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A - Z Lead Generation

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Join Ian Michiels, Principal Analyst at Gleanster Research for a primer on the terms, metrics, process, tools and tactics marketers need to understand and adopt as they increase their emphasis on lead …

Join Ian Michiels, Principal Analyst at Gleanster Research for a primer on the terms, metrics, process, tools and tactics marketers need to understand and adopt as they increase their emphasis on lead generation.

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  • If your organization has localized marketing resources across one or more regions or markets How do you improve communication and engagement?
  • Lead nurturing helps companies maintain a continuous dialogue with potential customers during the buying cycle resulting in:Increase revenue by maintaining relationships with potential customers who aren’t ready to buy in the short-termIncrease sales rep productivity by reducing the time sales reps spend educating leadsEducate and influence potential customers about products and solutionsBuild a brand and reputation with potential customers as a trusted advisor and a source of thought leadership
  • Transcript

    • 1. Lead Generation A to Z
      Workshop #2
      Lead Generation Quick Start Series
    • 2. Lead Generation Quick Start Series
      Featuring: Ian MichielsPrincipal/Analyst
      Gleanster Research
      Moderator:
      Andrew Gaffney
      Editor of DemandGen Report
    • 3. Welcome Webinar Attendees
      Your GoToWebinar Attendee Viewer is made of 2 parts:
      1. Viewer Window
      2. Control Panel
      Type your question here
    • 4. About DemandGen Report
      • Launched in 2007 to track best practices in lead generation
      • 5. Newsletter has grown to more than 25,000 readers
      • 6. We also offer a menu of research and best practices reports
      • 7. New audio/video podcasts at DemandGenReport.com
      @DG_Report
      linkd.in/DG_Specialists
    • 8. The A-Z of Lead GenerationWorkshop #2
      Ian Michiels
      Chairman of the Research Advisory Board, Gleanster
      Director, Marketsphere Marketing
      5
    • 9. Answers Galore…
      6
      How do we define lead generation today?
      What has changed in the last 5-10 years?
      What do I need to know about Lead Generation?
      What are Top Performing companies doing?
    • 10. Wikipedia
      Lead generation is a marketing term that refers to the creation or generation of prospective consumer interest or inquiry into products or services of a business.
      7
      What is Lead Generation in 2011?
      “…the creation of prospective customer interest…”
    • 11. How do we “create customer interest”?
      =
      Your marketing and sales must be:
      More Channels
      More Marketing
      +
      Relevant
      Positive
      Human
      8
    • 12. 9
      The Secret to Lead Generation in 2011
      It’s not about interrupting people with marketing messages…
      It’s about having a conversation.
      Engage your target audience.
    • 13. 10
      A-Z Concepts
      Lead Generation Cheat Sheet
      Key Concepts Flash Cards
    • 14. 11
      Buying Cycle vs. Sales Cycle
      A-Z Concepts
      The Birds Eye View of Lead Generation
      Customer Lifecycle
      Buying Cycle
      Sales Cycle
      Service
      When the prospect purchases they become a customer , requiring ongoing service and support. Customers can also be nurtured to encourage up-selling and cross-selling.
      Inquiry.
      (Unknown buying intent)
      Sales Accepted Lead (SAL)
      = Prospect
      Marketing Qualified Leads (MQL).
      Sales Qualified Lead (SQL) = Valid Opportunity
      Leads
      Prospects
      Customers
    • 21. 3 Critical to Success Rules for Demand Generation
      Marketing takes ownership of the buying cycle
      The goal is quality of leads not quantity of leads
      Engage your target audience differently at different stages in the customer lifecycle
    • 22. 13
      Buying Cycle
      Goal #1: Become a trusted advisor – DON’T SELL!
      Goal #2: Relevancy
    • 23. Simon
      Prospect for Anger Management Software
      Doesn’t know it exists…
      14
      How do you create relationships with each prospect?
      Manual interactions with each prospect isn’t realistic
      • Ellen
      • 24. Needs project management software and is comparing features and functions
    • Lead nurturing helps companies maintain a continuous dialogue with potential customers during the buying cycle resulting in:
      15
      Use Nurture Marketing
      A-Z Concepts
      • Nurture Marketing
      • 25. Lead Nurturing
    • 16
      How do we create relationships with each prospect?
      Use technology to automate and track multi-channel engagement
      Clicks on Link
      Call with Sales
      Resources on Website
      Fills out Form
    • 26. 17
      Lead Nurturing Tactics
      A-Z Concepts
      • Drip Campaigns
      • 27. Trigger Campaigns
      • 28. Lead Scoring
    • 18
      Nurture Marketing Applies to the Entire Customer Lifecycle
    • 29. 19
      A-Z Concepts
      Tracking and Automating the Process
      • Landing Page
      • 30. Web Analytics
      How do we figure out where leads are in the buying or sales cycle?
      Landing Pages
      A landing page, sometimes known as a lead capture page, is a single web page that appears in response to clicking on an advertisement. 
      Web Analytics
      Web analytics is the measurement, collection, analysis and reporting of internet data
    • 31. 20
      A-Z Concepts
      How do we automate communication?
      • Lead Scoring
      • 32. Lead Qualification
      • 33. Lead Prioritization
      • 34. Implicit Prospect Data
      • 35. Explicit Prospect Data
      Lead scoring is a method of assigning points to each prospect based on specific criteria.
      Sales rep view in CRM:
    • 36. 21
      A-Z Concepts
      Enabling Technologies
      Need to have:
      Automated Demand Generation
      Same as, Revenue Performance Management
      Same as, Lead Management Technology
      Same as, Marketing Automation
      Should Include: Email, Landing Page, Web Analytics, Lead Scoring, CRM Integration, Integration with Other Channels
      Customer Relationship Management
      Integrated with Automated Demand Gen
      Adwords Account
      Marketing Datamart (can be same as CRM)
    • 40. Organizational Alignment
      Process Change
      Resources
      Marketing Technologist
      Revenue Marketer
      VP of Demand Gen?
      22
      Organizational Concepts
      A-Z Concepts
      • Sales and Marketing Alignment
      • 41. Change Management
      • 42. Revenue Marketers
      • 43. Sales Alerts
      • 44. Pipeline Analytics
      Marketing
      Sales
      Process
      People
      Technology
    • 45. 23
      Metrics Focus
      A-Z Concepts
      • Sales Analytics
      • 46. Return on Marketing Investment
      • 47. Lead-to-Sales Revenue
      • 48. Close Ratio
      What to measure:
      Revenue
      Lead-to-Sales Revenue
      MQL to SAL Conversion Rate
      Inquiry to MQL Conversion Rate
      Sales Close Ratio
    • 49. Relevance Drives Revenue
      Focus on Lead Quality not Lead Quantity
      How do we deliver pre-qualified opportunities to sales?
      Marketers Should Be Accountable for Revenue
      Marketing and Sales must Unite to Maximize Revenue
      Use Nurture Marketing to Prevent Revenue from Falling Through the Gaps
      24
      5 Key Takeaways
    • 50. Ian Michiels
      Chairman of the RAC, Gleanster
      Director, Marketsphere Marketing
      ian.michiels@marketsphere.com
      25
      Q&A
      @InsightFanatic
    • 51. Questions
      #LeadGen
      1. Viewer Window
      2. Control Panel
      Type your question here
    • 52. Thank you for attending!
      Next in the series:
      #3 Transforming Your Company Into A “Lead Magnet” | May 10
      Featuring:
      CandyceEdelen, President/CEO at PropelGrowth
      Spread the word with Colleagues Registered?
      -> bit.ly/LeadGen-QuickStart<-
      #LeadGen