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DemandGen Rpt-Hubspot June 2011


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DemandGen Report Quick Start Series, "The Science of Converting More Leads into Deals" Webinars, sponsored by Hubspot. June 28,2011

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DemandGen Rpt-Hubspot June 2011

  1. 1. LeadGen Quick Start Series: The Science of Converting More Leads Into Deals Henry Bruce, President The Rock Annand Group June 28, 2011
  2. 2. About The Rock Annand Group <ul><li>My Focus: B2B Software and SaaS solution companies </li></ul><ul><li>Typical engagement scope/deliverables: </li></ul><ul><ul><li>Client acquisition strategy/program development </li></ul></ul><ul><ul><li>Go-to-market strategy/positioning/messaging </li></ul></ul><ul><ul><li>Sales and marketing alignment </li></ul></ul><ul><ul><ul><li>Strategic sales tools to drive pipeline performance/execution </li></ul></ul></ul><ul><ul><li>Interim VP/Director of Marketing </li></ul></ul><ul><li>My Background: VP Sales/Marketing/Strategy </li></ul><ul><ul><li>Extensive sales and field ops/exec management experience </li></ul></ul><ul><ul><li>Check me out: </li></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><ul><li>LinkedIn: </li></ul></ul></ul><ul><ul><ul><li>Twitter: @hebruce </li></ul></ul></ul>
  3. 3. Some interesting stats to consider … <ul><li>Only 3 to 7% of new lead inquiries are “sales-ready” </li></ul><ul><li>70 – 80% of “inquiries” have “latent” demand and therefore go uncalled on by the sales team </li></ul><ul><li>87 out of 100 deals were initially left behind by sales </li></ul><ul><li>Takes 7 – 9 proactive communications to get attention </li></ul><ul><li>Best-in-class sales and marketing teams generate 4x closed deals than average teams </li></ul>
  4. 4. Focus on Lead Quality … NOT Quantity Source: Sirius Decisions 2010
  5. 5. Demonstrate Thought Leadership <ul><li>Focus on your buyer’s problems … NOT products </li></ul><ul><ul><li>Start with the primary problem you solve </li></ul></ul><ul><li>Break the problem down into 3-4 main themes </li></ul><ul><ul><li>Why multiple themes? Buyers each have their “hot-buttons” </li></ul></ul><ul><li>For example: eSignature Process Automation </li></ul><ul><ul><li>Audience: Financial Services (banks, lenders, debt services) </li></ul></ul><ul><ul><li>Problem: Customer service expectations and regulatory compliance strain operational efficiency and increase costs </li></ul></ul><ul><ul><li>Themes: Focus on process areas </li></ul></ul><ul><ul><ul><li>Automated account opening </li></ul></ul></ul><ul><ul><ul><li>Loan origination and consolidation </li></ul></ul></ul><ul><ul><ul><li>Debt consolidation </li></ul></ul></ul><ul><ul><ul><li>Customer account management </li></ul></ul></ul>
  6. 6. Program Fundamentals: Focus on 1 Theme for First 90 Days <ul><li>Develop one good white paper </li></ul><ul><ul><li>Usually involves re-purposing an existing collateral piece </li></ul></ul><ul><ul><li>Focus on the problem as it relates to the buyer </li></ul></ul><ul><ul><li>Talk about the recommended solution as it relates to you BUT don’t mention your product </li></ul></ul><ul><ul><li>Relate a client case study and highlight the results they achieved </li></ul></ul><ul><ul><li>No more than 1000 words, ideally 500-600 words </li></ul></ul><ul><ul><ul><li>Hint: the length of a good blog post </li></ul></ul></ul><ul><li>Develop a 90 day campaign focused on that theme </li></ul><ul><ul><li>Month 1: Promote the white paper (email, BLOG post, tweet) </li></ul></ul><ul><ul><li>Month 2: Webinar on the white paper (ideally with client) </li></ul></ul><ul><ul><li>Month 3: Recap with white paper, webinar and client case study </li></ul></ul><ul><ul><li>Create a separate landing page for all program components </li></ul></ul>
  7. 7. Program Fundamentals: Focus for Next Two Quarters <ul><li>Repeat the campaign cycle for theme #2 in Q2, theme #3 in Q3, etc </li></ul><ul><li>Other recommendations: </li></ul><ul><ul><li>Optimize for search for each campaign </li></ul></ul><ul><ul><li>If permission-based contacts is a problem, consider using reputable third party publishers (like DemandGen Report) </li></ul></ul><ul><ul><li>Drive themes to other media channels </li></ul></ul><ul><ul><ul><li>LinkedIn </li></ul></ul></ul><ul><ul><ul><li>Twitter </li></ul></ul></ul><ul><ul><ul><li>Syndicated sites, guest blog posts </li></ul></ul></ul><ul><ul><li>Re-purpose each white paper into other formats </li></ul></ul><ul><ul><ul><li>Blog posts, Voice-over slides, YouTube video, etc </li></ul></ul></ul><ul><ul><li>Provide links to theme #1 </li></ul></ul><ul><ul><li>Establish “Welcome Campaign” for Inbound leads: </li></ul></ul><ul><ul><ul><li>When someone hits the web site or opts-in for newsletter or downloads content as part of specific campaign </li></ul></ul></ul><ul><ul><ul><li>Qualify interest (preferences) </li></ul></ul></ul>
  8. 8. Program Fundamentals: Establish Lead Management Platform Telemarketing Online Marketing Direct Mail Web site Email Trade Shows Sources Database (CRM System) Targeted Communications & Qualification Lead Evaluation & Scoring – How sales ready? Sales External Partners/Sellers Automated Ongoing Communications Sales Ready (Yes) Not Sales Ready (Maybe) Lead Gen & Management Relationship Management Drive to Buy/Refer Build Relationships Influencers/Buyers Source: Forrester, Aberdeen Group, Sirius Decisions
  9. 9. Summary and Take Aways <ul><li>Focus on lead quality NOT quantity </li></ul><ul><li>Demonstrate thought leadership to gain credibility </li></ul><ul><li>Focus beyond the immediate quarter </li></ul><ul><li>Establish platform that fosters community </li></ul><ul><li>Test and measure everything ,,, </li></ul>
  10. 10. Thank you … Any questions?? [email_address] Twitter: @hebruce LinkedIn: Blog: