Brochure   Lead Generation Overview
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Brochure Lead Generation Overview

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Selling People provide outsourced sales, lead generation and marketing entry/evaluation services into Europe. Lead generation is a key component of nearly all of our solutions and we will provide you ...

Selling People provide outsourced sales, lead generation and marketing entry/evaluation services into Europe. Lead generation is a key component of nearly all of our solutions and we will provide you with a professionally managed service to generate qualified leads, including the use of our proprietary Lead Automated Marketing Process (LAMP).
In many cases we start the engagement with a test or pilot campaign. This allows you to test out various approaches, and Selling People with modest expenditure. In the medium term, assuming sufficient meetings and leads are generated then the tele-marketing normally moves on into a regular number of days / leads per week / month.
This brochure describes our lead generation services including how we can build an automated lead generation process for you.

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Brochure   Lead Generation Overview Brochure Lead Generation Overview Document Transcript

  • BROCHURE: LEAD GENERATION PROCESSESDEVELOPING THE LEAD AUTOMATED MARKETING PROCESS By Selling People V8.0: October 2012 www.sellingpeople.biz
  • Information on the Selling People Lead Automated Marketing Process Contents1. INTRODUCTION ................................................................................................... 32. LEAD AUTOMATED MARKETING PROCESS (LAMP) ....................................... 3The LAMP Process ..................................................................................................................................................6Account Approach and profiling ............................................................................................................................63. QUALIFICATION ................................................................................................... 64. INVESTMENT ........................................................................................................ 75. SALES RESOURCES ........................................................................................... 86. WHY SELLING PEOPLE ...................................................................................... 87. NEXT STEPS......................................................................................................... 88. ABOUT SELLING PEOPLE .................................................................................. 8 Copyright © SMDI Ltd Oct. 2012 Contact: www.sellingpeople.biz 020 3397 3270 Version 8.0: Page 2 of 9
  • 1. IntroductionSelling People provide outsourced sales, lead generation and marketing entry/evaluationservices into Europe. Lead generation is a key component of nearly all of our solutions and wewill provide you with a professionally managed service to generate qualified leads, includingthe use of our proprietary Lead Automated Marketing Process (LAMP).In many cases we start the engagement with a test or pilot campaign. This allows you to testout various approaches, and Selling People with modest expenditure. In the medium term,assuming sufficient meetings and leads are generated then the tele-marketing normally moveson into a regular number of days / leads per week / month.This brochure describes our lead generation services including how we can build anautomated lead generation process for you.2. Lead Automated Marketing Process (LAMP)This is our key lead generation proposition and is a proven process that works and uses ourproprietary LAMP process that we have developed over the last year.Tele-marketing essentially involves cold calls to new prospects. Whilst compared to manyother forms of marketing it has many advantages, it can suffer from low response rates .i.e. 80calls in a day may only result in 10-15 surveys (conversations with decision makers) and oftenzero, one or two quality leads.The ‘trick’ is to make the call as warm as possible, from a familiar source and to a qualifiedcontact. The LAMP process we have developed can help achieve this.This LAMP campaign approach allows you to increase the frequency of your contact withprospects, which in turn allows you to maintain higher visibility in the market. Throughincreased contact, you can also promote trust between you and your prospects.Technology allows us to set up sophisticated event based email campaigns. In this type ofcampaign specific actions and campaign messages are triggered by ‘events’ that the prospectundertakes. For instance, clicking on an email and downloading a whitepaper from your website. Because “offers” are then made at a time relevant to the event and with related content itis much more likely to get a response.The key point however, is that the email “offers” and messages are targeted at the buyerdepending where he is in the product Awareness Cycle.The Awareness CycleWhen a list is used for e-marketing to cold prospects they are initially Unaware of yourproposition and need to be educated in it. They may then progress to being Educated andInterested in your proposition and eventually Customers.The table below shows a typical Awareness Cycle and the various stages in it along withsuggested collateral that may be used in that stage: Awareness Description Suggested collateral Stage Unaware Initial contact with suspects where  Whitepapers – industry news they are essentially unaware of your and information useful to the company or your proposition. They suspect and his role may not even be aware they have the  Events – keynote problem that you can solve. speakers/analysts Copyright © SMDI Ltd Oct. 2012 Contact: www.sellingpeople.biz 020 3397 3270 Version 8.0: Page 3 of 9
  • Educated Suspects are now educated and  White papers aware of your proposition and have  Product demos interacted with you by email, phone or  Events web. Aware they have an issue or  Product specific/role specific problem. brochure Interested Suspects, may now be a prospect as  Special offers they have interacted at least twice and  Price Lists may now be interested in your  Case Studies and references proposition.  Brochures and fact sheets Aware they have a problem and User group events looking to solve that problem, considering your solution. Customer Once a customer a different type of  Newsletters communication can now be  Upsells offers established. Education in use of product/service Now solving the problem with your  Renewals product.  Loyalty programmes  User groupsIn the simple Awareness Cycle shown above there are only 3 stages before becoming acustomer. This could obviously become more sophisticated if required.For each awareness Stage a prospect contact strategy is developed – this is a Stream ofemails (or other contact strategy such as telemarketing) and associated collateral that shouldbe of interest to the prospect at this stage of the Awareness Cycle.For instance, in the Unaware stage a Stream of collateral could be emailed in the followingway: Time period Collateral Week 1 Whitepaper – industry issues and possible solutions Week 4 White paper – additional industry issues or analysts report Week 7 Invite to educational seminar Week11 Case study based paper Week x ….additional collateral and emails NB Contacting Unaware people more than every 3-4 weeks may be deemed spamming in a B2B environment. However, as we are trying to increase brand awareness contact less than 5 times per year may not produce product recall. The collateral here is useful to the people it is being sent to. It is not special offers, not product brochures and promotes a responsible trusting attitude.In addition interactors (after clicking in an email or responding to a call) are surveyed onlinewhich allows them to be qualified and more targeted offers delivered in future campaigns.Surveys needs to be very quick and simple or a large drop out may occur. Copyright © SMDI Ltd Oct. 2012 Contact: www.sellingpeople.biz 020 3397 3270 Version 8.0: Page 4 of 9
  • CollateralAs can be seen above a variety of collateral can be used in conjunction with emails: Item Comment Whitepaper Written from a 3rd party point of view rather than your company/product perspective. Event Seminars with industry expert speakers (ideally). Seminars should be small and regular rather than large and “one off”, so that executives can attend one of several events at different times and locations. Web cast A recording of a seminar can work, particularly in large geographies like the USA. Alternatively a live demo or presentation can be useful. Webinar / demo A product demo can often be a useful thing to promote. Meeting Offering face to face meetings, especially with industry experts (not sales people) can be appealing to some organisations. Image Images are also now very important and “a picture is worh a 1000 words” Video Associated mainly with Youtube, video is now very important and popularSurveysWhen we generate leads from email marketing we run the risk of obtaining poor quality leads.Therefore qualifying the leads is an important part of the process. Obviously this can beundertaken by telemarketing but this is relatively expensive. Therefore we need to process todo this for us.When users click on an email link to obtain the collateral they are interested in it is possible forthe user to complete a short survey. This is not an in depth survey of user needs, just a fewsimple questions trying to determine the prospect’s interest level.Depending on the qualification the prospect can then also be put into an alternative stream.For instance the Aware campaign could have two different campaign streams, one for each ofproduct A or B.Email contentThere are plenty of references on the web on how to write a good email. However a few keypoints not normally mentioned are relevant in the early stages of a B2B campaign:  Keep email as text like as possible – as if you were writing to a colleague.  Do not use lots of banners and colours – these smack of newsletters, broadcasts, spam.  Use bullet points and concise text.  Keep subject line, key message and the call to action in the ‘preview window’.SummaryAs you can see, the cost effectiveness comes about from using email campaign managementtechnology when there is a large enough population of email data and then applying theproven but more expensive telemarketing/cold calling techniques when smaller volumes are in Copyright © SMDI Ltd Oct. 2012 Contact: www.sellingpeople.biz 020 3397 3270 Version 8.0: Page 5 of 9
  • play, resulting from respondees to the e-campaign. The tele-marketing is then not so much acold call and much better response rates are achieved.The costs of an automated marketing approach are not that different from a typical calling onlycampaign - partly because less actual tele-marketing is required, which is the most expensivecomponent. Selling People provide sophisticated hosted campaign management solutions toour customers within the price of a project.Obviously an automated marketing approach needs email addresses to function. Often theseare available in some circumstances can be professionally researched by us.No single approach will always work and the automated marketing approach works best with alarger population of prospects with email addresses.The LAMP ProcessWe call this approach the Lead Automatic Marketing Process (LAMP). Once this process andseries of campaigns are set up it will “spit out” regular qualified leads on a regular basis.Selling People have developed a lead generation system to specifically support the entireLAMP process. We use this system to support our client’s campaigns, In addition we host thissoftware so that our clients can use the system themselves for a modest monthly fee.Account Approach and profilingWith some campaigns there are 1000s or 10,000s of potential targets, however, with othercampaigns there are only a handful of targets.Many organisations would benefit by focussing their efforts on one or two of their key ValuePropositions and 20-50 key or target accounts/prospects.With each of these targets the company should be researched and the names, numbers andemail addresses of the relevant key decision makers obtained. The depth of the research canvary but will normally include various aspects of IT strategy and issues as well as companystructure.Once the relevant contacts have been found then a contact strategy to each job function canbe determined.Campaigns spearheaded by whitepapers can be very effective and then followed up byeffective senior level business development or telemarketing resources.Given the smaller number of contacts the approach is not so much a cold call numbers basedapproach but that of starting to build relationships with the key decision makers in a smallnumber of organisations.3. QualificationEvery organisation needs leads yes? Wrong, we all need qualified leads.We have two levels of lead qualification we use. Firstly marketing qualified leads (MQLs). Ficecriteria are required to create an MQL: 1. Customer meets correct profile 2. Prospect acknoelegdes business iccusuesor pain 3. Proswpect understands you have a solution 4. They have a reason to move now (otherwise a lead nurture) 5. They’ve agreed to sales contact Copyright © SMDI Ltd Oct. 2012 Contact: www.sellingpeople.biz 020 3397 3270 Version 8.0: Page 6 of 9
  • We then need to qualify this lead from a sales perspective. We always try to qualify leads asfar as possible and use a simple acronym to help with this – MANDACT. With a qualified lead,any meeting will usually have a defined premise and as a result have a much higherlikelihood of a follow up proposal and subsequent business. Meetings for the sake of meetingsis a waste of time, other than as a training exercise, in the early stages of a new proposition,for instance.An explanation of the qualification criteria used is given below.M – money/budgetA – actions required to move forwardN – need/requirementD – Decision criteriaA – AuthorityC – competitionT – timescaleSales qualfication is usually undertaken by you our client, unless we are unertaking the salescompnonent for you as well.4. InvestmentAs you can appreciate the costs of each campaign can vary depending on the structure of theproject and the experience of the people. Some typical rates are given below: Item description Daily rate Daily rate for lead generation – 10 to 15 surveys per day £200-£350 or Fixed rate or base + bonus per lead + % commission. Base rate + bonus + % of revenue Daily rate for research/data cleansing £100 – 150 Project management and set up for projects £300- £400 Data purchasing, normally 40p per record (includes email) TBC – typically £400 per 1000 Optional e-marketing (LAMP) fees Set up of campaigns £300 per day Emails 5p to .1p per email Sales resources for tele-sales £150 per day Rental of LAMP-360 management system £25+ per rmonthWe do not typically charge by the day but by the number of completed Surveys. A Survey is acall structured around a set of pre-agreed guidelines to each ‘target’ (i.e. a specific person,department or site within an organisation). A ‘completed Survey’ could be a full report basedon the script, a partial report with basic details if the contact refuses to co-operate, or anaborted call resulting after multiple attempts to call that company, where the multiple will beagreed with the client. We will always endeavour to keep the percentage of aborted attemptsas low as possible, if not zero. For SMEs 12-15 Surveys per day is a reliable estimate of thenumber we would achieve on a project of this nature. Copyright © SMDI Ltd Oct. 2012 Contact: www.sellingpeople.biz 020 3397 3270 Version 8.0: Page 7 of 9
  • We believe this provides the best approach for our clients. Working on an appointment onlybasis produces meetings that are not properly qualified and can waste the time of expensivesales executives attending pointless meetings.5. Sales ResourcesOur core business is providing outsourced sales solutions, nearly all of which include someform of lead generation. Therefore apart from providing lead generation services we can alsosupply experienced sales people under contract or through traditional permanent recruitment.A typical contract may start out as 2 days per week to keep costs and risk to a minimum. Aftertypical early successes the number of days or the number of contractors can be increased.Longer term this can migrate to a full time role if required.The flexibility comes from having the contract that can be changed quickly and the fact thatdifferent contractors can be used at the same time - either with different skills or locations, forinstance. Importantly they are not your direct employees so are administration, tax & NIefficient.6. Why Selling PeopleThe main differentiators of our service are:  Use of our unique LAMP process, and our dedicated LAMP system.  Use of well paid and knowledgeable researchers. The quality means they do not need to use verbatim scripts and are often complimented upon by their prospects.  Our quality processes and the use of our web based systems mean that clients are always informed in real time of the status of the project.  Our charging mechanism means that clients obtain value for money in terms of qualified leads but that we do not waste their time with poorly qualified appointments. We also believe that our client will often be the best person to close grade 7 and 8 leads to the next stage.  The ability to add in sales resources to handle the complete sales process for you. These are provided on flexible low risk contracts.  Our lead referral programme from our associates and our ability to provide integrated sales resources as part of the solution clearly differentiate us.7. Next StepsIf you wish to proceed we should meet/phone to discuss the specifics of a lead generationcampaign suitable for your business after which we can submit to you a campaign proposal.8. About Selling PeopleSelling People was founded in 2003 and has rapidly become one of Europe’s leading salesoutsourcing agency. SP has provided market evaluation, lead generation and salesoutsourcing services to a variety of companies.Selling People is UK based but is part of the Branch Service operation with offices in 20countries and 60+ sales executives allowing us to put together pan European solutions.We operate in many sectors but our specialism is the demanding IT software salessector.Within that sector we have particular expertise in: Business intelligence & knowledge management Help Desk & service management CRM & customer service Copyright © SMDI Ltd Oct. 2012 Contact: www.sellingpeople.biz 020 3397 3270 Version 8.0: Page 8 of 9
  • ERP Media Internet marketingWe maintain our own intelligence/data gathering system and watch and research the abovesectors as well as the UK’s top 100 IT spenders and the Mergers and Acquisitions market inthe UK, as these are often key to our clients.Selling People operates using a number of full time employed sales and telemarketingexecutives, including in-house project and sales management. We supplement this withexternal associate resources to extend our skills and geographic coverage. Our externalnetwork consists of approximately 50 associates allowing us to operate in many sectors andgeographic areas.Selling People (SMDI Ltd) Phone: 020 3397 3270Unit 12, The Power HouseHigham Mead Email: enquiries@sellingpeople.bizCheshamBuckinghamshire Web site: www.sellingpeople.bizHP5 2AH Copyright © SMDI Ltd Oct. 2012 Contact: www.sellingpeople.biz 020 3397 3270 Version 8.0: Page 9 of 9