SlideShare a Scribd company logo
Successful ED efforts
take time…we will
continue to innovate
our tactics “
IS TRADITIONAL LEAD GENERATION DYING?
Best and Next Practices for Connecting with
Corporate Decision-Makers
S E P T E M B E R 2 9 , 2 0 1 6
1
Drive activities that
provide exposure to
consultants and
relationship building.“
Money is not always the
answer, but when you
don't have enough… it's
a great place to start..“
It is nearly impossible to
recruit new companies
…if you are sitting in your
office every day. “
ABOUT DCI
2
1. Survey Says…A View From the ED
Profession’s Front Lines (Dariel)
2. Turning Your Website Into a Lead
Generation Engine (David)
3. Raising Your Game with Site Selection
Consultants (Andy)
4. The Focus Shifts to International (Steve)
3
AGENDA
(Part I)
KEY TRENDS IN LEAD GENERATION1
4
• An 11-question survey
• Conducted in August
2016
• Distributed to EDOs
representing
cities/regions with
populations of 200K+
• 24 responses from
across the U.S. 5
A VIEW FROM THE FRONT LINES
Retention Projects Outpace Attraction Projects by a Factor of 2.4 to 1
6
RETENTION OUTPACES ATTRACTION
7
DOMESTIC LEADS DOMINATE
(BUT INTERNATIONAL IS ON THE RISE)
Domestic
76%
International
24%
54%
of Respondents Report that
international Leads are
Increasing
8
BUILDING YOUR PIPELINE:
TOP SOURCES FOR LEADS
2%
4%
19%
20%
26%
29%
0% 5% 10% 15% 20% 25% 30% 35%
External Lead Generation Company
Other
Direct Company Inquiry
State EDO
EDO Business Development Team
Site Consultants & Brokers
9
THE CHANGING
LEAD GENERATION LANDSCAPE
70%
55%
52%
40%
22%
17%
0% 0% 0%
30%
0%
26%
30%
45%
48%
30%
78%
57%
0%
20%
40%
60%
80%
EDO Business
Development
Team
Direct
Company
Inquiry
Site
Consultants
& Brokers
External Lead
Generation
Company
Other State EDO
Increasing Decreasing About the same
Average rating on quality of services provided
by external lead generation companies = 4.9
10
MIXED REVIEWS ON EXTERNAL
LEAD GENERATION COMPANIES
11
FINAL THOUGHTS: WHAT ECONOMIC
DEVELOPERS NEED TO SUCCEED
TURNING YOUR WEBSITE INTO
A LEAD GENERATION ENGINE2
12
13
THE WORLD’S GREATEST “PREDICTIVE
FACTOR” – WEBSITE BEHAVIOR
14
BEYOND GOOGLE ANALYTICS:
WHAT YOUR TARGET AUDIENCE IS LOOKING AT
15
16
WEB-TO-LEADS BY THE NUMBERS
(FEBRUARY 1-SEPTEMBER 15, 2016)
# %
Companies with “Gold Behavior” on
Greater MSP website 261 --
Companies Approved for Contact 125 --
Decision Rate 79 63%
Qualified Leads 8 10%
Suspects 4 5%
Combined Qualified Leads/Suspects 12 15%
• Early identifier for BR&E candidates,
particularly for those with headquarters
elsewhere
• Not all conversations at an advanced stage,
but we’re talking to the right people and
“getting in” early
• Advanced intelligence on visitor locations,
industries, and what they’re interested in
17
BEYOND THE NUMBERS:
HOW GREATER MSP IS FINDING VALUE
RAISING YOUR GAME WITH
SITE SELECTION CONSULTANTS3
18
• Narrow audience of
450+ specialized
advisors
• Influence an estimated
40% of all location
decisions annually
• Concentrated in New
York, Chicago, Atlanta
and Dallas
A SNAPSHOT OF
SITE SELECTION CONSULTANTS
19
• Special events in
major markets
• Desk-side visits at
their offices
• Familiarization tours
BUILDING RELATIONSHIPS WITH
SITE CONSULTANTS
20
AN INCREASING RANGE OF
CONFERENCE OPPORTUNITIES
21
• Engage a credible third party
to speak on your behalf
• “This Just In” E-Newsletter
• Embed visiting consultants
with top executives
• Lead with your weakest
data point
BEST & NEXT PRACTICES
CATCHING OUR ATTENTION
22
Kurt Badenhausen
Kate McEnroe
Consulting
THE FOCUS SHIFTS TO
INTERNATIONAL4
23
THE GLOBALIZATION OF
INVESTMENT ATTRACTION
24
Percentage
of domestic
leads
increasing
13%
Percentage
of
international
leads
increasing
54%
Unchanged
33%
BEST PRACTICES IN FDI ATTRACTION
25
• Think Like a Company When Entering New
Markets: Hire Local Experts
• Influence the Influencers: Target Site Consultants
in Key Geographies
• Look for Natural Entry Points: What Connections
Do You Have in Your Own Community?
• Foster Cross-Border Collaboration: Connect
Institutions, Partnerships that Breed Investment
HELP THEM FIND YOU
26
HELP THEM FIND YOU
27
HELP THEM FIND YOU
28
HELP THEM FIND YOU
29
THANK YOU!
30

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Is Traditional Lead Generation Dying? Best and Next Practices for Connecting with Corporate Decision-Makers

  • 1. Successful ED efforts take time…we will continue to innovate our tactics “ IS TRADITIONAL LEAD GENERATION DYING? Best and Next Practices for Connecting with Corporate Decision-Makers S E P T E M B E R 2 9 , 2 0 1 6 1 Drive activities that provide exposure to consultants and relationship building.“ Money is not always the answer, but when you don't have enough… it's a great place to start..“ It is nearly impossible to recruit new companies …if you are sitting in your office every day. “
  • 3. 1. Survey Says…A View From the ED Profession’s Front Lines (Dariel) 2. Turning Your Website Into a Lead Generation Engine (David) 3. Raising Your Game with Site Selection Consultants (Andy) 4. The Focus Shifts to International (Steve) 3 AGENDA (Part I)
  • 4. KEY TRENDS IN LEAD GENERATION1 4
  • 5. • An 11-question survey • Conducted in August 2016 • Distributed to EDOs representing cities/regions with populations of 200K+ • 24 responses from across the U.S. 5 A VIEW FROM THE FRONT LINES
  • 6. Retention Projects Outpace Attraction Projects by a Factor of 2.4 to 1 6 RETENTION OUTPACES ATTRACTION
  • 7. 7 DOMESTIC LEADS DOMINATE (BUT INTERNATIONAL IS ON THE RISE) Domestic 76% International 24% 54% of Respondents Report that international Leads are Increasing
  • 8. 8 BUILDING YOUR PIPELINE: TOP SOURCES FOR LEADS 2% 4% 19% 20% 26% 29% 0% 5% 10% 15% 20% 25% 30% 35% External Lead Generation Company Other Direct Company Inquiry State EDO EDO Business Development Team Site Consultants & Brokers
  • 9. 9 THE CHANGING LEAD GENERATION LANDSCAPE 70% 55% 52% 40% 22% 17% 0% 0% 0% 30% 0% 26% 30% 45% 48% 30% 78% 57% 0% 20% 40% 60% 80% EDO Business Development Team Direct Company Inquiry Site Consultants & Brokers External Lead Generation Company Other State EDO Increasing Decreasing About the same
  • 10. Average rating on quality of services provided by external lead generation companies = 4.9 10 MIXED REVIEWS ON EXTERNAL LEAD GENERATION COMPANIES
  • 11. 11 FINAL THOUGHTS: WHAT ECONOMIC DEVELOPERS NEED TO SUCCEED
  • 12. TURNING YOUR WEBSITE INTO A LEAD GENERATION ENGINE2 12
  • 13. 13 THE WORLD’S GREATEST “PREDICTIVE FACTOR” – WEBSITE BEHAVIOR
  • 14. 14 BEYOND GOOGLE ANALYTICS: WHAT YOUR TARGET AUDIENCE IS LOOKING AT
  • 15. 15
  • 16. 16 WEB-TO-LEADS BY THE NUMBERS (FEBRUARY 1-SEPTEMBER 15, 2016) # % Companies with “Gold Behavior” on Greater MSP website 261 -- Companies Approved for Contact 125 -- Decision Rate 79 63% Qualified Leads 8 10% Suspects 4 5% Combined Qualified Leads/Suspects 12 15%
  • 17. • Early identifier for BR&E candidates, particularly for those with headquarters elsewhere • Not all conversations at an advanced stage, but we’re talking to the right people and “getting in” early • Advanced intelligence on visitor locations, industries, and what they’re interested in 17 BEYOND THE NUMBERS: HOW GREATER MSP IS FINDING VALUE
  • 18. RAISING YOUR GAME WITH SITE SELECTION CONSULTANTS3 18
  • 19. • Narrow audience of 450+ specialized advisors • Influence an estimated 40% of all location decisions annually • Concentrated in New York, Chicago, Atlanta and Dallas A SNAPSHOT OF SITE SELECTION CONSULTANTS 19
  • 20. • Special events in major markets • Desk-side visits at their offices • Familiarization tours BUILDING RELATIONSHIPS WITH SITE CONSULTANTS 20
  • 21. AN INCREASING RANGE OF CONFERENCE OPPORTUNITIES 21
  • 22. • Engage a credible third party to speak on your behalf • “This Just In” E-Newsletter • Embed visiting consultants with top executives • Lead with your weakest data point BEST & NEXT PRACTICES CATCHING OUR ATTENTION 22 Kurt Badenhausen Kate McEnroe Consulting
  • 23. THE FOCUS SHIFTS TO INTERNATIONAL4 23
  • 24. THE GLOBALIZATION OF INVESTMENT ATTRACTION 24 Percentage of domestic leads increasing 13% Percentage of international leads increasing 54% Unchanged 33%
  • 25. BEST PRACTICES IN FDI ATTRACTION 25 • Think Like a Company When Entering New Markets: Hire Local Experts • Influence the Influencers: Target Site Consultants in Key Geographies • Look for Natural Entry Points: What Connections Do You Have in Your Own Community? • Foster Cross-Border Collaboration: Connect Institutions, Partnerships that Breed Investment
  • 26. HELP THEM FIND YOU 26
  • 27. HELP THEM FIND YOU 27
  • 28. HELP THEM FIND YOU 28
  • 29. HELP THEM FIND YOU 29