Lead Generation High Performers: 7 Lessons from the Best
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Lead Generation High Performers: 7 Lessons from the Best

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Lead generation is one of the top priorities for marketers, yet many companies struggle to gain the attention of buyers and fill their pipelines with quality leads. ITSMA's report Lead Generation High ...

Lead generation is one of the top priorities for marketers, yet many companies struggle to gain the attention of buyers and fill their pipelines with quality leads. ITSMA's report Lead Generation High Performers: 7 Lessons from the Best describes seven practices that distinguish the best-in-class from the also-rans.

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    Lead Generation High Performers: 7 Lessons from the Best Lead Generation High Performers: 7 Lessons from the Best Presentation Transcript

    • Lead Generation High Performers: 7 Lessons from the Best Access Additional ITSMA Research at http://www.itsma.com/access/login.asp
    • Briefing Agenda Priorities of B2B Marketers Current Lead Generation Trends Best Practices of Lead Generation High Performers ITSMA Upcoming EventsLead Generation High Performers: 7 Lessons from the Best | PN5077 © 2011 ITSMA. All Rights Reserved. 2
    • Generating demand is at the top of the priority list formarketers in 2011 Rank 2011 2010 2009 2008 Marketing’s Top Priorities 1 2 4 3 Generating demand 2 1 1 2 Enabling the sales force 3 5 2 1 Differentiating/re-positioning the company, brand, or offerings 4 3 7 5 Developing thought leadership content that drives business 5 7 9 11 Measuring marketing’s impact on the business Increasing focused marketing programs for vertical/industry 6 6 6 10 markets 7 16 11 8 Increasing use of Account-Based Marketing Deepening customer insight to improve segmentation and 8 17 17 12 increase personalization Building or enhancing a more effective lead management and 9 27 – – nurturing model Increasing cross-divisional marketing programs and messaging 10 – – – (minimizing marketing silos)Source: ITSMA, Budget Allocations and Trends: Key Metrics Survey, 2007, 2008, 2009, 2010, 2011Lead Generation High Performers: 7 Lessons from the Best | PN5077 © 2011 ITSMA. All Rights Reserved. 3
    • Lead Quality, not Quantity Data Statistical Behavior- Lead Stage Sales andEnhancement Lead based Lead Metrics Marketing Scoring Nurturing SLA’sLead Generation High Performers: 7 Lessons from the Best | PN5077 © 2011 ITSMA. All Rights Reserved. 4
    • Statistical Sales and Data Lead Behavior-based Lead Stage Marketing Enhancement Scoring Lead Nurturing Metrics SLA’s  Using services such  Statistical approach  Nurturing based on  Refining  Defining not only Description as Jigsaw and to discerning the prospect interest, measurement to what constitutes a DemandBase to segments and behavior and more track prospects and lead but SLAs in gather more marketing activity of defined segments accounts through place for lead information about customers, moving the funnel. follow-up the prospect and away from educated company guesses  Form capture /  Alignment with  Dynamic approach  Everyone gains a  Targeted feedback intelligent teleprospecting based on deeper better understand of to marketing on lead progressive profiling resources knowledge of the the funnel, quality provides  Nurturing and  Gain insight into Implications target and programs marketing and sales input to lead scoring scoring should marketing activities that work stages and their and nurturing change based on that produce  Requires more high respective roles in programs deep knowledge of customers value content based generating a sale prospect  Evaluation of the on buyer’s journey,  Lead nurturing and  Data hygiene B2B buyers’ journey verticals, personas, pipeline in terms of etc. acceleration individual prospects activities become as versus account level important as lead activity generationLead Generation High Performers: 7 Lessons from the Best | PN5077 © 2011 ITSMA. All Rights Reserved. 5
    • As a lead generator do you ever feel like this?It’s hard work! That’s why ITSMA conducted theLead Generation Practices Survey.Lead Generation High Performers: 7 Lessons from the Best | PN5077 © 2011 ITSMA. All Rights Reserved. 6
    • Our mission with the Lead Generation Practices Survey was tofind out what the top performers are doing differently.Here’s what we found:High Average Below AveragePerformers 15% Performers 67% Performers 18%Source: ITSMA and RainToday Lead Generation Practices Survey, 2010Lead Generation High Performers: 7 Lessons from the Best | PN5077 © 2011 ITSMA. All Rights Reserved. 7
    • #1: High performerssegment basedon deepknowledgeof theirtargetmarketsSource: ITSMA and RainToday Lead Generation Practices Survey, 2010Lead Generation High Performers: 7 Lessons from the Best | PN5077 © 2011 ITSMA. All Rights Reserved. 8
    • #2: High performers conduct formal research, in addition to other tactics, to gain a deep understanding of their target markets’ needs Source: ITSMA and RainToday Lead Generation Practices Survey, 2010Lead Generation High Performers: 7 Lessons from the Best | PN5077 © 2011 ITSMA. All Rights Reserved. 9
    • #3: High performers proactively taptheir network and current clients tocreate referralsSource: ITSMA and RainToday Lead Generation Practices Survey, 2010Lead Generation High Performers: 7 Lessons from the Best | PN5077 © 2011 ITSMA. All Rights Reserved. 10
    • #4: High performersuse content that isrelevant, provideproof points,and buildcredibilitySource: ITSMA and RainToday Lead Generation Practices Survey, 2010Lead Generation High Performers: 7 Lessons from the Best | PN5077 © 2011 ITSMA. All Rights Reserved. 11
    • #5: High performersuse offers and “live”experiences togenerateleadsSource: ITSMA and RainToday Lead Generation Practices Survey, 2010Lead Generation High Performers: 7 Lessons from the Best | PN5077 © 2011 ITSMA. All Rights Reserved. 12
    • #6: High performersuse two of the mosteffective tactics—presenting at eventsand making “warm”phone callsSource: ITSMA and RainToday Lead GenerationPractices Survey, 2010Lead Generation High Performers: 7 Lessons from the Best | PN5077 © 2011 ITSMA. All Rights Reserved. 13
    • #7: High performers measure their progress at each stage of the pipeline, in addition to the number of leads generated, closed deals, and revenueSource: ITSMA and RainToday Lead Generation Practices Survey, 2010Lead Generation High Performers: 7 Lessons from the Best | PN5077 © 2011 ITSMA. All Rights Reserved. 14
    • The overall challenge is to improve relevancy early inthe buying process and greater intimacy at the backend to increase loyalty and trustRelationship Stage 1. Stage 2. Stage 3. Stage 4. Stage 5. Stage 6. Stages EPIPHANY AWARENESS INTEREST CONFIDENCE LOYALTY TRUST Need Search Alternative Selection and Post-Purchase Partnership Recognition Evaluation Purchase Evaluation Buying  Explore the  Clarify  Finalize the  Select the  Evaluate  Explore Process possibilities objectives short list provider satisfaction mutually and solution beneficial  Identify a need  Solicit  Negotiate  Measure specifications initiatives or opportunity proposals the contract value delivered  Identify  Provide  Evaluate  Ultimate alternatives advocacy alternatives sign-off (short list) Marketers must focus on customer relevance and intimacy!Lead Generation High Performers: 7 Lessons from the Best | PN5077 © 2011 ITSMA. All Rights Reserved. 15
    • View other ITSMA Research and Briefingson Lead Management and Other Topics To sign up for a Trial Membership to access ITSMA Research visit http://www.itsma.com/access/login.aspTo view more detail on the following studies visit: How to Successfully Navigate B2B Services and Solutions Lead Generation Benchmark the Four Stages of Lead Management Benchmarks Report: How the Best Firms Lead Management Maturity http://www.itsma.com/category/research/ Fill the Pipeline, 2010 http://www.itsma.com/category/research/ ITSMA and RainToday.com Lead Generation Survey http://www.itsma.com/category/research/page/2/Lead Generation High Performers: 7 Lessons from the Best | PN5077 © 2011 ITSMA. All Rights Reserved. 16
    • Upcoming events  ITSMA’s 2012enable marketers State of the Marketingto explore Profession Addressbest practices, –January 24 | Web Briefing |sharpen skills, and Onlinenetwork with peers 6:00 am Eastern – 12:00 pm Central Europe – 4:30 pm India –January 25 | Web Briefing | Online 8:00 am Pacific – 11:00 am Eastern – 16:00 London www.itsma.com/eventsLead Generation High Performers: 7 Lessons from the Best | PN5077 © 2011 ITSMA. All Rights Reserved. 17