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T h e D i g i t a l G r o u p
Empowering Business with Technology
CMMI Level 5
Training - Lead Generation
Presenter: Dushyant Verma
Marketing Manager | The Digital Group
& Management
• What is a Lead and Lead Generation?
• Why Do You Need Lead Generation?
• The Basics of Lead Generation
• How to Generate Leads: The Mechanics of Lead
Generation
• What is Lead Management?
• Lead Management Stages
• Lead Generation Resources
Copyright © The Digital Group (T/DG) 2017 All rights reserved CMMI Level 5
Summary
What Are We Going To Cover In This Training
Copyright © The Digital Group (T/DG) 2017 All rights reserved CMMI Level 5
What is a Lead
In simple terms, a lead is an individual or organization with an interest in what you are selling. The
interest is expressed by sharing contact information, like an email ID, a phone number, or even a social
media handle.
Copyright © The Digital Group (T/DG) 2017 All rights reserved CMMI Level 5
What is a Lead
Hot Warm Cold
T H E D I F F E R E N T S TA G E S O F L E A D S C A N B E D E S C R I B E B Y B A N T A P P R O A C H
Leads Classification
Copyright © The Digital Group (T/DG) 2017 All rights reserved CMMI Level 5
Timescale: is there a
specific time period in
mind where they
intend on making a
purchase?
Budget
Authority
Need
Timescale
Budget: does the
prospect have enough
money to buy your
products?
Authority: can the
prospect make the
purchase decision or
do they answer to
someone else?
Need: do they in fact
have a need that the
product or service will
fill?
Hot Lead
Warm Lead - This qualified lead misses 1 or 2 criteria. But what makes it bagged the qualifying scale is
that a Need was identified and the other 1 or 2 qualified criteria should be able to support
the first
Cold Lead - This lead has 2 or 3 disqualifiers, the remaining qualifier would be supported by the
prospects agreement to take a look or compare set ups between their current system and
yours.
BANT Approach
What is a Lead
Copyright © The Digital Group (T/DG) 2017 All rights reserved CMMI Level 5
What Is Lead Generation
Lead generation is the process of attracting and converting strangers and prospects into sales/business
who has indicated interest is you company's product or service.
Copyright © The Digital Group (T/DG) 2017 All rights reserved CMMI Level 5
Why Do You Need Lead Generation?
Transformation
of Marketing
Copyright © The Digital Group (T/DG) 2017 All rights reserved CMMI Level 5
Lead Generation Basics
Step: 1
PLANNING
Copyright © The Digital Group (T/DG) 2017 All rights reserved CMMI Level 5
Lead Generation Basics
Step: 2
CREATE
Copyright © The Digital Group (T/DG) 2017 All rights reserved CMMI Level 5
Lead Generation Basics
Step: 3
Distribute
Copyright © The Digital Group (T/DG) 2017 All rights reserved CMMI Level 5
Lead Generation Basics
Step: 4
CAPTURE
Copyright © The Digital Group (T/DG) 2017 All rights reserved CMMI Level 5
Lead Generation Basics
Step: 5
ANALYZE
Copyright © The Digital Group (T/DG) 2017 All rights reserved CMMI Level 5
Lead Generation Basics
Step: 6
CULTIVATE
Copyright © The Digital Group (T/DG) 2017 All rights reserved CMMI Level 5
Lead Generation Basics
Step: 7
CONVERT
Visitor
Call-to-Action
LandingPage
Forms
Offer
Free trail
Request demo
Download now
Signup now
An offer is the content
or something of value
that's being "offered"
on the landing page.
The offer must have
enough value to a
visitor to merit
providing their personal
information in exchange
for access to it.
Forms are typically
hosted on landing
pages, although they
can technically be
embedded anywhere on
your site. They consist
of a series of fields (like
in our example above)
that collect information
in exchange for an
A landing page is a web
page a visitor lands on
for a distinct purpose.
While a landing page
can be used for various
reasons, one of its most
frequent uses is to
capture leads through
A call-to-action or CTA
is an image, button, or
message that calls
website visitors to take
some sort of action.
When it comes to lead
generation, this action
is to navigate to a ...
A visitor has discovered
your business through
one of your marketing
channels, whether
that’s your website,
blog, or social media
page etc. On any of
these channels, you’ll
need to have a ...
Copyright © The Digital Group (T/DG) 2017 All rights reserved CMMI Level 5
The Mechanics of Lead Generation
How to Generate Leads
Lead Generation Tools for Free Trial
Copyright © The Digital Group (T/DG) 2017 All rights reserved CMMI Level 5
LEAD
MANAGEMENT
Copyright © The Digital Group (T/DG) 2017 All rights reserved CMMI Level 5
What is Lead Management
Lead management is the process of capturing leads, tracking their activities and behaviour, qualifying
them, giving them constant attention to make them sales-ready, and then passing them on to the sales
team.”
Copyright © The Digital Group (T/DG) 2017 All rights reserved CMMI Level 5
Why Lead Management
Copyright © The Digital Group (T/DG) 2017 All rights reserved CMMI Level 5
Why Lead Management
You start collecting those
lead in a Excel sheet
Copyright © The Digital Group (T/DG) 2017 All rights reserved CMMI Level 5
Why Lead Management
But this is
just a start…
Copyright © The Digital Group (T/DG) 2017 All rights reserved CMMI Level 5
Why Lead Management
The more
leads you
generate the
more
confusion
occurs
Copyright © The Digital Group (T/DG) 2017 All rights reserved CMMI Level 5
Lead Management System
THIS IS WHERE YOU NEED A LEAD MANAGEMENT SYSTEM CAN SOLVE
THIS PROBLEM.
Copyright © The Digital Group (T/DG) 2017 All rights reserved CMMI Level 5
Lead Management Stages
Let’s understand the different stages in a
lead management process
Copyright © The Digital Group (T/DG) 2017 All rights reserved CMMI Level 5
Lead Management Stages
Lead Capture Automation
Lead capture automation means the leads should
get captured automatically in your system.
 it is not realistic to enter each lead into the
system manually
 Lead capture automation ensures that each
lead is fed into the system right at the point
of origin, preventing lead leakage of any sort.
Copyright © The Digital Group (T/DG) 2017 All rights reserved CMMI Level 5
Lead Management Stages
Lead Tracking
After the Lead is captured, Lead tracking helps to track the behaviour of lead – the pages they
are visiting, the forms they are filling, the time they are spending on blog etc.
* Modern day lead management software also
tracks conversations over the phone or chat.
Copyright © The Digital Group (T/DG) 2017 All rights reserved CMMI Level 5
Lead Management Stages
Lead Distribution
UKUSA
Passing leads to a relevant team in a big Org takes long time if done manually. A lead distribution system
auto-assign the leads based on any logic that you define.
Copyright © The Digital Group (T/DG) 2017 All rights reserved CMMI Level 5
Lead Management Stages
Lead Qualification
At this stage, Leads are checked to identify if they are worth pursuing or not. These qualified leads are
also called sales-ready leads.
Copyright © The Digital Group (T/DG) 2017 All rights reserved CMMI Level 5
Lead Management Stages
Lead Nurturing
Lead nurturing consists
of consistently engaging
the leads across
multiple channels, by
sharing content they’ll
find interesting.
This multi-channel
engagement might be
through email
campaigns, triggered
emails, SMSs or even
through social media by
means of remarketing.
Copyright © The Digital Group (T/DG) 2017 All rights reserved CMMI Level 5
Lead Management Tools for Free Trial
Activity Tracking | Campaign Management | Lead Capture | Lead Distribution | Lead Nurturing | Lead Scoring | Lead
Segmentation | Pipeline Management | Prospecting Tools | Source Tracking
Thank you
Q & A
• http://en.wikipedia.org/wiki/Lead_generation
• http://www.ehow.com/about_4677172_what-lead-generation.html
• http://www.lenskold.com/content/LeadGenROI_2012.html
• http://marketing.about.com/cs/targetmarketing/a/leadgeneration.htm
• http://www.entrepreneur.com/topic/lead-generation
• http://www.marketingprofs.com/topic/all/lead-generation
• http://www.inc.com/lead-generation
• http://blog.kissmetrics.com/lead-generating-website/
Copyright © The Digital Group (T/DG) 2017 All rights reserved CMMI Level 5
Resources
Lead Generation Resources
TRAINING

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Lead Generation and Management - Training Presentation

  • 1. USA | India | Australia | Fiji | Sri Lanka T h e D i g i t a l G r o u p Empowering Business with Technology CMMI Level 5 Training - Lead Generation Presenter: Dushyant Verma Marketing Manager | The Digital Group & Management
  • 2. • What is a Lead and Lead Generation? • Why Do You Need Lead Generation? • The Basics of Lead Generation • How to Generate Leads: The Mechanics of Lead Generation • What is Lead Management? • Lead Management Stages • Lead Generation Resources Copyright © The Digital Group (T/DG) 2017 All rights reserved CMMI Level 5 Summary What Are We Going To Cover In This Training
  • 3. Copyright © The Digital Group (T/DG) 2017 All rights reserved CMMI Level 5 What is a Lead In simple terms, a lead is an individual or organization with an interest in what you are selling. The interest is expressed by sharing contact information, like an email ID, a phone number, or even a social media handle.
  • 4. Copyright © The Digital Group (T/DG) 2017 All rights reserved CMMI Level 5 What is a Lead Hot Warm Cold T H E D I F F E R E N T S TA G E S O F L E A D S C A N B E D E S C R I B E B Y B A N T A P P R O A C H Leads Classification
  • 5. Copyright © The Digital Group (T/DG) 2017 All rights reserved CMMI Level 5 Timescale: is there a specific time period in mind where they intend on making a purchase? Budget Authority Need Timescale Budget: does the prospect have enough money to buy your products? Authority: can the prospect make the purchase decision or do they answer to someone else? Need: do they in fact have a need that the product or service will fill? Hot Lead Warm Lead - This qualified lead misses 1 or 2 criteria. But what makes it bagged the qualifying scale is that a Need was identified and the other 1 or 2 qualified criteria should be able to support the first Cold Lead - This lead has 2 or 3 disqualifiers, the remaining qualifier would be supported by the prospects agreement to take a look or compare set ups between their current system and yours. BANT Approach What is a Lead
  • 6. Copyright © The Digital Group (T/DG) 2017 All rights reserved CMMI Level 5 What Is Lead Generation Lead generation is the process of attracting and converting strangers and prospects into sales/business who has indicated interest is you company's product or service.
  • 7. Copyright © The Digital Group (T/DG) 2017 All rights reserved CMMI Level 5 Why Do You Need Lead Generation? Transformation of Marketing
  • 8.
  • 9. Copyright © The Digital Group (T/DG) 2017 All rights reserved CMMI Level 5 Lead Generation Basics Step: 1 PLANNING
  • 10. Copyright © The Digital Group (T/DG) 2017 All rights reserved CMMI Level 5 Lead Generation Basics Step: 2 CREATE
  • 11. Copyright © The Digital Group (T/DG) 2017 All rights reserved CMMI Level 5 Lead Generation Basics Step: 3 Distribute
  • 12. Copyright © The Digital Group (T/DG) 2017 All rights reserved CMMI Level 5 Lead Generation Basics Step: 4 CAPTURE
  • 13. Copyright © The Digital Group (T/DG) 2017 All rights reserved CMMI Level 5 Lead Generation Basics Step: 5 ANALYZE
  • 14. Copyright © The Digital Group (T/DG) 2017 All rights reserved CMMI Level 5 Lead Generation Basics Step: 6 CULTIVATE
  • 15. Copyright © The Digital Group (T/DG) 2017 All rights reserved CMMI Level 5 Lead Generation Basics Step: 7 CONVERT
  • 16. Visitor Call-to-Action LandingPage Forms Offer Free trail Request demo Download now Signup now An offer is the content or something of value that's being "offered" on the landing page. The offer must have enough value to a visitor to merit providing their personal information in exchange for access to it. Forms are typically hosted on landing pages, although they can technically be embedded anywhere on your site. They consist of a series of fields (like in our example above) that collect information in exchange for an A landing page is a web page a visitor lands on for a distinct purpose. While a landing page can be used for various reasons, one of its most frequent uses is to capture leads through A call-to-action or CTA is an image, button, or message that calls website visitors to take some sort of action. When it comes to lead generation, this action is to navigate to a ... A visitor has discovered your business through one of your marketing channels, whether that’s your website, blog, or social media page etc. On any of these channels, you’ll need to have a ... Copyright © The Digital Group (T/DG) 2017 All rights reserved CMMI Level 5 The Mechanics of Lead Generation How to Generate Leads
  • 17. Lead Generation Tools for Free Trial Copyright © The Digital Group (T/DG) 2017 All rights reserved CMMI Level 5
  • 19. Copyright © The Digital Group (T/DG) 2017 All rights reserved CMMI Level 5 What is Lead Management Lead management is the process of capturing leads, tracking their activities and behaviour, qualifying them, giving them constant attention to make them sales-ready, and then passing them on to the sales team.”
  • 20. Copyright © The Digital Group (T/DG) 2017 All rights reserved CMMI Level 5 Why Lead Management
  • 21. Copyright © The Digital Group (T/DG) 2017 All rights reserved CMMI Level 5 Why Lead Management You start collecting those lead in a Excel sheet
  • 22. Copyright © The Digital Group (T/DG) 2017 All rights reserved CMMI Level 5 Why Lead Management But this is just a start…
  • 23. Copyright © The Digital Group (T/DG) 2017 All rights reserved CMMI Level 5 Why Lead Management The more leads you generate the more confusion occurs
  • 24. Copyright © The Digital Group (T/DG) 2017 All rights reserved CMMI Level 5 Lead Management System THIS IS WHERE YOU NEED A LEAD MANAGEMENT SYSTEM CAN SOLVE THIS PROBLEM.
  • 25. Copyright © The Digital Group (T/DG) 2017 All rights reserved CMMI Level 5 Lead Management Stages Let’s understand the different stages in a lead management process
  • 26. Copyright © The Digital Group (T/DG) 2017 All rights reserved CMMI Level 5 Lead Management Stages Lead Capture Automation Lead capture automation means the leads should get captured automatically in your system.  it is not realistic to enter each lead into the system manually  Lead capture automation ensures that each lead is fed into the system right at the point of origin, preventing lead leakage of any sort.
  • 27. Copyright © The Digital Group (T/DG) 2017 All rights reserved CMMI Level 5 Lead Management Stages Lead Tracking After the Lead is captured, Lead tracking helps to track the behaviour of lead – the pages they are visiting, the forms they are filling, the time they are spending on blog etc. * Modern day lead management software also tracks conversations over the phone or chat.
  • 28. Copyright © The Digital Group (T/DG) 2017 All rights reserved CMMI Level 5 Lead Management Stages Lead Distribution UKUSA Passing leads to a relevant team in a big Org takes long time if done manually. A lead distribution system auto-assign the leads based on any logic that you define.
  • 29. Copyright © The Digital Group (T/DG) 2017 All rights reserved CMMI Level 5 Lead Management Stages Lead Qualification At this stage, Leads are checked to identify if they are worth pursuing or not. These qualified leads are also called sales-ready leads.
  • 30. Copyright © The Digital Group (T/DG) 2017 All rights reserved CMMI Level 5 Lead Management Stages Lead Nurturing Lead nurturing consists of consistently engaging the leads across multiple channels, by sharing content they’ll find interesting. This multi-channel engagement might be through email campaigns, triggered emails, SMSs or even through social media by means of remarketing.
  • 31. Copyright © The Digital Group (T/DG) 2017 All rights reserved CMMI Level 5 Lead Management Tools for Free Trial Activity Tracking | Campaign Management | Lead Capture | Lead Distribution | Lead Nurturing | Lead Scoring | Lead Segmentation | Pipeline Management | Prospecting Tools | Source Tracking
  • 33. • http://en.wikipedia.org/wiki/Lead_generation • http://www.ehow.com/about_4677172_what-lead-generation.html • http://www.lenskold.com/content/LeadGenROI_2012.html • http://marketing.about.com/cs/targetmarketing/a/leadgeneration.htm • http://www.entrepreneur.com/topic/lead-generation • http://www.marketingprofs.com/topic/all/lead-generation • http://www.inc.com/lead-generation • http://blog.kissmetrics.com/lead-generating-website/ Copyright © The Digital Group (T/DG) 2017 All rights reserved CMMI Level 5 Resources Lead Generation Resources TRAINING