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DemandGen Rpt-Hubspot June 2011
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DemandGen Rpt-Hubspot June 2011


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DemandGen Report Quick Start Series, "The Science of Converting More Leads into Deals" Webinars, sponsored by Hubspot. June 28,2011

DemandGen Report Quick Start Series, "The Science of Converting More Leads into Deals" Webinars, sponsored by Hubspot. June 28,2011

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  • We need to rethink the demand generation process. These stats come from various sources – Gartner, Forrester, Sirius Decisions, Marketing Sherpa Only 12.5% of marketing leads have immediate demands - Requesting information or willing to speak to someone 95 – 97% of customers/prospects are not ready to but, Only 3 – 5% are ready to buy right now 70% of lead “inquiries” have “latent” demand and therefore go uncalled on by the sales team…. AND, may be lost in the sales force automation tool Over 7x improvement in sales closure if leads responded to within 48 hours … yet 9 out of 10 companies DON”T DO IT!! Takes 7 – 9 proactive communications to gain B2B decision-maker’s attention. Quantifying marketing results: 50% of marketing spend is effective but without measurement and analysis, which 50%? Generating qualified leads: Many companies take a “one and done” approach to campaigns “segmented list e-mail campaign” versus a multi-track “rules based” approach to nurturing According to a study done by Gartner, 70-90% of leads generated by marketing go uncalled upon by sales They say the definition of insanity is doing the same thing over and over again and expecting different results. Too many companies today are using models that are a carryover from the 90’s that don’t work anymore
  • Speaking Points: As mentioned earlier, an integrated marketing approach enables a dynamic, scalable, repeatable and measurable demand generation process. Some of the benefits include: Increase relevancy by segmenting and targeting messaging Improved timeliness of communications and follow-up because campaigns and lead routes are automated (campaigns on auto-pilot) And you’ll eliminate the “lead waste” because you’ll never lose a lead Ultimately, you’ll convert more leads to sales. Typical mistakes why it does not get done: Not working closely with sales to define the qualification process for sales ready vs those needing a nurturing approach. Also, traditional investment approach has short changed the process Also, under staffing marketing and leaving the qualification process to your most expense talent – sales reps Let’s walk through how iMarketing Automation facilitates the process: iMarketing Automation allows you to capture leads from all sources, both online and offline Lead captured go directly into a centralized marketing database where they can easily be segmented based on individual/company/behavioral criteria and sent targeted, personalized communications Based on pre-defined criteria, if the leads are sales ready, the can be routed to sales However, if not, those prospects can continued to be nurtured with ongoing automated campaigns
  • Marketing needs to think/communicate like sales people Qualify vs quantity Build marketeing pipeline Focus on fundamentals before you start Define ideal client profile Universal lead definition Get on same page and stay there Work closely with sales and sales management every step along the way It is up to marketing to build the trust and keep it there Build integrated processes
  • Transcript

    • 1. LeadGen Quick Start Series: The Science of Converting More Leads Into Deals Henry Bruce, President The Rock Annand Group June 28, 2011
    • 2. About The Rock Annand Group
      • My Focus: B2B Software and SaaS solution companies
      • Typical engagement scope/deliverables:
        • Client acquisition strategy/program development
        • Go-to-market strategy/positioning/messaging
        • Sales and marketing alignment
          • Strategic sales tools to drive pipeline performance/execution
        • Interim VP/Director of Marketing
      • My Background: VP Sales/Marketing/Strategy
        • Extensive sales and field ops/exec management experience
        • Check me out:
          • LinkedIn:
          • Twitter: @hebruce
    • 3. Some interesting stats to consider …
      • Only 3 to 7% of new lead inquiries are “sales-ready”
      • 70 – 80% of “inquiries” have “latent” demand and therefore go uncalled on by the sales team
      • 87 out of 100 deals were initially left behind by sales
      • Takes 7 – 9 proactive communications to get attention
      • Best-in-class sales and marketing teams generate 4x closed deals than average teams
    • 4. Focus on Lead Quality … NOT Quantity Source: Sirius Decisions 2010
    • 5. Demonstrate Thought Leadership
      • Focus on your buyer’s problems … NOT products
        • Start with the primary problem you solve
      • Break the problem down into 3-4 main themes
        • Why multiple themes? Buyers each have their “hot-buttons”
      • For example: eSignature Process Automation
        • Audience: Financial Services (banks, lenders, debt services)
        • Problem: Customer service expectations and regulatory compliance strain operational efficiency and increase costs
        • Themes: Focus on process areas
          • Automated account opening
          • Loan origination and consolidation
          • Debt consolidation
          • Customer account management
    • 6. Program Fundamentals: Focus on 1 Theme for First 90 Days
      • Develop one good white paper
        • Usually involves re-purposing an existing collateral piece
        • Focus on the problem as it relates to the buyer
        • Talk about the recommended solution as it relates to you BUT don’t mention your product
        • Relate a client case study and highlight the results they achieved
        • No more than 1000 words, ideally 500-600 words
          • Hint: the length of a good blog post
      • Develop a 90 day campaign focused on that theme
        • Month 1: Promote the white paper (email, BLOG post, tweet)
        • Month 2: Webinar on the white paper (ideally with client)
        • Month 3: Recap with white paper, webinar and client case study
        • Create a separate landing page for all program components
    • 7. Program Fundamentals: Focus for Next Two Quarters
      • Repeat the campaign cycle for theme #2 in Q2, theme #3 in Q3, etc
      • Other recommendations:
        • Optimize for search for each campaign
        • If permission-based contacts is a problem, consider using reputable third party publishers (like DemandGen Report)
        • Drive themes to other media channels
          • LinkedIn
          • Twitter
          • Syndicated sites, guest blog posts
        • Re-purpose each white paper into other formats
          • Blog posts, Voice-over slides, YouTube video, etc
        • Provide links to theme #1
        • Establish “Welcome Campaign” for Inbound leads:
          • When someone hits the web site or opts-in for newsletter or downloads content as part of specific campaign
          • Qualify interest (preferences)
    • 8. Program Fundamentals: Establish Lead Management Platform Telemarketing Online Marketing Direct Mail Web site Email Trade Shows Sources Database (CRM System) Targeted Communications & Qualification Lead Evaluation & Scoring – How sales ready? Sales External Partners/Sellers Automated Ongoing Communications Sales Ready (Yes) Not Sales Ready (Maybe) Lead Gen & Management Relationship Management Drive to Buy/Refer Build Relationships Influencers/Buyers Source: Forrester, Aberdeen Group, Sirius Decisions
    • 9. Summary and Take Aways
      • Focus on lead quality NOT quantity
      • Demonstrate thought leadership to gain credibility
      • Focus beyond the immediate quarter
      • Establish platform that fosters community
      • Test and measure everything ,,,
    • 10. Thank you … Any questions?? [email_address] Twitter: @hebruce LinkedIn: Blog: