Lead Generation Ins & Outs Julian Archer


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De ins en outs van ‘leads’ in de praktijk

Een presentatie, waarin er gewerkt wordt en gesproken wordt over praktijkvoorbeelden van leads genereren en nurturing.

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Lead Generation Ins & Outs Julian Archer

  1. 1. Julian Archer Marketing Director Lawson Software j u [email_address] +31 653392741
  2. 2. Agenda Context – Lawson Background Market Data & Segmentation Ins & Outs of Lead Gen & Nurturing Measurement
  3. 3. <ul><li>Revenue $758m/year </li></ul><ul><li>Well-balanced in three regions </li></ul><ul><li>Operate in 30 countries </li></ul>1,972 Customers 1,843 Customers 329 Customers AMERICAS EMEA ASIA-PAC Lawson Corporate Overview <ul><li>4,100 employees, 4,500 customers </li></ul><ul><li>More than 200 partners </li></ul><ul><li>34 year history in ERP </li></ul>3 rd largest public ERP software company
  4. 4. Lawson Business Unit Model Global Professional Services Marketing & Product Management Global Support Development Shared G&A Services ASIA PACIFIC CHANNELS & EMERGING MKT FOOD & BEVERAGE FASHION ESM & R MFG & DIST SERVICE INDUSTRIES PUBLIC SECTOR SHCM HEALTHCARE
  5. 5. Uniquely Identified High Value Relatively Complex Long Life Ongoing Maintenance Contracts Documented History Business to Business EQUIPMENT FOCUS
  6. 6. Construction, Mining & Ag Equipment Material Handlers & Industrial Medical & Laboratory Devices Transportation MRO Target
  7. 7. Market Data & Segmentation <ul><li>From Data to Knowledge </li></ul><ul><ul><li>Market Research </li></ul></ul><ul><ul><ul><li>Industry Classification codes to Full Profile </li></ul></ul></ul><ul><ul><ul><li>Bowling Pin </li></ul></ul></ul><ul><ul><li>Data Recording </li></ul></ul><ul><ul><ul><li>System Clock </li></ul></ul></ul><ul><ul><ul><li>Opportunity Timescales - Tracking </li></ul></ul></ul><ul><ul><li>Data Administration </li></ul></ul><ul><ul><ul><li>External to Internal </li></ul></ul></ul><ul><ul><ul><li>Never ending story </li></ul></ul></ul>
  8. 8. Market Data & Segmentation <ul><li>Improved Focussed Market Intimacy </li></ul><ul><ul><li>Segment Specific Content </li></ul></ul><ul><ul><ul><li>Different Markets – Different Perceptions & Language </li></ul></ul></ul><ul><ul><ul><li>Imagery </li></ul></ul></ul><ul><ul><ul><li>Tailored Messages </li></ul></ul></ul><ul><ul><li>Buyer Personas </li></ul></ul><ul><ul><ul><li>Early use </li></ul></ul></ul><ul><ul><ul><li>Language Profiling </li></ul></ul></ul><ul><ul><li>Suspect Focus </li></ul></ul><ul><ul><ul><li>….not Lawson Focus </li></ul></ul></ul>
  9. 9. Solution Brochures Construction Oil Field Services Medical Material Handlers
  10. 10. Lead Generation & Nurturing <ul><li>In </li></ul><ul><ul><li>3D Campaigns to key suspects </li></ul></ul><ul><ul><li>Increased use of Multi – Media in the Mix </li></ul></ul><ul><ul><ul><li>Customer Video Testimonials / Message Videos or Animations / E-mail campaigns / SEO / Web presentations / Micro-Sites / Webcam Pitches / Twitter / Linked In </li></ul></ul></ul><ul><ul><li>Don’t forget trusted methods </li></ul></ul><ul><ul><ul><li>Telemarketing </li></ul></ul></ul><ul><ul><ul><li>Trusted Network Building </li></ul></ul></ul>
  11. 11. Lead Generation & Nurturing <ul><li>Outs </li></ul><ul><ul><li>General IT campaigns to New Business suspects </li></ul></ul><ul><ul><li>Many Trade Shows </li></ul></ul><ul><ul><li>Print Advertising </li></ul></ul><ul><ul><li>Out….but…. </li></ul></ul><ul><ul><ul><li>Reduced country focus </li></ul></ul></ul><ul><ul><ul><li>Reduced Language spread </li></ul></ul></ul><ul><li>To Come </li></ul><ul><ul><li>Further Social Media – Blogging </li></ul></ul>
  12. 12. Campaign Example <ul><li>Single Segment – Equipment Dealers </li></ul><ul><li>Global Campaign </li></ul><ul><ul><li>EMEA – N. America – ANZ – ASIA </li></ul></ul><ul><li>Multi – Touch Point </li></ul><ul><li>Mixed Traditional with New </li></ul>
  13. 13. Equipment Dealer campaign Step 1 & 2 – DM & e-shots – Final all in English French & German (Examples in mix of languages shown)
  14. 14. Equipment Dealer Campaign – Downloads Step 1 & 2 – all in English French & German (Examples in mix of languages shown)
  15. 15. Equipment Dealer pURL Landing page – English, French & German
  16. 16. Web Banners & Form based Landing Page
  17. 17. Video Letter eShot examples
  18. 18. http://equipment.lawson.com