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LEAD GENERATION B2B AUTOMATING
The Problem 
11 Want to generate more leads 
2 2 Want better quality leads 
3 3 Want to convert more leads to sales
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 
Manage these leads more 
effectively so more become “sales 
qualified” 
Manage these leads more 
effectively so more become “sales 
qualified” 
€ $ £ 
Manage the sales process team to 
convert more of these ‘sales 
qualified’ leads to customers. 
Manage the sales process team to 
convert more of these ‘sales 
qualified’ leads to customers. 
1 
2 
3 
4
How do you generate leads?
5 
How Do You Generate Leads? 
Lead generation options 
range from traditional 
promotion (e.g. print 
advertising) through online 
(e.g. company website) to 
outbound (e.g. 
telemarketing) 
Lead generation options 
range from traditional 
promotion (e.g. print 
advertising) through online 
(e.g. company website) to 
outbound (e.g. 
telemarketing)
6 
Most Effective Lead Generation Methods 
Effectiveness 
Adoption 
Most effective includes 
•website 
•email marketing and 
•search engine marketing 
-this is known as 
Inbound lead generation 
Most effective includes 
•website 
•email marketing and 
•search engine marketing 
-this is known as 
Inbound lead generation 
But also includes: 
•Telemarketing 
•Email marketing 
•‘Inside sales’ 
•Direct Mail 
•Executive events 
- This is known as 
Outbound lead generation 
But also includes: 
•Telemarketing 
•Email marketing 
•‘Inside sales’ 
•Direct Mail 
•Executive events 
- This is known as 
Outbound lead generation
Two Types of Lead Generation 
Inbound /Online Lead Generation 
• Focused on online marketing and website 
• Bring potential customers to you online 
• Capture their contact details 
• Defined process to convert some to customers 
1 1 
2 2 Outbound Lead Generation 
• Focused on direct contact with prospects 
• Starts with identification of prospects 
• Then defined process for contacting them
Why should you automate lead 
generation?
Why Automate? 
• Faster 
• Greater volume 
• Standardized and more consistent 
• Easier to Measure and Improve 
• Less wasted leads 
• Less wasted time 
• Less wasted budget
Which Parts of Lead Generation can 
you Automate?
1. Automating Inbound Lead Generation 
Drive Web 
Traffic 
Lead Capture 
Profile / initial 
qualification 
Lead 
Nurturing 
Lead scoring 
Sales 
Handover
1. Automating Inbound Lead Generation 
Adwords, Marketing Automation and SEO 
•Tools to help drive web traffic include Pay-per-click 
ads, Marketing Automation and specialist Search 
Engine Optimization and social media marketing tools 
Marketing Automation 
•Marketing automation systems automate the 
Inbound Lead Generation process. 
•This includes automated lead capture from your 
website, automated profiling, scoring and nurturing 
Drive Web 
Traffic 
Profile / initial 
qualification 
Lead 
Nurturing 
Lead scoring 
Sales 
Handover 
Customer Relationship Management (CRM) / 
Sales Force Automation (SFA) 
•CRM / SFA systems help sales teams coordinate and 
record their interaction with sales prospects and 
current customers. 
Lead Capture
2. Automating Outbound Lead Generation 
List 
Generation 
Prospecting via 
email & Phone 
Lead 
Nurturing 
Demos 
Sales 
Handover
2. Automating Outbound Lead Generation 
List 
Generation 
Lead 
Nurturing 
Sales 
Handover 
Data Sources 
•Use public sources like LinkedIn plus subscription 
services like Hoovers 
Prospecting via 
email & Phone 
Web Calls / 
Demos 
Marketing Automation / Email marketing 
system 
• Use email or marketing automation systems or 
plug-ins to Gmail to automate outbound emails 
Web Conferencing 
• Google Hangouts, Skype video calls, webEx 
Marketing Automation 
• Automation of lead nurturing emails and calls 
CRM / SFA systems 
Sales management system for managing qualified 
opportunities and existing customers
About Us
“ 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
What We Do 
B2B Technology Marketing 
•Lead Generation Consultancy 
•Marketing Automation
Thank You 
Motarme Marketing Automation 
T: +353 1 969 5029 
M: +353 86 383 8981 
W: www.motarme.com 
Twitter: @motarme
19 
Lead Generation and Conversion 
Your 
Customers 
today 
Potential 
customers 
who are aware 
of your 
business
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
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

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How To Automate B2B Lead Generation | Motarme

  • 1. LEAD GENERATION B2B AUTOMATING
  • 2. The Problem 11 Want to generate more leads 2 2 Want better quality leads 3 3 Want to convert more leads to sales
  • 3. 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 Manage these leads more effectively so more become “sales qualified” Manage these leads more effectively so more become “sales qualified” € $ £ Manage the sales process team to convert more of these ‘sales qualified’ leads to customers. Manage the sales process team to convert more of these ‘sales qualified’ leads to customers. 1 2 3 4
  • 4. How do you generate leads?
  • 5. 5 How Do You Generate Leads? Lead generation options range from traditional promotion (e.g. print advertising) through online (e.g. company website) to outbound (e.g. telemarketing) Lead generation options range from traditional promotion (e.g. print advertising) through online (e.g. company website) to outbound (e.g. telemarketing)
  • 6. 6 Most Effective Lead Generation Methods Effectiveness Adoption Most effective includes •website •email marketing and •search engine marketing -this is known as Inbound lead generation Most effective includes •website •email marketing and •search engine marketing -this is known as Inbound lead generation But also includes: •Telemarketing •Email marketing •‘Inside sales’ •Direct Mail •Executive events - This is known as Outbound lead generation But also includes: •Telemarketing •Email marketing •‘Inside sales’ •Direct Mail •Executive events - This is known as Outbound lead generation
  • 7. Two Types of Lead Generation Inbound /Online Lead Generation • Focused on online marketing and website • Bring potential customers to you online • Capture their contact details • Defined process to convert some to customers 1 1 2 2 Outbound Lead Generation • Focused on direct contact with prospects • Starts with identification of prospects • Then defined process for contacting them
  • 8. Why should you automate lead generation?
  • 9. Why Automate? • Faster • Greater volume • Standardized and more consistent • Easier to Measure and Improve • Less wasted leads • Less wasted time • Less wasted budget
  • 10. Which Parts of Lead Generation can you Automate?
  • 11. 1. Automating Inbound Lead Generation Drive Web Traffic Lead Capture Profile / initial qualification Lead Nurturing Lead scoring Sales Handover
  • 12. 1. Automating Inbound Lead Generation Adwords, Marketing Automation and SEO •Tools to help drive web traffic include Pay-per-click ads, Marketing Automation and specialist Search Engine Optimization and social media marketing tools Marketing Automation •Marketing automation systems automate the Inbound Lead Generation process. •This includes automated lead capture from your website, automated profiling, scoring and nurturing Drive Web Traffic Profile / initial qualification Lead Nurturing Lead scoring Sales Handover Customer Relationship Management (CRM) / Sales Force Automation (SFA) •CRM / SFA systems help sales teams coordinate and record their interaction with sales prospects and current customers. Lead Capture
  • 13. 2. Automating Outbound Lead Generation List Generation Prospecting via email & Phone Lead Nurturing Demos Sales Handover
  • 14. 2. Automating Outbound Lead Generation List Generation Lead Nurturing Sales Handover Data Sources •Use public sources like LinkedIn plus subscription services like Hoovers Prospecting via email & Phone Web Calls / Demos Marketing Automation / Email marketing system • Use email or marketing automation systems or plug-ins to Gmail to automate outbound emails Web Conferencing • Google Hangouts, Skype video calls, webEx Marketing Automation • Automation of lead nurturing emails and calls CRM / SFA systems Sales management system for managing qualified opportunities and existing customers
  • 16. “ 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
  • 17. What We Do B2B Technology Marketing •Lead Generation Consultancy •Marketing Automation
  • 18. Thank You Motarme Marketing Automation T: +353 1 969 5029 M: +353 86 383 8981 W: www.motarme.com Twitter: @motarme
  • 19. 19 Lead Generation and Conversion Your Customers today Potential customers who are aware of your business
  • 20. 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
  • 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

Editor's Notes

  1. Startup companies have a few key goals at the start – build your product, - raise finance, - get your first customers - hire staff Once you are confident that you have a product that (a) meets a real customer need and (b) a decent sized market, then your focus must switch The key goal from that point forward is a Repeatable Customer Acquisition Process
  2. Startup companies have a few key goals at the start – build your product, - raise finance, - get your first customers - hire staff Once you are confident that you have a product that (a) meets a real customer need and (b) a decent sized market, then your focus must switch The key goal from that point forward is a Repeatable Customer Acquisition Process
  3. Startup companies have a few key goals at the start – build your product, - raise finance, - get your first customers - hire staff Once you are confident that you have a product that (a) meets a real customer need and (b) a decent sized market, then your focus must switch The key goal from that point forward is a Repeatable Customer Acquisition Process
  4. Startup companies have a few key goals at the start – build your product, - raise finance, - get your first customers - hire staff Once you are confident that you have a product that (a) meets a real customer need and (b) a decent sized market, then your focus must switch The key goal from that point forward is a Repeatable Customer Acquisition Process
  5. Startup companies have a few key goals at the start – build your product, - raise finance, - get your first customers - hire staff Once you are confident that you have a product that (a) meets a real customer need and (b) a decent sized market, then your focus must switch The key goal from that point forward is a Repeatable Customer Acquisition Process
  6. Startup companies have a few key goals at the start – build your product, - raise finance, - get your first customers - hire staff Once you are confident that you have a product that (a) meets a real customer need and (b) a decent sized market, then your focus must switch The key goal from that point forward is a Repeatable Customer Acquisition Process
  7. And this are some client quotes
  8. We setup our company, Motarme, in 2011 We are building a web-based system for Marketing Automation which went live in September last year and since then we’ve been selling our first licenses. We also provide consulting on web marketing for B2B technology firms Our clients include Siemens, Atos and about 40 technology and software firms. Before setting up Motarme I was Head of Marketing at Singularity, and prior to that I worked with Siemens, Deloitte, Misys Corporation among others.
  9. And this are some client quotes