Quantity vs. Quality Lead Generation

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When it comes to marketing there is no more common request than sales asking for more leads. And while the marketing team knows that sponsoring the next industry event or buying a new list may produce an increased quantity of leads, the question always remains: are they good quality leads?
If there is one thing that Sales and Marketing can agree on when it comes to sales leads it’s that high volume does not always guarantee results. Conversely, working with a smaller number of high quality leads, can make all the difference when it comes to converting prospects into customers.
In this session, Samantha Stone, Founder and Senior Analyst of The Marketing Advisory Network, will provide attendees of a comprehensive overview of the four essential factors that go into delivering high quality leads for the Sales organization. Attendees will learn the crucial components that make up a quality lead and how they can transition their organization from a volume model to a quality model.
Attendees will walk away from this presentation with a clear understanding of how to ensure their marketing programs deliver a reasonable amount of high quality leads. Additionally, they will learn new tools for working in concert with their Sales team to form a unified, collaborative unit.

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Quantity vs. Quality Lead Generation

  1. 1. Unleash  Possible  ®  
  2. 2. I  live  sales  &  marke4ng  integra4on   Tweet Away! @samanthastone #em13 Copyright  2013.  Marke4ng  Advisory  Network   2  
  3. 3. Marke4ng  Delivers   Copyright  2013.  Marke4ng  Advisory  Network   3  
  4. 4. Sales  Perceives   Copyright  2013.  Marke4ng  Advisory  Network   4  
  5. 5. What  Is  Sales  Looking  For?   •  Data  accuracy   •  Buyer  readiness   •  Compelling  offer   Copyright  2013.  Marke4ng  Advisory  Network   5  
  6. 6. Quality  Vs.  Quan4ty  BaSling  In  An  Office  Near  You   Copyright  2013.  Marke4ng  Advisory  Network   6  
  7. 7. Hang  Up  The  Boxing  Gloves         Copyright  2013.  Marke4ng  Advisory  Network   7  
  8. 8. The  Average  sales  cycle     is  22%  longer     than  5  years  ago*                                                                                                                                                                       *Source: Sirius Decisions Copyright  2013.  Marke4ng  Advisory  Network   8  
  9. 9. Copyright  2013.  Marke4ng  Advisory  Network   9  
  10. 10. 3  Step  Blueprint  •  Step  1:  Analysis  &  Adjust  Budget  Alloca4on  •  Step  2:  Game  Plan  With  Sales  •  Step  3:  Measure  &  Adjust   Copyright  2013.  Marke4ng  Advisory  Network   10  
  11. 11. Do  Your  Homework  •  Detailed lead conversion data by buyer/sales stage?•  How many touches are needed to convert by stage?•  What offers do you have in place by stage? Copyright  2013.  Marke4ng  Advisory  Network   11  
  12. 12. Copyright  2013.  Marke4ng  Advisory  Network   12  
  13. 13. Copyright  2013.  Marke4ng  Advisory  Network   13  
  14. 14. Case  Study   Lead  Type   Baseline   6-­‐Months  Later       •  Total  lead  count  Suspect   59.8%   0%*   reduced  50%  Qualified  Lead   38.6%   89.1%   •  Revenue  growth  25%    In-­‐Bound     1.6%   9.5%  Referral   0%   1.4%   •  Marke4ng  spend  flat!     Copyright  2013.  Marke4ng  Advisory  Network   14  
  15. 15. How  did  they  get  there?  •  Three  segment  lead  nurture  email  program  •  Pipeline  accelera4on  direct  mail    •  Dropped  all  PPC  •  Added  request  for  quote  &  live  chat  to  website  •  Reduced  #  of  physical  shows  aSended  •  Reduced  #  of  bought/traded  lists   Copyright  2013.  Marke4ng  Advisory  Network   15  
  16. 16. Best  Prac4ces   •  Don’t  replicate  case  study  tac4cs   (your  market  will  be  different)   •  Do   •  Assess  conversion  rates  to  close  by  type   of  ac4vity   •  Reallocate  dollars  towards  high  deal   conversion  metrics   •  Focus  demand  genera4on  efforts  on  all   parts  of  the  buyer’s  journey,  not  just  top   of  funnel   •  Expect  some  failure  –  learn  fast  &  adjust     Copyright  2013.  Marke4ng  Advisory  Network   16  
  17. 17. Game  Plan  For  Change   •  Find  a  champion   •  Set  expecta4ons   •  Share  updates   •  Get  a  quick  win   Copyright  2013.  Marke4ng  Advisory  Network   17  
  18. 18. The  Ice  Cream  Sundae  Workshop   Make A Quick Hit Sundae Copyright  2013.  Marke4ng  Advisory  Network   18  
  19. 19. Unleash  Possible  @samanthastone  781-­‐354-­‐1755;  samantha.stone@marke4ngadvisorynetwork.com  
  20. 20. Helpful  Ar4cles  For  Sales    •  hSp://unleashpossibleblog.com/2012/10/30/case-­‐study-­‐read-­‐before-­‐you-­‐ dial/    (Case  Study:  Read  Before  You  Dial)  •  hSp://unleashpossibleblog.com/2012/10/10/case-­‐study-­‐nurturing-­‐ shaved-­‐54-­‐days-­‐off-­‐the-­‐buying-­‐cycle/  (Case  Study:  Nurturing  Shaved  54   Days  Off  the  Buying  Cycle)  •  hSp://unleashpossibleblog.com/2012/05/25/case-­‐study-­‐how-­‐toyota-­‐got-­‐ me-­‐to-­‐buy-­‐a-­‐car-­‐i-­‐didnt-­‐need/  (Case  Study:  How  Toyota  Got  Me  To  Buy  A   Car  I  Didn’t  Need)   Copyright  2013.  Marke4ng  Advisory  Network   20  

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