B2B Lead Generation - Feeding the Funnel

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B2B Lead Generation - Feeding the Funnel

  1. 1. b2b lead generation Feeding the funnel© 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
  2. 2. marketing & sales alignment© 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
  3. 3. obstacles
  4. 4. too few leads© 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
  5. 5. too many leads© 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
  6. 6. cherry-picking leads© 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
  7. 7. poor quality leads© 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
  8. 8. qualify→ nurture
  9. 9. do they meet sales criteria© 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
  10. 10. are they ready to buy?© 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
  11. 11. reputation→ demand
  12. 12. building the brand reputation management© 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
  13. 13. positionning your business as an expert in your field thought leadership© 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
  14. 14. building a prospect pool demand creation© 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
  15. 15. process
  16. 16. 1 attract lead development process© 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
  17. 17. 1 2 attract identify lead development process© 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
  18. 18. 1 2 3 attract identify qualify lead development process© 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
  19. 19. 1 2 3 4 attract identify qualify nurture lead development process© 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
  20. 20. 1 2 3 4 5 attract identify qualify nurture release lead development process© 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
  21. 21. 1attract
  22. 22. Website Corporate blog 22
  23. 23. 23
  24. 24. validate before you engage© 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
  25. 25. 2identify
  26. 26. Website Corporate blogSign-up formDatabase 26
  27. 27. © 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
  28. 28. white papers webinars reports studies newsletters events content© 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
  29. 29. 3qualify
  30. 30. Role in decision Stage of buying cycle Scope of opportunity qualify© 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
  31. 31. qualify© 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
  32. 32. qualify© 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
  33. 33. qualify© 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
  34. 34. 4nurture
  35. 35. nurture© 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
  36. 36. white papers webinars reports studies newsletters content© 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
  37. 37. white papers© 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
  38. 38. newsletters© 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
  39. 39. mail© 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
  40. 40. creating relevance© 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
  41. 41. want relevant to their 82% industry Source:MarketingSherpa© 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
  42. 42. want relevant to their 67% job function Source:MarketingSherpa© 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
  43. 43. want relevant to their 49% company size Source:MarketingSherpa© 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
  44. 44. want relevant to their 29% geography Source:MarketingSherpa© 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
  45. 45. b2b→ b2me™
  46. 46. 1:1 contentknow each enlighten, customer engage, inform expertise right for "me"
  47. 47. Operations TechnicalPurchasing Finance
  48. 48. Operations Legal C-suite
  49. 49. Search for your brand Visit your booth Visit a web page Download a white-paper Sign-up for a newsletter +3 +5 +1 +5 +1 lead scoring© 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
  50. 50. 5release
  51. 51. qualified→ accepted
  52. 52. ready to buy!© 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
  53. 53. all→ together
  54. 54. keywords Web media Direct mail Social media Email campaignTrade publications ATTRACT Trade shows database NURTURE Information mailouts Event invitations blog White papers Newsletter series
  55. 55. impact
  56. 56. +263% Increase in lead database© 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
  57. 57. +112% increase in sales for 2011© 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
  58. 58. occupancy rate in QC No1© 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
  59. 59. Thank you
  60. 60. STRATEGIESRelationship Marketing mmorin@strategies.ca Mark_morin www.strategies.ca contact

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