chain relations || Torsten Herrmann || 20.10.2010 || page 1 www.chainrelations.de
Strategic Lead Generation Instead of
exa...
Lead Generation 2.0
chain relations || Torsten Herrmann || 10.20.2010 || page 2 www.chainrelations.de
Two Theses
1. No mor...
Lead Generation 2.0
chain relations || Torsten Herrmann || 10.20.2010 || page 3 www.chainrelations.de
Company
Potential Cl...
Lead Generation 2.0
chain relations || Torsten Herrmann || 10.20.2010 || page 4 www.chainrelations.de
Company
Potential Cl...
Lead Generation 2.0
chain relations || Torsten Herrmann || 20.10.2010 || page 5 www.chainrelations.de
Clients Search for t...
Lead Generation 2.0
chain relations || Torsten Herrmann || 20.10.2010 || page 6 www.chainrelations.de
Definition B2B Inbou...
Lead Generation 2.0
chain relations || Torsten Herrmann || 20.10.2010 || page 7 www.chainrelations.de
Missing Strategic Ap...
Lead Generation 2.0
chain relations || Torsten Herrmann || 20.10.2010 || page 8 www.chainrelations.de
Four Sub-Targets of ...
Lead Generation 2.0
chain relations || Torsten Herrmann || 20.10.2010 || page 9 www.chainrelations.de
Four Sub-Targets of ...
Lead Generation 2.0
chain relations || Torsten Herrmann || 20.10.2010 || page 10 www.chainrelations.de
5 “I” of Trust Buil...
Lead Generation 2.0
chain relations || Torsten Herrmann || 20.10.2010 || page 11 www.chainrelations.de
5 “I” of Trust Buil...
Lead Generation 2.0
chain relations || Torsten Herrmann || 20.10.2010 || page 12 www.chainrelations.de
Decision Process
Aw...
Lead Generation 2.0
chain relations || Torsten Herrmann || 20.10.2010 || page 13 www.chainrelations.de
Decision Process In...
Lead Generation 2.0
chain relations || Torsten Herrmann || 20.10.2010 || page 14 www.chainrelations.de
Five Stages of B2B ...
Lead Generation 2.0
chain relations || Torsten Herrmann || 20.10.2010 || page 15 www.chainrelations.de
Five Stages of B2B ...
Lead Generation 2.0
chain relations || Torsten Herrmann || 20.10.2010 || page 16 www.chainrelations.de
Five Stages of B2B ...
Lead Generation 2.0
chain relations || Torsten Herrmann || 20.10.2010 || page 17 www.chainrelations.de
Five Stages of B2B ...
Lead Generation 2.0
chain relations || Torsten Herrmann || 20.10.2010 || page 18 www.chainrelations.de
Three Central Tasks...
Lead Generation 2.0
chain relations || Torsten Herrmann || 20.10.2010 || page 19 www.chainrelations.de
Conclusion
1. The c...
Lead Generation 2.0
chain relations || Torsten Herrmann || 20.10.2010 || page 20 www.chainrelations.de
chain relations
Tor...
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Lead Generation with B2B Inbound Marketing

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This presentation shows how B2B inbound marketing helps to generate leads along the decision process of the prospect.

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Lead Generation with B2B Inbound Marketing

  1. 1. chain relations || Torsten Herrmann || 20.10.2010 || page 1 www.chainrelations.de Strategic Lead Generation Instead of exaggerated web 2.0 activity B2B Marketing Congress Wuerzburg/Germany 10.20.2010
  2. 2. Lead Generation 2.0 chain relations || Torsten Herrmann || 10.20.2010 || page 2 www.chainrelations.de Two Theses 1. No more your marketing and sales processes but the decision process of the client and how you integrate yourself in them decides about the revenue success. 2. To a large extent the decision process takes place without you as a provider talking notice. Your company loses the deal, because you didn‘t win the potential client as a lead first.
  3. 3. Lead Generation 2.0 chain relations || Torsten Herrmann || 10.20.2010 || page 3 www.chainrelations.de Company Potential Client Classic lead generation - Direct marketing - Tele marketing - Cold calls - Advertising
  4. 4. Lead Generation 2.0 chain relations || Torsten Herrmann || 10.20.2010 || page 4 www.chainrelations.de Company Potential Client Outbound marketing - Direct marketing - Tele marketing - Cold calls - Advertising Inbound marketing - Internet media - Social Media - Mobile
  5. 5. Lead Generation 2.0 chain relations || Torsten Herrmann || 20.10.2010 || page 5 www.chainrelations.de Clients Search for their Providers 20 % Source: „B2B Lead Generation Handbook", MarketingSherpa 2008 80 % Client was contacted by the provider Client found the provider
  6. 6. Lead Generation 2.0 chain relations || Torsten Herrmann || 20.10.2010 || page 6 www.chainrelations.de Definition B2B Inbound Marketing „B2B-Inbound-Marketing is a strategic lead generation approach, that causes - a potential client to find the provider, - to let himself be inspired, - to grapple with the company, - to select him for the final decision round and - to start the contact with him. Therefore, sales receives qualified, informed leads with a higher closing probability.“
  7. 7. Lead Generation 2.0 chain relations || Torsten Herrmann || 20.10.2010 || page 7 www.chainrelations.de Missing Strategic Approach Lead generation Client enlargement Target ? White paper Webi- nar SEO TOOL Client retention Client service
  8. 8. Lead Generation 2.0 chain relations || Torsten Herrmann || 20.10.2010 || page 8 www.chainrelations.de Four Sub-Targets of Inbound Marketing Registration/ start of contact Bringing forward in the decision process Qualification of leads/ sales preparing Lead nurturing CONVERSION
  9. 9. Lead Generation 2.0 chain relations || Torsten Herrmann || 20.10.2010 || page 9 www.chainrelations.de Four Sub-Targets of Inbound Marketing Registration/ start of contact Bringing forward in the decision process Qualification of leads/ sales preparing Lead nurturing CONVERSION Trust
  10. 10. Lead Generation 2.0 chain relations || Torsten Herrmann || 20.10.2010 || page 10 www.chainrelations.de 5 “I” of Trust Building in the B2B Communication Individuality Irradiation effect Intelligence Integration Intensity „Die fuenf I der Kommunikation im Investitionsgueter-Marketing“, Michael Kleinenkamp and Olaf Ploetner, 1994
  11. 11. Lead Generation 2.0 chain relations || Torsten Herrmann || 20.10.2010 || page 11 www.chainrelations.de 5 “I” of Trust Building in the B2B Communication Individuality Irradiation effect Intelligence Integration Intensity Everybody prefers different contents and forms, therefore, trust hast to be built up individually Competence/reliability hard to be anticipated, substitutional information are neccessary Decision maker should receive the right, risk-minimising information. Communication instruments and needs of potential clients should be integrated. Trust is built long-term in small steps.
  12. 12. Lead Generation 2.0 chain relations || Torsten Herrmann || 20.10.2010 || page 12 www.chainrelations.de Decision Process Awareness of problem/potential Information phase Evaluation phase Decision phase Lead Epiphany/Inspirational phase
  13. 13. Lead Generation 2.0 chain relations || Torsten Herrmann || 20.10.2010 || page 13 www.chainrelations.de Decision Process Inbound Marketing Process Awareness of problem/potential Information phase Evaluation phase Decision phase Epiphany/Inspirational phase Getting found Arouse/formulate need Inform/substantiate need Support evaluation Inspire
  14. 14. Lead Generation 2.0 chain relations || Torsten Herrmann || 20.10.2010 || page 14 www.chainrelations.de Five Stages of B2B Inbound Marketing Getting found Arouse/formulate need Inform/substantiate Support evaluation - SEO/Landing pages - Links - Content marketing - SEM - Social Media - PR/Online PR - Blogs - Twitter - Online presentations - Location based services Inspire
  15. 15. Lead Generation 2.0 chain relations || Torsten Herrmann || 20.10.2010 || page 15 www.chainrelations.de Five Stages of B2B Inbound Marketing Getting found Arouse/formulate need Inform/substantiate Support evaluation - Content marketing - White paper - Webinars - Case studies - Online expos - Forums Inspire
  16. 16. Lead Generation 2.0 chain relations || Torsten Herrmann || 20.10.2010 || page 16 www.chainrelations.de Five Stages of B2B Inbound Marketing Getting found Arouse/formulate need Inform/substantiate Support evaluation Inspire - Content marketing - White paper - Webinare - Case studies - Online expos - e-books - Forums - Online seminars - Online videos - Online configurators
  17. 17. Lead Generation 2.0 chain relations || Torsten Herrmann || 20.10.2010 || page 17 www.chainrelations.de Five Stages of B2B Inbound Marketing Getting found Arouse/formulate need Inform/substantiate Support evaluation Inspire - Evaluations tools - Calculation tools - Check lists - Online demo - Case studies - Test versions - White paper - Webinar - Online configurators
  18. 18. Lead Generation 2.0 chain relations || Torsten Herrmann || 20.10.2010 || page 18 www.chainrelations.de Three Central Tasks of Sales Understand the client‘s need Closing Handling objections Sales Inbound Marketing
  19. 19. Lead Generation 2.0 chain relations || Torsten Herrmann || 20.10.2010 || page 19 www.chainrelations.de Conclusion 1. The client searches for his provider by himself. 2. B2B inbound marketing is the answer to this change. 3. The best information provider recommends himself as the best solution provider. 4. Automation makes lead generation efficient. 5. Sales will get more profitable through automation, qualification, and the higher information degree of clients.
  20. 20. Lead Generation 2.0 chain relations || Torsten Herrmann || 20.10.2010 || page 20 www.chainrelations.de chain relations Torsten Herrmann Georg-Speyer-Strasse 2 D-60487 Frankfurt am Main Tel. +49/69/31 01 90 11 therrmann@chainrelations.de http://www.chainrelations.de http://www.twitter.com/torstenherrmann http://www.linkedin.com/in/torstenherrmann https://www.xing.com/profile/Torsten_Herrmann

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