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CONVERTING LEADS TO CUSTOMERS
- where digital alone is not enough
Kingshuk Hazra | leadStrategus.
• Got my grey hair in B2B sales & marketing
• I worked with Naukri founder in 1998; was Gartner e-com
analyst in 2000; use...
The only thing you have of a prospect is
company name /a person’s name /an email id
Imagine….
What
will YOU
do?
@kingshukh...
ONLY 1 PRINCIPLE: There is NO brahmastra!
Use your heart, brain, & muscles
@kingshukhazra
leadStrategus
1. Get on LinkedIn
2. Find Economic Buyer & 3 other influencers
3. Research Socially, get address, reverse-engineer email-...
Lets revisit the building blocks
TOOLS KNOW-HOW
PEOPLE
@kingshukhazra
leadStrategus
- Process
- Structure
- Culture
- Skil...
I love EXTREME Value For Money but don’t be cheap
Meet me,, talk to me,, don’t just ‘’spam’’ me
Do not treat me like a cre...
Get the Leads F L O W I N G
faster & thicker!
@kingshukhazra
leadStrategus
If you are not Slack/Atlassian# or in B2C
you will always need both the inbound
& outbound pipes
# in Western markets, for...
Recycle Disqualified Lost
Marketing
Qualified LeadKnown Opportunity WonEngagedUnknown
Sales Accepted
Lead
Customer lifecyc...
4
Outbound/eMail/
Inbound Mail/Events
Sends out survey forms
& relevant collateral
to relevant
People
Marketing
2 Informat...
be too broad, conversion will be a pain
be too narrow, too few deals to chase
@kingshukhazra
Shape your funnel
leadStrateg...
Moving from lead to an opportunity is a
zig-zag brownian motion
Meet @
mixer
Not
interested in
first date
Read
Reviews
Soc...
Science of Enterprise Sales – from AppDyamics*
Path to 1M$
(or /10M/100M/
1B)
Sales Capacity
Model
Demand
Generation
Funne...
You need to balance the 3 roles
- Create, Nourish & Destroy
@kingshukhazra
leadStrategus
रगड़ acche heine!(Translation - rigor is good!)
@kingshukhazra
leadStrategus
How you plan
your day
decides whether
you go hungry or
not!
@kingshukhazra
leadStrategus
“I am not afraid of an
army of lion being led by
a sheep; I am afraid of
an army of sheep led by
a lion.”
Alexander the Gr...
DO or NO DO – There is no “try”!
@kingshukhazra
The salesperson with the better training, better
monitoring, & better motivation wins
ALWAYS!
leadStrategus
@kingshukhazra
Summary!
leadStrategus
@kingshukhazra
Au revoir!
Kingshuk Hazra | leadStrategus.
Explore More Such Ideas: pinterest.com/kingshukhazra/
Talk With Us: linkedin.co...
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Converting Leads to Customers - when digital alone is not enough

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Presentation at #UpStart Live by Kingshuk Hazra from LeadStrategus. It describes the elements - people, know-how, & tools required to convert leads into customers. It talks about closed loop management & customer lifecycle sales & marketing.

It makes the premise that in many situations digital channels are necessary but neither enough nor sufficient to get customers out of leads. It talks about the specifics of the India market where much more intense F2F & tele touches are required.

It talks about the sales motions - particularly around the ideology of AppDynamics founder Jyoti Bansal that Enterprise Sales is an absolute science and not an art!

Happy reading & do share your feedback!

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Converting Leads to Customers - when digital alone is not enough

  1. 1. CONVERTING LEADS TO CUSTOMERS - where digital alone is not enough Kingshuk Hazra | leadStrategus.
  2. 2. • Got my grey hair in B2B sales & marketing • I worked with Naukri founder in 1998; was Gartner e-com analyst in 2000; used to have coffee with Rodinhooder Alok Kejriwal in 2002; sold first SAAS @ 2008 • Was a part of the SAP growth from small 30 pax office to Enterprise • Was the first marketer for Amazon Web Services in India • Run a Sales & marketing transformation consultancy - LeadStrategus • Highest levels of integrity – WYSIWYG (What You See Is What You Get) leadStrategus @kingshukhazra Why listen to Kingshuk?
  3. 3. The only thing you have of a prospect is company name /a person’s name /an email id Imagine…. What will YOU do? @kingshukhazra leadStrategus
  4. 4. ONLY 1 PRINCIPLE: There is NO brahmastra! Use your heart, brain, & muscles @kingshukhazra leadStrategus
  5. 5. 1. Get on LinkedIn 2. Find Economic Buyer & 3 other influencers 3. Research Socially, get address, reverse-engineer email-id 4. Do Social Influencing 5. Customise message & reach across social, tele, snail- mail, & f2f 6. If spark ignites, pursue; else put on nurture/recycle track DIGITAL is necessary but NOT sufficient leadStrategus
  6. 6. Lets revisit the building blocks TOOLS KNOW-HOW PEOPLE @kingshukhazra leadStrategus - Process - Structure - Culture - Skills
  7. 7. I love EXTREME Value For Money but don’t be cheap Meet me,, talk to me,, don’t just ‘’spam’’ me Do not treat me like a credit-card salesperson Sirji sirji doesn’t work – action louder than words Don’t reach out without checking my LinkedIn Talk in my lingo – I’m not a Southie or Northie Teach me, entertain me, challenge me – I will be your buyer for life LeadStrategus Primary Research & Anecdotes heard Memo from an Indian buyer @kingshukhazra
  8. 8. Get the Leads F L O W I N G faster & thicker! @kingshukhazra leadStrategus
  9. 9. If you are not Slack/Atlassian# or in B2C you will always need both the inbound & outbound pipes # in Western markets, for India you NEED salesfolks @kingshukhazra
  10. 10. Recycle Disqualified Lost Marketing Qualified LeadKnown Opportunity WonEngagedUnknown Sales Accepted Lead Customer lifecycle journey – planning with scenarios & assets @kingshukhazra leadStrategus
  11. 11. 4 Outbound/eMail/ Inbound Mail/Events Sends out survey forms & relevant collateral to relevant People Marketing 2 Information Mgmnt All Information sought is sent out and telecall repeated Content Exec /Tele- Marketeers 4Unqialified Lead dB Target hitlists based on countryintelligence via in-house DB 1 Marketing Call up the people mailed for knowing interest areas Dedicated Tele-marke teers 3Tele Lead Qualification Based on specified para meters Lead Qualified With call/s on prospect Qualification Manager 5 Hand over to Sales Complete Interaction History + Profile made And handed over to Sales Marketing 6 CRM Pipeline/Lead Continuoustracking and weekly meeting between sales operations& marketing Marketing 8 CRM Lead Entered Into CRM Lead Management System Marketing 7Cold Leads/ Oppts Based on time line tracking& SO – Mktg this is classified Marketing 9 @kingshukhazra Closed-Loop Management
  12. 12. be too broad, conversion will be a pain be too narrow, too few deals to chase @kingshukhazra Shape your funnel leadStrategus
  13. 13. Moving from lead to an opportunity is a zig-zag brownian motion Meet @ mixer Not interested in first date Read Reviews Social Media Referral Confide real problem F2F Accept LinkedIn inviteOpen snail mail Opportunity Exchange season's greeting Like Twitter updates Lead @kingshukhazra leadStrategus
  14. 14. Science of Enterprise Sales – from AppDyamics* Path to 1M$ (or /10M/100M/ 1B) Sales Capacity Model Demand Generation Funnel Sales Process Growth Constraints * Read the Linkedin post by Jyoti Bansal – AppDynamics founder
  15. 15. You need to balance the 3 roles - Create, Nourish & Destroy @kingshukhazra leadStrategus
  16. 16. रगड़ acche heine!(Translation - rigor is good!) @kingshukhazra leadStrategus
  17. 17. How you plan your day decides whether you go hungry or not! @kingshukhazra leadStrategus
  18. 18. “I am not afraid of an army of lion being led by a sheep; I am afraid of an army of sheep led by a lion.” Alexander the Great__ @kingshukhazra leadStrategus Hire for attitude, train for skill – but get a lion to guide them
  19. 19. DO or NO DO – There is no “try”! @kingshukhazra
  20. 20. The salesperson with the better training, better monitoring, & better motivation wins ALWAYS! leadStrategus @kingshukhazra
  21. 21. Summary! leadStrategus @kingshukhazra
  22. 22. Au revoir! Kingshuk Hazra | leadStrategus. Explore More Such Ideas: pinterest.com/kingshukhazra/ Talk With Us: linkedin.com/in/kingshuk/ Engage Us: leadStrategus.com You are welcome to share this document with anyone - as long as you don’t change this. We will love to have your feedback/suggestions mailto:kingshuk@leadstrategus.com
  • DrFeelgood7691

    Jun. 5, 2017
  • sanjlka

    Apr. 1, 2017
  • indusanalyst

    Apr. 1, 2017

Presentation at #UpStart Live by Kingshuk Hazra from LeadStrategus. It describes the elements - people, know-how, & tools required to convert leads into customers. It talks about closed loop management & customer lifecycle sales & marketing. It makes the premise that in many situations digital channels are necessary but neither enough nor sufficient to get customers out of leads. It talks about the specifics of the India market where much more intense F2F & tele touches are required. It talks about the sales motions - particularly around the ideology of AppDynamics founder Jyoti Bansal that Enterprise Sales is an absolute science and not an art! Happy reading & do share your feedback!

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