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How To Automate B2B Lead Generation | Motarme

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How to Automate B2B Lead Generation. Describes two types of lead generation - Inbound Lead Generation and Outbound Lead Generation. Identifies tools you can use to automate lead generation - from pay-per-click ads to marketing automation systems.

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How To Automate B2B Lead Generation | Motarme

  1. 1. LEAD GENERATION B2B AUTOMATING
  2. 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. 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. 4. How do you generate leads?
  5. 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. 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. 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. 8. Why should you automate lead generation?
  9. 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. 10. Which Parts of Lead Generation can you Automate?
  11. 11. 1. Automating Inbound Lead Generation Drive Web Traffic Lead Capture Profile / initial qualification Lead Nurturing Lead scoring Sales Handover
  12. 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. 13. 2. Automating Outbound Lead Generation List Generation Prospecting via email & Phone Lead Nurturing Demos Sales Handover
  14. 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
  15. 15. About Us
  16. 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. 17. What We Do B2B Technology Marketing •Lead Generation Consultancy •Marketing Automation
  18. 18. Thank You Motarme Marketing Automation T: +353 1 969 5029 M: +353 86 383 8981 W: www.motarme.com Twitter: @motarme
  19. 19. 19 Lead Generation and Conversion Your Customers today Potential customers who are aware of your business
  20. 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. 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

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