An introduction to lead generation Justine Gillen Head of Marketing, RBI
Agenda <ul><li>Fundamentals:  </li></ul><ul><li>What is a lead? </li></ul><ul><li>What is lead generation? </li></ul><ul><...
Challenge <ul><li>Need to grow out businesses </li></ul><ul><ul><li>Find new prospects interested in our products and serv...
What is a lead? <ul><li>“ Incoming response to an offer” </li></ul><ul><li>“ Someone who has downloaded a white paper”  </...
What is a lead? <ul><li>In order to carry out effective lead generation you need ONE standard description across your busi...
Definition of a qualified lead for RBI <ul><li>A qualified (sales ready) lead is: </li></ul><ul><li>“ a (new business) con...
What is lead generation? <ul><li>Being aware that someone has a level of interest in your business  </li></ul><ul><li>“ An...
define where leads come from <ul><li>You understand who you want to attract as a prospect for your company </li></ul><ul><...
In Touch – Brian Caroll
Aligning buying and selling <ul><li>Not all lead sources are the same </li></ul><ul><ul><li>Different activities and inter...
http://blog.startwithalead.com Prospects also need different information at the different stages of their buying cycle
Aligning buying and selling <ul><li>Find out how these two processes work   </li></ul><ul><li>Step 3: </li></ul><ul><ul><l...
1 week 2 weeks 10 weeks Marketing communications sales sales sales validation contact negotiation Marketing  Customer cont...
Step 5 :  Map out all your customers needs <ul><li>Take each different type of customer </li></ul><ul><ul><li>(you may nee...
Step 5 :  Map out all your customers needs <ul><li>Take each different type of customer </li></ul><ul><ul><li>(you may nee...
Step 5 :  Map out all your customers needs <ul><li>Take each different type of customer </li></ul><ul><ul><li>(you may nee...
customer type & buying funnel  Types of customers by function Point in the buying cycle     unaware aware Consideration de...
You will now: <ul><li>Understand who your customers are </li></ul><ul><li>Understand why and how they buy  </li></ul><ul><...
You will now: <ul><li>Understand who your customers are </li></ul><ul><li>Understand why and how they buy  </li></ul><ul><...
Future presentations: <ul><li>Online marketing overview </li></ul><ul><li>Using your customer and buying cycle information...
<ul><li>NEXT WEBCAST:  </li></ul><ul><li>Online lead generation tools </li></ul><ul><li>Thursday 25 February, 2pm </li></u...
Contact Justine Gillen:  [email_address] Rob Monaghan:  [email_address]
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Webcast: An introduction to lead generation for commercial property marketers

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The 15 minute webcast will provide practical tips and will run through free tools you can use to help improve your search engine ranking. Some of the key areas the webcast will cover include:

- How you can implement effective keywords on your site.
- How you can improve your site structure to help search engines find its content.
- How to optimise your content and encourage beneficial links to your site.
- Understanding the role of website analytics.

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Webcast: An introduction to lead generation for commercial property marketers

  1. 1. An introduction to lead generation Justine Gillen Head of Marketing, RBI
  2. 2. Agenda <ul><li>Fundamentals: </li></ul><ul><li>What is a lead? </li></ul><ul><li>What is lead generation? </li></ul><ul><li>How do I get started/review what I am currently doing? </li></ul>
  3. 3. Challenge <ul><li>Need to grow out businesses </li></ul><ul><ul><li>Find new prospects interested in our products and services… </li></ul></ul><ul><ul><li>Use available sales and marketing resources effectively… </li></ul></ul><ul><ul><li>Focus on the activities that generate the most lead revenue… </li></ul></ul><ul><ul><li>Acquire new clients… </li></ul></ul><ul><li>These all require an understanding of lead generation </li></ul>
  4. 4. What is a lead? <ul><li>“ Incoming response to an offer” </li></ul><ul><li>“ Someone who has downloaded a white paper” </li></ul><ul><li>“ Someone advertising in a competitor” </li></ul><ul><li>“ Someone completing a form” </li></ul><ul><li>“ Contact met at an event” </li></ul><ul><li>ALL OF THESE ARE VALID </li></ul>
  5. 5. What is a lead? <ul><li>In order to carry out effective lead generation you need ONE standard description across your business </li></ul><ul><li>Step 1 : agree a definition of what a sales ready lead looks like for your organisation </li></ul><ul><ul><li>Who are your best prospects? Why? </li></ul></ul>
  6. 6. Definition of a qualified lead for RBI <ul><li>A qualified (sales ready) lead is: </li></ul><ul><li>“ a (new business) contact whose basic need for our product/service has been established; who has the ability to buy or influence the purchase and is ready to discuss his needs at this time” </li></ul>
  7. 7. What is lead generation? <ul><li>Being aware that someone has a level of interest in your business </li></ul><ul><li>“ Any process or activity which captures information about our target prospects” </li></ul>
  8. 8. define where leads come from <ul><li>You understand who you want to attract as a prospect for your company </li></ul><ul><li>Step 2: Outline how you currently generate these contacts </li></ul>
  9. 9. In Touch – Brian Caroll
  10. 10. Aligning buying and selling <ul><li>Not all lead sources are the same </li></ul><ul><ul><li>Different activities and interactions relate to different stages of the buying process </li></ul></ul><ul><ul><li>Not all leads are ‘sales ready’ or would necessarily fit in your definition of a qualified lead </li></ul></ul>
  11. 11. http://blog.startwithalead.com Prospects also need different information at the different stages of their buying cycle
  12. 12. Aligning buying and selling <ul><li>Find out how these two processes work </li></ul><ul><li>Step 3: </li></ul><ul><ul><li>Outline how your organisation sells </li></ul></ul><ul><ul><ul><li>Who is in contact with the leads and prospects? </li></ul></ul></ul><ul><ul><ul><li>What is the flow of information & contact? </li></ul></ul></ul><ul><ul><li>Understand from your customers how they buy </li></ul></ul><ul><ul><ul><li>What process do they go through? </li></ul></ul></ul><ul><ul><ul><li>What questions do they need answering? </li></ul></ul></ul><ul><ul><ul><li>What information do they need in order to make the decision to buy? </li></ul></ul></ul>
  13. 13. 1 week 2 weeks 10 weeks Marketing communications sales sales sales validation contact negotiation Marketing Customer contact = hand over of lead awareness research consideration decision purchase Post sale Step 4 : Map out the process of lead management in your company and agree ownership at each stage with sales
  14. 14. Step 5 : Map out all your customers needs <ul><li>Take each different type of customer </li></ul><ul><ul><li>(you may need to do this by product) </li></ul></ul>
  15. 15. Step 5 : Map out all your customers needs <ul><li>Take each different type of customer </li></ul><ul><ul><li>(you may need to do this by product) </li></ul></ul><ul><li>Understand more about what they do: </li></ul><ul><ul><li>What do they need to help them do their jobs more easily? </li></ul></ul><ul><ul><li>What are their overall goals? </li></ul></ul><ul><ul><li>How information can I provide to help them in their roles and add value? </li></ul></ul>
  16. 16. Step 5 : Map out all your customers needs <ul><li>Take each different type of customer </li></ul><ul><ul><li>(you may need to do this by product) </li></ul></ul><ul><li>Understand more about what they do: </li></ul><ul><ul><li>What do they need to help them do their jobs more easily? </li></ul></ul><ul><ul><li>What are their overall goals? </li></ul></ul><ul><ul><li>How information can I provide to help them in their roles and add value? </li></ul></ul><ul><li>Their needs related to their buying cycle: </li></ul><ul><ul><li>What questions do they need answering at each stage of the buying process? </li></ul></ul><ul><ul><li>What information can I provide to help them buy? </li></ul></ul>
  17. 17. customer type & buying funnel Types of customers by function Point in the buying cycle     unaware aware Consideration decision Asset Manager what are their pain points? What useful information can I provide? How can my products help? What questions will they need answering at this stage?       Developer         Landlord        
  18. 18. You will now: <ul><li>Understand who your customers are </li></ul><ul><li>Understand why and how they buy </li></ul><ul><li>Understand what problems your services solve </li></ul><ul><li>Understand how you sell </li></ul><ul><li>Know what information you can supply to give value </li></ul><ul><li>Have an agreed definition of a lead and an process for managing them </li></ul>
  19. 19. You will now: <ul><li>Understand who your customers are </li></ul><ul><li>Understand why and how they buy </li></ul><ul><li>Understand what problems your product solve </li></ul><ul><li>Understand how you sell </li></ul><ul><li>Know what information you can supply to give value </li></ul><ul><li>Have an agreed definition of a lead and an process for managing them </li></ul>
  20. 20. Future presentations: <ul><li>Online marketing overview </li></ul><ul><li>Using your customer and buying cycle information to create a content marketing plan </li></ul><ul><li>Measuring how effective your lead generation activity is </li></ul><ul><li>PLEASE ASK JUSTINE YOUR QUESTIONS VIA THE LINKEDIN DISCUSSION GROUP </li></ul>
  21. 21. <ul><li>NEXT WEBCAST: </li></ul><ul><li>Online lead generation tools </li></ul><ul><li>Thursday 25 February, 2pm </li></ul><ul><li>CLICK TO REGISTER : </li></ul><ul><li>http://tinyurl.com/onlineleadgen </li></ul>
  22. 22. Contact Justine Gillen: [email_address] Rob Monaghan: [email_address]

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