Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Where have all the Good Leads Gone - Using Better Lists, Smart Value-focused Content to Improve Marketing

689 views

Published on

t’s not your imagination. It really is getting harder to break through the noise, attract good leads and generate real sales opportunities.

No wonder when your prospects are bombarded with 32% more marketing campaigns, emails and adverts every day.

So how can you avoid adding to prospect overload, stand out from the crowd and get better marketing results?

In this interview we ask demand-gen expert Brian Hession from Oceanos all the tough questions, exploring and detailing three key area for improving your demand-gen campaigns –better targeting, smart value-focused content and continuous measurement and improvements.

We review great value marketing and selling tools to drive more leads, including Interactive White Papers and Infographics, Diagnostic Assessments, Value Storytelling, and ROI / TCO Calculators.

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

Where have all the Good Leads Gone - Using Better Lists, Smart Value-focused Content to Improve Marketing

  1. 1. Where Have All the Good Leads Gone? Thomas Pisello CEO & Founder tom@alinean.com @tpisello @AlineanROI www.alinean.com Brian Hession CEO & Founder bhession@oceanosinc.com @brianhession www.oceanosinc.com
  2. 2. Each day your prospect gets over 50 download offers... ...And if your prospect responds? 32%More vendor communications than 2 years ago(SiriusDecis ions) @tpisello
  3. 3. ... and over 35 sales emails... 71%Turned off by product centric(Economis t) @tpisello
  4. 4. … And when they do take a meeting? 58% Disengage due to product pitch vs. value approach(Qvidian) @tpisello Company Products Features 17% Invited for second call (Forreste Only
  5. 5. Lack of Good Leads? More Targets? More Campaigns? More is not More … Better Targeting Better Value Marketing
  6. 6. Stocking the Pond – Where to Start? Step 1: Audience Definitio Decision MakersInfluence rs Users Company Profile Decision Makers per D (CEB)
  7. 7. Target and Cleanse? Step 2: Named Accounts Step 3: Append and C
  8. 8. Contact Gap Analysis? Step 4: Contact Gap Analysis Contacts you Contacts you Are Don’t meet audienc defintion? 50%
  9. 9. The Right Lures? Diagnostic Assessments eractive White Papers & Infographics Value Story ROI /TCO Tools Do thing Yes Why Change? Why Now? Why You?
  10. 10. Measuring Success Targets & Data Quality 1. Deliverability Rate 2. Opt-Out Rate 3. Engagement Rate 4. Gap Analysis Percentage Marketing Campaigns 1. Click Through 2. Enriched Leads 3. Marketing Qualified Leads (MQLs) 4. Sales Qualified Leads (SQLs) 5. Closed Deals
  11. 11. Where Have All the Good Leads Gone? Thomas Pisello CEO & Founder tom@alinean.com @tpisello @AlineanROI www.alinean.com Brian Hession CEO & Founder bhession@oceanosinc.com @brianhession www.oceanosinc.com

×