B2B Lead Generation For Publishers

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From the 2009 Camp Niche Publisher's Conference: how to leverage investment in print infrastructure, deliver pre-qualified, permission based leads and calculate ROI.

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  • What are the intentions of this presentation?Generate enthusiasm!Increase sales!Establish a path to success based on your existing platform (print). Maximize your current investment.Minimize your learning curve.Build a strong differentiator (competitive advantage).Reinforce brand loyalty.
  • This could be a shared slide for Bob and Kai to introduce the need for both print and electronic lead generation elements.
  • For the sake of illustration I am introducing this program based on the IDS Advantage template that Conformity uses. Please note that there are several other lead generations for print, including customization. For other ideas and vendors please see “Additional Resources” at the end of this presentation. In any event, this informational session will give you a solid overview of the lead generation concepts your team needs to understand.
  • Getting to the “no” quickly is a good thing.Know what a ‘lead’ is:What does your prospect consider to be a ‘good’ lead?“Traffic generation” vs. Qualification: Qualified how? Trackable how? How current? Are names & titles enough?Snail mail, phone, email? Should you share your reader’s email addresses?Understand competitive products and differentiate: eNews & Banners (clicks vs. leads), E-traffic (cookies) & Digital Editions (RFI’s), Print/circulation (Life beyond sub-cards). Size matters.Prospecting: Not all companies! Ask, don’t assume. Do they have a measurement process in place? (i.e.: CRM system and/or score card to compare campaigns?Do they have the resources (i.e.: sales reps) to follow up?Find out what’s working:How do your prospects generate leads right now? What lead generation/collection mechanism works best for them? (Tradeshows, web inquiries, electronic media reports).Why? You need to understand their traditional approach.
  • Sales and marketing are not always (often? ever?) on the same page.“Sales managers and reps complain about what they see as low-quality leads and off-base collateral materials delivered by marketing, while marketing moans about off-brand messaging and lousy feedback from the field. Sales begs for more complete, easily available customer relationship management information, while marketing urges sales to be more proactive in sharing best practices.” “The marketing function is often well-defined, but political issues get in the way,” said Mark Friedman, a partner at Cerius Consulting Group. “Marketing can say they generated, say, 1,000 leads last month, but sales will claim those leads are just tire-kickers. If you can’t determine the value of the qualification function, all bets are off.” - Christopher Hosford (BtoB’s Lead Generation Guide, 2008)
  • B2B Lead Generation For Publishers

    1. 1. B2B Lead Generation Bring your circulation to life! (a.k.a. “Print is not dead!”).
    2. 2. Main Points <ul><li>Add lead generation to your print programs to: </li></ul><ul><ul><li>Enhance value </li></ul></ul><ul><ul><li>Establish measurable ROI </li></ul></ul><ul><ul><li>Increase ad frequency </li></ul></ul><ul><ul><li>Increase margins </li></ul></ul><ul><ul><li>Facilitate renewals </li></ul></ul><ul><li>Understand how to sell lead generation </li></ul><ul><li>Anticipate the challenges </li></ul>
    3. 3. Media choice depends on lead-generation objectives <ul><li>E-mail isn't delivering like it used to. </li></ul><ul><li>As more marketers compete for coveted spots at the top of the search-results pages, costs go up and results go down. And what about those prospects who are not actively searching? How do you reach them? </li></ul><ul><li>It is hard to find any b-to-b marketers that can brag about all the low-cost, high-quality leads they generate as a result of their blogs, podcasts or videos. </li></ul>
    4. 4. See where I'm going with this? <ul><li>There is no single media format, online or off, that is the solution to all your lead generation problems. </li></ul>
    5. 5. Here are some suggestions: <ul><li>Use a mix of media and tactics, both online and traditional, to get your lead-generation messages through to prospective customers. </li></ul><ul><li>Make sure that all your marketing—even your brand advertising—makes lead-generating offers or calls to action. </li></ul><ul><li>Track and measure your lead-generation activity and results; then, using what you learn, concentrate your investments and efforts on those media and tactics that work best. </li></ul><ul><li>M.H. 'Mac' McIntosh (BtoB’s Lead Generation Guide, 2008) </li></ul>
    6. 6. Setting up a program <ul><li>IDS Advantage provides “Lead Source” program with complete marketing templates, which you can rebrand. </li></ul><ul><li>Advertisers commit to 6x (>) program. </li></ul><ul><li>Advertisers share leads (anonymously). </li></ul><ul><li>Choose up to 30 categories (3 per advertiser with a basic program). </li></ul><ul><li>Transparent cost is included with the advertising. </li></ul><ul><li>Option to exclude your competitors! </li></ul>
    7. 7. How Leads are Qualified: <ul><li>Each time the ad runs, IDS: </li></ul><ul><li>Calls your subscribers and conducts short, professional buying surveys to qualify the participant’s role and the purchases she plans to make within six months. </li></ul><ul><li>2. Confirms contact information and lets the prospect know that she could be contacted by your advertisers. </li></ul><ul><li>3. Delivers these opportunities via a web portal within 1 week of call completion! </li></ul>
    8. 8. How do you sell lead generation? <ul><li>Know what a ‘lead’ is. </li></ul><ul><ul><ul><li>“ Traffic generation” vs. Qualification: </li></ul></ul></ul><ul><ul><ul><li>Understand competitive products and differentiate: </li></ul></ul></ul><ul><li>2. Metrics/Measurables: It’s all in the numbers! </li></ul><ul><ul><ul><li>Forecasting ROI. </li></ul></ul></ul><ul><ul><ul><li>Closing the loop. </li></ul></ul></ul><ul><ul><ul><li>Selling vs. Standard programs. </li></ul></ul></ul><ul><li>3. Prospecting: Who needs leads? </li></ul><ul><li>4. Find out what’s working. </li></ul>
    9. 9. Congratulations! They are starting a program. <ul><li>What happens now? </li></ul><ul><ul><ul><li>Measurement & Monitoring. </li></ul></ul></ul><ul><ul><ul><li>The advertiser needs to take responsibility for compelling creative. </li></ul></ul></ul><ul><ul><ul><li>Don’t rely exclusively on one lead generation message...it should be one important part of their overall brand. </li></ul></ul></ul><ul><ul><ul><li>Head fake – these should all be discussed before closing the deal! </li></ul></ul></ul>
    10. 10. Uh-oh! They are starting a program. <ul><li>Potential problems: </li></ul><ul><li>Sales and marketing are not always (often? ever?) on the same page. </li></ul><ul><li>Lack of follow through: will the marketers login and download the leads? Will the reps follow up and report back on them? </li></ul><ul><li>Resellers are not as invested, educated or committed in the program’s success as direct reps will be. </li></ul><ul><li>Even seasoned sales reps may have bias about lead generation programs (“I know my territory” or “the leads we get are never qualified”). </li></ul>
    11. 11. But you can overcome the challenges <ul><li>Solutions! </li></ul><ul><li>Understand that you have to meet several criteria (quantity, quality and results) that are defined differently depending on whom (sales or marketing) you are talking to. </li></ul><ul><li>Define as much as you can up front: what they are looking for, who will be responsible for which parts, how they will measure results, what you can/can’t deliver. </li></ul><ul><li>Know how they score leads. Do they have formal ways to categorize the potential value of leads? Are they willing to let you know how you stack up to other programs? </li></ul><ul><li>Explain how your program is different! (Quality vs. Quantity, personal contact, pre-qualified, permission-based). </li></ul>
    12. 12. But you can overcome the challenges <ul><li>More solutions! </li></ul><ul><li>Define your value proposition (especially if your publication is audited): You will be making the sales reps more efficient by giving them accurate, current contact information for the people companies and representatives they are targeting. </li></ul><ul><li>Explain ROI to reduce risk (if 10% are qualified and 10% of those close, what is the ROI based on ‘average’ sales?). </li></ul><ul><li>Offer value-added services (research questions, win-loss analysis, etc). </li></ul><ul><li>Stay in regular contact. Call to tell them the leads are available, ask for feedback each time. Let them know that your program can be flexible and can evolve (by changing categories or questions) in order to meet their needs. </li></ul>
    13. 13. It’s all about relationships <ul><li>“Companies don't buy, people do. Don't ever forget the human touch. I believe the phone is still the single best way to reach decision-makers and to begin a dialog when you have a complex sale.” </li></ul><ul><li>-Brian Carroll, Putting the human touch back into lead generation : (BtoB’s Lead Generation Guide, 2008) </li></ul>
    14. 14. End Points <ul><li>1. Know your customer’s world: </li></ul><ul><li>“ The crafting of qualifying questions is vital. Often prospects don’t know what products they want, but they know their needs.” </li></ul><ul><li>– Alisa Barber, Director of Lead Generation, eFunds Corp. </li></ul><ul><li>“ 80% of all leads delivered to sales aren’t followed up on; improving this single metric is a key goal of any lead management system.” </li></ul><ul><li>- Mark Friedman, Partner at Cerius Consulting Group. </li></ul><ul><li>2. Customize : Your publications and advertisers may have different needs. Choose partners who offer a suite of lead generation services. </li></ul>
    15. 15. Additional Resources <ul><li>Lead Scoring White Paper: www.vtrenz.com/leadscore </li></ul><ul><li>Direct Marketing: </li></ul><ul><li>Harte-Hanks: www.harte-hanks.com </li></ul><ul><li>IDS Advantage: www.idsadvantage.com </li></ul><ul><li>BtoB Lead Generation Guide </li></ul><ul><li>www.btobonline.com </li></ul><ul><li>Handout: “Think long-term when gauging campaigns.” </li></ul><ul><li>www.btobonline.com/apps/pbcs.dll/article?AID=/20070910/FREE/70910062/1109 </li></ul>

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