Lead Generation Inside of Key Accounts Webinar


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Set your company on a path to lead generation success. Learn how to generate more cross sell leads from your top accounts, run effective marketing campaign inside the base and grow wallet share. These slides are from the Sales Benchmark Index webinar presentation by Vince Koehler.

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Lead Generation Inside of Key Accounts Webinar

  1. 1. View the recorded webinar including Q&A here. April 12, 2012
  2. 2. Before We Start… View the recorded webinar including Q&A here. Additional questions can be sent directly to: vince.koehler@salesbenchmarkindex.comJoin us for our next Webinar…. “How to set Accurate Quotas”  Thursday, May 10th  1:00 p.m. Central  30 minutes  Register at: http://www.salesbenchmarkindex.com/webinar-how-to-set-accurate-quotas/ 2
  3. 3. Vince Koehler Brief Bio • Managing Consultant at Sales Benchmark Index • Prior to SBI, • Co-founder of digital agency, Propeller Interactive building the first digital presence for companies such as CITGO Petroleum & Koch • Member of a core team who transformed VML from a traditional ad agency in 1999 to a top-tier digital agency by 2006 • Directed e-commerce agency of record accounts at VML, from 1999 – 2006 • Corporate marketing director • Sales field experience • 18 years of experience in sales and marketing, strategic planning, lead generation • Vince’s lead generation experience includes GE, Colgate, Sprint-Nextel, American Express business services, Ceridian, YRC Worldwide, and Kronos.
  4. 4. Lead Generation Defined  What is Lead Generation? The process of turning Inquiries --- through auto-nurturing and 1:1 engagement --- into Sales Qualified Leads. 4
  5. 5. Without Lead Generation Un-nurtured leads are rarely ready to buy at the moment of first engagement Without lead nurturing, prospects leak out of the funnel and waste sales rep time 5
  6. 6. With Lead Generation Leads are ‘nurtured’ as they move through initial stages of the buying process Leads handed off to KAM’s are truly ‘Sales Ready’ 6
  7. 7. Key Account Management DefinedWhat is Key Account Management?What is Key Account Management (KAM)? Key Account Management is a way to service your most valuable customers 7
  8. 8. Key Account Management DefinedWhat does Key Account Management do?What does Key Account Management do? Defense: Retains and grows existing strategic high potential accounts Offense: Enables companies to entice customers with high potential into becoming strategic accounts 8
  9. 9. Key Account ManagementDirect Sales Mapping vs. Key Account Mapping Bow-tie Relationship  Diamond Relationship Marketing Marketing Source: Cheverton, P: Global Account Management and McDonald M, Millman, AF, and Rogers, B: Key Account Management: Learning from the supplier and customer perspectives 9
  10. 10. Lead Generation & KAM Lead Key Account Generation Management “I’m focused on new logos.” “The lead generation team shouldn’t be touching my account.”“It’s not my job to help sales with their customer campaigns.” “I know the account and everything going on inside.”“Sales tells me to stay out of their accounts --- I might mess up an “I need marketing support but they opportunity.” never have time.” 10
  11. 11. Worlds Apart Lead Key Account Generation Management 11
  12. 12. What Should be done Differently? Lead Key Account Generation Management“Lead Generation plays an “I need Lead Generation important role in to help me mine anduncovering contacts deep nurture contacts that Iwithin our Key Accounts” can’t realistically reach” Opportunity 12
  13. 13. Value of Lead Generation Value ofLead Generation for entire customer base Up-sell Cross- Defend sell + Value ofLead Generation for KAM Top of Mind 1:1 Establish Awareness Relationship Thought Building Leadership 13
  14. 14. LeadGen for Key Feeling a littleSteps Accounts – 3 overwhelmed?Custom Key AccountLead Marketing Campaigns Generation Program1. Personalize 1:1 Engagement Key Account Program2. Tailored Content3. Extend Reach into the Key Account 14
  15. 15. LeadGen for Key Accounts – 3 StepsCustom Key Account Marketing Campaigns1. Personalize 1:1 Engagement2. Tailored Content3. Extend Reach into the Key Account 15
  16. 16. 1. Personalized 1:1 Engagement Leverage marketing automation  Auto-nurturing to deep list of influencer and user contacts  Insight into readership – Is the CFO actually reading my blog?  Insight into interest – Early indication of new divisions or departments reviewing awareness stage content Introducing the Lead Development Rep (LDR)  Reviews leads and assigns auto-nurturing that matches buying profile  As lead activity increases, the LDR begins personalized contact  1:1 engagement is focused on listening, understanding the buying stage, and making appropriate offers 16
  17. 17. 2. Tailor ContentIntroducing the Buying Persona 17
  18. 18. 2. Tailor Content – Buying PersonaWhat is a Persona? Persona – One page document that captures the Ideal Customer Profile and Buyers Journey for identified buyer types. Personas are used by…  Marketing staff to develop content specific to a role and a stage in the buying process  Lead Development Reps identify where a Lead is in the Buyer’s Journey and make appropriate offers  Key Account Manager to deliver appropriate messaging/content to them 18
  19. 19. 2. Tailor Content – Buying PersonaICP of Target Company Understanding the Buying Criteria is important to messaging and rapport building when attempting to reach new contacts within the Key Account 19
  20. 20. 2. Tailor Content – Buying PersonaBuyers Types Key people involved • Responsibility • Focus • Role in purchase Influencer User Buyer Economic Buyer 20
  21. 21. 2. Tailor Content – Buying PersonaBuying Stages This is the Customer’s Buying Process and the internal questions that are asked at each step of the buyer’s journey Key Account Manager aligns selling activities Lead Development with the buyer’s Team listens closely preference for the types of questions asked to identify the buying stage 21
  22. 22. 2. Tailor Content – Buying Persona Aligns Buyer StagesBuyer’s Journey with relevant talk tracks and telling listening points Lead Development Team listens and/or prompts for ‘I Can’t’ vs. ‘I Want’ statements to appropriate 1:1 nurturing and offers 22
  23. 23. 3. Extend Reach into the Key Account Key Account Lead Generation Lead Generation gives the KAM team the capability to extend their reach broadly and to deep  KAM’s should become experts at requesting email lists  Custom campaigns that include content of value to the account can be offered in exchange for email lists  Leverage automated nurturing for scalability Even the best Key Account team can’t  Map actively engaged work an entire organization – Lead implementers to leadership – Generation gives you that capability identify gaps to pursue 23
  24. 24. Summary LeadGen for Key Accounts Lead Generation is not just for prospecting new logos  Expand LeadGen to customer base, especially Key Accounts  Align marketing spend with revenue acquisition Custom Key Account Marketing Campaigns – 3 Steps  Personalized 1:1 Engagement  Tailored Content  Extend Reach into the Key Account 24
  25. 25. View the recorded webinar including Q&A here. 25
  26. 26. Further interest…. Sign-up for a free Lead Generation consultation by: E-mailing info@salesbenchmarkindex.comHave more questions….  View the recorded webinar including Q&A here.  Additional questions can be sent directly to: vince.koehler@salesbenchmarkindex.comJoin us for our next Webinar…. “How to set Accurate Quotas”  Thursday, May 10th  1:00 p.m. Central  30 minutes  Register at: http://www.salesbenchmarkindex.com/webinar-how-to-set-accurate-quotas/ Thank-You for attending… 26