From the 2009 Camp Niche Publisher's Conference: how to leverage investment in print infrastructure, deliver pre-qualified, permission based leads and calculate ROI.
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B2B Lead Generation For Publishers
1. B2B Lead Generation Bring your circulation to life! (a.k.a. “Print is not dead!”).
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Editor's Notes
What are the intentions of this presentation?Generate enthusiasm!Increase sales!Establish a path to success based on your existing platform (print). Maximize your current investment.Minimize your learning curve.Build a strong differentiator (competitive advantage).Reinforce brand loyalty.
This could be a shared slide for Bob and Kai to introduce the need for both print and electronic lead generation elements.
For the sake of illustration I am introducing this program based on the IDS Advantage template that Conformity uses. Please note that there are several other lead generations for print, including customization. For other ideas and vendors please see “Additional Resources” at the end of this presentation. In any event, this informational session will give you a solid overview of the lead generation concepts your team needs to understand.
Getting to the “no” quickly is a good thing.Know what a ‘lead’ is:What does your prospect consider to be a ‘good’ lead?“Traffic generation” vs. Qualification: Qualified how? Trackable how? How current? Are names & titles enough?Snail mail, phone, email? Should you share your reader’s email addresses?Understand competitive products and differentiate: eNews & Banners (clicks vs. leads), E-traffic (cookies) & Digital Editions (RFI’s), Print/circulation (Life beyond sub-cards). Size matters.Prospecting: Not all companies! Ask, don’t assume. Do they have a measurement process in place? (i.e.: CRM system and/or score card to compare campaigns?Do they have the resources (i.e.: sales reps) to follow up?Find out what’s working:How do your prospects generate leads right now? What lead generation/collection mechanism works best for them? (Tradeshows, web inquiries, electronic media reports).Why? You need to understand their traditional approach.
Sales and marketing are not always (often? ever?) on the same page.“Sales managers and reps complain about what they see as low-quality leads and off-base collateral materials delivered by marketing, while marketing moans about off-brand messaging and lousy feedback from the field. Sales begs for more complete, easily available customer relationship management information, while marketing urges sales to be more proactive in sharing best practices.” “The marketing function is often well-defined, but political issues get in the way,” said Mark Friedman, a partner at Cerius Consulting Group. “Marketing can say they generated, say, 1,000 leads last month, but sales will claim those leads are just tire-kickers. If you can’t determine the value of the qualification function, all bets are off.” - Christopher Hosford (BtoB’s Lead Generation Guide, 2008)
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