0
June 2013
Julian Poulter, CEO
www.lamp-360.com
1
Lead Automated Marketing Process
(LAMP)
an overview
Me – Julian Poulter
Joined BNI Dec 2012
28 (!) years in sales and marketing
10 years own business: Selling People
2 years:...
Lead Automated Marketing Process
LAMLAMPP
CRM “+”
Data &
Analytics
Content
Management
Marketing
Automation
Social Media
Pu...
A Marketing Manager’ story?
Under enough pressure to:
Lower lead and customer acquisition cost
Align sales and marketing
D...
A Marketing Story
$30pm
$15pm
$30pm
$1200pm
$400pm
$30pm
$300pm
$20pm
$3000pm
$5025+ pm
CRM
Landing Page, Lead conversion
...
Not a story?
Multiple processes & tools
CRM + emerging technologies
Data everywhere out of synch
Multiple logins, admins, ...
Content Contacts Connect Convert Close
LAMP Product; Turns Chaos > Unified Process
Cost per acquisition Value of business
LAMP USPs & Benefits
Save money
1 * subscription
cost effective
Save time
1 * admin
1 * tool
1 * training, less people
Imp...
Case Study - CVL
Services: Software development to MEBs
2012 in 6 months
– 6 pieces of collateral (whitepapers)
– 402 inte...
@ Email
Linked to:
@ Email
Linked to:
@ Email
Linked to:
Welcome
1
Welcome
1
Welcome
1
UnawareStreamAwareCustomer
Linked
W...
@ Email
Linked to:
Fact Sheet /
offer
Fact Sheet /
offer
CRM Database
Data / profiles
Email marketing
UnawareStreamAwareIn...
Looking for
Telemarketing & marketing agencies
MD, marketing, operations managers
– USP: they represent many companies to ...
Why LAMP
Cost effective
– 1 product covers entire (lead gen) process,
typically replaces 5
– Reduces subscriptions
Save ti...
BNI Offer
BNI member use
– 50% off 2+ users, 25% off 1 user
BNI Referral
– 20% of first year fees
Marketing partners
– Inc...
Their Next Step
I’ll call
Ideally discuss requirements
Give them a demo
Then a free 14 days trial, if they like
Subscripti...
LAMP-360 Summary
Out of the box
One integrated product
Best practice processes to scale your
business
MEs 10-20 upwards
Co...
Your Next Step?
See the demo?
Questions and contact info
Thank you
julian.poulter@lamp-360.com
www.lamp-360.com
UK +44 (0)20 3397 0725
19
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LAMP Introduction, Lead Generation for BNI

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An overview of the LAMP lead generation and nurturing product, especially for BNI members.

Published in: Business, Technology
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  • This presentation is an overview of sales for Startup companiesThis presentation was written by Julian Poulter, CEO LAMP-360.com and SellingPeople.biz. 2nd Version September 2012
  • LAMP standards for Lead automated Marketing Process.80% of prospects deemed “bad leads” by sales go on to buy within 24 months (SiriusDecisions)The LAMP functionality covers all the “standard“ CRM functions With some key unique additions designed for several of our niche marketsContent managementEmail marketingSocial media publishingData acquisition and managementAutomationLAMP undertakes key sales and marketing challenges, through optimised processes , revenue generation,for SMEs.
  • Multiple processes, products and platformsfor:CRM + Marketing automationContent management Web site & Landing pagesEmailsPublishing to blog & Social mediaData acquisition and managementLots of expensive people to keep efficient in Sales and marketing and IT. Subscriptions to pay for 5-10 products and services.Multiple training courses, administration tasks, logins and data synchronisation to remember and manageAll of these products are “point” competitors – Salesforce – CRMHootsuite – publishing to Social mediaWordpress – blog Marketo - marketing automation (recently raise $80m IPO) (Eloqua $800m+ to Oracle, Pardot to ExactTarget $95M)Chaos – lamp brings order, unifies – no competition, gives role for social media
  • Build up with a customer journey – let me tell you a story…..of a marketing managerLets follow the process of sending an email and related content.“I don’t expect you to follow this slide, it just shows its pretty complicated“
  • Multiple processes, products and platformsfor:CRM + Marketing automationContent management Web site & Landing pagesEmailsPublishing to blog & Social mediaData acquisition and managementLots of expensive people to keep efficient in Sales and marketing and IT. Subscriptions to pay for 5-10 products and services.Multiple training courses, administration tasks, logins and data synchronisation to remember and manageAll of these products are “point” competitors – Salesforce – CRMHootsuite – publishing to Social mediaWordpress – blog Marketo - marketing automation (recently raise $80m IPO) (Eloqua $800m+ to Oracle, Pardot to ExactTarget $95M)Chaos – lamp brings order, unifies – no competition, gives role for social media
  • Wouldn't it be nice if the main process was streamlined, integrated and available in one place, one system one subscription – LAMP, a process and tools to manage the:Cost per acquisition downRevenue up
  • The LAMP functionality covers all the “standard“ CRM functions With some key unique additions designed for several of our niche marketsContent managementEmail marketingSocial media publishingData acquisition and managementAutomationThe LAMP product is functional in version 1 with version 2 and a clear road map underway.
  • We define here the typical buying cycle:Buyers start off Unaware of their need or your proposition.They then become Aware and the Interested in your solution or are actively researching. Non active are probably Nurture.Eventually they can become a Customer.Once a customer you can improve the relationship as they buy more or you service them better.A few, may become ex customers or ‘Dead’ – and we will attempt to win them back.
  • Summary, simplified lead generation picture:Look at email centric approach – not the only one though….Data base contains our data and knowledge/intelligence – segmented , prepared for campaignEmails go out on regular basis with industry / thought leading collateral. Drip[ fed out in batches of a few 11. Easy to manage and follow up. Spreads the load. Many buyers end of at Lead Nurture When buyer interacts – profile survey questionsThen telemarketing calls – qualify, probe, understand, pitch, output = accurate assessment of situation, future treatment and sales action recommendationThe result of all of this is a drip feed of regular leads, day in day out, not in great big batches.
  • LAMP-360 is an out of the box process, supported by technology to generate and nurture leads, through to sales. Have a look at www.lamp-360.com
  • Some planningSome collateral – off you go!Trial LAMP – its free for limited data and emailsPlan lead gen, consider outsourcing
  • Any questions?
  • Transcript of "LAMP Introduction, Lead Generation for BNI"

    1. 1. June 2013 Julian Poulter, CEO www.lamp-360.com 1 Lead Automated Marketing Process (LAMP) an overview
    2. 2. Me – Julian Poulter Joined BNI Dec 2012 28 (!) years in sales and marketing 10 years own business: Selling People 2 years: LAMP-360 – software Helped 40+ start ups Marketing, lead generation and sales expert
    3. 3. Lead Automated Marketing Process LAMLAMPP CRM “+” Data & Analytics Content Management Marketing Automation Social Media Publish Email & Tracking 80% of prospects deemed “bad leads” by sales; go on to buy within 24 months
    4. 4. A Marketing Manager’ story? Under enough pressure to: Lower lead and customer acquisition cost Align sales and marketing Demonstrate clear ROI, £ not just # of leads 80%: Nurture leads Link the click 2 years ago to business today
    5. 5. A Marketing Story $30pm $15pm $30pm $1200pm $400pm $30pm $300pm $20pm $3000pm $5025+ pm CRM Landing Page, Lead conversion Content Management Social Media Publishing Marketing Automation $ per month
    6. 6. Not a story? Multiple processes & tools CRM + emerging technologies Data everywhere out of synch Multiple logins, admins, subscriptions Hard to use Expensive to run
    7. 7. Content Contacts Connect Convert Close LAMP Product; Turns Chaos > Unified Process Cost per acquisition Value of business
    8. 8. LAMP USPs & Benefits Save money 1 * subscription cost effective Save time 1 * admin 1 * tool 1 * training, less people Improve results 1 * process more leads One unified product Process not a tool Cost effective: one subscription Low risk: Pay Per Lead CRM+ for niche markets
    9. 9. Case Study - CVL Services: Software development to MEBs 2012 in 6 months – 6 pieces of collateral (whitepapers) – 402 interactions/leads from emails – 37 Marketing qualified leads c12% – 9 Sales qualified leads c 24% – Closed Deals >3 Cost 3 users £75 pm = £450 for LAMP
    10. 10. @ Email Linked to: @ Email Linked to: @ Email Linked to: Welcome 1 Welcome 1 Welcome 1 UnawareStreamAwareCustomer Linked Whitepaper Whitepaper 2 Whitepaper 3 Video 1 29days 29d Case study 1 Welcome 1 Profile Survey x000 emails 250 per day Call Monthly Nurture Campaigns Upsell Campaigns, Newsletters 29d CRM Database Data / Profiles Email marketingRepeat Stream Human thought Experience Prepared Data Review info: Landscaping Soft leads Nurture leads Intelligence Intelligent decision / recommendation Progress sale Buyer Engagement Process Responder: Clicks through Case study 1 Case study 1 1day 1 day Automatic Whitepaper 3 Landing Page Call Call @ Email Linked to:
    11. 11. @ Email Linked to: Fact Sheet / offer Fact Sheet / offer CRM Database Data / profiles Email marketing UnawareStreamAwareInterestedCustomer Whitepaper 2 Whitepaper 3 Video 1 Podcasts 1 Whitepaper 4 Video 229days 29d Factsheet 1 Case study 1 Fact Sheet / offer1day 1 day Brochure 2 Factsheet 2 Special Offer 1 Trial Offer 1 29days 29d Welcome 1 Tips & Hints 2 Cust. Survey 1 Tips 2 Newsletter 1 29days 29d Converts from telemarketing call Click thru to media/content changes Stream, via Profile Survey, chooses Product 2 Call Call Survey 1 Survey 3 Survey 2 Whitepaper 5 Case study 2 Fact Sheet 1 7days 8d Proposition 1 Proposition 2 x000 emails 250 per day Repeat Stream Call Long term Nurture Campaigns Click to fact sheet changes Stream Upsell Campaigns ? ? ? ? Call Call Whitepaper 1 LP Call Call Buyer Engagement Process
    12. 12. Looking for Telemarketing & marketing agencies MD, marketing, operations managers – USP: they represent many companies to market Medium enterprises – 20+ employees, marketing or sales manager Issues – Need more leads, losing leads / deals – Sales and marketing alignment – Tracking leads, nurturing leads 13 www.lamp-360.com
    13. 13. Why LAMP Cost effective – 1 product covers entire (lead gen) process, typically replaces 5 – Reduces subscriptions Save time – Better process, integrated solution – Reduced admins, logins, data sync issues Make money • More demand, more leads hence revenue • Worth a chat and a demo ??
    14. 14. BNI Offer BNI member use – 50% off 2+ users, 25% off 1 user BNI Referral – 20% of first year fees Marketing partners – Increased support, margins & incentives More details – www.lamp-360.com/bni
    15. 15. Their Next Step I’ll call Ideally discuss requirements Give them a demo Then a free 14 days trial, if they like Subscriptions monthly, no commitment
    16. 16. LAMP-360 Summary Out of the box One integrated product Best practice processes to scale your business MEs 10-20 upwards Cost effective Cloud based
    17. 17. Your Next Step? See the demo?
    18. 18. Questions and contact info Thank you julian.poulter@lamp-360.com www.lamp-360.com UK +44 (0)20 3397 0725 19
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