This document discusses B2B lead generation strategies. It compares inbound and outbound lead generation, noting that outbound may be better for new product categories or niche markets. It provides guidance on structuring a lead generation campaign, including defining targets, leads, value propositions, and inbound and outbound tactics. It also discusses account-based marketing strategies and provides an overview of the company Motarme and the lead generation services it offers.

1. B2B
LEAD GENERATION

2. Sales Lead Generation
2
Your
Customers
today
Potential
customers
who are aware
of your
business
?
What’s the best way
to connect and
convert potential
customers who are
not aware of your
company?
Potential
customers
who don’t
know about
your business

3. Content
1. What problem are you trying to solve?
2. Inbound vs Outbound Lead Generation
3. Structure for your lead Generation Campaign
4. Account Based Marketing
5. About us

4. What problem are you trying to Solve?

5. The Problem
 Businesses need to create a steady
flow of leads to fill their sales
pipeline.
 But for a lot of companies Lead
Generation can be “hit and miss”
with lots of peaks and troughs.
 Companies usually have a clear idea
of who to target and may even have
a database of contacts. However
they are not getting enough
meetings/opportunities.

6. Goals for Lead Generation
A Repeatable Lead Generation process that is
Predictable
Scalable
Automated
1
2
3

7. Generate more leads at the top of
the sales funnel using
• Outbound Lead Generation
email, phone, social media,
events
• Inbound Lead Generation
website, SEO, Google pay-per-
click, social media
Use Marketing Automation to
profile and manage these leads
more effectively so more become
‘sales qualified’
€ $ £
Use your CRM system to manage
the sales process / sales team and
convert opportunities to
customers.
1
2
3
4
Goals for Lead Generation

8. 8
Marketing Automation
1. Generate more leads
2. Generate better quality leads (i.e. generate
more 'hot' leads and less 'cold' ones).
3. Ensure we respond to all leads (i.e. that
none of them go un-contacted).
4. Make sure this response happens faster
than at present (e.g. minutes or hours).
5. Ensure we respond to all leads consistently
6. Ensure this response is based on
information we have about the lead, rather
than based on a given sales person's current
location, their workload or their access to
the CRM system or other circumstantial
drivers.
5. Ensure that our longer-term response
(lead nurturing) is effective at driving
engagement with leads – that our
actions increase engagement, not
decrease it.
6. Record sufficient information about
how we manage leads so that we can
analyze our activities and draw
accurate conclusions about how to
improve our approach.
Goals for Lead Generation

9. Inbound vs Outbound Lead Generation

10. Inbound (“Nets”) – bring customers to you online.
1
2 Outbound (“Spears”) –identifying prospects and contacting them directly.
3 Referrals –Word of Mouth from your existing customers
Outbound
(“Spears”)
Referrals
(“Seeds”)
Inbound
(“Nets”)
1 2
3
3 WAYS TO ACQUIRE CUSTOMERS

11. Inbound Lead Generation
 Inbound lead generation means driving
traffic to your website and blog and
capturing the contact details of a
percentage of those visitors.
 It involves a combination of Content
Marketing, Search Engine Optimization,
Social Media Marketing and Website
design. SEO
Content Social
Website
Email
Online
ads

12. Outbound Lead Generation
 Outbound Lead Generation is engaging with prospects who may not be aware of your product.
OUTREACH FUNNEL
Prepare
Prospect
Define Your “Target Profile”
Identify Target Companies
Generate Contacts
Send Outbound Emails
Monitor Responses
Schedule calls
Begin
Sales
Cycle
New Sales Opps
Closed Deals
Handover to S

13. Inbound vs Outbound Lead Generation
• If your product category is mature then potential customers will be searching for it online
• For example, CRM is a mature category. People who want a CRM solution will search online for
relevant terms
• So CRM vendors should invest in inbound marketing for online lead generation
• But Inbound may not be a dependable source of leads for some B2B technology companies
• Inbound takes time to set up and requires effort to maintain and increase web traffic
• Inbound also casts a wide net – you will draw in a lot of visitors that do not match your target
profile (e.g. wrong country, wrong industry, wrong role).
• If your product category is new, then potential buyers may not be aware of or searching for your
type of product – there will not be much search traffic
• In that case you will have to reach out to them in a targeted, efficient and cost effective process –
Outbound Lead Generation
• It is fast to set up and easy to maintain a regular outbound rhythm.
• It is primarily email and phone based.
• It provides a good first step to developing relationships with potential customers for complex B2B
sales.
Inbound
Outbound

14. If your product is new
or may not be enough
web search traffic to
generate online leads
If you are targeting a
highly vertical/niche
market then potential
buyers may not be
aware of or searching
for your type of
product.
Inbound leads (from
your website) tend to
have been looking at
competitor sites. This
means web based leads
can sometimes be
lower quality.
Speed of impact –
you can get an
outbound lead
generation process up
and running and
generating leads
within 7 days.
1
3
2
4
When You Need Outbound

15. OUTBOUND
PRINCIPLES
Accuracy of
Targeting
Factory type
process
Be “Politely
Persistent”
Email led
Sales
shouldn’t
prospect
2
1
3
4
5 Production-line approach to
lead generation, many
elements automated.
Identify people who are a
good fit, get accurate
contact details.
Make multiple attempts to
contact, don’t give up too
easily.
Automate or outsource low-
skill, repetitive prospecting
tasks such as finding
contact info – don’t have
your sales people do this.
Don’t start with the phone
– only call people who
respond positively to a brief
introductory email.
Key Principles for Outbound

16. Inbound vs Outbound Lead Generation
Structure for your lead Generation Campaign

17. 1. Who Are You Targeting?
• Who is your ideal customer?
• What is their
• Industry?
• Typical size (staff, revenue)?
• Role(s) - Personas?
• Do they have any other characteristics that help
you target them?
• Can you prepare a list of names?
• What is their “Pain point” – what problem can
you help them solve?

18. 2. What is a lead? – Define with your Sales Team
 Define what is or is not a lead
 Agree when a lead is ready for handover to
sales
 Budget, Authority, Need, Timeframe – BANT
 Sales Readiness - Use Sirius Lead Spectrum

19. 3. What are we selling? – Review your Value Proposition
• From the outside, a lot of products and
services look the same to their potential
customers.
• The more complex the product or service,
the harder it is for buyers to understand
how to differentiate between the available
options.
• You have to make it easy for buyers to
quickly understand how you can help
them and why you are better than your
competitors.
• You do this by defining a clear and
compelling Value Proposition

20. 3. What are we selling? – Review your Value Proposition
WHAT IS YOUR VALUE
PROPOSITION?
• Why should I buy something from you?
• What value do you deliver?
• How quickly can I see the value?
• Why is your product better than
competitors?
• Why is it better than what I do at the
moment?

21. • A value proposition is a clear statement of
the tangible results a customer gets from
using your products or services.
• It’s outcome focussed and stresses the
business value of what you have to offer
• If you can’t demonstrate superior value
then customers will choose based on price
3. What are we selling? – Review your Value Proposition

22. 4. Execution - Inbound and Outbound Tactics
Inbound Tactics
4a
 Content – Identify what interests your buyers
 Website Design
 Landing Pages & CTAs
 Search Engine Optimization
 Social Media
 Email Marketing
 Pay-Per-Click Ads
 Display Ads
 Retargeting
 LinkedIn Ads
 Integrate with Marketing Automation
Outbound Tactics
4b
 Define Process
 Define Targets
 Build Prospect Database
 Draft email sequence
 Draft telephone scripts
 Execute Process via Email, Phone and Social Media
 Manage responses
 Integrate with Marketing Automation and CRM

23. Account Based Sales

24. Account Based Sales Defined
 Account Based Sales (ABS) is a way to focus your sales and marketing
resources on your most important accounts.
 ABS is used to target bigger (higher value) opportunities.
 It helps you navigate and map the buying structure at a target enterprise
where there are multiple participants in the buying decision.

25. • With ABS we tailor the message to specific accounts
(companies), and use multiple channels (direct mail,
phone, email, social media, ads).
• In ABS campaigns we:
a) Select a set of “strategic” accounts – e.g. 10 or 20
20 high value accounts.
b) We identify a group of people per account that we
expect to influence a purchase decision, based on
their role, location etc.
c) We prepare specific messages tailored to each
group at each organisation.
d) We personalise messages, emails and ads to the
individual recipients.
e) We use a mix of channels to execute the
campaign i.e. direct mail, telephone and email
follow-up.
Account Based Sales Defined
Email
Direct mail
Phone
Social

26. ABS – Where to Start?
1. Pick Accounts to Target
2. Gather Account Intelligence
3. Find People at those Accounts
4. Prepare Messaging for Accounts
5. Plan Campaign
6. Execute Campaign
7. Measure Results

27. About Us

28. About Us
 Motarme provides sales prospecting and
lead generation services to B2B companies.
We automate these services using our own
in-house system.
 We work with Business-to-Business (B2B)
software, technology, industrial and
services companies.

29. What We Do
 We help you generate sales leads by
identifying prospects that match your target
profile, automating sales emails, tracking
responses, and integrating to your CRM
system.
 We also provide an Account Based Sales
service, where we run a more intense,
focused campaign to contacts at higher
value accounts, using a mixture of direct
mail, phone and social media.

30. Our Lead Generation Services
Prospect identification and
contact verification
Outbound Email
Prospecting and Running
of your campaign
Account Based Sales, for
highly focused lead
generation at selected
target accounts

31. THANK
YOU
Motarme Sales and Marketing Technology
E: hello@motarme.com
W: www.motarme.com
Twitter: @motarme