Lead Generation A to Z<br />Workshop #2<br />Lead Generation Quick Start Series<br />
Lead Generation Quick Start Series <br />Featuring: Ian MichielsPrincipal/Analyst<br />Gleanster Research<br />Moderator: ...
Welcome Webinar Attendees<br />Your GoToWebinar Attendee Viewer is made of 2 parts:<br />1. Viewer Window<br />2. Control ...
About DemandGen Report<br /><ul><li>Launched in 2007 to track best practices in lead generation
Newsletter has grown to more than 25,000 readers
We also offer a menu of research and best practices reports
New audio/video podcasts at DemandGenReport.com  </li></ul>@DG_Report<br />linkd.in/DG_Specialists<br />
The A-Z of Lead GenerationWorkshop #2 <br />Ian Michiels<br />Chairman of the Research Advisory Board, Gleanster<br />Dire...
Answers Galore…<br />6<br />How do we define lead generation today?<br />What has changed in the last 5-10 years?<br />Wha...
Wikipedia<br />Lead generation is a marketing term that refers to the creation or generation of prospective consumer inter...
How do we “create customer interest”?<br />=<br />Your marketing and sales must be:<br />More Channels<br />More Marketing...
9<br />The Secret to Lead Generation in 2011<br />It’s not about interrupting people with marketing messages…<br />It’s ab...
10<br />A-Z Concepts<br />Lead Generation Cheat Sheet<br />Key Concepts Flash Cards<br />
11<br />Buying Cycle vs. Sales Cycle<br />A-Z Concepts<br /><ul><li> Customer Lifecycle
 Buying Cycle
 Sales Cycle
 Inquiry
 MQL
 SAL
 SQL</li></ul>The Birds Eye View of Lead Generation<br />Customer Lifecycle<br />Buying Cycle<br />Sales Cycle<br />Servic...
3 Critical to Success Rules for Demand Generation<br />Marketing takes ownership of the buying cycle<br />The goal is qual...
13<br />Buying Cycle<br />Goal #1: Become a trusted advisor – DON’T SELL!<br />Goal #2: Relevancy<br />
Simon<br />Prospect for Anger Management Software<br />Doesn’t know it exists…<br />14<br />How do you create relationship...
Needs project management software and is comparing features and functions</li></li></ul><li>Lead nurturing helps companies...
 Lead Nurturing</li></li></ul><li>16<br />How do we create relationships with each prospect? <br />Use technology to autom...
17<br />Lead Nurturing Tactics<br />A-Z Concepts<br /><ul><li> Drip Campaigns
 Trigger Campaigns
Upcoming SlideShare
Loading in...5
×

A - Z Lead Generation

886

Published on

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.

Published in: Business, Technology
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
886
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
51
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide
  • 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
  • A - Z Lead Generation

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

      Clipping is a handy way to collect important slides you want to go back to later.

    ×