All Things B2B Lead Generation, Part I
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All Things B2B Lead Generation, Part I

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In this webinar, you'll learn about the basics of lead generation, including what is an inquiry vs. a lead.

In this webinar, you'll learn about the basics of lead generation, including what is an inquiry vs. a lead.

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    All Things B2B Lead Generation, Part I All Things B2B Lead Generation, Part I Presentation Transcript

    • All  Things  B2B  Website  Lead   Genera5on,  Part  I   April  8,  2013  
    • Agenda   •  Defining  terms:  lead,  inquiry,  contact,  suspect   •  Tradi5onal  marke5ng  funnel  and  how  social   media  has  changed  it   •  What  is  lead  qualifica5on  and  lead  scoring   •  What  is  lead  nurturing     (c)  Dianna  Huff,  DH  Communica5ons,  Inc.  
    • What  is  B2B  Lead  Genera5on?   •  “Iden5fying  prospec5ve   customers  and   qualifying  their   likelihood  to  buy,  in   advance  of  making  a   sales  call.  In  short,  it’s   about  geTng  prospects   to  raise  their  hands.”   •  -­‐-­‐  Ruth  P.  Stevens,  DMA   Lead  Genera,on   Handbook  (2002)     (c)  Dianna  Huff,  DH  Communica5ons,  Inc.  
    • General  Terms   (c)  Dianna  Huff,  DH  Communica5ons,  Inc.   •  Contact  –  A  name  within   a  database  or  on  a  list.   •  Suspect  –  Someone  who   might  need  your  product   or  service  but  hasn’t   expressed  interest.     •  Prospect  –  Individual  or   company  who  has   expressed  interest.   •  Inquiry  –  First  inbound   contact  from  a  prospect   (inquirer  or  prospect).   •  Influencer  –  Referral  or   someone  who  influences   the  buying  decision.   •  Buyer  /  Decision  Maker  –   Person  who  approves   purchase.   •  Qualifica5on  –  Process   used  to  qualify  the  lead.   •  Conversion  –  When  a  lead   becomes  a  sale.    
    • What  a  Lead  is  Not   •  List  of  names  that  you  purchase  or  compile   – Email  lists   – Direct  mail  lists  (i.e.  from  pubs)   •  Inquiries     – Downloads   – Blog  comments   – Email  or  phone  inquiries   – Page  views   (c)  Dianna  Huff,  DH  Communica5ons,  Inc.  
    • Qualified  Lead   •  An  inquiry  that  has  met   the  agreed-­‐upon   qualifica5on  criteria  by   marke5ng  AND  sales.   BANT   Budget   Authority   Need   Timeframe     (c)  Dianna  Huff,  DH  Communica5ons,  Inc.  
    • BANT   BANT  is  dependent  on  the  company  and  its   product  /  service.   •  For  an  enterprise  sobware  company:   – 10  “seats”  (or  users)   – Has  budget     – Implementa5on  5me  frame  –  12  –  18  months  out   – Is  ac5vely  looking  to  replace  legacy  system   (c)  Dianna  Huff,  DH  Communica5ons,  Inc.  
    • For  Freelancer  /  Consultant   •  BANT   – Has  budget   – Timeframe  –  Immediate  or  current  quarter   – Has  authority  to  hire   – Has  a  real  pain  /  needs  your  solu5on     (c)  Dianna  Huff,  DH  Communica5ons,  Inc.  
    • Lead  Scoring   •  Ready  for  sales,  needs   nurturing,  put  back  into   marke5ng  database  or   toss   –  Hot,  warm,  cold   –  A,  B,  C,  D   Weighted  Scoring   Criterion      Score   •  Budget    5   •  Authority    3   •  Time      4   Total  score:        12   Have  sales  call?  Yes   (c)  Dianna  Huff,  DH  Communica5ons,  Inc.  
    • Qualifying  Inquiries   (c)  Dianna  Huff,  DH  Communica5ons,  Inc.   •  Depends  on  the  number  of  inquiries  you  get   – In-­‐house  or  outsource   – Generally  done  by  phone     •  Depends  on  your  BANT  and  scoring:   – Sales  ready  –  send  to  sales   – Not  ready  –  nurture   – Not  a  prospect  –  toss  
    • Marke5ng  Funnel  (Tradi5onal)   (c)  Dianna  Huff,  DH  Communica5ons,  Inc.  
    • From  Inquiry  to  Sales   Work  Backward:   •    Sales  goal  ($$)  à  Number  of  sales  à  Number   of  leads  à  Number  of  inquiries         This  is  what  determines  what  you  need  to  do  to   fill  the  top  of  your  funnel.     (c)  Dianna  Huff,  DH  Communica5ons,  Inc.  
    • GeTng  to  Inquiry  Stage     (Tradi5onal  MarCom)   •  Awareness   –  PR   –  Tradeshows   –  Ar5cles  in  trade  pubs   –  Direct  marke5ng  (email,   direct  mail)   –  Adver5sing   –  Websites  (search)   (c)  Dianna  Huff,  DH  Communica5ons,  Inc.  
    • New  Marke5ng  Funnel   (c)  Dianna  Huff,  DH  Communica5ons,  Inc.  
    • New  Methods  to  Build  Awareness   •  Social  media   –  FB   –  Twiger   –  G+   –  LI   •  Blogging   •  Search   –  Websites   –  Google  Authorship   –  Pay-­‐per-­‐click   –  Op5mized  PR   (c)  Dianna  Huff,  DH  Communica5ons,  Inc.  
    •  “Centers  of  Influence”   “The  Permanent   Disrup5on  of  Social   Media”  –  Julie  Dixon  and   Denise  Keyes     Stanford  Social   Innova5on,  Winter  2013   hgp://www.ssireview.org/ ar5cles/entry/ the_permanent_disrup5on_of_so cial_media   (c)  Dianna  Huff,  DH  Communica5ons,  Inc.  
    • Engagement  Marke5ng   •  Gail  Goodman,  CEO  of   Constant  Contact,  also   talks  about  this  “vortex”   cycle  –  except  she  calls   it  the  Engagement   Marke5ng  Cycle.     (c)  Dianna  Huff,  DH  Communica5ons,  Inc.  
    • Social  Proof  is  Now  Key   •  We’re  influenced  by   others:   –  FB  (eat,  wear,  shop,   read,  listen)   –  LI  (connec5ons)   –  Twiger  (read,  share)   –  Pinterest  –  (share)   •  It  works  for  B2B,  too.   (c)  Dianna  Huff,  DH  Communica5ons,  Inc.  
    • Why  I  Bought  Infusionsob   •  ChaTng  with  Michael   Katz  on  the  phone   •  Saw  a  Tweet  from   Clayte  Mask,  CEO   •  Tweeted  back   •  Sales  person  DMs  me   •  Demo   •  Sold!   (c)  Dianna  Huff,  DH  Communica5ons,  Inc.  
    • Combina5on  of  Old  and  New   •  Sales  funnel  s5ll  in  play:   – INFS  sales  person  calls  to  chat  me  up  and  qualify   me   – Once  that  happens,  we  then  do  a  demo   •  New  “engagement  cycle”  also  in  play:   – M.  Katz  talks  about  INFS,  recommends  I  use  it   – INFS  follows  Twiger  stream,  responds  to  my   tweet  (I  will  s5ll  a  “suspect”)   (c)  Dianna  Huff,  DH  Communica5ons,  Inc.  
    •  Vortex  and  Funnel  Work  Together   (c)  Dianna  Huff,  DH  Communica5ons,  Inc.   •  S5ll  have  tradi5onal  marke5ng  funnel     – Prospects  s5ll  need  to  be  moved  along  the  sales   cycle   •  Need  to  be  aware  of  how  “Influencers”  affect   sales   – Referrals   – “Fans”  –  Create  awareness  through  viral  methods  
    • Lead  Nurturing   (c)  Dianna  Huff,  DH  Communica5ons,  Inc.   •  Inquiry  is  only  par5ally  qualified  –  not  ready  to   hand  off  to  sales     •  Need  to  “develop”  the  lead  over  5me   •  According  to  Mac  McIntosh,  companies  leave   $$$$  on  the  table  by  not  nurturing  leads  
    • 3  out  4  Leads  Not  Nurtured   •  25%  buy  within  first  six  months   •  25%  within  7  –  12  months   •  25%  within  13  –  18  months   •  25%  aber  18  months   hgp://www.sales-­‐lead-­‐experts.com/5ps/ar5cles/lead-­‐nurturing.cfm   (c)  Dianna  Huff,  DH  Communica5ons,  Inc.  
    • Stay  in  Sight  and  In  Mind   (c)  Dianna  Huff,  DH  Communica5ons,  Inc.   •  E-­‐newslegers   •  Reports,  White  Papers,  How-­‐To  Guides   •  Case  studies  /  Webinars   •  Tradeshow  or  conference  invites  (esp.  if   you’re  speaking)   •  Demos  /  Sales  calls   •  Needs  Assessments   •  Direct  mail  –  Cards,  ar5cles,  etc.  
    • Homework   •  What  is  your  sales  cycle  like?  (How  long  from   inquiry  to  sale?)   •  How  to  people  learn  about  you?   •  Do  you  know  what  makes  for  a  good  lead?   •  How  do  you  move  people  through  the  sales   process?   •  What  collateral  do  you  have?   •  Do  you  nurture  your  leads?     (c)  Dianna  Huff,  DH  Communica5ons,  Inc.  
    • Q  &  A     (c)  Dianna  Huff,  DH  Communica5ons,  Inc.  
    • Next  Week  –  April  15   •  We’ll  cover  how  to  generate  inquiries  from   your  Website  and  other  tac5cs.   •  3:00  PM  sharp!  J     (c)  Dianna  Huff,  DH  Communica5ons,  Inc.  
    • Thank  you!   •  DH  Communica5ons,   Inc.   •  diannahuff.com   •  Follow  @diannahuff   •  Like:  Facebook/ dhcommunica5ons   •  Call:  603-­‐382-­‐8093   (c)  Dianna  Huff,  DH  Communica5ons,  Inc.