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B2B 
LEAD GENERATION
2 
Lead Generation and Conversion 
Your 
Customers 
today 
Potential 
customers 
who are aware 
of your 
business 
? 
What...
“ We have seen for ourselves how a solid 
strategy has helped to drive traffic to our 
site and generate sales leads.” 
Ca...
What We Do 
B2B Technology Marketing 
•Lead Generation Consultancy 
•Marketing Automation
Contents 
1. What problem are you trying to solve? 
2. What are your objectives for lead generation and lead 
conversion? ...
Lead Generation and Lead Conversion: 
What Problem Are You Trying to Solve?
The Problem 
• You have a clear idea of who to target 
• You have a Database of contacts 
• But you are not getting enough...
The Problem 
• Lead Generation tends to be inconsistent – not 
standardized or automated. 
• Can identify contacts but the...
Our Goal 
A Repeatable Customer 
Acquisition Process 
11 Predictable 
2 2 Scalable 
3 3 Automatable
Our Goal – Increase Lead Generation and Conversion 
Generate more leads at the top of 
the sales funnel using 
•Inbound Le...
Note – Definition of A Complex Sale 
The complexity of a sale depends on the average sales price 
(ASP), length of the ave...
Why Is Online Lead Generation 
Important for B2B Companies?
13 
Lead Generation is Moving Online 
4 of the top 5 lead sources are online 
1 
2 
3 
4 
5 
47% 
Source: DemandBase and F...
This is the way businesses buy today 
B2B Buyers now find Vendors Online 
• Survey of 4000 B2B technology 
buyers 
• 80% o...
58% – 
70% 
of the buying process is completed 
before talking to a vendor. 
15 
More of The Buying Proc ess Happens Onlin...
Why Is Online Lead Generation Alone 
Not Sufficient?
Why You Need Outbound As Well As Inbound 
If your product category is mature then potential customers will be searching 
f...
18 
Why Outbound As Well as Inbound
19 
Why Outbound As Well As Inbound 
• Website 
• Email 
• Search Marketing 
Plus: 
• Inside sales 
• Telemarketing 
• Exe...
Where Do You Start?
Where Do You Start? 
Who to target – Ideal Customer Profile (Personas) 
What is a Lead? – Define with your Sales team 
11 ...
Our Approach 
Who to target – Ideal Customer 11 Profile (Personas) 
Preparation 
• Identify target sectors. 
• Define targ...
Our Approach 
Preparation 
What is a Lead? – Define 22 with your Sales team 
• Define what is or is not a lead 
• Budget, ...
Our Approach 
Preparation 
What Are We Selling – review 33 your Value Proposition 
Why should I buy something from you? 
...
Our Approach 
Inbound Tactics 44aa 44bb Outbound Tactics 
• Content – identify what interests 
your buyers 
• Website desi...
Our Approach 
Preparation 
Process Automation 55 with Marketing Automation 
CCaappttuurree PPrrooffiillee SSccoorree NNuur...
Thank You 
Motarme Marketing Automation 
T: +353 1 969 5029 
M: +353 86 383 8981 
W: www.motarme.com 
Twitter: @motarme
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Motarme B2B Lead Generation Overview

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Many B2B companies have lead generation processes that are inconsistent and badly automated. B2B companies should use a combination of inbound and outbound lead generation to drive lead generation and convert more leads to sales. This overview explains why both inbound and outbound are important and how to plan the process.

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Motarme B2B Lead Generation Overview

  1. 1. B2B LEAD GENERATION
  2. 2. 2 Lead Generation and Conversion Your Customers today Potential customers who are aware of your business ? What’s the best way to connect and convert potential customers who are not aware of your company?
  3. 3. “ We have seen for ourselves how a solid strategy has helped to drive traffic to our site and generate sales leads.” Caolan Bushell Business Development Manager Mergon Group Barry Rooney Chief Operations Officer Siemens ITSS “Motarme delivered real, measurable results in a short timeframe – sales and contacts from our target audience at Tier 1 companies.” Joe Lynch General Manager IMEC Technologies “Generating leads online is now a central part of our sales strategy.” About Us
  4. 4. What We Do B2B Technology Marketing •Lead Generation Consultancy •Marketing Automation
  5. 5. Contents 1. What problem are you trying to solve? 2. What are your objectives for lead generation and lead conversion? 3. Why is online lead generation really important? 4. Why is online lead generation on its own not sufficient? 5. Where do you start?
  6. 6. Lead Generation and Lead Conversion: What Problem Are You Trying to Solve?
  7. 7. The Problem • You have a clear idea of who to target • You have a Database of contacts • But you are not getting enough meetings / opportunities
  8. 8. The Problem • Lead Generation tends to be inconsistent – not standardized or automated. • Can identify contacts but these don’t convert to opportunities • Process frequently ignores buyer behaviour – buyers now do a lot /most of their research online Ad hoc lead 11 generation - not repeatable 2 2 Ad hoc lead management - inconsistent 3 3 Too many manual steps – not scalable
  9. 9. Our Goal A Repeatable Customer Acquisition Process 11 Predictable 2 2 Scalable 3 3 Automatable
  10. 10. Our Goal – Increase Lead Generation and Conversion Generate more leads at the top of the sales funnel using •Inbound Lead Generation website, SEO, Google pay-per-click, social media •Outbound Lead Generation email, phone, social media, events Generate more leads at the top of the sales funnel using •Inbound Lead Generation website, SEO, Google pay-per-click, social media •Outbound Lead Generation email, phone, social media, events Use Marketing Automation to profile and manage these leads more effectively so more become ‘sales qualified’ Use Marketing Automation to profile and manage these leads more effectively so more become ‘sales qualified’ € $ £ Use your CRM system to manage the sales process / sales team and convert opportunities to customers. Use your CRM system to manage the sales process / sales team and convert opportunities to customers. 1 2 3 4
  11. 11. Note – Definition of A Complex Sale The complexity of a sale depends on the average sales price (ASP), length of the average sales cycle (ASC) and the number of participants in the buying decision on the customer side. Typically, a B2B Complex sale is one that: •has an average sales price (ASP) greater than $25k •has an average sales cycle (ASC) greater than 30 days •has 3 or more people involved in the purchase decision on the buyer side.
  12. 12. Why Is Online Lead Generation Important for B2B Companies?
  13. 13. 13 Lead Generation is Moving Online 4 of the top 5 lead sources are online 1 2 3 4 5 47% Source: DemandBase and Focus.com, 2011
  14. 14. This is the way businesses buy today B2B Buyers now find Vendors Online • Survey of 4000 B2B technology buyers • 80% of those buyers said they found the vendor, not the other way round. • Survey of 4000 B2B technology buyers • 80% of those buyers said they found the vendor, not the other way round. Source: MarketingSherpa – “B2B Technology Marketing Benchmark Source: MarketingSherpa – “B2B Technology Marketing Benchmark Survey 2008” Survey 2008” • Buyers are doing most of their initial research online before initiating conversations with 14 vendors and are better informed at an earlier stage. • We're moving from a focus on traditional techniques like press advertising, mail shots and cold calling, to techniques based on websites, ‘content-based’ marketing and automated marketing.
  15. 15. 58% – 70% of the buying process is completed before talking to a vendor. 15 More of The Buying Proc ess Happens Online Savo Group Research Study 2012 via PepperGlobal.com • 41% of Business Buyers said they engaged with sales only after their initial research was conducted • 25% said they initiated contact after they had already established a preferred list of vendors Source: DemandGen White Paper “The New BtoB Path to Purchase”, 2012
  16. 16. Why Is Online Lead Generation Alone Not Sufficient?
  17. 17. Why You Need Outbound As Well As Inbound If your product category is mature then potential customers will be searching for it online. For example, CRM is a mature category. People who want a CRM solution will search online for relevant terms. So CRM vendors should concentrate on inbound marketing for online lead generation. If your product category is new, then potential buyers may not be aware of or searching for your type of product. In that case, you will have to reach out to them in a targeted, efficient and cost effective process – Outbound Lead Generation Outbound Lead Generation can sometimes pprroodduuccee ffaasstteerr rreessuullttss.. For certain industries Outbound channels may be more effective than some inbound channels – see next 2 slides 1 2 3
  18. 18. 18 Why Outbound As Well as Inbound
  19. 19. 19 Why Outbound As Well As Inbound • Website • Email • Search Marketing Plus: • Inside sales • Telemarketing • Executive events • Email marketing • Direct Mail Effectiveness Adoption
  20. 20. Where Do You Start?
  21. 21. Where Do You Start? Who to target – Ideal Customer Profile (Personas) What is a Lead? – Define with your Sales team 11 22 What Are We Selling – review 33 your Value Proposition Execution Preparation 44aa Inbound Tactics Outbound Tactics 55 Process Automation with Motarme System CCaappttuurree PPrrooffiillee SSccoorree NNuurrttuurree Sales Ready 44bb
  22. 22. Our Approach Who to target – Ideal Customer 11 Profile (Personas) Preparation • Identify target sectors. • Define target companies using firmographics – staff, locations, revenue, market focus. • Identify target roles at those companies. • Develop Personas – for each target role, a description of a representative buyer who holds that role, plus an analysis of their career objectives, sources of information, key influencers and their behaviour online.
  23. 23. Our Approach Preparation What is a Lead? – Define 22 with your Sales team • Define what is or is not a lead • Budget, Authority, Need, Timeframe – BANT • Sales readiness – use Sirius Lead Spectrum
  24. 24. Our Approach Preparation What Are We Selling – review 33 your Value Proposition Why should I buy something from you?  What value do you deliver?  How quickly can I see the value?  Why is your product better than competitors?  Why is it better than what I do at the moment?
  25. 25. Our Approach Inbound Tactics 44aa 44bb Outbound Tactics • Content – identify what interests your buyers • Website design • Landing pages and CTAs • Search Engine Optimization • Social Media • Email Marketing • Pay-per-click Ads • Display Ads • Retargeting • LinkedIn Ads • Integrate with Marketing Automation • Goal definition / metrics • Team composition • Define process • Define targets • Build prospect database • Team training and scripts • Build Asset pack • Execute process via email, phone and social media • Integrate with Marketing Automation and CRM Execution
  26. 26. Our Approach Preparation Process Automation 55 with Marketing Automation CCaappttuurree PPrrooffiillee SSccoorree NNuurrttuurree Sales Ready • Marketing Automation systems (including the Motarme application) coordinate lead generation and initial lead management processes • Lead Capture • Lead Profiling, • Lead Scoring • Lead Nurturing • When Leads become Sales Ready they are passed to the CRM system, which is used to manage the sales process Execution
  27. 27. Thank You Motarme Marketing Automation T: +353 1 969 5029 M: +353 86 383 8981 W: www.motarme.com Twitter: @motarme
  • JenniferGauld1

    Aug. 1, 2017
  • ToddEbert

    Apr. 1, 2017

Many B2B companies have lead generation processes that are inconsistent and badly automated. B2B companies should use a combination of inbound and outbound lead generation to drive lead generation and convert more leads to sales. This overview explains why both inbound and outbound are important and how to plan the process.

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