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A study on Market Segmentation and Sales Lead Generation<br />Presented by:<br />DeepaliAgarwal<br />
TERMINOLOGY<br />
  BUSINESS DEVELOPMENT<br />
  LEAD<br />LEAD GENERATION<br />
METHODS OF <br />LEAD GENERATION<br />
  INBOUND MARKETING<br />
Tradeshows <br />and Conferences<br />E-mail <br />Publications<br />Referrals<br />Internet <br />Marketing<br />
OUTBOUND MARKETING<br />
Regular Mailing<br />Sprint<br />
MARKET SEGMENTATION<br />
  FIRMOGRAPHIC SEGMENTATION<br />
The Road To A Needs-based Segmentation<br />
BUSINESS DEVELOPMENT PROCESS<br />No<br />Dump<br />Yes<br />
GUIDELINES<br />
Targeting appropriate companies <br />
Targeting the right POC<br />About Section<br />LinkedIn<br />Press/News Release Section<br />Google<br />
Customized  Mailer<br />Check for Technology/ Domain overlap<br />
Follow up<br />
RECOMMENDATIONS<br />
LEAD GENERATION<br />
  COMPLEMENTARY PARTNER REFFERALS<br />
LIVE SEMINAR<br />
CALL TO ACTION<br />
     Give website visitors reasons to engage<br />
Talk about sustainability<br />"When we build, let us build as if it would last forever"<br />
Add key hot leads to Google Alerts or<br />       Use Social Media for tracking lead opportunities<br />
Make the first email SHORT: <br />                       Easy read & respond to on a Blackberry<br />
       Focus on Low Cost, High Return campaign<br />
Getting more through referrals<br />
Include a <br />“Referrals Appreciated” <br />blurb in print <br />or email newsletter<br />
“If you got value from <br />this article, please share it <br />with your network ”<br />Ask your followers to <br />retw...
Create a referral program <br />for current clients where <br />they receive some type <br />of reward or recognition for<...
Educate the customer about <br />the services your company <br />offers<br />
Be more helpful in Forums<br />
MARKET SEGMENTATION<br />
FRAMEWORK FOR <br />NEED BASED SEGMENTATION<br />
STEP 1: Identify your “Best Customers”<br />
Examine the Needs that most Loyal Customers meet when dealing with Cybage<br />
Focusing on those who consistently give Cybage their Largest Share-of-Wallet<br />
Use the broadest range of offerings by Cybage<br />
Provide the best profit margins to Cybage<br />
Ask those people inside the organization who know them best, such as account managers, sales reps<br />STEP 2: Identify th...
establishing users groups
interviewing customers for articles</li></ul>What information do they need to take the outsourcing decision and when?<br /...
Step 3: Compare their needs to your 		      strengths<br />
Step 4: Develop segments based on 		      customer needs<br />
1. Who are those most loyal customers, those most interested in those service values that best differentiate Cybage from i...
NEED CLUSTERS<br />How many customers cluster into groups that care about each of various combinations of those needs?<br />
Is there a relationship between <br />needs and firmographics? <br />
Step 5: Grade customers within each <br />             segment<br />Revenue/LTV<br />Time period<br />
Segment Map<br />The size of bubble represents the number of leads<br />
Step 6: Validate your Segmentation Model 	      and your Hypotheses<br />Hypotheses: “Quick response, combined with a limi...
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Lead generation and Marketing segmentation

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Lead generation and Marketing segmentation

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Lead generation and Marketing segmentation

  1. 1. A study on Market Segmentation and Sales Lead Generation<br />Presented by:<br />DeepaliAgarwal<br />
  2. 2. TERMINOLOGY<br />
  3. 3. BUSINESS DEVELOPMENT<br />
  4. 4. LEAD<br />LEAD GENERATION<br />
  5. 5. METHODS OF <br />LEAD GENERATION<br />
  6. 6. INBOUND MARKETING<br />
  7. 7. Tradeshows <br />and Conferences<br />E-mail <br />Publications<br />Referrals<br />Internet <br />Marketing<br />
  8. 8. OUTBOUND MARKETING<br />
  9. 9. Regular Mailing<br />Sprint<br />
  10. 10. MARKET SEGMENTATION<br />
  11. 11. FIRMOGRAPHIC SEGMENTATION<br />
  12. 12.
  13. 13. The Road To A Needs-based Segmentation<br />
  14. 14. BUSINESS DEVELOPMENT PROCESS<br />No<br />Dump<br />Yes<br />
  15. 15. GUIDELINES<br />
  16. 16. Targeting appropriate companies <br />
  17. 17. Targeting the right POC<br />About Section<br />LinkedIn<br />Press/News Release Section<br />Google<br />
  18. 18. Customized Mailer<br />Check for Technology/ Domain overlap<br />
  19. 19. Follow up<br />
  20. 20. RECOMMENDATIONS<br />
  21. 21. LEAD GENERATION<br />
  22. 22. COMPLEMENTARY PARTNER REFFERALS<br />
  23. 23. LIVE SEMINAR<br />
  24. 24. CALL TO ACTION<br />
  25. 25. Give website visitors reasons to engage<br />
  26. 26. Talk about sustainability<br />"When we build, let us build as if it would last forever"<br />
  27. 27. Add key hot leads to Google Alerts or<br /> Use Social Media for tracking lead opportunities<br />
  28. 28. Make the first email SHORT: <br /> Easy read & respond to on a Blackberry<br />
  29. 29. Focus on Low Cost, High Return campaign<br />
  30. 30. Getting more through referrals<br />
  31. 31. Include a <br />“Referrals Appreciated” <br />blurb in print <br />or email newsletter<br />
  32. 32. “If you got value from <br />this article, please share it <br />with your network ”<br />Ask your followers to <br />retweet to their networks<br />
  33. 33. Create a referral program <br />for current clients where <br />they receive some type <br />of reward or recognition for<br /> new business they refer<br />
  34. 34. Educate the customer about <br />the services your company <br />offers<br />
  35. 35. Be more helpful in Forums<br />
  36. 36. MARKET SEGMENTATION<br />
  37. 37. FRAMEWORK FOR <br />NEED BASED SEGMENTATION<br />
  38. 38. STEP 1: Identify your “Best Customers”<br />
  39. 39. Examine the Needs that most Loyal Customers meet when dealing with Cybage<br />
  40. 40. Focusing on those who consistently give Cybage their Largest Share-of-Wallet<br />
  41. 41. Use the broadest range of offerings by Cybage<br />
  42. 42. Provide the best profit margins to Cybage<br />
  43. 43. Ask those people inside the organization who know them best, such as account managers, sales reps<br />STEP 2: Identify their need and concerns<br />Initiate ongoing two-way dialogue directly with current customers:<br /><ul><li>offering anytime feedback
  44. 44. establishing users groups
  45. 45. interviewing customers for articles</li></ul>What information do they need to take the outsourcing decision and when?<br />Check out what’s available in industry research – for instance, from industry journals, on-line communities of interest, blogs, Facebook<br />
  46. 46. Step 3: Compare their needs to your strengths<br />
  47. 47. Step 4: Develop segments based on customer needs<br />
  48. 48. 1. Who are those most loyal customers, those most interested in those service values that best differentiate Cybage from its competitors? <br />2. What differentiates them from the mass of customers? <br />
  49. 49. NEED CLUSTERS<br />How many customers cluster into groups that care about each of various combinations of those needs?<br />
  50. 50. Is there a relationship between <br />needs and firmographics? <br />
  51. 51. Step 5: Grade customers within each <br /> segment<br />Revenue/LTV<br />Time period<br />
  52. 52. Segment Map<br />The size of bubble represents the number of leads<br />
  53. 53. Step 6: Validate your Segmentation Model and your Hypotheses<br />Hypotheses: “Quick response, combined with a limited number of face-to-face visits, supported by telephone support for the account management combined with <br />greater use of electronic media for information summary are top priorities for our customers in the E-commerce domain in the northeast US with annual sales volumes of $50-$150 million.”<br />
  54. 54. Step 7: Implement The Segmentation<br />

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