Whitepaper: Automated B2B Lead Generation


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A whitepaper describing the LAMP: Lead Automated Marketing Process - supported by technology, out of the box, for SMEs.

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Whitepaper: Automated B2B Lead Generation

  1. 1. August 1 2012WHITEPAPER:AUTOMATED B2B LEADGENERATIONAUTOMATED B2B LEAD GENERATION – FACT OR FICTION?BY JULIAN POULTERSMDI LTDAUGUST 2012WWW.LAMP-360.BIZ Copyright © SMDI Ltd Aug. 2012 Contact: www.lamp-360.com 020 3397 0725 Version 1 Page 1 of 18
  2. 2. Whitepaper on Automated B2B Lead Generation Contents1. INTRODUCTION ................................................................................................... 32. LEAD AUTOMATED MARKETING PROCESS (LAMP) – THE THEORY ............ 33. CONTENT DISTRIBUTION ................................................................................... 9Web site blog .............................................................................................................................................................9Social media ............................................................................................................................................................104. OTHER CONSIDERATIONS ............................................................................... 115. TECHNOLOGY CONSIDERATIONS .................................................................. 136. APPLICATIONS OF LAMP ................................................................................. 157. WHY MARKETING AUTOMATION AND LAMP?............................................... 168. BEST PRACTICE AND STARTING LAMP ......................................................... 169. ABOUT SMDI ...................................................................................................... 18Copyright © SMDI Ltd Aug. 2012 Contact: www.lamp-360.com 020 3397 0725 Version 1 Page 2 of 18
  3. 3. 1. IntroductionLead generation is important in all industries, especially B2B and high tech. The challenge iseducating prospects about new, complex and often niche propositions, especially if they arerevolutionary products. Even when the proposition is evolutionary, the competitive high techspace can make getting ‘air time’ tricky for any company.Lead generation is expensive and these industries will use a wide variety of techniquesincluding PR, events, marketing communication and tele-marketing to name but a few. Withcomplex propositions the “face to face” or “ear to ear” communication method is hard to beat,hence the proliferation of events and the wide spread use of tele-marketing.The LAMP process consist of content marketing automation, blending email, social media andintelligent tele-marketing. This paper looks a the process and some of the considerations ofundertaking such an approach.2. Lead Automated Marketing Process (LAMP) – The TheoryWe have coined the phrase Lead Automated Marketing Process or LAMP to describe thisimportant process.Traditionally tele-marketing essentially involves cold calls to a target list of prospects.Compared to many other forms of marketing it has many advantages; a complex propositioncan be explained and the prospects circumstances uncovered, qualified and next stepsagreed – far more than can usually be accomplished in an email. However it can suffer fromlow response rates such that 60 calls in a day may only result in 5 conversations with decisionmakers and often zero leads.Recent statistics also show, that with the inexorable rise of search engines and availability ofinformation on the web, that over 80% of people will refuse or not wish to take a cold call, asthey do research on the web.However, with technology and high tech industries in particular, typified by complexpropositions and with long sales cycles, tele-marketing can be an invaluable door opener.The ‘trick’ with tele-marketing is to make the initial calls as warm as possible, by being from afamiliar source and to a qualified contact. The LAMP process explored here may help achievethis by allowing you to increase the quality and frequency of your contact with prospects,which in turn allows you to maintain higher visibility in the market.The technology to support this process is a key component as we will explain as is thechannel used to communicate, but the “content” of the communication is also very important.The old marketing maxim of the right message, right channel, right time still applies. In fact theLAMP process effectively provides a mechanism to set this up.By “content” we mean the information and ideas that you have to tell the world about. If this isof low quality or uninteresting then there is going to be little reason for prospects to search youout and “listen” to what you have to say; irrespective of the medium or channel you use tocommunicate with (web, email or tele-marketing). You will need to think carefully aboutcontent in the form of whitepapers, fact sheets, case studies, web & micro sites, landingpages, videos & blogs to name but a few of the options available to the marketer today.One of the most cost efficient ways to communicate with prospects is through the emailchannel. Technology allows us to set up sophisticated email campaigns. However the problemof email is not the cost but deliverability and response rates. Deliverability is largely a technicalissue and not discussed in this paper.Copyright © SMDI Ltd Aug. 2012 Contact: www.lamp-360.com 020 3397 0725 Version 1 Page 3 of 18
  4. 4. The standard of email campaigns are generally poor in our experience and manyorganisations still resort to the monthly email campaign. A few days before the end of themonth, somebody realises the approaching deadline and a mad rush occurs to think ofsomething to mailshot the customers or prospects with and a sloppily produced email isquickly sent out. if you are lucky the resulting responses are followed up by somebody. Moreoften than not everybody in the database gets the same message and responses are passedoff on a spread sheet to sales, or loaded into their CRM.This is not a recipe for success or for staff retention for that matter! A more sophisticatedcampaign is better planned and might incorporate:For instance:  Segments of the prospect list can receive particular topics  Clicking on an email and downloading a whitepaper from your web site can result in a specific offer, message or further call to action made at a time relevant to the event and with related content it is much more likely to get a response  Tele-marketing can also be scheduled to call at an appropriate timeThe most important point however is that the messages and collateral being sent out must bematched to the buyer and his specific position in the Awareness Cycle and his journey alongit. Getting this right will help significantly with the response rates.Figure 1- The Buyers JourneyIn the diagram above, we show five stages of a typical buyer’s journey through the AwarenessCycle: Stage Description Unaware They have no concept of who you are or what you do, they may not even be are or acknowledge they have a problem Aware The buyer responds to one of your marketing campaigns and becomes aware of who you are and what you do, he recognises he has a problem Interested If the buyer recognises a need for your solution, they may show interest and request information about your product. He recognises he has a problem and may be interested in finding out more about the issues and ways of handling them Looking The buyer starts to actively research solutions. If the buyer is impressed with your solution, then they may consider activelyCopyright © SMDI Ltd Aug. 2012 Contact: www.lamp-360.com 020 3397 0725 Version 1 Page 4 of 18
  5. 5. looking at it. At this point, pricing, case studies and implementation issues are of most interest Customer The buyer purchases and becomes a customer and you need to service and educate themThere are a few issues associated with the Awareness Cycle that need to be taken intoconsideration: The 4 key issues behind the Awareness Cycle 1. You need to develop different As buyers move through the cycle, they need to marketing messages for each and make different decisions. It therefore makes sense every stage of the Awareness Cycle that you should tailor your marketing communications to address each of those decisions at the time that it is relevant to the buyer 2. You shouldn’t skip steps in the If you try to skip steps then you may create buyer’s journey through the Awareness resistance from the buyer. Cycle As an example, if you attempt to demonstrate your technology to a prospect before they recognise a need for your type of a solution then, they will generally fail to see that it is relevant to them and will therefore resist your presentation and view it as spam 3. Individuals in the same company An important realisation that comes with the buyers may be at different stages of the same journey is that it is a process that goes on “in the journey heads of individuals”. Decisions are not actually made by corporations, they are made by individuals in corporations and those individuals may be making decisions based on different information. There may be one individual in a target company who is clearly at the “looking at solutions” stage, yet they have colleagues who don’t even acknowledge that there is a problem. In this case, you need to provide the “right” information to those that don’t yet realise there is a problem, so that they can start to make more informed decisions 4. Individuals start the buyer’s journey The fact is that your prospects do not discover you at at different times and travel at different the same time. They begin their buyers journey at speeds different times and depending on their situation, they will progress through your Awareness Cycle at different speedsThe table below shows a typical simplified Awareness Cycle and the various stages in italong with suggested collateral that may be used in that stage:Copyright © SMDI Ltd Aug. 2012 Contact: www.lamp-360.com 020 3397 0725 Version 1 Page 5 of 18
  6. 6. Awareness Description Suggested collateral Stage Unaware Initial contact with suspects where  Whitepapers – industry news and they are essentially unaware of information useful to the suspect and your company or your proposition his role  Events – keynote speakers/analysts Aware Suspects are now educated and  White papers aware of your proposition and  Product demos have interacted with you by email,  Events phone or web. As they are still at  Product specific/role specific an early stage collateral can be brochure very similar to Unaware stage Interested Suspects, may now be a prospect  Special offers, trials and proof of as they have usually interacted at concepts least twice and may now be  Price Lists interested in your proposition.  Case Studies and references By now they will have been called  Brochures and fact sheets by tele-marketing User group events Customer Once a customer a different type  Newsletters of communication can now be  Upsells offers established. Education in use of product/service  Renewals Now solving the problem with  Loyalty programmes your product  User groupsIn the simple Awareness Cycle shown above there are only 3 stages before becoming acustomer. This could obviously become more sophisticated if required, however werecommend starting simply for almost any organisation. In addition, at each stage there canbe different propositions A,B & C etc.For each Awareness Stage and proposition combination a prospect contact strategy isdeveloped – that is, a “Stream” of emails (and other contact channels such as tele-marketingand SMS) and associated collateral / content that should be of interest to the prospect at hisstage 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 Whitepaper – additional industry issues or analyst’s report Week 7 Invite to educational seminar on a relevant topic of note ideally with a keynote speaker Week11 Case study based video or podcast for variety Week x,y,z ….additional collateral and emailsCopyright © SMDI Ltd Aug. 2012 Contact: www.lamp-360.com 020 3397 0725 Version 1 Page 6 of 18
  7. 7. NB. Contacting Unaware people more than every 3-4 weeks may be deemed spamming in aB2B environment. However, as we are trying to increase brand awareness and demonstratethought leadership, contact less than 5-6 times per year may not produce any product recall.The “collateral” referred to here needs to be useful to the people it is being sent to anddemonstrate thought leadership. It is not “special offers”, not product brochures and promotesa responsible trusting attitude.In addition, interactors (after clicking in an email or responding to a call) can be profiled onlinewhich allows them to be qualified and receive more targeted communications delivered infuture campaigns. Profile questions need to be very quick and simple or a large drop out mayoccur (see section below on Profiles and surveys).OverviewThe diagram below shows a typical LAMP process:Figure 2- Buyer Engagement Process (email)Key points:  Initial batches of bulk emails drip fed out at x100 per day  Each email is customised and relevant to its associated piece of collateral  Mainly whitepapers used as collateral in the Unaware stageCopyright © SMDI Ltd Aug. 2012 Contact: www.lamp-360.com 020 3397 0725 Version 1 Page 7 of 18
  8. 8.  Interactors of emails are ‘profiled’ and called by intelligent tele-marketing who refer to other databases and sources (social media)  Leads qualified and passed to sales or move to appropriate Stream for further email communication  Leads scored as appropriate  Buyers move through the Awareness Cycle at their own speed  Nurture or Lead Nurtures become very important (see Application of LAMP section 6 below)The diagram below shows a more comprehensive LAMP process with additional steps in eachof the main Streams of communication. Set up at one time in a few days, subject toavailability of collateral, the lead generation process can then run automatically for manymonths.NB In the Nurture stages, you should be able to schedule telemarketing calls as part of theStream.Figure 3 - Buyer Engagement Process: Email and Social MediaCollateral or contentAs can be seen a variety of different collateral can be used in conjunction with emails. Thetable below explains the main types available to a marketer:Copyright © SMDI Ltd Aug. 2012 Contact: www.lamp-360.com 020 3397 0725 Version 1 Page 8 of 18
  9. 9. Collateral item CommentWhitepaper Written from a 3rd party point of view rather than your company/product perspective. Explains or educates prospect in industry issues, usually where your proposition can uniquely helpEvent 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 locationsWeb cast A live event or a recording of a seminar can work, particularly in large geographies like the USA. Alternatively a live demo or presentation can be usefulWebinar / demo A product demo can often be a useful thing to promoteMeeting Offering face to face meetings, especially with industry experts (not sales people) can be appealing to some organisationsBrochure Not used until a relationship has been developed. But relevant for those in the Looking at Solutions or Interested StreamsPlease note that whilst the LAMP process demands the use of collateral, once created thiscollateral can be disseminated through many channels such as sales meetings, events, web,whitepapers sites, blogs, LinkedIn and other social media.Good quality collateral will usually last many months or years, whereas product informationwill often become quickly superseded. Hence, the initial investment in collateral will usuallycontinue to provide payback over many years.3. Content DistributionSo far we have concerned ourselves mainly with email channel of distribution. Email can bepersonalised and can be directed at the prospect based on his stage in the buyer’s journey.However, over recent years, publishing to Social Media and company blogs has also becomeimportant.The diagrams in section 2 above shows the distribution using email and social media. Articles,images and other content are posted on the social media sites. This process is described inmore detail here.Web site blogMost of the content on your company blog is fairly static and doesn’t change from month tomonth. This is not good for SEO and generating traffic to your site. To generate traffic youneed interesting content and to publish this, hence the usefulness of the company blog. Theblog can include all sorts of articles/topics like staff and product announcements but it’s alsogood place to host your “content”.Any article or whitepaper, image or video can be a candidate for hosting on your blog site.Please note its normal to host the blog in your company site, rather than on an externalplatform – this helps with the overall SEO for the site.Copyright © SMDI Ltd Aug. 2012 Contact: www.lamp-360.com 020 3397 0725 Version 1 Page 9 of 18
  10. 10. Social mediaOnce you’ve written your article and published it on your blog you can now announce it to thesocial media world. There are two steps to this.Firstly you will post your content on the main social media sites LinkedIn, Facebook andGoogle+ as a minimum.Figure 4 - Overveiw Content Marketing ProcessThese posts will often be a few hundred words describing your article, its summary or the firstfew paragraphs of it. Sometimes the article will be posted in full, but normally to get the fullarticle the user clicks on the link embedded in the post and ends up back at your blog page ordedicated landing page.A Landing Page is a web page optimised for converting a visitor to a lead. It should work wellfor its chosen keywords from an SEO point of view, has extraneous links and menus removedfrom it and normally has a registration form that can be completed by the user as the call ToAction (CTA). The result of submission of the form is for the prospect to finally get to thecontent. Sometimes this “gated” approach to content won’t work and you just can go direct tothe content without registration.Finally you can announce all your postings on Twitter. A Tweet is a short 140 charactermessage (which includes the characters for the link to the blog article). So the Tweet willannounce the social media posting so people who follow the link in the Tweet will go to yoursocial media post or direct to your blog post or Landing Page.With your marketing automation software like LAMP-360 all of the clicks to the Landing Pagesand blog articles register as visits and if a user completes a registration form they become aregistered lead and you start the nurturing or sales process in earnest.Copyright © SMDI Ltd Aug. 2012 Contact: www.lamp-360.com 020 3397 0725 Version 1 Page 10 of 18
  11. 11. It’s also worth noting that a single article can be published on multiple locations and withsocial media it’s reasonable to consider 3-4 slightly different posts relating to the same articleover a period of a month. With Twitter this could be increased to say 8 Tweets over a month.So in summary, each article can result in a relative “blizzard” of social media posts all drivingtraffic back to your web site and generating visits and leads. Hopefully whilst they are on yoursite they will explore, see more items of interest and subscribe to your blog or newsletter orgive you a call – make sure your call to actions are set up.4. Other considerationsProfiles and surveys, qualification and scoringWhen leads are generated from email marketing you run the risk of obtaining poor qualityleads. Therefore qualifying the leads is an important part of the process. Obviously this can beundertaken by tele-marketing but this is relatively expensive. Therefore we need a process todo this for us automatically.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, usually with simple checkbox options for quick answering.Traditional sales qualification such as Budget, Authority, Need and Timescale (BANT) ispossible but we recommend that this is largely left to the sales and tele-marketer roles toachieve when in a conversation. Asking questions such as “how much is your budget?” can beseen as rude and lead to drop out.Depending on the answers given and the resulting qualification, the prospect can then beplaced into an alternative treatment or communication Stream. For instance, the Awarecampaign could have two different campaign Streams, one for each of product A or B.In addition the responses a prospect gives can all be scored such that those who have giventhe most relevant responses are scored the most highly.In addition, the responses will often provide “conversational opportunities” or topics for tele-marketing to speak to the prospect about, and get the conversation going.In a sales environment where there are only a handful of leads each week lead scoring maynot be necessary. However, where there are lots of incoming leads and relatively few salesresources, the lead scoring can be used to ensure that sales spends its time on the mostrelevant prospects.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 in the early stages (Unaware) – as if you were writing to a colleague  Don’t use lots of graphics, colours and banners, they smack of spam and email broadcasts. Perhaps just a company logo in a signature to start with. As prospects progress through the Awareness Cycle they can be exposed to more overt branding, higher up the email body and “above the fold”  Use bullet points and concise, tightly written text  Keep the subject line, key message and the call to action button or link in the preview window or “above the fold”Copyright © SMDI Ltd Aug. 2012 Contact: www.lamp-360.com 020 3397 0725 Version 1 Page 11 of 18
  12. 12. Social media and the webOnce a lead has been generated by the system the telemarketer can call the prospect andhas the benefit of the results of the profile questions to obtain conversational “hooks” or topics.Using the tools at his disposal the telemarketer can be well prepared and appear professionaland informed, leading to a better result on the call.In addition, the normal process in the age of social media is then for the software to look forconnections in social media about the prospect. In the B2B world Facebook can be useful butthe first choice is currently LinkedIn.LinkedIn can be used for all sorts of things but at least will show you some of the prospectshistory and you will usually garner some additional contacts, which should be added intofuture communication Streams.In the LAMP process the software will also generate leads using social media. When items areposted on social media such as Twitter, LinkedIn or Facebook they should be posted via theLAMP system which then tracks the clicks on any link – for instance to a whitepaper that youhave announced on social media.When an anonymous person follows a link the system can track a click and also which pagesthey visit on the web site, but they will not be able to be identified. However, if this sameperson responds to one of our emails, the cookie on their PC will link the items together.When a telemarketer views their contact record they will also see evidence and an audit oftheir web browsing history and social media interactions.HumansThe important human element in the LAMP process is the tele-marketer. Whilst there arepeople involved in planning and executing the campaigns and in the sales process itself, themost critical element in generating leads is tele-marketing.This paper does not cover recruitment, training and motivation of this specialised team.However, it is true that even with the best processes, data and systems, if the people involvedat the front end are not knowledgeable, professional and have all the relevant interpersonalskills, then the investment could be wasted.Follow up timeUsing the LAMP process there’s no excuse for not following up in a timely manner. Someinteresting research from insidesales.com and others shows that: 1. The best ROI in follow ups occurs when around 9 attempts are made to contact a lead. This is a lot of effort but if your reps only try 1 or 2 times they are likely not to get through and disregard the lead 2. Response rates to follow ups made within a few minutes to an hour of a lead downloading or clicking on some content is far ahead of the response rate after 3 hours, 24 hours or several days. Best practice dictates that follow ups should be done within the hourLead Nurturing BenefitsThe content marketing automation approach allows an efficient approach to lead nurturing.Several studies have shown some off the benefits of lead nurturing and we include a few here:Marketing Sherpa:  80% of poor prospects go on to buy in 24 months  Communication: a differentiation during sales cycleAberdeen Group:Copyright © SMDI Ltd Aug. 2012 Contact: www.lamp-360.com 020 3397 0725 Version 1 Page 12 of 18
  13. 13.  Lead Nurturing lead to  107% better lead conversion  40% bigger deal size  Lower cost per opportunityOverall we think it’s a vital process and neglected in most companies.5. Technology considerationsThere are several areas where the technology to support the process is probably differentfrom standard CRM or email marketing tools available today. These include:1. Email scheduling of StreamsAny email marketing system and most CRM tools will allow you to send emails out in batchusing some sort of selection criteria or target list and email templates. Most will also allow youto track who has opened or responded to a campaign etc. However, please check as evenmarket leading products such as Salesforce.com do not provide any marketing capability “outof the box” without purchasing additional add-ons.However, the challenge with LAMP and dealing with each individual and moving themautomatically through the Awareness Cycle at their individual speed means the normal batchemail operation does not work. Any tool in this space will need processes or agents, normallyresiding on the server, that will examine each individual prospect and determine whatcommunications he is due next. Of course if for some reason, the prospect has already beensent a specific mail he should not normally be sent it again.With a batch approach you are normally list and specific email centric and that approach doesnot work with multiple emails, Streams and the Awareness Cycle.2. Telemarketing workflowMost email systems provide a crude, if any, interface for tele-marketing users.CRM systems provide the generalised toolkit and 360 degree view of the prospect but it is notusually optimised for use by tele-marketing. They are normally cumbersome and hard to usefor sales people. Telemarketers have their own unique needs and a marketing system needsto be optimized to their workflow requirements. A tele-marketer needs to make a significantvolume of calls in a largely repetitive manner, whilst also taking input from any intelligence theLAMP process has thrown up. Key features as well as the normal contact details etc. thesystem must show:  Any web interactions the prospect has made on your site(s)  Which emails he has been sent and the responses to these  Allow changes to future communication Streams  Allow specific emails or campaign to be sent or registered  Provide access to, on a daily basis: o New leads o Follow-ups from previous activities o Cold calling lists  The system must record the result of a call and give very quick mechanisms to achieve o Log a call and the result o Schedule follow on call o Create an opportunity if required o Manage which Stream of communication the prospect receives in the future o Log any additional intelligence that may be relevant in the future  Many CRM systems, when an Activity or other entity has been created, will usefully (!) show you a list of all activities. Actually this is totally useless to a tele-marketer whoCopyright © SMDI Ltd Aug. 2012 Contact: www.lamp-360.com 020 3397 0725 Version 1 Page 13 of 18
  14. 14. needs to get straight onto the next call in his list or log an opportunity against the current contact3. Profile questionsIn clicking through from the email to a landing page the system must be able to intelligentlyselect profiling/survey questions for the prospect to answer in a simple fashion.4. Activity recordingAll CRM tools allow recording of activities (calls and meetings) and the creation ofopportunities. When there are many campaigns underway simultaneously it is important thatany opportunity or activity that is created by the system, tele-marketer or sales, is loggedagainst the appropriate campaign. This is to allow tracking and reporting by campaign andStream. As this is happening on a frequent basis with multiple campaigns it should also beautomatic.5. Sales and marketing integrationAs well as providing for tele-marketers the system must also provide normal CRM opportunitymanagement for sales and the managed interaction of leads as they pass between marketingand sales and potentially back again, several times. Sales and marketing should be workingon a seamless process – the buyer does not need to know or care who is providing him withthe information he needs at the appropriate time.NB – if you are a telemarketing agency you may also be interested in the single contactsingle record issue – this is simply that if you are managing multiple campaigns for multipleclients you may be talking to the same person/prospect in an organisation on behalf ofmultiple clients at the same time. Therefore you will need a mechanism to maintain separatelythe results of calls and campaign to a prospect by client/project or even campaign. In additionwhen prospect unsubscribes from one campaign he is not automatically unsubscribing fromyour other client’s campaigns.6. Opt-in and Opt-outOpt-in and opt-out are particularly important in some jurisdictions and the software mustrecord why opt-in has been granted, and when.7. Data provenance and emailsIt is important that the system can track exactly where a record of data came from, who ownsit, what privacy and potentially licensing issues there are in using the data.Obviously an automated marketing approach needs email addresses to function. Often theseare available and can be professionally researched, if required. No single approach willalways work and the automated marketing approach works best with a larger population ofprospects with accurate email addresses.A company should use all methods at its disposal to collect and cleanse emails – coupons, faxbacks, web forms, campaign profile forms etc etc. Over time a large, qualified and opted indatabase will result which will gradually achieve higher returns from your campaigns as themessages are more and more relevant to the contacts in the database.Technology SummaryWe believe that that are many tools out there that typically cover part of the sales, marketingor automation process. Our belief is that the lead generation to closed deal, the “salesprocess”, should be as streamlined and integrated as possible and that a single tool will be thebest way to achieve this. CRM tools with add-on marketing automation (MA) or marketingtools with add on CRM are not usually ideal.Copyright © SMDI Ltd Aug. 2012 Contact: www.lamp-360.com 020 3397 0725 Version 1 Page 14 of 18
  15. 15. 6. Applications of LAMPOnce a LAMP process is understood it can be applied to many different sales and marketingsituations, the most common are:Lead generationPerhaps the most important use of LAMP is generating new leads. The LAMP process is idealto create brand awareness and product knowledge in your chosen markets. Based on thequality and accuracy of your emails, contact can be obtained with very senior people in largeorganisations to be called by your experienced, intelligent telemarketers.Lead nurturingThe perennial problem in sales and marketing is what to do with leads that are interested butnot yet ready to move forward. The problem in most organisations and systems is where doesresponsibility lie. The challenge is that leads may move quickly from marketing to sales andback and it needs to be clear who and what is occurring with these leads. Often long lists ofcall backs are maintained in a spread sheet or CRM system, follow up is sporadic at best.The LAMP process automatically handles this challenge and through the use of focussedemails and the collateral ensures that prospects are nurtured until ready to buy. If a prospectre-engages via email they can be swiftly be re-qualified by tele-marketing before beingprogressed to sales, again.Call backs can be scheduled at the appropriate time, or with longer intervals, safe in theknowledge that regular emails will stay in contact with the prospect, and keep our companyand solution in the front of mind.RenewalsWith many products and solutions these days, such as SaaS as well as traditional on-premiselicence offerings there are often key periods, usually after each 1 or 3 year anniversary wherethe customer is susceptible to switching, as they come out of a contractual period.A LAMP process can be set up to automatically recognise the shift in treatment of thecustomer as they come up to a critical deadline. As well as reminding them of the deadlineand ensuring that new contracts or invoices are raised, the system can educate the customerin the new features, product road maps as well as considering upselling training and support.Customer retentionClosely related to renewals campaigns the customer retention problem is ideal for LAMP. Thekey to keeping customers is training and service. Training is ensuring they understand thefunctionality and use of the product or service they already have. Ensuring they are aware ofnew releases and kept up to date ensures they will have a better experience. Service andsupport help create a good impression. Many companies have extensive support andmaintenance services but are very poor at educating their customers.Events and user groupsIn addition marketing and relationship building opportunities such as customer events, usergroups and entertaining can also be put through the LAMP process.Events are attractive in the LAMP process because a single event is normally a justification fora whole series of communications:  Announcement of the event  Re-announcement of the event  Countdown to event email 30 days, 14 days 7 days, 3 days etc.  Day before reminder and tele-marketing confirmation call  Event follow up with content/slides attached  Tele-marketing to follow up attendees and non-attendeesCopyright © SMDI Ltd Aug. 2012 Contact: www.lamp-360.com 020 3397 0725 Version 1 Page 15 of 18
  16. 16.  Invite to next eventSo compared to a whitepaper an event can generate a lot of communication, and as long asthe event itself is not considered SPAM then the whole series of emails will help raise brandand product awareness.Attending events are also a softer approach than a face to face meeting and certain decisionmakers may respond well to this approach.Finally a well organised, repeatable event can be a cost effective lead generation technique –you meet many people in ‘one’ meeting.7. Why Marketing Automation and LAMP?The main differentiators of the LAMP process compared to standard tele-marketing or emailmarketing are:  Email is used but it is just the vehicle used to communicate with a range of collateral including whitepapers, events etc.  Quality collateral is used through out  The communication is tailored to where the buyer is on the buyer’s journey down the Awareness Cycle  Cost effectiveness – automating the process with emails keeps costs down, and then expensive telemarketing is used as appropriateAs 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 tele-marketing resources when smaller volumes of qualified,warmer leads are in play, resulting from talking to only the responders to the e-campaigns.The tele-marketing is then not so much a cold call and much better response rates areachieved.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.8. Best Practice and starting LAMPA LAMP process should embody best practice partly as it involves close integration of manytypes of data (web, social, telemarketing and email) and also because of the link betweensales, marketing and tele-marketing.When you buy an accounting system you don’t design double entry book keeping, trialbalances, ledgers invoices and journals. Whilst we would argue that if you inventedaccounting in the 21st century you wouldn’t need many of the above, but you buy the built inbest practice accounting process when you buy an accounts package. An order becomes aninvoice, an adjustment is a journal and you produce a P&L every period etc.A good LAMP process needs a system and conversely the system should fully understandand provide a LAMP process. Whilst a typical CRM system can provide all of thisfunctionality, the problem then is that for the average organisation, unless a lot of time andmoney is spent on consulting and add-on modules, it will never achieve remotely bestpractice.Best practice covers areas of organisation, process and technology and either you need tobuy a system that fully understands this from the ‘get go’ or you work with an implementationpartner who understands the issues and associated business model from the start.Copyright © SMDI Ltd Aug. 2012 Contact: www.lamp-360.com 020 3397 0725 Version 1 Page 16 of 18
  17. 17. LAMP is an efficient business process with closely aligned system, used to develop leads andrelationships with prospects and customers. Best practice will need to cover the following:  Marketing automation; campaign, Streams, the buyer’s journey  Tele-marketing system and workflow  Marketing and proposition planning  Marketing and tele-marketing skills and supportCopyright © SMDI Ltd Aug. 2012 Contact: www.lamp-360.com 020 3397 0725 Version 1 Page 17 of 18
  18. 18. 9. About SMDISMDI was founded in 2003 and has rapidly become one of Europe’s leading sales and leadgeneration consultancies. SMDI has provided market evaluation, lead generation and salesoutsourcing services to a variety of companies, small, large and across multiple sectors.SMDI provides services, consulting, best practice and technology around the LAMP process.We operate in many sectors but our specialism is the demanding IT software sales sector.Within that sector we have particular expertise in: Business intelligence & knowledge management Help Desk & service management CRM & customer service ERP Media Internet marketingSMDI operates using a number of full time employed consultants, sales and tele-marketingexecutives, 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. SMDI Ltd Phone: 020 3397 07265 Unit 12, The Power House Higham Mead Email: enquiries@lamp-360.com Chesham Buckinghamshire Web site: www.lamp-360.com HP5 2AHCopyright © SMDI Ltd Aug. 2012 Contact: www.lamp-360.com 020 3397 0725 Version 1 Page 18 of 18