The document is about a webinar led by Rahul Shrivastava on effective B2B lead generation techniques, targeting professionals across various sectors including consulting and financial services. It emphasizes the importance of lead generation for driving sales, discusses effective methods and challenges faced in 2015, and highlights future strategies for optimizing lead generation efforts. Key takeaways include understanding prospect motivations, using targeted marketing techniques, and the necessity of adapting lead generation strategies for 2016.

1. Effective B2B Lead
Generation Techniques
A webinar by
Rahul Shrivastava
Deputy Manager-Business Development, Cyient Limited
8
Tweet your questions to @LeadSquared @rahulmpib1 using #LSQWebinar

2. Target Audience
✓ Consulting Companies
✓ Business Services
✓ Information Technologies
✓ Telecommunications
✓ Heavy Industries
✓ Banks and Financial Services for enterprises
✓ Corporate Education
Lead Generation Principles are also of great value to companies in B2C Sector like
insurance companies, banks, financial services and credit institution for end
customer, real state services, healthcare, education and training etc.

3. Lead Generation
 Lead Generation is a marketing activity aimed at acquiring direct contacts of
a seller’s prospective customers that have demonstrated some interest in the
seller’s goods and services.
 A Potential client found as a result of such an activity is called a Lead
 Lead Generation is based on statistics and testing, which makes the process
more science than art. But in actual it is an art.
 Lead Generation aims to achieve certain quantitative goals and seeks to gain
the maximum return on investment.

4. Objective & Key Takeaways
 Knowing and Targeting the right customer
 How to put in efforts in the right areas to generate results
 Knowing which audiences to focus on the most, and how

5. Importance of Lead Generation
 Lead Generation is a job that is highly appreciated by a company’s top
management, as the process creates concrete results, that show marketing
works.
 To gain recognition, appreciation, and concrete results, each marketing
specialist must master lead generation techniques
 Lead Generation is necessary for all the companies with direct sales that need
more deals and want to optimize their sales business processes
 This Webinar is for lead generation specialists, marketing managers, PR, and
advertising specialists, sales and channels specialists and business
development professionals, telemarketers and call center operators

6. Did your lead generation campaigns in
2015 bring you new leads
No, we do not have
and sales?
Partially, we have
new leads, but no
sales from them.
14%
any leads.
1%
Yes, we have new
leads and sales.
85%
© NWComm. A Benchmark Report on Lead Generation Strategies and Tactics for 2015‐16

7. Which was the average quality of the leads
found and attracted in 2015?
The leads were
constantly of an
excellent quality,
ready to start sales.
Don't know.
5%
All of the leads were 3/4 of the leads were
of a good quality,
which for the most
part is taken into
sales or lead
nurturing.
of poor quality.
1%
3/4 of the leads were
of poor quality and
were disqualified.
11%
7%
28%
Half of the leads was
of good quality and
are taken into sales
or lead nurturing.
48%
© NWComm. A Benchmark Report on Lead Generation Strategies and Tactics for 2015‐16

8. Prospecting –Sources of New Customers
 News Media
 Competitors
 Industry association memberships
 Referrals from partners and existing clients
 Networking through fraternal organizations
 Telemarketing
 Direct Mailing
 Advertisement
 Cold Calling
 Websites and blogs
 Tradeshows

9. What is your target Market?
Develop your target market. Identify your prospect’s profile. There are mainly
two markets:
✓ Natural Market
✓ Niche Market

10. Which activities were the most effective for
lead generation?
Marketing e‐mails
Events and webinars
Web‐site
Telemarketing
Search engine optimization
Business meetings arrangements
Marketing researches for lead generation
Content marketing
Social media marketing
Ads in search engines (pay‐per‐click)
Social media advertising
Online ads
Other
Offline ads (TV, radio, banners)
Fax and snail mails
57%
46%
41%
38%
35%
33%
33%
33%
24%
24%
23%
16%
6%
5%
3%
© NWComm. A Benchmark Report on Lead Generation Strategies and Tactics for 2015‐16

11. Focusing on Techniques
 Direct Mail Marketing
 Cold Calling
 Trade Shows
 Referrals from existing Customers

12. Approach
No matter what your prospecting method is, the basic principles do not change,
whether it is through telephone, cold calls or through direct mail. The basic
approach remains identical
Guidelines to follow:
✓ Your opening statement must grab the prospect’s attention
✓ Get to the point
✓ Your opening statement must be a benefit statement
✓ Always put yourself in the receiver’s position as you develop your script/mail
✓ Anticipate response from the receiver’s perspective

13. Which challenges and obstacles did you
face while doing lead generation in 2015?
Necessity for new content
Low‐quality contact databases
Lead generation and sales coordination
Lack of human resources
Lack of budget
Lack of time
Problems with targeting
No resources for lead nurturing
Need for special software
Problems with approval within the company
Problems with testing
No challenges and obstacles
Economic crisis stopped our activities
Other
35%
31%
26%
24%
23%
19%
16%
16%
12%
9%
9%
8%
7%
5%
© NWComm. A Benchmark Report on Lead Generation Strategies and Tactics for 2015‐16

14. Two Sales lead elements B2B lead
generation companies must understand
 Understanding pain of your prospects
 Understanding motivation of your prospects
 Judging their motivation

15. What was the main reason for sales not closed
or customers' delayed decisions in 2015?
Leads had no budget 32%
Long purchase life‐cycle, the sales go on 29%
The sales department did not work out the leads 24%
Customers have chosen competing products 24%
Leads should be nurtured, too early to start sales 20%
Leads had no real need or interest in the product 18%
Leads were of poor quality 17%
Economic crisis 15%
Don't know 11%
Other 4%
© NWComm. A Benchmark Report on Lead Generation Strategies and Tactics for 2015‐16

16. Do you have some marketing budget
allocated especially for lead generation?
No
26%
Yes
74%
© NWComm. A Benchmark Report on Lead Generation Strategies and Tactics for 2015‐16

17. Who does lead generation
in your company?
In house call
center
6%
Other
2% Top‐management
8%
Marketing
department
39%
Sales department
9%
Outsourcing call‐
center / lead
generation agency
12%
Lead generation
department
24%
© NWComm. A Benchmark Report on Lead Generation Strategies and Tactics for 2015‐16

18. What does your company plan to
2016?
do for
lead generation in
Lead generation strategy: development and implementation 60%
Targeting: segmenting, qualification, new groups
Lead nurturing (working on cold leads & nurturing them until
ready for sales)
Website: update, optimization,adding lead generationfunctions
Automation of sales and marketing (implementationof CRM, e‐
mail system, etc.)
Content: new collaterals, white papers, newsletters,etc.
56%
47%
46%
38%
38%
Analytics: estimating ROI, results analysis, lead qualification 36%
Business contacts databases: updating and leveraging
Team building: improvementsof interaction between marketing
and sales, motivation
No activities planned
35%
33%
7%
Other 3%
© NWComm. A Benchmark Report on Lead Generation Strategies and Tactics for 2015‐16

19. Which type of marketing campaigns do you
plan to do for lead generation in 2016?
Content marketing
Events and webinars
Your website (downloads, subscriptions, etc.)
Search engines optimization
Marketing mailings
Social media marketing
Telemarketing
Ads in search engines (pay‐per‐click)
Marketing researches for lead generation
Business meetings arrangements
Social media advertising
Online ads (e.g., on target news portals)
Offline ads (TV, radio, banners)
Fax and postal mailings
Other
52%
51%
51%
49%
47%
45%
37%
36%
35%
33%
27%
23%
10%
7%
4%
© NWComm. A Benchmark Report on Lead Generation Strategies and Tactics for 2015‐16

20. Survey demographics
USA,
Canada
36%
Australia
4%Geography
The majority
Other
9%of
for
respondents
companies
in the USA
(36%) work Russia, CIS
& Ukraine
12%
conducting business
and Canada.
21% of the respondents represent
Western European businesses
(Germany, Italy, and Spain).
India
18%
India was another popular
generationdestination for lead
professionals,
respondents.
totaling 18% of
Europe, UK
21%
© NWComm. A Benchmark Report on Lead Generation Strategies and Tactics for 2015‐16

21. Survey demographics
Business sector
The majority of respondents
belonged to the B2B sector.
Number of employers
45% of the respondents'
employed a staff of 100.
(78%) companies
B2C
(business
to
customer)
20%
B2G
(business to
government)
2%
<10
14%
5000+
10%
500‐5000
16%
10‐99
31%
B2B
(business
to
business)
78%
100‐499
29%
© NWComm. A Benchmark Report on Lead Generation Strategies and Tactics for 2015‐16

22. Suggestions
 Be more social and try to get to know more about customers rather than
talking more about yourself or your business. Timely follow-up and
engagement on LinkedIn, Twitter, and other social media platforms with
prospects are very important for success
 I would also recommend that, for companies whose lead generation is not the
expertise of their business, to outsource it to marketing firms that specialize
in this function. Outsourcing enables these enterprises to focus their energies
on closing sales.
 I see that the main trend of lead generation for the future will lean heavily
toward capturing information from social media. However, I doubt we will
receive the same quality of the information via social media compared to the
information we gather by taking to the prospect directly over the phone.

23. THANK YOU
Get involved on Twitter: @LeadSquared @rahulmpib1 using #LSQWebinar

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