Accelerate Tectoria - The A2Z of B2B

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These are the slides from the November 21st presentation put on by Rob of PlusROI and Philippe of Hark & Company. Rob covers a practical overview of an "info-driven" lead generation process and Philippe presents the top 7 tools for moving leads through the funnel.

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  • Trevor Lines, Killing Herb
  • Accelerate Tectoria - The A2Z of B2B

    1. 1. November 2012Hark & CompanyB2B growth for small tech firms
    2. 2.  Robert Cooper A 12 year full time web marketing professional who has worked with some of the web’s biggest brands in B2B and B2C. Robert focuses on highly measurable acquisition strategies.  Philippe Taillefer Senior business exec, investor and consultant with extensive experience in B2B in Europe, Asia and North America. Expert at growing small B2B tech firms.Hark & CompanyB2B growth for small tech firms
    3. 3.  Provide an overview of the online areas to consider as you “fill the funnel” with leads.  Review top 7 tools to move leads through the sales cycle.  Create some discussion.  Generate some practical ideas you can take back to your business.Hark & CompanyB2B growth for small tech firms
    4. 4.  Principles are no different than offline: 1. Meet potential buyers. 2. Build credibility and trust. 3. Stay in touch until they’re ready to buy. 4. Be ready to close the deal when the time is right. 5. Learn from your “mistakes,” build on your successes.Hark & CompanyB2B growth for small tech firms
    5. 5.  Currently, B2B marketing has been labelled as “inbound” or “outbound.”  “Inbound” is the new name for what smart marketers have been doing for years.  A great strategy involves the best elements of inbound, outbound and “nurturing.”Hark & CompanyB2B growth for small tech firms
    6. 6.  Find a topic you have in-depth knowledge on that is of value to your market and is highly relevant to your solution.  Package it in a manner that will build trust and credibility (high quality white papers, case studies, presentations, articles, posts, etc).  Leverage it to generate leads that you can contact over time.  Measure, track and optimize your efforts over time.Hark & CompanyB2B growth for small tech firms
    7. 7.  Sharing information without “gates” is the best way of spreading it if your goal is widespread awareness.  Creating gates like signups both qualifies those receiving your information and also generates leads.  A smart overall effort includes both.Hark & CompanyB2B growth for small tech firms
    8. 8.  Plastics recycling CEO presents at trade show on profitable, cutting edge recycling initiatives within injection moulding industry (for which they have the best raw materials).  Handout is a summary of the process. Handout given out at presentation and at booth.  Call to action on handout leads to landing page with signup to get the White Paper the summary/presentation was based on. This white paper is definitely only of interest to qualified potential leads.Hark & CompanyB2B growth for small tech firms
    9. 9.  Online PR initiative launched to get industry sites talking about the White Paper/recycling process.  Targeted online ads launched to promote the summary and White Paper to qualified potential leads.  Appropriate follow-up with leads by sales team.  Ongoing newsletter launched to stay in touch and stay top of mind (information + regular “soft” calls to action).  Results...Hark & CompanyB2B growth for small tech firms
    10. 10.  Over 500 leads signed up.  New clients landed.  2 new partnerships.  Publication of White Paper in main industry magazine (reaching over half the addressable industry audience in North America).Hark & CompanyB2B growth for small tech firms
    11. 11.  Focus on a topic that is of legitimate value to your audience.  Keep your education separate from your sales (i.e. Have a “presented by” section at the end of your White Paper but don’t try to weave in your sales message in the main doc).  Make the most of your investment in time/resources by leveraging your information in multiple channels.  Know your goals and measure them.Hark & CompanyB2B growth for small tech firms
    12. 12.  Set up your systems so you can track virtually ALL sources of leads. Analytics “campaign links.” Adwords Conversion tracking.Hark & CompanyB2B growth for small tech firms
    13. 13.  Set Goals for all critical actions on your site. (magic when combined with the URL builder campaign links). Goal Overview  Can then drill down into the details on specific goal, keyword, referring site, campaign id, etc, etc, etc.  BTW, this is all free!Hark & CompanyB2B growth for small tech firms
    14. 14. Simplified:  Structure your campaigns and lead generation forms to capture all campaign data and pass it into your CRM.  This lets you measure cost per lead by campaign AND, ultimately, ROI by campaign.  This model is shared by virtually every company that operates a successful, fully scaled lead- generation program.Hark & CompanyB2B growth for small tech firms
    15. 15. Hark & CompanyB2B growth for small tech firms
    16. 16.  Traditional presentations, tradeshows and engagements.  Online networking (forums, industry sites, Linkedin).  Guest blogging and thought leadership activities.  Organic search (great with info strategy).Hark & CompanyB2B growth for small tech firms
    17. 17.  Linkedin Ads.  Google Search Ads (virtually everyone can succeed at some level).  Google Display Ads.  Google Remarketing Ads.  Make sure to combine the above with persuasive, goal driven site and/or a sound landing page strategy.  Practice “cradle to sale” lead generation tracking and leverage it for ongoing optimization by channel/campaign.Hark & CompanyB2B growth for small tech firms
    18. 18. Hark & CompanyB2B growth for small tech firms
    19. 19.  Focus on Buyers  Manage your Funnel  Progress to WinHark & CompanyB2B growth for small tech firms
    20. 20. Hark & CompanyB2B growth for small tech firms
    21. 21. Hark & CompanyB2B growth for small tech firms
    22. 22.  Budget ◦ “Have you allocated budget for this initiative?” ◦ “Are you prepared to move forward with this price range?”  Authority ◦ “Who would have final say, or signing authority for this initiative?” ◦ “What about from a technical perspective?” ◦ “Who else is involved in the decision making process?”  Need ◦ “What’s the driving factor behind this initiative?” ◦ “What does this project mean for you personally?”  Timing ◦ “Is there a specific event that’s driving this initiative?” ◦ “What’s the launch or “go live” date?” ◦ “What happens if you chose not to proceed with any option?”Hark & CompanyB2B growth for small tech firms
    23. 23.  1% = Lead ($0) ___________________________________  10% = BANT validated opportunity  30% = Validated fit  50% = Inside track/Access to power  75% = Proposal requested & submitted  90% = Verbal yes  100% = WonHark & CompanyB2B growth for small tech firms
    24. 24.  3:1 rule  Any elephants in the room? 1% 10% 30% 50% 75% 90% 100%Hark & CompanyB2B growth for small tech firms
    25. 25.  Left – Right ◦ Right slant = start focussing on next quarter 1% 10% 30% 50% 75% 90% 100%Hark & CompanyB2B growth for small tech firms
    26. 26.  Left – Right ◦ Left slant = work hard to make this quarter 1% 10% 30% 50% 75% 90% 100%Hark & CompanyB2B growth for small tech firms
    27. 27. 1. Define sales objective 3. Brainstorm possible ◦ Product/Service actions ◦ Price 4. Implement best action ◦ Close date plan 2. Map influencers ◦ Name, title, location ◦ Role: economic, user, technical, sponsor, opponent, coach ◦ Degree of influence ◦ Relationship to you ◦ Their personal objectivesHark & CompanyB2B growth for small tech firms
    28. 28.  Product/Market Fit  Great people ◦ Hungry ◦ Smart ◦ Incentivized  Discipline!Hark & CompanyB2B growth for small tech firms
    29. 29.  pt@harkandcompany.com  250-507-8553  www.harkandcompany.com  Rob@PlusROI.com  250-294-0915  www.PlusROI.com  Slides will be sent to attendees and, with your permission, we’ll include you in our monthly “Online Marketing Insights” newsletter.Hark & CompanyB2B growth for small tech firms

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