Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

A - Z Lead Generation


Published on

Join Ian Michiels, Principal Analyst at Gleanster Research for a primer on the terms, metrics, process, tools and tactics marketers need to understand and adopt as they increase their emphasis on lead generation.

Published in: Business, Technology
  • Be the first to comment

A - Z Lead Generation

  1. 1. Lead Generation A to Z<br />Workshop #2<br />Lead Generation Quick Start Series<br />
  2. 2. Lead Generation Quick Start Series <br />Featuring: Ian MichielsPrincipal/Analyst<br />Gleanster Research<br />Moderator: <br />Andrew Gaffney <br />Editor of DemandGen Report<br />
  3. 3. Welcome Webinar Attendees<br />Your GoToWebinar Attendee Viewer is made of 2 parts:<br />1. Viewer Window<br />2. Control Panel<br />Type your question here<br />
  4. 4. About DemandGen Report<br /><ul><li>Launched in 2007 to track best practices in lead generation
  5. 5. Newsletter has grown to more than 25,000 readers
  6. 6. We also offer a menu of research and best practices reports
  7. 7. New audio/video podcasts at </li></ul>@DG_Report<br /><br />
  8. 8. The A-Z of Lead GenerationWorkshop #2 <br />Ian Michiels<br />Chairman of the Research Advisory Board, Gleanster<br />Director, Marketsphere Marketing<br />5<br />
  9. 9. Answers Galore…<br />6<br />How do we define lead generation today?<br />What has changed in the last 5-10 years?<br />What do I need to know about Lead Generation?<br />What are Top Performing companies doing?<br />
  10. 10. Wikipedia<br />Lead generation is a marketing term that refers to the creation or generation of prospective consumer interest or inquiry into products or services of a business.<br />7<br />What is Lead Generation in 2011?<br />“…the creation of prospective customer interest…”<br />
  11. 11. How do we “create customer interest”?<br />=<br />Your marketing and sales must be:<br />More Channels<br />More Marketing<br />+<br />Relevant<br />Positive<br />Human<br />8<br />
  12. 12. 9<br />The Secret to Lead Generation in 2011<br />It’s not about interrupting people with marketing messages…<br />It’s about having a conversation. <br />Engage your target audience.<br />
  13. 13. 10<br />A-Z Concepts<br />Lead Generation Cheat Sheet<br />Key Concepts Flash Cards<br />
  14. 14. 11<br />Buying Cycle vs. Sales Cycle<br />A-Z Concepts<br /><ul><li> Customer Lifecycle
  15. 15. Buying Cycle
  16. 16. Sales Cycle
  17. 17. Inquiry
  18. 18. MQL
  19. 19. SAL
  20. 20. SQL</li></ul>The Birds Eye View of Lead Generation<br />Customer Lifecycle<br />Buying Cycle<br />Sales Cycle<br />Service<br />When the prospect purchases they become a customer , requiring ongoing service and support. Customers can also be nurtured to encourage up-selling and cross-selling.<br />Inquiry.<br />(Unknown buying intent)<br />Sales Accepted Lead (SAL)<br />= Prospect<br />Marketing Qualified Leads (MQL). <br />Sales Qualified Lead (SQL) = Valid Opportunity<br />Leads<br />Prospects<br />Customers<br />
  21. 21. 3 Critical to Success Rules for Demand Generation<br />Marketing takes ownership of the buying cycle<br />The goal is quality of leads not quantity of leads<br />Engage your target audience differently at different stages in the customer lifecycle<br />
  22. 22. 13<br />Buying Cycle<br />Goal #1: Become a trusted advisor – DON’T SELL!<br />Goal #2: Relevancy<br />
  23. 23. Simon<br />Prospect for Anger Management Software<br />Doesn’t know it exists…<br />14<br />How do you create relationships with each prospect? <br />Manual interactions with each prospect isn’t realistic<br /><ul><li>Ellen
  24. 24. Needs project management software and is comparing features and functions</li></li></ul><li>Lead nurturing helps companies maintain a continuous dialogue with potential customers during the buying cycle resulting in:<br />15<br />Use Nurture Marketing<br />A-Z Concepts<br /><ul><li> Nurture Marketing
  25. 25. Lead Nurturing</li></li></ul><li>16<br />How do we create relationships with each prospect? <br />Use technology to automate and track multi-channel engagement<br />Clicks on Link<br />Call with Sales<br />Resources on Website<br />Fills out Form<br />
  26. 26. 17<br />Lead Nurturing Tactics<br />A-Z Concepts<br /><ul><li> Drip Campaigns
  27. 27. Trigger Campaigns
  28. 28. Lead Scoring</li></li></ul><li>18<br />Nurture Marketing Applies to the Entire Customer Lifecycle<br />
  29. 29. 19<br />A-Z Concepts<br />Tracking and Automating the Process<br /><ul><li> Landing Page
  30. 30. Web Analytics</li></ul>How do we figure out where leads are in the buying or sales cycle?<br />Landing Pages<br />A landing page, sometimes known as a lead capture page, is a single web page that appears in response to clicking on an advertisement. <br />Web Analytics<br />Web analytics is the measurement, collection, analysis and reporting of internet data<br />
  31. 31. 20<br />A-Z Concepts<br />How do we automate communication?<br /><ul><li> Lead Scoring
  32. 32. Lead Qualification
  33. 33. Lead Prioritization
  34. 34. Implicit Prospect Data
  35. 35. Explicit Prospect Data</li></ul>Lead scoring is a method of assigning points to each prospect based on specific criteria.<br />Sales rep view in CRM:<br />
  36. 36. 21<br />A-Z Concepts<br />Enabling Technologies<br /><ul><li> Automated Demand Generation
  37. 37. CRM
  38. 38. Adwords
  39. 39. Marketing Datamart</li></ul>Need to have:<br />Automated Demand Generation<br />Same as, Revenue Performance Management<br />Same as, Lead Management Technology<br />Same as, Marketing Automation<br />Should Include: Email, Landing Page, Web Analytics, Lead Scoring, CRM Integration, Integration with Other Channels<br />Customer Relationship Management<br />Integrated with Automated Demand Gen<br />Adwords Account<br />Marketing Datamart (can be same as CRM)<br />
  40. 40. Organizational Alignment<br />Process Change<br />Resources<br />Marketing Technologist<br />Revenue Marketer<br />VP of Demand Gen?<br />22<br />Organizational Concepts<br />A-Z Concepts<br /><ul><li> Sales and Marketing Alignment
  41. 41. Change Management
  42. 42. Revenue Marketers
  43. 43. Sales Alerts
  44. 44. Pipeline Analytics</li></ul>Marketing<br />Sales<br />Process<br />People<br />Technology<br />
  45. 45. 23<br />Metrics Focus<br />A-Z Concepts<br /><ul><li> Sales Analytics
  46. 46. Return on Marketing Investment
  47. 47. Lead-to-Sales Revenue
  48. 48. Close Ratio</li></ul>What to measure:<br />Revenue<br />Lead-to-Sales Revenue<br />MQL to SAL Conversion Rate<br />Inquiry to MQL Conversion Rate<br />Sales Close Ratio<br />
  49. 49. Relevance Drives Revenue<br />Focus on Lead Quality not Lead Quantity<br />How do we deliver pre-qualified opportunities to sales?<br />Marketers Should Be Accountable for Revenue<br />Marketing and Sales must Unite to Maximize Revenue<br />Use Nurture Marketing to Prevent Revenue from Falling Through the Gaps<br />24<br />5 Key Takeaways<br />
  50. 50. Ian Michiels<br />Chairman of the RAC, Gleanster<br />Director, Marketsphere Marketing<br /><br />25<br />Q&A<br />@InsightFanatic<br />
  51. 51. Questions<br />#LeadGen<br />1. Viewer Window<br />2. Control Panel<br />Type your question here<br />
  52. 52. Thank you for attending! <br />Next in the series:<br />#3 Transforming Your Company Into A “Lead Magnet” | May 10<br />Featuring: <br />CandyceEdelen, President/CEO at PropelGrowth<br />Spread the word with Colleagues Registered? <br />-><-<br />#LeadGen<br />