Lead generation success is highly correlated to your ability to effectively target your best prospects. Learn how one company defined their buying role personas and achieved much better results. A presentation by Sales Benchmark Index.
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Lead generation developing an ideal customer profile
Lead Generation: Developing an Ideal Customer Profile<br />How Does Benchmarking Help Me?<br />
The Situation<br />$550M software firm faces:<br />Poor results from lead development efforts<br />Poor leads wasting time in the sales force<br />Vast amount of money wasted on search engine keywords<br />LD team does not understand who to target or where the prospect is in the buying process<br />VP Marketing unwilling to increase spending until issues resolved<br />VP Marketing wants:<br />Defined buying profiles<br />New lead generation campaigns that work<br />
What Did Not Work<br /><ul><li>Doubling monthly search engine keywords budget
Mining</li></li></ul><li>Target Market – Buyer Roles<br />SVP of HR, CFO, and COO are all involved --- Variation by company dynamics determine influencers and drivers<br />Small Companies up to 500 employees<br /><ul><li>The owner is the decision maker </li></ul>Mid-size Companies 500 - 2,000 employees<br /><ul><li>SVP of HR or COO drive the project with CFO approving</li></ul>Large companies 2000+ employees<br /><ul><li>Committee decision making, with an RFI/RFP process, and project leader can vary
With in-house solutions, the CIO is driving the project with HR and Operations involved secondarily
With web-delivered solutions, then HR and Operations are driving the project with IT involved secondarily</li></li></ul><li>Who are our audiences?<br /><ul><li>HR Director/VP – Key Entry Point
Ideal fits are most common in Healthcare, Retail, Mining and Manufacturing</li></ul>What are they doing today that indicates strong fit<br /><ul><li>In-house proprietary system, manual processes
Legacy ERP systems</li></ul>Buying criteria:<br /><ul><li>Increased efficiency, time savings, Efficient deployment of resources, User friendly, Business ROI, Data integration, Employee engagement</li></ul>AWARENESS<br />CONSIDERATION<br />PREFERENCE<br />Buyer<br /><ul><li>Do I have a problem?
How does this problem relate to achieving my goals?
What happens if it doesn’t work? </li></ul>I Want…<br />I Cant…<br />Key Messages<br />HR Senior VP/EVP <br /> <br />Focus: Employee engagement/culture, productivity, accountability<br />Responsibilities: Recruiting, Compensation, Performance management, payroll/benefits <br />Role in purchase: Evaluates anything impacting employee engagement, staffing levels, and compliance. Always a key influencer.<br />Chief Operating Officer <br /> <br />Focus: Productivity and efficiency. Seeking Qualitydelivery to ensure customer satisfaction. Cost sensitive and process driven. <br />Responsibilities: Ensures quality delivery of product/service. <br />Role in purchase:User Buyer must work with the CFO to fund and approve solution purchase.<br />Finance CFO <br />Focus: Financial performance and productivity. Always looking for ways to increase profitability.<br />Responsibilities: Delivers bottom line numbers for the organization. Financial performance reporting, evaluates large purchases, forecasting revenue, budgeting and cost control<br />Role in purchase: Economic Buyer <br />