Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Identify How To Put In Place A Strategy To Source & Generate New Leads & Interface Better With Sales To Drive Results


Published on

• 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
  • Be the first to comment

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 /><br />
  32. 32. 6. Don’t be afraid to experiment<br />
  33. 33. Thank You<br /> / @jwatton<br />