Start with a lead.




Putting the Human Touch into Lead Generation

Brian Carroll, CEO of InTouch, Inc. and author of
Lea...
Today’s B2B Buyers

•   Vendor resistant
•   Ignore sales and marketing messages
•   Time constrained and too busy
•   Min...
“So, are ya ready
  to buy yet?”




 This isn’t being relevant
It’s not how you sell…it’s how they buy
                              A Simple Buying Process Model
Status Quo



        ...
Lead Generation = Building Relationships
     Identify the right people and companies

     Initiate a memorable conversat...
Become a Trusted Advisor

   – They know you and had a consistent dialog
   – You are credible
   – They believe you can h...
Start Early in the Buying Process

•   Set the tone
•   Start the conversation
•   Avoid being column fodder
•   Customer ...
Lead Nurturing Defined

Lead nurturing is a relevant and consistent
dialog with viable potential customers,
regardless of ...
Step 1: Understand and Capture Your Audience
                                             Project
                        ...
Step 1: Understand and Capture Your Audience
                         Your Database is the Hub
Target Company             ...
Step 1: Understand and Capture Your Audience
     Whom Do You Nurture? (Viable)

Who’s                                    ...
Step 2: Message Development

Be Relevant
• How do they work?
• What is their functional role?
• What are their anticipated...
Step 2: Message Development
Message Map Based on Role (Relevant)
                                          Long sales cycl...
Step 3: Build Your Lead Nurturing Library

     • Gather and filter relevant content based on message map
           – Thi...
Step 3: Build Your Lead Nurturing Library
Educational Marketing Tools
Step 3: Build Your Lead Nurturing Library
               Lead Nurturing Library Template
                                 ...
Step 3: Build Your Lead Nurturing Library
Capturing and Filtering Third Party Content
  • Technorati watch lists
    (http...
Step 3: Build Your Lead Nurturing Library
Google News Alerts for Third Party Content
Step 3: Build Your Lead Nurturing Library
Email Template Built on Third Party Content
     To:          (Recipient)
     F...
Step 4: Develop Lead Nurturing Tracks
Step 4: Develop Lead Nurturing Tracks
                Multi-track Lead Nurturing
  (Client Plan for Q1 Audience 3 Contacts...
Step 5: Put the Human Touch Into Action
     Phone – the “relevant conversation”
Develop Relationships
• Personal invitati...
Step 5: Put the Human Touch Into Action
       Phone - Reengage Past Leads
Reengaged 2500 “Past Leads” > 6 Months
InTouch ...
Step 5: Put the Human Touch Into Action
          Social Media: Podcasts and Blogs



• High-value
  content with
  educat...
Step 5: Put the Human Touch Into Action
   Webinar Marketing (post event)
• Follow-up immediately (phone and email)
  – Ge...
Step 5: Put the Human Touch Into Action
               Social Media: Microblogging
• What’s
  Microblogging?
• Users can
 ...
Putting the Human Touch Into Action
Company Touchpoint History
04/30/2008 - Called - Rory Smith - Talked to DM
04/20/2008 ...
Case Study: Before Lead Nurturing

     •   No early stage leads actively nurtured
     •   1 Contact engaged per company
...
Case Study: Year-End Results Achieved

 •   88% of early stage leads actively nurtured (none before)
 •   3+ contacts enga...
Thank you
Brian Carroll
CEO
InTouch
651.255.7700 x640
Bcarroll@startwithalead.com

Other lead generation resources:
www.st...
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Putting The Human Touch Into Lead Generation 12 9 08

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Putting The Human Touch Into Lead Generation 12 9 08

  1. 1. Start with a lead. Putting the Human Touch into Lead Generation Brian Carroll, CEO of InTouch, Inc. and author of Lead Generation for the Complex Sale (McGraw-Hill 2006)
  2. 2. Today’s B2B Buyers • Vendor resistant • Ignore sales and marketing messages • Time constrained and too busy • Minimal time to think and strategize • Keep status quo (safer to do nothing)
  3. 3. “So, are ya ready to buy yet?” This isn’t being relevant
  4. 4. It’s not how you sell…it’s how they buy A Simple Buying Process Model Status Quo Recognition Evaluation Resolution Implementation of Needs of Concerns of Options Buying Decision Buyer Buyer Buyer identifies Buyer implements recognizes a determines and resolves chosen solutions. problem. decision perceived risks. criteria. Buyer defines Buyer range of Buyer assesses negotiates final solutions. alternatives. terms.
  5. 5. Lead Generation = Building Relationships Identify the right people and companies Initiate a memorable conversation Nurture them regardless of timing to buy Bonus Tip: 90% of B2B customers want their sales person to be more of a resource. - Cahners Study
  6. 6. Become a Trusted Advisor – They know you and had a consistent dialog – You are credible – They believe you can help them – They like you and want to work with you “How you sell me is how you will serve me”
  7. 7. Start Early in the Buying Process • Set the tone • Start the conversation • Avoid being column fodder • Customer needs often grow over time
  8. 8. Lead Nurturing Defined Lead nurturing is a relevant and consistent dialog with viable potential customers, regardless of their timing to buy.
  9. 9. Step 1: Understand and Capture Your Audience Project Other Priorities Departments Internal Business Team Unit Leaders Members Economic Buyer Industry Consultants Affiliations and Advisors Business External Analysts Other Suppliers Business Media and Journals
  10. 10. Step 1: Understand and Capture Your Audience Your Database is the Hub Target Company Best Buy Company Lead Classification Industry Identify Employees Sales Firmographics & Assigned Rep Compile Notes Company Notes Company Web URL Minneapolis New York Dallas Las Vegas Identify Site Type Site Type Site Type Site Type Headquarters & Site Address Site Address Site Address Site Address Site Site Site Site Sites Qualification Qualification Qualification Qualification Site Web URL Site Web URL Site Web URL Site Web URL Brian Carroll Michelle Passe Pat Lorch CIO Dir. eBusiness VP, Supply Chain Identify & Qualify Lead Classification Lead Classification Lead Classification Contact Info Contact Info Contact Info Contacts Conversation Notes Conversation Notes Conversation Notes Qualification Responses Qualification Responses Qualification Responses Qualification Comments Qualification Comments Qualification Comments Contact History Contact History Contact History
  11. 11. Step 1: Understand and Capture Your Audience Whom Do You Nurture? (Viable) Who’s How deep involved in do you the buying want to process? go?
  12. 12. Step 2: Message Development Be Relevant • How do they work? • What is their functional role? • What are their anticipated needs? • What are their priorities and challenges?
  13. 13. Step 2: Message Development Message Map Based on Role (Relevant) Long sales cycles External pressures Commoditization Fewer sales opportunities Improve account penetration Increase sales team's selling time Increase revenue VP Sales Shorten average sales cycle Build a predictable sales pipeline Improve sales effectiveness Improve sales Help sales team get to executives effectiveness Ramp up new sales people Retain and motivate sales force
  14. 14. Step 3: Build Your Lead Nurturing Library • Gather and filter relevant content based on message map – Third party articles, relevant topics, research reports – Vendor agnostic podcasts, webinars, blogs and case studies to position sales team as a “trusted advisor” – Company specific white papers, success stories, webcasts • Lesson Learned: – Reuse available content before creating new content – Filter third party content for a nurturing “library” using free sources http://www.google.com/alerts Resource: quot;Thought leadership for Lead Nurturingquot; (content strategy) http://blog.startwithalead.com/weblog/2005/06/using_thought_l.html
  15. 15. Step 3: Build Your Lead Nurturing Library Educational Marketing Tools
  16. 16. Step 3: Build Your Lead Nurturing Library Lead Nurturing Library Template Media Potential Content Type Title/description Link Rating vehicle Audience http://www.startwithalead.com/podcasts/podc A email; online Podcast Interview with MarketingSherpa's Anne Holland ast_20070626.mp3 http://www.startwithalead.com/downloads/FE A email; online Aricle It Takes a Committee to Buy Into B2B (Marketing News) B15_Spotlight_B2BMarketing.pdf A Multimodal approach to Lead Nurturing for Complex http://www.startwithalead.com/article.asp?AR A email; online Webinar Sales TICLEID=286 http://www.btobonline.com/apps/pbcs.dll/artic le?AID=/20050613/FREE/506130740&Search A email; online Aricle Word-of-Mouth Marketing Gets People Buzzing ID=73286843932144 http://www.targetmarketingmag.com/story/st A email; online Aricle Target Marketing Magazine - What's a Lead? ory.bsp?sid=39121&var=story http://blog.startwithalead.com/weblog/2007/0 Blog Lead Management is far from an easy task 9/lead-management.html A email; online Resource: “Content Ideas for Lead Nurturing” http://blog.startwithalead.com/weblog/2007/08/content-ideas-1.html
  17. 17. Step 3: Build Your Lead Nurturing Library Capturing and Filtering Third Party Content • Technorati watch lists (http://www.technorati.com) • Google news alerts (http://www.google.com/alerts) Yahoo! News alerts (http://alerts.yahoo.com)
  18. 18. Step 3: Build Your Lead Nurturing Library Google News Alerts for Third Party Content
  19. 19. Step 3: Build Your Lead Nurturing Library Email Template Built on Third Party Content To: (Recipient) From: (Sender) Subject: Article on virtualization for executives Hi Bill, I thought you might find this recent article on virtualization relevant. It provides a strategic overview that is written more for executives. “FAQ: Detangling virtualization” http://news.com.com/FAQ+Detangling+virtualization/2100-7339_3-6177447.html We've been helping a number of companies decide when exactly to use virtualization and how to avoid the quot;all my eggs in one basketquot; concern that this article brings up. Best Regards,
  20. 20. Step 4: Develop Lead Nurturing Tracks
  21. 21. Step 4: Develop Lead Nurturing Tracks Multi-track Lead Nurturing (Client Plan for Q1 Audience 3 Contacts Deep) CIO Q1 2008 Month 1 Free executive report via direct mail with follow-up call Month 2 Invitation to executive roundtable via e-mail with follow-up call Month 3 Link to relevant Podcast via e-mail with follow-up voicemail Director of IT Q1 2008 Month 1 3rd party article via e-mail and voice mail Month 2 3rd party article via e-mail with follow-up Month 3 Link to relevant webinar via e-mail with follow-up call IT Manager Q1 2008 Month 1 Relevant white paper via e-mail with voice mail Month 2 Direct mail piece Month 3 Invitation to webcast via e-mail with follow-up call Tip: Crawl, Walk, Run
  22. 22. Step 5: Put the Human Touch Into Action Phone – the “relevant conversation” Develop Relationships • Personal invitations to events • Confirm contacts & get internal referrals • Get permission & opt-in e-mail • Re-engage aged opportunities • Identify qualified leads Measuring Nurturing Results % Depth of Contacts in Sphere of Influence % of Contacts that Opt-In for lead nurturing % of Contacts that become “sales ready” leads
  23. 23. Step 5: Put the Human Touch Into Action Phone - Reengage Past Leads Reengaged 2500 “Past Leads” > 6 Months InTouch served as an teleprospecting team. Results (3 months): 20% leads were lost and 16% “not a fit” 40% became level 2 leads (actively nurtured) 15% became level 3 “sales ready” leads 7% Level 3 leads converted into sales Investment: $40K Revenue: $1.2 Million (ROI Funded lead nurturing)
  24. 24. Step 5: Put the Human Touch Into Action Social Media: Podcasts and Blogs • High-value content with educational intent • Leverage thought-leader and partner relationships for content • RSS is hot
  25. 25. Step 5: Put the Human Touch Into Action Webinar Marketing (post event) • Follow-up immediately (phone and email) – Get list exported from provider ASAP – Call/Email attendees and non attendees • Answer questions • Share follow-up article • Do blog post summary article • Promote next webinar • Recorded event Q&A for podcast post on blog
  26. 26. Step 5: Put the Human Touch Into Action Social Media: Microblogging • What’s Microblogging? • Users can describe their current status in short posts distributed by instant messages, mobile phones, email or the Web.
  27. 27. Putting the Human Touch Into Action Company Touchpoint History 04/30/2008 - Called - Rory Smith - Talked to DM 04/20/2008 - Called - Rory Smith - Got voice mail 04/17/2008 - Email Link Clicked - Rory Smith - Campaign 2008-04-17 04/17/2008 - Email Sent - Rory Smith - Message: How to optimize your outsourced teleprosp 04/17/2008 - Email Sent - Sylvie Jones - Message: How to optimize your outsourced teleprosp 04/17/2008 - Email Sent - Joel Koppelman - Message: How to optimize your outsourced teleprosp 04/08/2008 - Called - Rory Smith - Talked to DM 03/26/2008 - Called - Rory Smith - Talked to DM 03/20/2008 - Called - Rory Smith - Talked to DM 03/20/2008 - Called - Rory Smith - Got voice mail 03/19/2008 - Touchpoint - Rory Smith - Inquiry - Web 03/13/2008 - Email Link Clicked - Sylvie Jones - Campaign 2008-03-13 03/13/2008 - Email Sent - Sylvie Jones - Message: Why cost-per-lead budgets fail 03/13/2008 - Email Sent - Joel Koppelman - Message: Why cost-per-lead budgets fail 02/14/2008 - Email Sent - Sylvie Jones - Message: Using the phone in your lead generation s 02/14/2008 - Email Sent - Joel Koppelman - Message: Using the phone in your lead generation s 02/07/2008 - Called - Mitchell Codkind - Got voice mail 02/04/2008 - Called - Kelly Henry - Got voice mail 01/31/2008 - Called - Sylvie Jones - Got voice mail 01/29/2008 - Called - Sylvie Jones - Got voice mail 01/24/2008 - Touchpoint - Sylvie Jones - Blog Subscription - B2B Lead Generation
  28. 28. Case Study: Before Lead Nurturing • No early stage leads actively nurtured • 1 Contact engaged per company • 2 touch points per contact • 40% contacts provide e-mail addresses • 21% Lead to Opportunity Rate (sales pursuit after hand off) • 4% Lead to Sale Rate (sales converted from marketing leads) Resource: quot;On marketing going beyond the Lead for Salesquot; http://blog.startwithalead.com/weblog/2007/03/drive_your_lead.html
  29. 29. Case Study: Year-End Results Achieved • 88% of early stage leads actively nurtured (none before) • 3+ contacts engaged per company (200% improvement) • 8 touch points per contact (300% improvement) • 89% more opportunities in sales pipeline from leads • 7% Lead to Sales Conversation Rate (75% improvement) • Regular marketing pipeline analysis • Sales reporting – Closed loop feedback – Conversion rates by stage
  30. 30. Thank you Brian Carroll CEO InTouch 651.255.7700 x640 Bcarroll@startwithalead.com Other lead generation resources: www.startwithalead.com www.leadgenerationbook.com http://blog.startwithalead.com
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