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Secrets of Successful B2B Lead Generation

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Learn proven strategies to get more prospects into your sales funnel. In this webinar, we'll show you multiple ways to grow your email list and your sales lead funnel. …

Learn proven strategies to get more prospects into your sales funnel. In this webinar, we'll show you multiple ways to grow your email list and your sales lead funnel.

Topics Covered:
• The 'Agora Model' – a proven 'Client Acquisition Process' to generate more leads
• The characteristics of a successful offer
• The 3 hottest trends in B2B marketing today
• 6 Steps to creating irresistible B2B offers
• How to increase conversion rates on your landing pages

Presenter: Bob Bly

Published in: Marketing
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  • 1. SECRETS OF SUCCESSFUL B2B LEAD GENERATION
  • 2. P. 1 www.pinpointe.com | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584 Robert W. Bly Center for Technical Communication www.bly.com (201) 505-9451 rwbly@bly.com Twitter: @robertbly Features  Presenter:  
  • 3. P. 2 www.pinpointe.com | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584 Ques-ons     Please  ask  ques*ons  in  ques*on  panel     We  will  work  ques*ons  into  presenta*on     Post  ques*ons  on  Twi4er  to:  @Pinpointe   Addi-onal  Informa-on     Webinar  is  being  recorded     Email  to  On-­‐demand  webinar,  slides  in  3-­‐4  days   Please  share!    LinkedIn,  Twi?er,  FB  
  • 4. P. 3 www.pinpointe.com | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584   Bob  Bly:   ◦  4  free  marke*ng  reports  worth  over  $100   ◦  Download  at  h4p://www.bly.com/reports     Pinpointe:   ◦  Free  -­‐  1  month  Service  ($42  ~  $500  value)   ◦  h4p://www.pinpointe.com/get-­‐started   ◦  Coupon  code:  PPTWEBNR  (Limited  Time)  
  • 5. P. 4 www.pinpointe.com | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584 Need  more  than  email  marke-ng,  but…   Not  ready  for  the  complexity  and  cost  of   marke-ng  automa-on?   Pinpointe  fills  the  gap  between  email  marke-ng  +   marke-ng  automa-on   6,000+  companies  using  Pinpointe  plaOorm  
  • 6. P. 5 www.pinpointe.com | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584 •  Internet  Strategist,  Copywriter   •  Author  of  80  books   •  Appeared  on  TV,  and  radio   •  Clients  include  IBM,  Medical  Economics,   AT&T,  BOC  Gasses,  and  others   •  Helps  a  wide  range  of  clients  with  email   marke-ng,  copy,  direct  marke-ng  &  more.  
  • 7. P. 6 www.pinpointe.com | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584 •  The  3  ho?est  trends  in  B2B  lead  genera-on  today.   •  The  secret  to  genera-ng  real  leads  with  free  content  offer.   •  Does  direct  mail  s-ll  work  FOR  B2B  lead  genera-on?   •  How  to  increase  conversion  rates  on  your  lead  capture   landing  pages.   •  6  steps  to  crea-ng  irresis-ble  B2B  offers.   •  Using  the  Agora  Model  for  B2B  lead  genera-on.  
  • 8. P. 7 www.pinpointe.com | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584   Suspect  -­‐-­‐  anyone  in  the  universe  who  could   possibly  buy  your  product.     Prospect  -­‐-­‐  someone  with  the  money,   authority,  and  desire  to  buy  your  product     Inquiry  -­‐-­‐  a  contact  from  a  suspect     Lead  -­‐-­‐  a  contact  from  a  prospect     Lead  genera-on  -­‐-­‐  marke*ng  whose   objec*ve  is  to  produce  leads  
  • 9. P. 8 www.pinpointe.com | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584 Response  Mechanisms     •  Business  reply  mail   •  Telephone   •  Fax   •  Web  site   •  Landing  page   •  PURLs   Lead  Genera-on  Methods   •  Banner  adver*sing   •  Pay-­‐per-­‐click  adver*sing   •  Print  adver*sing   •  Direct  mail   •  Trade  shows   •  Social  Networking   •  PR   •  Ar*cle  wri*ng   •  Public  Speaking   •  E-­‐mail  marke*ng   Source: “Step by Step Lead Generation and Lead Nurturing: McCarthy & King
  • 10. P. 9 www.pinpointe.com | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584 Today you need a “bait piece” to generate leads. Free Offer
  • 11. P. 10 www.pinpointe.com | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584 Marketer Bait Piece (free content offer) Prospect
  • 12. P. 11 www.pinpointe.com | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584 Promotion Bait Piece Offers Fulfillment Follow-Up Close Prospect Requests Bait Piece Purchase? NO NO YES
  • 13. P. 12 www.pinpointe.com | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584   “Marketers  have  to  enter  that  emerging  inner  circle  of   trusted  companies  from  whom  people  are  willing  to   keep  reading  e-­‐mails.”          –  QurisInc.  Survey,  reported  in  DM  News     The  Inner  Circle  and  the  “Rule  of  16”     “Stop  using  e-­‐mail  to  acquire  new  customers”   –  Rob  Cosinuke  and  Chuck  DeSynder,  DM  News    
  • 14. P. 13 www.pinpointe.com | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584 Free e-zine House e-list Social Media Blogging Online Ads E-mails Pay per Click Postcards Search Engines Affiliate Deals Pop-unders Pop-ups Editorial Mentions Banner Ads Articles Orders Solo Promotional E-Mails Ads in Free E-Zine Co-Regs
  • 15. P. 14 www.pinpointe.com | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584 #1 – Free Touch Online Conversion E-mail Series Lead Requested Free Content #2 – Free Touch #3 – Conversion #4 – Conversion #5 – Conversion Product Order Page BUYER Free Content Offer Landing Page Postcards Banner Ads Online Ads Online Ads E-mailsE-mails Co-RegsCo-Regs PRPR
  • 16. P. 15 www.pinpointe.com | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584 Response = ƒ(Offer) OFFERS • High Perceived Value • Unique • Relevant • Desired • Easy • Risk-Free
  • 17. P. 16 www.pinpointe.com | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584   87%  of  B2B  content  marketers  use  social  media  (other  than  blogs)     83%  of  B2B  content  marketers  use  ar*cles  on  their  website     78%  of  B2B  content  marketers  use  eNewsle4ers     77%  of  B2B  content  marketers  use  blogs     71%  of  B2B  content  marketers  use  case  studies     70%  of  B2B  content  marketers  use  videos     70%  of  B2B  content  marketers  use  ar*cles  on  other  websites     69%  of  B2B  content  marketers  use  in-­‐person  events     61%  of  B2B  content  marketers  use  white  papers     59%  of  B2B  content  marketers  use  webinars  or  webcasts     44%  of  B2B  content  marketers  use  research  reports     40%  of  B2B  content  marketers  use  micro  sites  
  • 18. P. 17 www.pinpointe.com | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584   38%  of  B2B  content  marketers  use  infographics     38%  of  B2B  content  marketers  use  branded  content  tools     33%  of  B2B  content  marketers  use  mobile  content     32%  of  B2B  content  marketers  use  eBooks     31%  of  B2B  content  marketers  use  print  magazines     29%  of  B2B  content  marketers  use  books     28%  of  B2B  content  marketers  use  virtual  conferences     27%  of  B2B  content  marketers  use  podcasts     26%  of  B2B  content  marketers  use  licensed  or  syndicated  content     26%  of  B2B  content  marketers  use  mobile  apps     25%  of  B2B  content  marketers  use  digital  magazines     24%  of  B2B  content  marketers  use  print  newsle4ers  
  • 19. P. 18 www.pinpointe.com | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584 •  Survey  of  1,400  IT  professionals  whether  content  influences   their  purchase  decisions.   •  89%  content  has  an  impact  on  their  preference  of  technology   vendor.   •  The  respondents  also  said  that  they  were  more  likely  to   download  and  read  white  papers  than  product  literature.   •  69%  who  like  your  white  paper  will  pass  it  on  to  colleagues.   •  57%  of  IT  professionals  said  white  papers  influenced    their  buying  decisions.   •  71%  prefer  white  papers  to  other  marke*ng  content.   *Sources: Maddox, Kate, “Study looks at value of online content,” BtoB, p. 3; Huff, Dianna, “How to Syndicate Your White Papers,” MarketingSherpa; Knowledge Storm/MarketingSherpa Study
  • 20. P. 19 www.pinpointe.com | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584 1.  Sets  the  specs.     2.  Makes  the  prospect  beholden   (reciprocity).   3.  Generates  more  inquiries.     4.  Establishes  you  as  the  expert.     5.  Educates  the  market.   6.  Drives  sales.  
  • 21. P. 20 www.pinpointe.com | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584 Performance Degradation as Brand Content Increases and Offer Content Decreases Copy Platform Brand Content Offer Content Approximate Cost Per Sale Primarily Offer-Driven 10% 90% $50 - $100 Offer Leads—Brand Follows 25% 75% $200 - $250 Brand Leads—Offer Follows 75% 25% $400 - $600 Primarily Brand-Driven 90% 10% $800 - $1,000 Source: Target
  • 22. P. 21 www.pinpointe.com | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584 LGM + BPO = 2x RRR
  • 23. P. 22 www.pinpointe.com | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584
  • 24. P. 23 www.pinpointe.com | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584
  • 25. P. 24 www.pinpointe.com | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584 Purpose/Audience Description Senior Management high-level overview Executive Briefing Instructions Manual How to specify or choose a product Consumer Awareness Guide; Buyer’s Guide; Selection Guide Information, tips, technical data Special Report Quick tips Tip Sheet Technical or research data Monograph Printed multi-page saddle-stitched document, 4x9-inch page size Booklet Printed multi-page document, folded Pamphlet
  • 26. P. 25 www.pinpointe.com | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584 IDC  es-mates  social  networking  for  business   will  be    $10.5  billion  by  2016  
  • 27. P. 26 www.pinpointe.com | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584
  • 28. P. 27 www.pinpointe.com | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584 Custora came up with its figures by analyzing data from 72 million customers shopping on 86 different retailer sites.
  • 29. P. 28 www.pinpointe.com | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584
  • 30. P. 29 www.pinpointe.com | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584
  • 31. P. 30 www.pinpointe.com | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584 Start With the Prospect, Not With the Product
  • 32. P. 31 www.pinpointe.com | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584 1.   A?en-on   2.   Problem   3.   Solu-on   4.   Proof   5.   Ac-on  
  • 33. P. 32 www.pinpointe.com | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584 1. Attention 2. Problem 3. Solution 4. Proof 5. Action
  • 34. P. 33 www.pinpointe.com | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584
  • 35. P. 34 www.pinpointe.com | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584 If  Subscribers  are  the  Primary  Goal  -­‐>   Make  Sign-­‐Up  Box  Prominent   Free Content Offer The less info you ask for, the more sign- ups you get! If you don’t rent or swap your names, say so! Post an archive of all back issues E-Zine Title Benefit & Offers
  • 36. P. 35 www.pinpointe.com | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584
  • 37. P. 36 www.pinpointe.com | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584
  • 38. P. 37 www.pinpointe.com | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584
  • 39. P. 38 www.pinpointe.com | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584 Product Prospect
  • 40. P. 39 www.pinpointe.com | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584 Addressing the core complex generated a huge response.
  • 41. P. 40 www.pinpointe.com | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584
  • 42. P. 41 www.pinpointe.com | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584 Stress the Premium
  • 43. P. 42 www.pinpointe.com | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584 1.  Each  adver@sement  must  say  to  the  reader:  “Buy  this   product,  and  you  will  get  this  specific  benefit.”   2.  The  proposi@on  must  be  one  that  the  compe@@on  either   cannot,  or  does  not,  offer.  It  must  be  unique  -­‐-­‐  either  a   uniqueness  of  brand  or  a  claim  not  otherwise  made  in   that  par@cular  field.   3.  The  proposi@on  must  be  so  strong  that  it  can  move  the   mass  millions,  i.e.,  pull  over  new  customers  to  your   product.   --Rosser Reeves, Reality in Advertising (Alfred A. Knopf, 1961)
  • 44. P. 43 www.pinpointe.com | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584
  • 45. P. 44 www.pinpointe.com | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584
  • 46. P. 45 www.pinpointe.com | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584
  • 47. P. 46 www.pinpointe.com | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584
  • 48. P. 47 www.pinpointe.com | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584
  • 49. P. 48 www.pinpointe.com | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584
  • 50. P. 49 www.pinpointe.com | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584 Lead Conversion Rate No Follow-up Follow-up 30% 20% 10% 1.  Contact  managed   2.  Automated  online   3.  Clippings  
  • 51. P. 50 www.pinpointe.com | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584 Please  …          Join  Us…  for  future  webinars        Share  /  Tweet   Bob Bly Copywriter, Internet strategist Phone: (201) 505-9451 Subscribe to Bob’s “Direct Response Letter”: www.bly.com/reports Twi?er:  @robertbly   Pinpointe   www.pinpointe.com/get-­‐started   (408)  834-­‐7577   Twi?er:  @pinpointe   Blog:      www.pinpointe.com/blog  

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