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What is working best for driving more leads and sales today

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This is the presentation I made at the Industrial Marketing Digital Summit on July 11, 2012

This is the presentation I made at the Industrial Marketing Digital Summit on July 11, 2012

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  • 1. What’s Working Best for Driving More Leads and Sales Today M.H. (Mac) McIntosh ©2012 M. H. McIntosh. All rights reserved.
  • 2. Agenda1 Three ways to increase your sales2 Four rights to generate more leads3 Triple your sales-ready leads
  • 3. 3 WAYS TO INCREASE SALES
  • 4. Increase your sales by1 Engaging more prospective customers2 Identifying more qualified, sales-ready leads3 Converting more qualified leads into sales
  • 5. Although businesses spend on average 4.8% of revenue on marketingcompared to more than 11% on sales, marketing is now responsible for bringing in 60% of the leads. Source: MarketingSherpa
  • 6. Marketing-driven sales is more cost-effective6
  • 7. Marketing-driven sales results• Exponentially more prospects being touched than via sales alone• Up to 300% more sales-ready opportunities in the sales pipeline• Salespeople becomes up to 50% more efficient• Cost per sale drops by 25% or more Source: Clients of Mac McIntosh & AcquireB2B
  • 8. A proven marketing-driven sales strategy
  • 9. A proven marketing-driven sales strategy • Use lower-cost-per-touch marketing for prospecting, nurturing and qualifying Lower cost-per-touch marketing
  • 10. A proven marketing-driven sales strategy • Use lower-cost-per-touch marketing for prospecting, nurturing and qualifying • Use your higher-cost-per-touch salespeople to demo, propose and close Lower cost-per-touch marketing Higher cost-per-touch sales
  • 11. The 4 rights to generating more leads and driving more sales
  • 12. 1. Focus on the right prospects
  • 13. Focus on these prospects first• Most similar to recent specifiers/buyers• Who recently inquired• Currently visiting your web pages• Actively searching on the web• Already in your database
  • 14. Build your prospect database• Clean up what you’ve already got• Append firmagraphic information• Determine those in your sweet spot• Append additional companies/contacts like those in sweet spot
  • 15. 2. Use the right media
  • 16. The right media for lead generation Pull (inbound) Push (outbound)• Online marketing • Direct marketing – E-mail – Search Engine Marketing – E-newsletters (other’s and your • PPC and SEO own) – Industry portals – Phone – Postal mail (if done right) – Directories Events – Social media marketing – Webcasts – Seminars – Virtual events
  • 17. use a mix of inbound and outbound media for best results• It’s like 1+1=3
  • 18. Inbound marketing works best for• Awareness• Branding• Lead generation
  • 19. Content is the key to being found and generating leads• In websites – Your own – Industry portals – Channel partners• In your blogs, videos, slide-shares• In your e-newsletter pages• In social media (e.g. LinkedIn, Twitter)
  • 20. What your prospects are thinking when they visit websites• Is this what I’m looking for?• Do they work with or provide services or products for businesses like mine? – My size? My industry? My location(s)?• What’s different/better about this company/product/service?• What’s in it for me?• What should I do next?
  • 21. Outbound marketing works best for• Proactively communicating with key prospects• Following-up, nurturing and qualifying the not-yet-qualified leads that represent 3-out-of-4 of your sales opportunities
  • 22. Don’t take my word for it“We at HP have focused on driving [leads] by optimizing all ofthe tools available, from digital marketing to telemarketingand direct mail.” Juan Carlos Guerrero, Marketing Director-Enterprise Services, Storage and Networking HPAs a result Guerrero said qualified leads have increased 30%to 40%. Source: BtoBonline.com
  • 23. 3. Make the right offers• Aligned with where your prospects are in their buying process• To help move them forward in their buying process – From awareness to inquiry – From inquiry to consideration – From consideration to purchase
  • 24. Your customers’ buying process Determine Reconsideration Satisfaction (Buyer’s Remorse) Acknowledgement of Needs Selection (Purchase) Decision to Start the Buying Process Investigation Of Options Establish Selection Determine Criteria Measurement Criteria
  • 25. Your customers’ buying process Determine Reconsideration Satisfaction (Buyer’s Remorse) Acknowledgement of Needs Prospects Selection spend only (Purchase) Decision 5% of their to Start thetime in these Buying Process stages Investigation Of Options Establish Selection Determine Criteria Measurement Criteria
  • 26. Your customers’ buying process Determine Reconsideration Satisfaction (Buyer’s Remorse) Acknowledgement of Needs Prospects Selection spend only (Purchase) Decision 5% of their to Start thetime in these Buying Process stages Investigation Yet Of Options Establish salespeople Selection Determine Criteria spend nearly Measurement 100% of their Criteria time in these stages
  • 27. Make offers that align with where prospects are in their buying process s e n rcha ratio to Pu nqu i ry side ion i Con rat ess to iry t o n side ren In qu CoAwa•Info kits•How-to guides•White papers
  • 28. Make offers that align with where prospects are in their buying process s e n rcha ratio to Pu nqu i ry side ion i Con rat ess to iry t o n side ren Inqu CoAwa •Case studies•Info kits •Decision tools•How-to guides •Webinars•White papers
  • 29. Make offers that align with where prospects are in their buying process s e n rcha ratio to Pu nqu i ry side ion i Con rat ess to iry t o n side ren Inqu CoAwa •Case studies•Info kits ssessments •Decision tools•How-to guides •Webinars•White papers onsultations ustom demos eminars
  • 30. Types of offers Application notes  Free samples  Product comparisons Articles  Free trials  References Assessments  Gift with purchase  ROI calculators Case studies  How-to guides  Self-assessments Checklists  Information kits  Seminars Configurators Demonstrations  Lunch and learns  Tutorials Discounts  Needs assessments  Videos Buy-now incentives  News  Virtual Events E-books  Newsletter subscriptions  Webinars Executive briefings  Phone consultations  Whitepapers  Pricing  Workshops
  • 31. Tips About offers• Tailor offers for your various buyer personas• Create a suite of offers, each addressing the various steps in each persona’s buying process• Educational offers often work best• Create new offers by repurposing, refreshing and rebundling existing content• A good title can quadruple response
  • 32. 4. Be there at the right time
  • 33. Be there at the right time• Use ongoing, multi-touch campaigns to stay in-sight and in-mind, and to increase the chance of being there when your prospect is looking for your kinds of products or services Tip: One-shot campaigns rarely work.
  • 34. How often should you pro-actively contact prospects?• From their point-of-view, frequency depends on relevance• From your point of view, frequency depends on • What happened last • The value of the prospect • The media used • What relevant and useful information you can share
  • 35. Avoid makingyour prospects feel like this
  • 36. How to identify more qualified, sales-ready leads
  • 37. Not all leads are sales-ready
  • 38. The B2B lead development gap
  • 39. Lead nurturing strategy• Build sales-winning relationships with prospective customers as they move through their buying process – Awareness to inquiry – Inquiry to consideration – Consideration to purchase• Concurrently attempt to identify the qualified (sales-ready) opportunities
  • 40. Lead qualification and scoring criteria • Firmagraphics • BANTS – Company size – Budget – Industry – Authority (role) • Demographics – Need (application) – Job function – Timing – Job level – Size of the opportunity • Behavioral • Overrides – Forms filled – Call to action – Materials downloaded • (e.g. speak to a sales – Events attended engineer) – Pages visited – # of visits40
  • 41. A simplified overview of lead nurturingProspectidentified
  • 42. A simplified overview of lead nurturing Lead Nurturing (messages and offers aligned to the prospects’ buying processes)Prospectidentified
  • 43. A simplified overview of lead nurturing Lead Nurturing Competitor (messages and offers aligned to bounces out the prospects’ buying processes)Prospectidentified Sales Ready
  • 44. A simplified overview of lead nurturing Lead Nurturing Competitor (messages and offers aligned to bounces out the prospects’ buying processes)Prospect You getidentified the sale Sales Ready
  • 45. One company’s approach to lead nurturing • Email (to everyone possible) • Telemarketing – To all new, not-yet-qualified prospects (inquirers, show leads, website visitors, etc.) – To high value suspects as follow up to email or direct mail. • Direct mail – To those without email addresses and opt-outs – As part of your lead nurturing campaign (e.g. email, email, email, direct mail)
  • 46. The key to lead nurturing success is being relevant• Lead nurturing is like dating• Understand your prospective customers – Develop personas• Focus on helping them buy• Provide content/offers that appeal at all stages of the buying cycle – awareness>inquiry>consideration>purchase
  • 47. Develop personas• Job• Age• Education• Situation• Problems• Personal issues• Goals
  • 48. Lead nurturing tactics that are working best today• Shifting from single media to multi-media campaigns – Email + phone – Email + VDP mail – Email + VDP mail + phone• Shifting from one-touch campaigns to ongoing, multi-touch campaigns• using if/and/or/then tracks, messaging and offers
  • 49. Additional lead nurturing tactics that are working best today (continued) • Third-party offers (e.g. industry reports) • Personalized landing pages (PURLs) • Online events (webinars and virtual events) • Direct mail using variable data printing (VDP) • Video email
  • 50. Recommendation: Understand your marketing-to-sales funnel Marketing Touches Inquiries (Responses) Marketing Qualified Leads Sales Accepted Leads Sales Qualified Leads Closed Sales
  • 51. Want to learn more?• Learn more about Mac and his sales lead generation consulting and marketing automation services at AcquireB2B.com• Send an email to mcintosh@acquireb2b.com to request your free: – Sales Lead Calculator™ spreadsheet – Sales lead Success Checklist™ – B2B Marketing Technology Insights® subscription 51
  • 52. Thank you! M. H. (Mac) McIntoshmcintosh@sales-lead-experts.com +1-401-294-7730 @ B2B_Sales_Leads www.sales-lead-experts.com www.acquireb2b.com
  • 53. Copyright Notice ©2012 M.H. McIntosh. All rights reserved.Do not reproduce, distribute, transmit, display, publish or broadcast without express written permission.The names of actual companies and products mentionedherein may be the trademarks of their respective owners.

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