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.

Building Lead Generation Channels

2,271 views

Published on

Strategies to help identify targeted lead channels and foster new business via these channels.



Key Messages:

- Know Your Target Audience

- Create Relationships & Build Trust

- Go To Where Your Audience Already Is

- Assign Goals, Measure, & Test

Published in: Business, Technology
  • Be the first to comment

Building Lead Generation Channels

  1. 1. Building Lead Generation Channels<br />Professional Networkingat Bethany Lutheran Church<br />www.bethany-denver2.org/1g-network <br />
  2. 2. Key Messages<br />Know Your Target Audience<br />Create Relationships & Build Trust<br />Go To Where Your Audience Already Is<br />Assign Goals, Measure, & Test<br />
  3. 3. Gather Intelligence<br />Define your current customer base and model your target audience from your existing customer profile.<br />What type of person/company buys your products?<br />What customer segments are your most-frequent & most profitable?<br />Assess target audience demographics & psychographics<br />Age, Education Level, Home Value, Family Position, Gender, Interests<br />What challenges/opportunities do they have?<br />Ask your sales force for input!<br />How does you audience consume their information?<br />
  4. 4. Crafting Your Message<br />Evaluate how your existing customers came to be your customers<br />Develop your elevator pitch using the key benefits of your product/service<br />Personalize your message to your various customer segments and their sales cycle stage<br />Your objective... <br />Create Relationships and Build Trust<br />Problem to Solution story-telling<br />Share valuable information<br />Include an offer and a clear/direct call to action!<br />
  5. 5. Choose The Most Appropriate Marketing Channels<br />Use the channels that your audience already uses<br /> Traditional Media<br /><ul><li> Newspaper/Magazine Advertising
  6. 6. Outdoor Advertising (i.e.; Billboards, Bus Boards)
  7. 7. Direct Mail
  8. 8. Public Relations (News & Interest Publications)
  9. 9. Telemarketing – Outbound call campaign
  10. 10. Radio</li></ul> Online<br /><ul><li> Online Advertising (News & Interest Websites)
  11. 11. Public Relations (News & Interest Websites)
  12. 12. Links on Partner Websites
  13. 13. Email Marketing – eNewsletters / eBlasts
  14. 14. Opt-in Tools on Websites and Micro-Sites</li></ul> Search Engine <br /> Marketing (SEM)<br /><ul><li> Pay-Per-Click (PPC)
  15. 15. Organic Search Engine Optimization (SEO)</li></ul> Social Media<br /><ul><li> Blogs/Forums
  16. 16. Professional and Social Networks
  17. 17. Webcasts
  18. 18. Surveys</li></li></ul><li>Choose The Most Appropriate Marketing Channels<br />What channels are your competition using?<br /> Mobile<br /><ul><li> Text Messaging
  19. 19. Mobile Applications</li></ul> Live Networking<br /> Events<br /><ul><li> Speaking Engagements
  20. 20. Participate! Provide & Gain Information
  21. 21. Qualify leads by asking questions
  22. 22. Take notes - Follow up with a personalized message</li></ul> Partner & Customer<br /> Co-Marketing Efforts<br /><ul><li> Partner with organization who share the same target audience
  23. 23. Referrals</li></ul> Compassion<br /> Marketing <br /><ul><li> Associate your company with non-profits and interest </li></ul> groups that your audience has a passion for<br /><ul><li> Sponsorships
  24. 24. Co-Marketing Efforts</li></li></ul><li>Be Realistic About Anticipated Response Rates<br />Email Marketing:<br />Direct Mail: 2.6% industry average(website visit, phone call, reply mailer)<br />Direct Mail Response Calculator resource: http://www.a2.com/response-rate-calculator.html<br />Your first 6 emails sent give you 80% of all your lifetime response.<br />Source: GDM Interactive, http://www.gdminteractive.com/articles/e-mail/45-email-marketing-response-rate-.html<br />
  25. 25. Assign Goals, Measure, & Test<br />4. <br />3. <br />2. <br /> 1. <br />
  26. 26. Assigning Resources<br />Follow up with every qualified lead<br />Active participation within each lead generation channel<br />Assign budgets/personnel<br />If resources are limited, prioritize channels and focus on the best performing channels<br />Don’t get spread so thin that you’re not able to actively participate within each channel<br />
  27. 27. Thank you!I hope you learned something new that you can test the second half of this year. David Roth720-226-6944droth61@hotmail.com<br />Stay tuned for future networking event topics!<br />Professional Networkingat Bethany Lutheran Church<br />www.bethany-denver2.org/1g-network <br />

×