/*7+#:CT*83(,*)#U#VW;) M- '(94#X<793(O(7C/*#>7J)#3:#I*7)<+*# 32*#+*)</3)#:O#/*74#1*9#87I67(19) A- Y<+3<+*#6:3*93(7/#/*74) E- ;9,*)3(173*#)<)6*83) G- '(1<+*#:<3#32*#):<+8*#:O#:<+#/*74) B- P:Z:+4(973*#8:II<9(873(:9#>(32# N7/*) L- !"#$%&'(")%*+,-./&$(01%&+,&0%(2& 1*9*+73(:9 E "#$%%&#'()*+,-#.//#0(123)#0*)*+,*4-
  7. 7. N3*6#!=#71+**#:9#32*#6<+6:)*#:O#32*#>*C#)(3*) ! P:+6:+73*#8:II<9(873(:9 ! W+:I:3*#6+:4<83)#U#)*+,(8*) ! [*74#1*9*+73(:9 Approach taken: Leverage best practices used across all divisions ! find out what works/ does not work ! one size does not always fit all G "#$%%&#'()*+,-#.//#0(123)#0*)*+,*4-
  8. 8. 2*#*I*+1*98*#:O#6:)3Z8/(8D#I7+D*3(91 ?7+D*3(91#(9(3(73(,*)#4(+*83*4#73# ,()(3:+)#>2:#27,* ! 32&34()*"/*1*'(1%35*(/6&/(*2&/47*$1&)* 4(89"%)7*:1//(%*1)7*"%*1*;3122<="<13=&"/;*2&/4*&/* 1/*(#1&2>* ! ?/320)(*21/)&/6*$16('7*#&3%"'&=('7*1/)*+"30'* "/*3"/,(%'&"/'> ;9#8:93+7)3H#6+*Z8/(8D#I7+D*3(91#()# O:8<)*4#:9#(98+*7)(91#32*#3:37/# 9<IC*+#:O#,()(3:+)#3:#7#>*C)(3*H# 74,*+3#:+#*I7(/#87I67(19- B "#$%%&#'()*+,-#.//#0(123)#0*)*+,*4-
  9. 9. 2*#M#D*J#8767C(/(3(*)#:O#6:)3Z8/(8D#I7+D*3(91 P.W]0^ ;Y_^N;K.^ Y]0]0^ We wanted : We wanted : We wanted : ! Capture over 3% of invisible visitors ! Know more about each lead ! "#$%&'($)*+'(,-*$(&'#./(/'$0 ! Capture the 95% invisible visitors ! Score each lead ! Ensure stay in contact ! Focus on target market (profiling) ! Validate each lead ! Signals when they are ready L "#$%%&#'()*+,-#.//#0(123)#0*)*+,*4-
  10. 10. P763<+(91#/*74) ! ?79J##I*32:4)#<)*4 ! R*C(97+)H#4:>9/:74)H#4*I:-- ! 31"&'#/*&/144%//510&'%*6#2&+/&7 & "#$%%&#'()*+,-#.//#0(123)#0*)*+,*4-
  11. 11. [794(91#671*) !% "#$%%&#'()*+,-#.//#0(123)#0*)*+,*4-
  12. 12. N<88*))O</#+*)</3) ! 0*)</3)#7+*#8/*7+/J#I*7)<+*4 ! W:3*93(7/#/*74)#9<+3<+*4 ! `(12#8:9,*+)(:9#+73*= ! [*74#8:9,*+)(:9#+*7//J#(I6+:,*4# aO+:I##$b#3:#&-&bc ! V**6#>7+I)a3:#9<+3<+*c##AAb#:O# >*C#)<)6*83)=#C*O:+*#a9:3#4:9*c !! "#$%%&#'()*+,-#.//#0(123)#0*)*+,*4-
  13. 13. 0*7):9)#C*2(94#32*#)<88*)) find out who visits ! *)3#794#3*)3#717(9#<93(/# J:<#27,*#32*#C*)3#O:+I</7 ! V**6#(3#)(I6/* ! P:9)(4*+#D*J#I*))71*H# 783(:9H#794#(I71*) ! .44#(93*//(1*98*#3:#32*# 671* validation on each field of form R:+D#>(32#6*:6/*#>(32#7#1::4#3+78D# only correct emails accepted +*8:+4#(9#8+*73(91#)<88*))O</#/794(91# 671*)H#794#>2:#>(//#8<)3:I(d*#671*)# send to excel / sales track system 3:#:<+#9**4) competitors are black-listed - .*-1$(2*&3'$(4&56#7/(3%#&#-$''+8(9:;(*4$5<5=#$5*-8( $#3+($*(>?('<#5@(#-.(A#--'&(4&*<*$5*-+(BC IP address checked for location !$ "#$%%&#'()*+,-#.//#0(123)#0*)*+,*4-
  14. 14. !"#"$%&'#()*+$")%#, -"&&"$)./%0'&1)0"%,2 Introducing WebleadsB2B WebleadB2B www.webleadsB2B.com
  15. 15. What we do ! We enable marketing and sales executives to improve sales ! by providing B2B lead generation solutions that identify, capture, and convert both visible and invisible invisible visitors visible current visible ! We deliver a fast online service that combines the ability to single out your website visitors target audience from the many who visits your websites, with a rich state-of-the-art user interface.
  16. 16. Simply the best way to generate leads .4,798*4#/794(91#671*) Sign of trust Call to action Capture needs Simple registration ! Identify the 98% of your visitors you never knew anything about ! Landing pages designed to convert visitors into leads ! Automatic notification of all new leads to sales and marketing ! Sources of where your leads are coming from revealed ! UNIQUE FEATURE: Find out which organizations are visiting your landing pages Download to Excel , WebleadsB2B Investigate, or CRM
  17. 17. Other successful customer examples SDL Tridion - Leader in Web Content Management Solutions ! Multi-lingual, localized landing pages ! High conversion rate ! More than doubled leads generated ! Best lead generation channel
  18. 18. Other successful customer examles SDL Tridion - Leader in Web Content Management Solutions "WebleadsB2B has contributed significantly to our lead generation efforts. Their web marketing service provides us with an effective means to achieve our sales targets. They produce desirable enterprise customer opportunities that we are able to close. All of this, combined with excellent client services, has made WebleadsB2B a valued marketing partner for us." Annelore van der Lint, Marketing Director at SDL Tridion
  19. 19. Customer referrals "WebleadsB2B has contributed significantly to our lead generation efforts. Their web marketing service provides us with an effective means to achieve our sales targets. They produce desirable enterprise customer opportunities that we are able to close. All of this, combined with excellent client services, has made WebleadsB2B a valued marketing partner for us." Annelore van der Lint, Marketing Director at SDL Tridion "WebleadsB2B has become our main lead generator. When you consider that one sale can be between the thousands of dollars to the millions in revenue, you can understand why we value WebleadsB2B so highly. It is one of the best investments we have made." A. Holand, Marketing Director at NetEconomy
  20. 20. Common challenge Competitor ! The Web has become the ! The problem is that ! The rest navigate to No.1 place for buyers to just 2% of visitors other web sites such research and find vendors identify themselves as those of our before making purchasing through registration competitor decisions forms
  21. 21. Impact of improving conversion rate visible visitors invisible visitors # of visitors 1000 a week 980 a week 98% non- converted 2% # converted 2% into a lead 20 + 2% # converted with our 19 + 20 service 40 a week 160 a month 19 a week 76 a month BEFORE WebleadsB2B: 20 a week, 80 a month AFTER WebleadsB2B : 59 a week, 236 a month
  22. 22. Capturing the invisible visitors finding out more about our visitors ! Find out who our visits are &Lb#:O#:<+#,()(3:+)# The Sales Funnel >*+*#<9D9:>9 ! Find out if they are our target audience ! Find out where out target audience is coming from We wanted to know: Name of companies visiting, Their location, Which landing pages they visit How did they find us Are they existing customers What else they looked at on our site
  23. 23. Google Analytics: very limited
  24. 24. WebWHO ! Allows us to see the organizations visiting our sites ! Identify how many are our target audience ! When competitors visit ! Measure our campaigns: ! not on clicks & visitor numbers but on our target audience www.webleadsB2B.com Company Name, City, State/Region, Country, Landing Page, IP Address, Date Time, Search Engine, Search Phrase, Visitor Type, Pages Viewed
  25. 25. CAPTURE Impact on how you spend your advertising budget Measuring the success of Web Ads or Google Ads ! Example: Web sites where we advertise 100 Clicks , 2 conversions WebWHO reveals: 85% visitors: non-business, students 5% visitors: competition 10% visitors: target audience = 10 companies 50 Clicks , 1 conversion WebWHO reveals: 50% visitors: non-business 50% visitors: target audience = 25 companies
  26. 26. So how does it work ? ! When a visitor clicks on your ! As the page loads, WebWHO ! The information is displayed in Web site, the pages load invisibly gathers and instantly reports , spreadsheets or CRM for normally ... but with an extra sends information to the business and marketing analysis. page tag powered by WebWHO WebWHO Dashboard With a real COOL Flex user interface !
  27. 27. CAPTURE Profiling: Ability to focus on your target audience Mapping companies to individuals Visible visitors Invisible visitors ! Many web visitors are ! Many web visitors are researchers, or people in the ,%-5.'-$525'.08(-*$( early stages of the showing if they are your purchasing cycle target market. Target audience ! Example: - Marketing Manager - IT Manager - CEO
  28. 28. CAPTURE Profiling: Ability to focus on your target audience Mapping companies to individuals ! Profiles can be changed to identify your specific targets, customers, 7*<4'$5$*&+('$7B Target audience
  29. 29. QUALIFY Knowing your suspects ! enrich the data Validate the data Find out more Monitor their s/he provided about the lead behavior Discover if they Find out if they Track their are a returning are an existing history suspect customer
  30. 30. About us ! We simply double your leads (or your money back) ! Specialist in helping customers develop fast and effective web lead generation strategies and campaigns in business to business (B2B) ! Background expertise: ! E-marketing & lead generation ! On-line detection (IP geo-location solutions)
  31. 31. Demonstration ! CAPTURE : Visible visitors through Landing Pages ! WebWHO: ! Invisible visitors through WebWHO
  32. 32. Where to go from here 1. Find out more about us ! www.webleadsB2B.com ! Download our white papers 2. Contact us to discuss how we could help with your lead generation efforts 3. Try us out on a trial basis A- 7/D#3:#:<+#)73()O(*4#8<)3:I*+) 5. Work with us in ensuring you achieve more and better quality leads Contact details on the Web: Email us: Request information Schedule a presentation or demo info@webleadsb2b.com support@webleadsb2b.com
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