Whitepaper Internet Marketing Overview


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The internet is a wonderful thing but there are now so many technologies, products and techniques in the market that it has become confusing for the non-internet professional to fully understand it and more importantly how to exploit its undoubted potential.

This paper is certainly not a get rich quick guide or even a detailed how to guide but is designed to explain the key elements of an internet marketing strategy, and importantly how they all fit together to give you the solution you require – normally to increase your visitors, leads, sales or bottom line.

This paper is intended for senior executives in small and medium businesses, who do not have time to track all of the internet technologies and strategies and wish to obtain an overview. The story is told in a logical manner starting with your existing web site – what do I do with it?

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Whitepaper Internet Marketing Overview

  1. 1. WHITEPAPER: INTERNET January 1MARKETING OVERVIEW 201313 Steps to creation of an internet marketing strategy BY JULIAN POULTER LAMP-360 WWW.LAMP-360.COM Copyright © LAMP-360 Jan 2013 Contact: www.lamp-360.com 020 3397 0725 Version 2: Page 1 of 15
  2. 2. Whitepaper – Internet Marketing Explained Contents1. EXECUTIVE SUMMARY ....................................................................................... 32. YOUR WEBSITE ................................................................................................... 43. ANALYTICS .......................................................................................................... 54. SEARCH ENGINE OPTIMISATION ...................................................................... 55. CONTENT ............................................................................................................. 76. SOCIAL MEDIA ..................................................................................................... 87. LANDING PAGES AND MICRO SITES ................................................................ 88. E-COMMERCE ...................................................................................................... 99. CRM SYSTEMS & STRATEGY............................................................................. 910. EMAIL MARKETING ........................................................................................ 1011. MARKETING AUTOMATION ........................................................................... 1112. CONTENT MARKETING APPROACH ............................................................ 1113. ADVERTISING PPC AND OTHER .................................................................. 1214. INBOUND VS OUTBOUND ............................................................................. 1315. SUMMARY ....................................................................................................... 1316. FURTHER INFORMATION .............................................................................. 1517. ABOUT LAMP-360 .......................................................................................... 15 Copyright © LAMP-360 Jan 2013 Contact: www.lamp-360.com 020 3397 0725 Version 2: Page 2 of 15
  3. 3. 1. Internet Marketing IntroductionThe internet is a wonderful thing but there are now so many technologies, products andtechniques in the market that it has become confusing for the non-internet professional to fullyunderstand it and more importantly how to exploit its undoubted potential.This paper is certainly not a get rich quick guide or even a detailed how to guide but isdesigned to explain the key elements of an internet marketing strategy, and importantly howthey all fit together to give you the solution you require – normally to increase your visitors,leads, sales or bottom line.This paper is intended for senior executives in small and medium businesses, who do nothave time to track all of the internet technologies and strategies and wish to obtain anoverview. The story is told in a logical manner starting with your existing web site – what do Ido with it?2. Executive SummaryInternet Marketing (IM) is generally about lead generation or if you have an e-commercecapability (you sell online) that it can be about revenue generation itself. IM is just onesegment of the overall marketing pie, however for many businesses these days, it is the onlymarketing that they do or find effective, so it is of importance to nearly all growing businesses.Everybody has heard of the power of the internet and the rise of organisations like Google,Twitter and Facebook. Millions of companies have embraced certain concepts of the internetmarketing such as advertising on Google Pay Per Click Advertising (PPC) using its AdWordsoffering.Many companies use Google AdWords for instance, but there another dozen out there whoare trying to decide if they should be using Facebook or Twitter.The diagram below shows how all the IM elements fit together. Copyright © LAMP-360 Jan 2013 Contact: www.lamp-360.com 020 3397 0725 Version 2: Page 3 of 15
  4. 4. In order to obtain the best return on investment, the key measure of marketing or salessuccess, then a strategy, however simple needs to be put together. This strategy, as thispaper shows, will include potentially many different elements.This paper gives an introduction to each of these topics, and hopefully and importantly, howthey fit together. Within each topic it also includes a short list of suggested actions andprovides links to other resources including a led generation planning template.3. Your WebsiteThe web site is normally at the heart of any on-going marketing strategy, so dealing with yourweb site, its content and it being found are very important.Web sites have been a common part of a business’s marketing strategy for many years now.The first generation sites were characterised as simple shop windows providing basicinformation about a company and its products and services. 2nd generation sites improvedinteraction and added e-commerce. This was improved with the addition of so called Web 2.0features such polls, pod casts and videos. More sophisticated sites included personalisationof the user experience and encourage much more interaction.More recently social networking and blogs, rich interactive features and advancedcustomisation have become available and the tools to enable these have become more andmore affordable and manageable so that even small businesses can have a professional andcreative web site.However, given that the majority of web sites are there to be found and to generate leads forthe company, the look and feel and experience of the web site is now often secondary to theissues of being found on the internet, though a web site is usually at the heart of an internetmarketing strategy, as you will see.There are many ways to manage a web site these days. You will often start with buying adomain name and usually this company will provide some sort of hosting package, usually foraround $100 per annum. These packages will often come with a “site builder” that will enableyou to add pages to the site and generally manage it, for instance setting up emails. Inaddition many will allow you to easily add functionality such as shopping carts or blogs.The next step up and one to consider for any established business is to use a ContentManagement System to look after the web site. These can be purchased, rented or obtainedopen source. Most hosting packages will allow you to easily install a CMS such as Drupal orJoomla. In simple terms they allow a professional template (many are available free and moresophisticated versions for a small charge) to be used and provide all the facilities to manage asophisticated web site.You will have heard of Hypertext Mark-up Language (HTML), this is what web browsers suchas Internet Explorer, Chrome or Firefox use to render pages on your PC.Much web development can be undertaken without an html editor but often this will be usefulto have as well. Common professional editors include Adobe Dreamweaver and theubiquitous Photoshop.Page layouts and templates may often be developed in an external HTML editor such asthese and then loaded into the CMS web pages or articles along with support for blogs,images, administration and user registration. The CMS will also have some form of HTMLeditor included, which may be adequate.Actions:  Obtain your domain name including variants such as .com or .org Copyright © LAMP-360 Jan 2013 Contact: www.lamp-360.com 020 3397 0725 Version 2: Page 4 of 15
  5. 5.  Obtain hosting package and CMS  Create web content pages in your CMS and publish your site4. AnalyticsIn order to assess the efficacy of a web site and the improvements required when embarkingon an IM programme, the performance of the web site is important.Many specific analytical products exist to provide a plethora of statistics on a web site. A fewyears ago however, Google provided a fairly comprehensive analytical toolset – GoogleAnalytics – completely free. This has now become the de-facto standard for analytics and is asophisticated offering, sufficient for the majority of companies. As it’s free, it’s also a very goodstarting point.Any web site should install Google Analytics on to their site to receive the statistics, freelyavailable, Google provides many metrics broken down into the following main categories:  Intelligence  Visitors  Traffic sources  Content  Goals  Content Management SystemWhenever you are about to embark on a web site improvement programme, it’s a good idea tohave the analytics available to show the current performance in terms of the number of visitorsand conversions.Most web sites are designed to make visitors purchase or ideally some other call to action(CTA) such as making a phone call, or becoming a lead, normally by completing a registrationform.Firstly, it’s a good idea to ensure that each relevant page has clear content and a call toaction. For instance downloading a whitepaper could be the CTA and the visitor has toregister to obtain it.There is debate between freely available content and that which is good enough to beregistered or even paid for…. but that is beyond the scope of this paper.Secondly. in your analytics program, like Google, you can set up conversion tracking. That iswhich visitors convert to become a lead or customer. They trigger a ‘conversion’ by reaching apage which may be the checkout completion or a “Thanks of downloading” page.Action:  Set up Google Webmaster account and site analytics  Track your web stats over time using default reports  Set up conversion tracking5. Search Engine OptimisationAssuming that you have a web site you probably want it to be found. If you just publish yourweb site and do not promote it, expect zero traffic i.e. visitors to your site. Copyright © LAMP-360 Jan 2013 Contact: www.lamp-360.com 020 3397 0725 Version 2: Page 5 of 15
  6. 6. These days that means being found by one of the search engines. The 3 main commercialsearch engines are Google, Yahoo and Bing. Yahoo results are now provided by Bing, so youreally only need to consider Google and Bing.In order to be found there is an art call Search Engine Optimisation (SEO), which meanssetting up your website so it is found and ideally appears on the first page of the searchengine results. Clearly in some competitive industries this is not achievable.Studies show that 80% of searchers do not look beyond the first page of results! It is trying toset up your web site so that it looks good to the search engines’ ‘spiders’ that crawl the weblooking at every web site and page. The algorithm that Google (or Bing) uses to rank pageschanges regularly.Many companies exist who offer specialist SEO services and like many things it’s easy to getSEO 80% right, the remaining 20% is hard and an external provider should be considered ifyou need this last 20%. They will keep on top of new trends and the Google algorithmchanges.In order to optimise a web site to obtain higher rankings, ideally page one, there are threemain strategies that can be employed, by any business, these are described below:1. On site / page featuresSeveral years ago managing the so called on page features was mostly what SEO was about.Ensuring the pages were laid out correctly and the “meta tags “ were set up was all that wasrequired.The importance of the meta tags and on page features is now much less important than itwas, but it is still sensible to pay attention to this.There are many aspects to on site and page optimization including:Meta Tags – these appear in the “header” section of an html web page. There are severaltags used commonly: Title: “About Us” Description: “XYZ Company are well known for their abc service…..” Keywords: “xyz, abc service, abc”Keywords are the words or short phrases that describe your service “lead generation”,“plumber”. There is a science around keywords and obviously popular words like “insurance”or “cancer” are very popular and make it hard for your web site to be found when these termsare searched for. However, multi word phrases like “Chelsea boiler specialist” is much morespecific. On the one hand, less people will search for this, but if they do and find your site, it islikely to be much more relevant. Spending time determining and researching keywords isimportant.Where these chosen Keywords are most important however, is within the text on the pages ofyour site itself. Each page on your site should be giving a specific message about yourcompany, product or service, and there will be several keywords relevant to that. Thesekeywords should be used sensibly on the page, usually multiple times.Attempts to stuff a page with keywords is usually seen as spamming by the search enginesand may result in poorer rankings.2. External “Back” LinksIn the Google search engine world, one of its key methods of determining a ranking is thepopularity of a site. This popularity is partly determined by the number of other sites that link toit, because it provides interesting or authoritative content. Even better is if one high ranking Copyright © LAMP-360 Jan 2013 Contact: www.lamp-360.com 020 3397 0725 Version 2: Page 6 of 15
  7. 7. site links to another. The opposite of that is creating a link to a web site from your personalprofile on Facebook that is very low interest will have little value.For these reasons one of the main aspects of an SEO service today is to generate links intoyour site from other sites – so called back links.So a link building strategy is important but it is hard work and can only be attempted over time.The best links are from other proper bone fide web sites and you need a strategy toencourage sites to link to yours – content is important. There was until recently “link farms”which would sell you a link for a few dollars, however, Google frowns on this service and theyare not to be recommended. Genuine business directories can be “ok”.3. Content (is King)Perhaps the most important element is to generate fresh and interesting content for your site –a challenge for many companies. See the section below for more details on Content.ToolsFinally, there are plenty of tools around that can help you with tasks of optimising your website, such as “Web CEO” and others. They will analyse your site and give you a list of tasks tooptimise pages and help you manage the process of choosing keywords, reviewing yourcompetition etc etc.Action:  Determine, research and refine your keywords  Ensure the meta-tags are set on the pages  Consider use of and SEO tool or external company6. ContentIn order to attract visitors to a site, as well as having a good proposition / service you need towrite engaging, fresh and interesting content. Good quality content will encourage users toread more of your site and also will allow you to use it to help create other online communities,perhaps using social media. It can also be used for other communications such as email.As well as writing for your web pages other types of content to consider include: Blogs (informal and internal news), white papers, Tweets, video (YouTube), audio and Podcasts, news (external and internal)Best practice suggest that up to 30% of marketing spend should be used on content creation.Some company’s marketing departments end up looking like a news room or video productionstudio as they produce so much content.Some or most content will obviously be produced internally however some items such as non-technical blog articles or news stories can be contracted out to professional organisations orfree lancers. Technical writers may also be able to write competent whitepapers.The content should exist on your web site in a format for consumers, normally pdf, but it’s alsoa good idea to put papers on the site in html form, so the search engines can read it. A goodidea may be to drip feed a 10 page whitepaper, out on a blog 1 section at a time, week byweek?Action:  Plan and start writing content on a regular basis Copyright © LAMP-360 Jan 2013 Contact: www.lamp-360.com 020 3397 0725 Version 2: Page 7 of 15
  8. 8.  Ensure your content is on your web site and distributed widely using social media and other sites7. Social mediaOne of the major trends of the last few years has been the inexorable rise of social media.These leading players are now household names and include Facebook(FB), LinkedIn (LI)which is mainly business, Twitter and more recently Pinterest.All these sites help build communities of people interested in many things. The attraction to abusiness is that especially on Facebook, users spend a lot of time interacting with ‘friends’ andoften interesting topics and messages can go viral, which means they spread rapidly aroundthe world. A business can use these communities to promote themselves in a variety of ways– blogging, commenting, messaging and advertising. Quality content promoting throughleadership should be used as promotional material will be perceived as spam.Social media can be used to generate large volumes of incoming traffic to a web site quicklyalong with email and PPC and can be a useful tool in the marketers’ armoury – it can work forB2C as well as B2B.With FB now approaching 800 million users, there is now a competitor to Google Adwords (aswell as Bing). FB allows you to target their users. However, recent studies have shown theclick through rates to be lower on FB than on Google.Both FB and LI allow you to create Pages which can be used for all sorts of topics, butnormally you should set up a company page using these tools. You can describe yourproducts and services and are more suitable for use by a company than the normal socialpage.Most social sites are getting very visual with the use of pictures and videos (see FacebookTimeline), this means thinking about your company in a visual way, not normal behaviour for aservices company, for instance.Companies should plan to start to attract Followers on Twitter and Friends on Facebook andConnections on LinkedIn.As new content is created or issues arise, these can be published to these social sites. Inaddition any web site page or email communication should have the social media buttonsembedded so that users can Share the content to their social friends.The number of people who will re post or re-Tweet your articles and news depends on itsinterest and topicality level, it will usually be very low but some people have 100s or 1000s ofcontacts and your message will spread to a much wider audience, through use of socialmedia.Action:  Set up social pages and accounts  Publish content on social sites  Consider pictures and videos – get visual8. Landing Pages and Micro SitesWe have discussed the relative importance of the website in an overall IM strategy. However,there are two more considerations.As part of an overall lead generation strategy a company will undoubtedly have regularmarketing campaigns. Topics such as product launches are obvious examples. Copyright © LAMP-360 Jan 2013 Contact: www.lamp-360.com 020 3397 0725 Version 2: Page 8 of 15
  9. 9. A launch campaign may incorporate many marketing elements from press releases, events toobviously updating the web site. However, rather than updating the main (legacy) web sitethere may be a case for creating specific landing pages on the main site or a dedicatedmicrosite if the topic is large enough.Cases where a MicroSite may be useful  Legacy site, urgent requirement  Large conglomerate with many brands  Product categories  A complex site required that does not easily fit within existing site structure or technology.The main goal of both a Landing Page and a Micro Site is a “conversion” – this may be toencourage visitors to call a phone a number, chat, register details or buy a product or serviceonline. The messaging and calls to action must be carefully thought through to aid theconversion process.Many email marketing tools today build in the creation of a Landing Page as part of acampaign.Action:  Drive all incoming traffic to relevant Landing Pages  Consider developing a Landing Page for each of your key value propositions9. E-CommerceThe act of selling something over the web involves an e-commerce system. This systemallows the list of products to be loaded, either manually or where numbers are large, fromanother file or database, including SKUs, images, descriptions, weights, dimensions etc.The visitor then navigates through a product catalogue putting items into a shopping cart orBasket. When the visitor is ready he is passed to the “Checkout”. At this point the usereventually is passed to a Payment Gateway where the credit card details are taken.Integration with PayPal is now very easy and with the addition of “Pro” account any user cantake online payments.More sophisticated sites will use a proper e-commerce package and many popular CMS willinclude or be integrated with e-commerce packages.Site such as eBay now make more money and transactions from regular shops or onlineshops using their Portal as a shop. It is very easy and cheap to set up your own online shop ineBay.Action:  Review eBay shops  Review shopping cart functionality10. CRM systems & strategyCRM = Customer Relationship Management (system) and refers to a group of systems thatdeal with the sales and sometimes marketing process. Well know products includeSalesforce.com, Microsoft Dynamics, Sugar which is open course (free) and our own LAMP-360 system. Copyright © LAMP-360 Jan 2013 Contact: www.lamp-360.com 020 3397 0725 Version 2: Page 9 of 15
  10. 10. For many web sites one of the main aims is to collect prospect and or customer data. As abare minimum an email address is often captured so that future contact can be maintained.Sometimes just a name and in many cases much more – for instance obtaining an insurancequote.Depending on volumes, a lot of data could be captured, and this needs to be stored in somesort of data base. The most elementary web sites may provide forms that submit emails to thewebmaster, however this usually means a manual update of a database.Nearly all commercial web sites provide a mechanism to do this. A CRM system will allow youto design a form that when filled in will create a new record in your CRM system – this leadcan be followed up automatically (an auto-responder email) or manually, usually by part ofyour sales or customer service function.This form can be embedded into your site or a link put on your site will allow you to captureleads in a structured way and allocate them to the appropriate department/user and contactstrategy in sales or marketing.CRM can be used by your sales team to keep track of all their prospects and communicationswith them. It is also ideally used my marketing to record all leads and help generate thoseleads.Action:  Review LAMP-360 or other CRM systems  Define your lead generation workflows11. Email marketingIt’s important to continually build up your list of email contacts, as email marketing can beeffective and is relatively cheap. You will already have email and contacts addresses for yourcustomers and should obtain these for your prospect and put them in the CRM or marketingsystem. Use your web sites, coupons, adverts, email signatures and any other medium toobtain email addresses.Once you have collected, and are collecting a database of emails, and hopefully some basicdata to analyse the segmentation and demographics of your customers, you can now dosomething with it. What ? Well consider email marketing…..Email has become the bane of modern life and with its constant interruptions – contact me ifyou want to know how to set it up so that you only receive email twice a day – a great timesaver.However, email is a pro-active method of sending out your message or offer and its relatedcall to action as part of a campaign. Email can be good way to educate and inform prospectsand customers about your company and its offers. It can be used to keep customers informedand to encourage them to buy better, additional or alternative products – so called cross-selling or up-selling.The ideal list should be opted in, and are people who want to receive communication fromyou. However, bought in email lists still work well, though the conversion metrics are lower.All emails should be well written and there are arguments about using a plain format orbranded templates, which to some extent depend on your audience demographic, industryand the status of your relationship with them.In addition each email should: 1. Have an unsubscribe link clearly visible as well as your details. Copyright © LAMP-360 Jan 2013 Contact: www.lamp-360.com 020 3397 0725 Version 2: Page 10 of 15
  11. 11. 2. The message should be relevant to the recipient 3. Provide Share options to post to the recipients’ social media accounts 4. A Clear call to action (CTA) which directs the user back to a dedicated Landing Page on your web site.Action:  Collect email addresses aggressively through all channels available  Design campaigns to go to any new contacts12. Marketing AutomationMany task in the generation and development of leads can be automated to increase the effortinvolved of sales people using standard email templates. These templates can be organisedinto streams of communication.A simple examples is, a lead registers on the web site and is sent a series of emails relating tothe topic of interest.Rather than stop with one or two quick emails this prospect can be nurtured over time,including calls by tele-marketing to help qualify them and establish a relationship.Sophisticated system and processes will take account of the actions the visitor takes andwhich stage they are at in their “buying cycle”.See our whitepaper LAMP: B2B Lead Generation for full details on this approach.Action:  Look at which processes can be automated, particularly with regard to lead generation and lead nurturing  Review marketing automation systems such as www.lamp-360.com13. Content marketing approachContent marketing is essentially the use of quality content, in conjunction with marketingautomation to engage and develop relationships with leads and move them to customers. Seesection 6 on content.As content needs to be distributed in a controlled manner and reported upon, an automationtool can help here.Content needs to be tailored to different types of buyers and where they are in the buyingcycle. Are they currently “unaware” of your proposition or already “looking at solutions”. Ineach case the type of content they would wish to receive is likely to be different. Copyright © LAMP-360 Jan 2013 Contact: www.lamp-360.com 020 3397 0725 Version 2: Page 11 of 15
  12. 12. A marketing automation tool will allow these communications with buyers to be set up andalso scored and distribute leads in your organisation and provide the tools to tele-marketingand sales to follow up these leads.The diagram below shows a simple content marketing approach using collateral such aswhitepapers in conjunction with tele-marketing:Actions  Develop a content strategy  Consider using marketing automation tools like www.lamp-360.com to help automate this process14. Advertising PPC and otherOne of the final pieces of the IM jigsaw is advertising on the internet.Google AdWords is the best of breed when it comes to Pay Per Click (PPC) advertising.However, alternatives are available with Bing and also now in social media such as Facebookand LinkedIn.The PPC model is one where the advertiser only pays when a user clicks on theiradvertisement. The ad is matched to appropriate content or to the specific keywords that auser types in when doing a search with one of the search engines. PPC has some significantadvantages over other forms of online advertising. Here is our “Top 5” list for why we like PPCand AdWords in particular:1) Small initial investment. With no setup fees or minimum monthly spend; even the smallestcompanies can get started right away Copyright © LAMP-360 Jan 2013 Contact: www.lamp-360.com 020 3397 0725 Version 2: Page 12 of 15
  13. 13. 2) Immediate results. You get immediate access to millions of viewers all over the world. WithGoogle’s dominance in search engine market share they have the most potential in generatingcustomers right away3) Highly Targeted Ads. You determine which keywords to target so you can be highlyselective to just the right customers at the right part of the buying cycle to your products andbusiness4) Total control of your budget. As your business changes you can expand or constrain yourPPC ad spend to meet your dynamic business needs5) The Power of Analytics. With the added tracking and reporting available with GoogleAnalytics, you can track the success and failure of each and every keyword. With this info itbecomes easy to cut the losers and double down on the winnersAction: Set up a test campaign on AdwordsSet a small initial budget, say $150 per month. Test & review.15. Inbound vs outboundSome marketers group marketing into inbound and outbound categories and the IMcomponents we have discussed generally fall into one of these categories:Outbound: Email, Social mediaInbound: Adwords, SEO, social media, whitepapers & content, Landing Pages and MicroSitesIn addition there are back office functions: analytics, CRM, marketing automation.From a marketers perspective a typical IM strategy will encompass elements from bothinbound and outbound. Typically the inbound approaches are cheaper, at least initially.16. SummaryIn section 3 we showed a graphic of the overall components of IM. Looking at this fromanother viewpoint, we show the process diagram from the point of view of sales and leaddevelopment below that combines many of these elements: Copyright © LAMP-360 Jan 2013 Contact: www.lamp-360.com 020 3397 0725 Version 2: Page 13 of 15
  14. 14. Not shown on this diagram are the back end systems such as CMS, marketing automationand CRM or e-commerce.Leads come into the sales funnel from a variety of routes – web site, email, AdWords. Theseare nurtured and developed using automated campaigns with content. The lead movesthrough discrete steps: register, demo, trial and eventually customer.Many leads drop into longer term lead nurturing campaigns.Some of the key lessons are:  At the heart of IM is your web site, correctly optimized  To generate interest in your web site you create great content in the form of pages, blog articles and whitepapers. Consider video if possible  Landing Pages designed for conversion exist for each of your propositions  The content is distributed widely across the internet using email, social media and all content links back to your web sites Landing Pages  Conversions create leads in your CRM system to be followed up by automated campaigns and sales  Additional advertising can be considered such as AdwordsActions:  Start simple and build up the components of the programme gradually  Plan long term with an integrated strategy  IM needs regular on-going commitment, review and optimisation Copyright © LAMP-360 Jan 2013 Contact: www.lamp-360.com 020 3397 0725 Version 2: Page 14 of 15
  15. 15.  Consider outsourcing key parts of the process17. Further informationIf you wish to find out more you may be interested in our full more detailed whitepaper:Internet Marketing Explained.Additional resources are also available here over on our web site including a slideshowversion of this paper, including more diagrams that build through the process. .18. About LAMP-360LAMP-360 was initially an offshoot of a services company founded in the UK in 2003.This company (called Selling People "SP") specialized in providing outsourced sales andlead generation solutions for companies. Typically these were software companies fromAustralia, India and the USA wanting to set up in the UK. SP provided the support forthese companies to obtain early footprint in the UK and EU in the form of offices,marketing, leads and then closing initial sales deals for them. A key part of this processwas generating leads, to be passed on to the (outsourced) sales team.As a result we have significant experience of lead generation for SMEs. We thereforedesigned a best practice process to support this: LAMP-360.LAMP is an "Out of the box" lead generation and lead development process, supported bytechnology, for SMEs“Out of the box” means it is already almost fully configured and only needs the input of certaincontent and template modification to get your first campaigns out. However, LAMP is aboutthe process of generating leads and sales not about sending emails, and the process guidesyou through this. LAMP-360 Phone: 020 3397 0725 Unit 12, The Power House Email: enquiries@lamp-360.com Higham Mead Web site: www.lamp-360.com Chesham Buckinghamshire HP5 2AH Copyright © LAMP-360 Jan 2013 Contact: www.lamp-360.com 020 3397 0725 Version 2: Page 15 of 15