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Motarme - Blog Post - B2B Lead Generation.pptx

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B2B
LEAD GENERATION

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Sales Lead Generation
2
Your
Customers
today
Potential
customers
who are aware
of your
business
?
What’s the best way
to c...

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Content
1. What problem are you trying to solve?
2. Inbound vs Outbound Lead Generation
3. Structure for your lead Generat...

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Motarme - Blog Post - B2B Lead Generation.pptx

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An overview of the sales lead generation for Business-to-Business (B2B) companies. Describes the goals for lead generation, and the main categories (Inbound and Outbound). Describes the key steps in setting up a lead generation programme. Also provides short overview of Account Based Sales.

An overview of the sales lead generation for Business-to-Business (B2B) companies. Describes the goals for lead generation, and the main categories (Inbound and Outbound). Describes the key steps in setting up a lead generation programme. Also provides short overview of Account Based Sales.

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Motarme - Blog Post - B2B Lead Generation.pptx

  1. 1. B2B LEAD GENERATION
  2. 2. Sales Lead Generation 2 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? Potential customers who don’t know about your business
  3. 3. Content 1. What problem are you trying to solve? 2. Inbound vs Outbound Lead Generation 3. Structure for your lead Generation Campaign 4. Account Based Marketing 5. About us
  4. 4. What problem are you trying to Solve?
  5. 5. The Problem  Businesses need to create a steady flow of leads to fill their sales pipeline.  But for a lot of companies Lead Generation can be “hit and miss” with lots of peaks and troughs.  Companies usually have a clear idea of who to target and may even have a database of contacts. However they are not getting enough meetings/opportunities.
  6. 6. Goals for Lead Generation A Repeatable Lead Generation process that is Predictable Scalable Automated 1 2 3
  7. 7. Generate more leads at the top of the sales funnel using • Outbound Lead Generation email, phone, social media, events • Inbound Lead Generation website, SEO, Google pay-per- click, social media 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. 1 2 3 4 Goals for Lead Generation
  8. 8. 8 Marketing Automation 1. Generate more leads 2. Generate better quality leads (i.e. generate more 'hot' leads and less 'cold' ones). 3. Ensure we respond to all leads (i.e. that none of them go un-contacted). 4. Make sure this response happens faster than at present (e.g. minutes or hours). 5. Ensure we respond to all leads consistently 6. Ensure this response is based on information we have about the lead, rather than based on a given sales person's current location, their workload or their access to the CRM system or other circumstantial drivers. 5. Ensure that our longer-term response (lead nurturing) is effective at driving engagement with leads – that our actions increase engagement, not decrease it. 6. Record sufficient information about how we manage leads so that we can analyze our activities and draw accurate conclusions about how to improve our approach. Goals for Lead Generation
  9. 9. Inbound vs Outbound Lead Generation
  10. 10. Inbound (“Nets”) – bring customers to you online. 1 2 Outbound (“Spears”) –identifying prospects and contacting them directly. 3 Referrals –Word of Mouth from your existing customers Outbound (“Spears”) Referrals (“Seeds”) Inbound (“Nets”) 1 2 3 3 WAYS TO ACQUIRE CUSTOMERS
  11. 11. Inbound Lead Generation  Inbound lead generation means driving traffic to your website and blog and capturing the contact details of a percentage of those visitors.  It involves a combination of Content Marketing, Search Engine Optimization, Social Media Marketing and Website design. SEO Content Social Website Email Online ads
  12. 12. Outbound Lead Generation  Outbound Lead Generation is engaging with prospects who may not be aware of your product. OUTREACH FUNNEL Prepare Prospect Define Your “Target Profile” Identify Target Companies Generate Contacts Send Outbound Emails Monitor Responses Schedule calls Begin Sales Cycle New Sales Opps Closed Deals Handover to S
  13. 13. Inbound vs Outbound Lead Generation • 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 invest in inbound marketing for online lead generation • But Inbound may not be a dependable source of leads for some B2B technology companies • Inbound takes time to set up and requires effort to maintain and increase web traffic • Inbound also casts a wide net – you will draw in a lot of visitors that do not match your target profile (e.g. wrong country, wrong industry, wrong role). • If your product category is new, then potential buyers may not be aware of or searching for your type of product – there will not be much search traffic • In that case you will have to reach out to them in a targeted, efficient and cost effective process – Outbound Lead Generation • It is fast to set up and easy to maintain a regular outbound rhythm. • It is primarily email and phone based. • It provides a good first step to developing relationships with potential customers for complex B2B sales. Inbound Outbound
  14. 14. If your product is new or may not be enough web search traffic to generate online leads If you are targeting a highly vertical/niche market then potential buyers may not be aware of or searching for your type of product. Inbound leads (from your website) tend to have been looking at competitor sites. This means web based leads can sometimes be lower quality. Speed of impact – you can get an outbound lead generation process up and running and generating leads within 7 days. 1 3 2 4 When You Need Outbound
  15. 15. OUTBOUND PRINCIPLES Accuracy of Targeting Factory type process Be “Politely Persistent” Email led Sales shouldn’t prospect 2 1 3 4 5 Production-line approach to lead generation, many elements automated. Identify people who are a good fit, get accurate contact details. Make multiple attempts to contact, don’t give up too easily. Automate or outsource low- skill, repetitive prospecting tasks such as finding contact info – don’t have your sales people do this. Don’t start with the phone – only call people who respond positively to a brief introductory email. Key Principles for Outbound
  16. 16. Inbound vs Outbound Lead Generation Structure for your lead Generation Campaign
  17. 17. 1. Who Are You Targeting? • Who is your ideal customer? • What is their • Industry? • Typical size (staff, revenue)? • Role(s) - Personas? • Do they have any other characteristics that help you target them? • Can you prepare a list of names? • What is their “Pain point” – what problem can you help them solve?
  18. 18. 2. What is a lead? – Define with your Sales Team  Define what is or is not a lead  Agree when a lead is ready for handover to sales  Budget, Authority, Need, Timeframe – BANT  Sales Readiness - Use Sirius Lead Spectrum
  19. 19. 3. What are we selling? – Review your Value Proposition • From the outside, a lot of products and services look the same to their potential customers. • The more complex the product or service, the harder it is for buyers to understand how to differentiate between the available options. • You have to make it easy for buyers to quickly understand how you can help them and why you are better than your competitors. • You do this by defining a clear and compelling Value Proposition
  20. 20. 3. What are we selling? – Review your Value Proposition WHAT IS 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?
  21. 21. • A value proposition is a clear statement of the tangible results a customer gets from using your products or services. • It’s outcome focussed and stresses the business value of what you have to offer • If you can’t demonstrate superior value then customers will choose based on price 3. What are we selling? – Review your Value Proposition
  22. 22. 4. Execution - Inbound and Outbound Tactics Inbound Tactics 4a  Content – Identify what interests your buyers  Website Design  Landing Pages & CTAs  Search Engine Optimization  Social Media  Email Marketing  Pay-Per-Click Ads  Display Ads  Retargeting  LinkedIn Ads  Integrate with Marketing Automation Outbound Tactics 4b  Define Process  Define Targets  Build Prospect Database  Draft email sequence  Draft telephone scripts  Execute Process via Email, Phone and Social Media  Manage responses  Integrate with Marketing Automation and CRM
  23. 23. Account Based Sales
  24. 24. Account Based Sales Defined  Account Based Sales (ABS) is a way to focus your sales and marketing resources on your most important accounts.  ABS is used to target bigger (higher value) opportunities.  It helps you navigate and map the buying structure at a target enterprise where there are multiple participants in the buying decision.
  25. 25. • With ABS we tailor the message to specific accounts (companies), and use multiple channels (direct mail, phone, email, social media, ads). • In ABS campaigns we: a) Select a set of “strategic” accounts – e.g. 10 or 20 20 high value accounts. b) We identify a group of people per account that we expect to influence a purchase decision, based on their role, location etc. c) We prepare specific messages tailored to each group at each organisation. d) We personalise messages, emails and ads to the individual recipients. e) We use a mix of channels to execute the campaign i.e. direct mail, telephone and email follow-up. Account Based Sales Defined Email Direct mail Phone Social
  26. 26. ABS – Where to Start? 1. Pick Accounts to Target 2. Gather Account Intelligence 3. Find People at those Accounts 4. Prepare Messaging for Accounts 5. Plan Campaign 6. Execute Campaign 7. Measure Results
  27. 27. About Us
  28. 28. About Us  Motarme provides sales prospecting and lead generation services to B2B companies. We automate these services using our own in-house system.  We work with Business-to-Business (B2B) software, technology, industrial and services companies.
  29. 29. What We Do  We help you generate sales leads by identifying prospects that match your target profile, automating sales emails, tracking responses, and integrating to your CRM system.  We also provide an Account Based Sales service, where we run a more intense, focused campaign to contacts at higher value accounts, using a mixture of direct mail, phone and social media.
  30. 30. Our Lead Generation Services Prospect identification and contact verification Outbound Email Prospecting and Running of your campaign Account Based Sales, for highly focused lead generation at selected target accounts
  31. 31. THANK YOU Motarme Sales and Marketing Technology E: hello@motarme.com W: www.motarme.com Twitter: @motarme

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