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Identify How To Put In Place A Strategy To Source & Generate New Leads & Interface Better With Sales To Drive Results<br /...
A bit about ShipServ<br />E-marketplace. $3.3bn in spending power<br />Connect buyers & sellers of commercial ship supplie...
Cultural changes<br />Continual conversation vs. broadcast<br />Its more expensive to delete than create<br />Consumers no...
Getting more “2.0”<br />FROM<br />Impersonal<br />Shout<br />Sell<br />Persuade<br />Instruct<br />Product Vendor<br />Pro...
Listen
Nurture
Participate
Inspire
Trusted service
Entertain</li></ul>From “We USE ShipServ” to “We’re MEMBERS OF ShipServ”<br />
What’s needed<br />Always-on mindset<br />A “living” content platform<br />A nurturing approach to generating leads<br />A...
How we do it: Process, process, process<br />Strong working relationship with sales<br />Defined process<br />Concept of a...
Pipeline management<br />
How we do it: Creating the right content<br />Has to pass a higher bar than ever before<br />What passes that test? <br />...
How we do it: Having the right Infrastructure<br />Social Sharing<br />Content<br />Data Platform<br />
Content drives “organic” social media traffic<br />RSS<br />twitter<br />web<br />facebook<br />Linkedin<br />
Community Building (Paid) - Facebook<br />100 new fans = £1.62 CPA<br />
Community Building - Twitter<br />
Demand acquisition (Paid) - LinkedIn<br />Free is<br />Good!<br />
Referring sites<br />
Explicit Lead Scoring<br />
Implicit Lead Scoring<br />
Lead nurturing<br />197<br />290<br />1182<br />1726<br />Thought Leadership Piece<br />Solutions Overview Video<br />Prod...
The results<br />Number of web visitors up 59% (quantity up);<br />Page views up 70%; and average time on site up 25% (qua...
Summary<br />
1. Work collaboratively with sales <br />
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Identify How To Put In Place A Strategy To Source & Generate New Leads & Interface Better With Sales To Drive Results

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• From social media to word of mouth: examine how to create lead generation in the B2B space and discover which platforms have been most successful in generating new leads
• Prioritising your leads: identify how to put a lead scoring system in place that will enable you to target your hottest leads, generating ROI
• How should you manage new leads? Examine how to work more closely with sales teams to follow up and convert new leads into financial rewards

Published in: Business, Technology
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Identify How To Put In Place A Strategy To Source & Generate New Leads & Interface Better With Sales To Drive Results

  1. 1. Identify How To Put In Place A Strategy To Source & Generate New Leads & Interface Better With Sales To Drive Results<br />John Watton, CMO, ShipServ<br />25thJanuary, 2011<br />
  2. 2. A bit about ShipServ<br />E-marketplace. $3.3bn in spending power<br />Connect buyers & sellers of commercial ship supplies<br />Flexible monetisation model<br />Some Freemium elements<br />Buyer Subscriptions<br />Seller listings and advertisements<br />Go-to-market approach<br />Regional Field sales (10+)<br />Philippines-based telesales team (60+)<br />
  3. 3.
  4. 4. Cultural changes<br />Continual conversation vs. broadcast<br />Its more expensive to delete than create<br />Consumers now take part in lots of small acts (like sharing, liking and rating content) <br />Success is about leveraging an eco-system that engenders many little big ideas, that cumulatively create something truly unique and special <br />The customer owns the timing<br />
  5. 5. Getting more “2.0”<br />FROM<br />Impersonal<br />Shout<br />Sell<br />Persuade<br />Instruct<br />Product Vendor<br />Promote<br />TO<br /><ul><li>Personality
  6. 6. Listen
  7. 7. Nurture
  8. 8. Participate
  9. 9. Inspire
  10. 10. Trusted service
  11. 11. Entertain</li></ul>From “We USE ShipServ” to “We’re MEMBERS OF ShipServ”<br />
  12. 12. What’s needed<br />Always-on mindset<br />A “living” content platform<br />A nurturing approach to generating leads<br />A close relationship with sales<br />
  13. 13. How we do it: Process, process, process<br />Strong working relationship with sales<br />Defined process<br />Concept of a Marketing Qualified Prospect<br />Establishes criteria for “handshake” between marketing & sales<br />Generate & recycle<br />
  14. 14. Pipeline management<br />
  15. 15. How we do it: Creating the right content<br />Has to pass a higher bar than ever before<br />What passes that test? <br />Information that a buyer believes will<br />Save a fortune<br />Make a fortune<br />Keep him in his job<br />Keep him out of jail<br />
  16. 16. How we do it: Having the right Infrastructure<br />Social Sharing<br />Content<br />Data Platform<br />
  17. 17. Content drives “organic” social media traffic<br />RSS<br />twitter<br />web<br />facebook<br />Linkedin<br />
  18. 18. Community Building (Paid) - Facebook<br />100 new fans = £1.62 CPA<br />
  19. 19. Community Building - Twitter<br />
  20. 20. Demand acquisition (Paid) - LinkedIn<br />Free is<br />Good!<br />
  21. 21. Referring sites<br />
  22. 22. Explicit Lead Scoring<br />
  23. 23. Implicit Lead Scoring<br />
  24. 24. Lead nurturing<br />197<br />290<br />1182<br />1726<br />Thought Leadership Piece<br />Solutions Overview Video<br />Product Overview<br />Pass to Sales<br />Downloads Piece<br />Visits web page<br />Requests<br />Callback<br />Sfdc Win report<br />
  25. 25. The results<br />Number of web visitors up 59% (quantity up);<br />Page views up 70%; and average time on site up 25% (quality up). <br />LinkedIn and facebookwent from zero to being in our top 20 site referrers in 3 months. <br />The number of sales-ready leads passed to sales went up 400%<br />
  26. 26. Summary<br />
  27. 27. 1. Work collaboratively with sales <br />
  28. 28. 2. Agree a handshake<br />
  29. 29. 3. Talk the language of sales<br />
  30. 30. 4. Leave your (digital) fingerprints everywhere<br />
  31. 31. 5. Horses for courses<br />http://www.flickr.com/photos/almostinfamous/<br />
  32. 32. 6. Don’t be afraid to experiment<br />
  33. 33. Thank Youhttp://www.slideshare.net/jwatton<br />jwatton@shipserv.com / @jwatton<br />

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