Summary of "Lead Generation For The Complex Sale" by Brian J. Carrol produced by John Kivit (www.multiscope.nl). Useful for your B2B marketing & sales knowledge!
3 Growth Hacks: The Secrets to Driving Massive User Growth | Josh Elman, Grey...Dealmaker Media
Josh Elman, Partner, Greylock
Hear how the former product guy from Linkedin and Twitter grew their users from 10s of thousands to over 200 million users. He'll share his framework for measuring growth.
Modern marketing organizational structure @kaykas - jascha kaykas-wolffJascha Kaykas-Wolff
Organizational design and restructuring is not new. But, with the requirement to create data-driven marketing organizations and support marketers who show bottom line results more emphasis is being placed on marketing leaders to structure their teams and business in a way that is agile and impactful.
Reflecting on this, and doing some additional research of my own, I was struck by the lack of published material describing how one might go about building a marketing organization that addresses business challenges happening right now and most importantly that can drive results right now.
Over the past several years as I’ve been fortunate to lead marketing organizations for enterprise and mid-market businesses. During this time I’ve developed an organizational playbook that can scale to virtually any size of business, is highly adaptable, and has a proven track record for success.
Enclosed is the core framework for what I believe is an ideal composition for the modern marketing organization. I’m looking forward to your feedback. - Jascha
Impact of Digital Marketing as a Marketing Tool in IndiaSandip P.
Summer Internship Project Submitted to University of Pune in 2012.
It is related with few companies from Different sectors where digital marketing uses is more or less.
We can use digital marketing for company penetration as well and marketing purpose.
I tried to collect data and interpret it in Project report format.
SPANCO is a basic selling process, which can be used in every field of work because every specialization has to sell and complete his/her target, it's not only in sales. So, Go through the slides and get to know about the concept. Like and share
3 Growth Hacks: The Secrets to Driving Massive User Growth | Josh Elman, Grey...Dealmaker Media
Josh Elman, Partner, Greylock
Hear how the former product guy from Linkedin and Twitter grew their users from 10s of thousands to over 200 million users. He'll share his framework for measuring growth.
Modern marketing organizational structure @kaykas - jascha kaykas-wolffJascha Kaykas-Wolff
Organizational design and restructuring is not new. But, with the requirement to create data-driven marketing organizations and support marketers who show bottom line results more emphasis is being placed on marketing leaders to structure their teams and business in a way that is agile and impactful.
Reflecting on this, and doing some additional research of my own, I was struck by the lack of published material describing how one might go about building a marketing organization that addresses business challenges happening right now and most importantly that can drive results right now.
Over the past several years as I’ve been fortunate to lead marketing organizations for enterprise and mid-market businesses. During this time I’ve developed an organizational playbook that can scale to virtually any size of business, is highly adaptable, and has a proven track record for success.
Enclosed is the core framework for what I believe is an ideal composition for the modern marketing organization. I’m looking forward to your feedback. - Jascha
Impact of Digital Marketing as a Marketing Tool in IndiaSandip P.
Summer Internship Project Submitted to University of Pune in 2012.
It is related with few companies from Different sectors where digital marketing uses is more or less.
We can use digital marketing for company penetration as well and marketing purpose.
I tried to collect data and interpret it in Project report format.
SPANCO is a basic selling process, which can be used in every field of work because every specialization has to sell and complete his/her target, it's not only in sales. So, Go through the slides and get to know about the concept. Like and share
Summer Internship Project Report on Digital Marketing for INTERALLAINCE WER...anonymous
Summer internship project report on Summer Internship Project Report on Digital Marketing for INTERALLAINCE WERARDT & Market Survey For New Product Launch: BONN BREAD
SaaS Marketing Plan: 5 Ways to Get your B2B App to Sell ItselfLincoln Murphy
Your B2B SaaS app will not sell itself unless it is designed to do so. This is a guide to getting your B2B SaaS to 'sell itself' was created by noted SaaS Marketing expert and Growth Hacker Lincoln Murphy of Sixteen Ventures.
This guide is full of actionable, unique, and thought-provoking ideas - Growth Hacks if you will - that are designed to allow your product to sell itself.
From attracting the right audience and driving user engagement, to making it easy to buy and easy to share through orchestrated virality, this guide covers all aspects of what's necessary to drive growth with SaaS companies of any stage and serving any market.
Whether you have a self-service sales model or one that requires outside sales reps to drive business, the tips and techniques contained in this guide and the source blog post will help you achieve your goals of efficiently scaling your sales process.
Marketo Revenue Cycle Model and Lead Lifecycle How ToJosh Hill
Join Marketo experts Josh Hill and Jeff Coveney to learn how to design and implement a Marketo Revenue Cycle Model and gain visibility into your sales funnel metrics.
See the video here: http://summit.marketo.com/2015/sessions/the-tale-of-two-lifecycles-simplify-your-funnel-analysis/
How to Design a Sales Process for B2B Sales - #1 Tool for the Dream Sales Team Daniel Nilsson
How Can You Grow & Develop Your Sales Pipe If You Don’t Know What You’re Doing? Learn how to design your B2B sales process and increase conversion, get bigger deals and close your deals in less time. I will give you the key steps, the right focus and example of tools that will take your sales team to a new level.
You should read this presentation if you believe in your own and your team's growth.
Personally, I have a deep passion for Growth and I created this presentation after doing extensive research on how I could grow sales into new levels. The data I have reviewed are from marketing experts, sales experts, Gartner, reports and my own personal experience defining sales processes in multiple verticals.
Please feel welcome to share your thoughts, insights or comments. I love feedback. You can send an email to info@daniel-one.com or visit my webpage www.daniel-one.com. I look forward to hearing from you.
Sales is being radically redefined like never before. With buyers now in possession of unlimited information, online content is quickly becoming the dominant driver for commerce. Today anyone working in sales - and that includes entrepreneurs, business owners, doctors, and many others - needs to possess entirely new skills. Unfortunately most organizations are still using traditional selling models developed for a different time.
The News of Selling, based on the ideas in David Meerman Scott’s book “The New Rules of Sales and Service: How to Use Agile Selling, Real-Time Customer Engagement, Big Data, Content, and Storytelling to Grow Your Business” shows how smart businesses large and small are discovering new opportunities, strengthening customer loyalty, and mastering real-time selling strategies.
Scott, author of the #1 bestseller “The New Rules of Marketing & PR” (published in 26 languages from Arabic to Vietnamese), demystifies the new digital commercial landscape and offers inspiring and valuable guidance for anyone not wanting to be left behind.
Marketplace is one of the most difficult business model used online. We have seen few spectacular cases that are now worth billions of dollars like Uber, Udemy, Lyft, Airbnb, Spotify. Nevertheless, there are a lot of examples of companies that fail in their attempt to grow. In this presentation I will show you in 9 steps how to build a marketplace:
• Find an idea
• Do the market and customer research
• Create the MVP
• Model the business in Excel
• Solve the Chicken & Egg problem
• Get the first customers
• Find scalable ways to get customers and suppliers
• Create organization that is able to scale
• Get funding to scale fast
I will also talk about key issues and KPIs that matter in the case of marketplaces.
In short thanks to this presentation you will learn how to build a successful marketplace while minimizing your risk and spending little money
How to Build a Product Roadmap by Walmart Senior Product ManagerProduct School
It all starts with a product roadmap! Your roadmap should tell the story of how you’re going to get to your ultimate vision. Getting priority, alignment, and balancing short term product iterations with long term strategic disruption is all part of the fun.
Hudson talked about the road mapping process, how you can balance short term and long term product/business goals, and how various initiatives on a road map get prioritized.
This deck aims at providing entrepreneurs, startup employees and young product managers a toolbox of actionable digital product management tools & techniques. It will help them discover, design & launch great products.
How Marketo Structures Marketing OperationsMarketo
The growth of marketing automation has coincided with marketing operations, making it a very strategic role representing an intersection of marketing, technology, and business process. In this presentation, you'll learn how to build out your marketing operations role and function, and structure your team.
Managing Sales Cycle and the Funnel are always the most important keys to support your sales teams to success.
This is an overview which could help having an idea about them.
You need any help, ask me
https://www.linkedin.com/in/aminsameni/
Summary - Fundamentals Of B2B Sales And Marketing - John M. CoeJohn Kivit
Summary of "Fundamentals Of B2B Sales And Marketing" by John M. Coe produced by John Kivit (www.multiscope.nl). Useful for your B2B marketing knowledge.
An overview of the sales lead generation for Business-to-Business (B2B) companies. Describes the goals for lead generation, and the main categories (Inbound and Outbound). Describes the key steps in setting up a lead generation programme. Also provides short overview of Account Based Sales.
Summer Internship Project Report on Digital Marketing for INTERALLAINCE WER...anonymous
Summer internship project report on Summer Internship Project Report on Digital Marketing for INTERALLAINCE WERARDT & Market Survey For New Product Launch: BONN BREAD
SaaS Marketing Plan: 5 Ways to Get your B2B App to Sell ItselfLincoln Murphy
Your B2B SaaS app will not sell itself unless it is designed to do so. This is a guide to getting your B2B SaaS to 'sell itself' was created by noted SaaS Marketing expert and Growth Hacker Lincoln Murphy of Sixteen Ventures.
This guide is full of actionable, unique, and thought-provoking ideas - Growth Hacks if you will - that are designed to allow your product to sell itself.
From attracting the right audience and driving user engagement, to making it easy to buy and easy to share through orchestrated virality, this guide covers all aspects of what's necessary to drive growth with SaaS companies of any stage and serving any market.
Whether you have a self-service sales model or one that requires outside sales reps to drive business, the tips and techniques contained in this guide and the source blog post will help you achieve your goals of efficiently scaling your sales process.
Marketo Revenue Cycle Model and Lead Lifecycle How ToJosh Hill
Join Marketo experts Josh Hill and Jeff Coveney to learn how to design and implement a Marketo Revenue Cycle Model and gain visibility into your sales funnel metrics.
See the video here: http://summit.marketo.com/2015/sessions/the-tale-of-two-lifecycles-simplify-your-funnel-analysis/
How to Design a Sales Process for B2B Sales - #1 Tool for the Dream Sales Team Daniel Nilsson
How Can You Grow & Develop Your Sales Pipe If You Don’t Know What You’re Doing? Learn how to design your B2B sales process and increase conversion, get bigger deals and close your deals in less time. I will give you the key steps, the right focus and example of tools that will take your sales team to a new level.
You should read this presentation if you believe in your own and your team's growth.
Personally, I have a deep passion for Growth and I created this presentation after doing extensive research on how I could grow sales into new levels. The data I have reviewed are from marketing experts, sales experts, Gartner, reports and my own personal experience defining sales processes in multiple verticals.
Please feel welcome to share your thoughts, insights or comments. I love feedback. You can send an email to info@daniel-one.com or visit my webpage www.daniel-one.com. I look forward to hearing from you.
Sales is being radically redefined like never before. With buyers now in possession of unlimited information, online content is quickly becoming the dominant driver for commerce. Today anyone working in sales - and that includes entrepreneurs, business owners, doctors, and many others - needs to possess entirely new skills. Unfortunately most organizations are still using traditional selling models developed for a different time.
The News of Selling, based on the ideas in David Meerman Scott’s book “The New Rules of Sales and Service: How to Use Agile Selling, Real-Time Customer Engagement, Big Data, Content, and Storytelling to Grow Your Business” shows how smart businesses large and small are discovering new opportunities, strengthening customer loyalty, and mastering real-time selling strategies.
Scott, author of the #1 bestseller “The New Rules of Marketing & PR” (published in 26 languages from Arabic to Vietnamese), demystifies the new digital commercial landscape and offers inspiring and valuable guidance for anyone not wanting to be left behind.
Marketplace is one of the most difficult business model used online. We have seen few spectacular cases that are now worth billions of dollars like Uber, Udemy, Lyft, Airbnb, Spotify. Nevertheless, there are a lot of examples of companies that fail in their attempt to grow. In this presentation I will show you in 9 steps how to build a marketplace:
• Find an idea
• Do the market and customer research
• Create the MVP
• Model the business in Excel
• Solve the Chicken & Egg problem
• Get the first customers
• Find scalable ways to get customers and suppliers
• Create organization that is able to scale
• Get funding to scale fast
I will also talk about key issues and KPIs that matter in the case of marketplaces.
In short thanks to this presentation you will learn how to build a successful marketplace while minimizing your risk and spending little money
How to Build a Product Roadmap by Walmart Senior Product ManagerProduct School
It all starts with a product roadmap! Your roadmap should tell the story of how you’re going to get to your ultimate vision. Getting priority, alignment, and balancing short term product iterations with long term strategic disruption is all part of the fun.
Hudson talked about the road mapping process, how you can balance short term and long term product/business goals, and how various initiatives on a road map get prioritized.
This deck aims at providing entrepreneurs, startup employees and young product managers a toolbox of actionable digital product management tools & techniques. It will help them discover, design & launch great products.
How Marketo Structures Marketing OperationsMarketo
The growth of marketing automation has coincided with marketing operations, making it a very strategic role representing an intersection of marketing, technology, and business process. In this presentation, you'll learn how to build out your marketing operations role and function, and structure your team.
Managing Sales Cycle and the Funnel are always the most important keys to support your sales teams to success.
This is an overview which could help having an idea about them.
You need any help, ask me
https://www.linkedin.com/in/aminsameni/
Summary - Fundamentals Of B2B Sales And Marketing - John M. CoeJohn Kivit
Summary of "Fundamentals Of B2B Sales And Marketing" by John M. Coe produced by John Kivit (www.multiscope.nl). Useful for your B2B marketing knowledge.
An overview of the sales lead generation for Business-to-Business (B2B) companies. Describes the goals for lead generation, and the main categories (Inbound and Outbound). Describes the key steps in setting up a lead generation programme. Also provides short overview of Account Based Sales.
Using Growth Hacking & Inbound Marketing To Grow On A BudgetKennedy Andersson AB
Low cost & high impact inbound marketing can ignite growth on a limited budget, if you a start-up or feel like giving-up there are opportunities with a comprehensive inbound marketing program to grow your leads and business.
The purpose of this deck is two-fold:
1. provide key insights on how to build a highly effective and predictable demand gen engine
2. provide a template for a monthly demand gen dashboard that tracks the value/ROI of your actions
There are numerous other key metrics that are essential for marketing to track but are not represented in this template such as customer experience [NPS, CSAT, etc.], brand recognition & affinity, website analytics, email analytics, PR share of voice, ad campaign effectiveness, and so on and so on.
Additionally, this dashboard is not intended to replace a full sales pipeline dashboard but rather to provide insights on how marketing is contributing to sales effectiveness and revenue.
Whether you sell to other businesses or to consumers, or whether your product is simple or complex, better qualification skills will reduce your frustration and improve your sales effectiveness. Why? Effective qualification lowers risk. It increases productivity. It enables you to focus your limited time on the opportunities most likely to produce the results you seek.
Lead Scoring: Aligning Marketing and Sales with Effective Lead Scoring Techniques - Turning Marketing’s leads into Sales’ gold can be a challenge. The inability to generate and identify qualified leads negatively impacts the effectiveness of marketing campaigns, revenue growth, and company success. This presentation explores this challenge and provides information on how to align the expectations of sales and marketing, enabling marketing to deliver a continuous flow of qualified leads to the sales team for maximum ROI. This informative session will teach you how to accelerate the sales cycle through automated lead scoring.
Here is George Deeb's presentation to the 2014 class of entrepreneurs at Founder Institute in Chicago. Lots of good information herein on how to drive revenues and attract investors with your traction. George is the Managing Partner at Red Rocket Ventures (www.RedRocketVC.com), a Chicago-based startup consulting, shared executive and fund raising firm. You can follow George on Twitter at http://twitter.com/georgedeeb.
Digital Marketing for Startups: a seminar on how to use web marketing to generate leads and acquire customers. Includes defining your Value Proposition; identifying your Ideal Customer Profile; revising your Website design to support lead generation; using Content Marketing, SEO, Social Media and paid online adds to generate traffic; using landing pages, content and downloads to convert that traffic to leads; and using lead nurturing to convert those leads to sales opportunities. Also discusses using Outbound Lead Generation campaigns in parallel with Online / Inbound Lead generation to maximize results for early stage tech firms.
There are usually 3 or 4 decision makers involved in the purchase of a managed service. These people can be CIO, CISO, Network manager, Operations managers, security architect, procurement and finance. How can you work out the titles of the people in existing large companies who were the decision makers / influencers so you sought out the right people to market to?
This presentation gives a brief overview of what a 100 day complex sales marketing consultancy plan would look like.
Digital Marketing and Lead Generation for Startups. Focused on online lead generation, but also covering Outbound lead generation processes. Covers identifying target buyers; value proposition; website design for lead generation; content marketing; paid online ads; Search Engine Optimization, email marketing, social media marketing. Describes key steps in Outbound lead generation too - prospecting, prospecting tools, initial email contacts, follow-up and conversion.
Business PaperDescriptionThe business analysis paper sh.docxRAHUL126667
Business Paper
Description:
The business analysis paper should focus on the use of information systems within a company of your choice. You should pick a company for which information systems played a key roll in making that company successful, and the paper should focus on how information systems contributed to that success. Your paper should answer the following areas:
· Industry Profile: What is the industry? What value does the industry provide to its customers?
· Include an analysis of the competitive landscape of the industry in terms of the Porter Competitive model. You will learn about Porter's 5 forces early in the quarter. Your paper should discuss each of the five forces that effect the competitive landscape of your company's industry. Discuss why each of the forces plays a strong or weak role in the industry and give evidence to support your argument.
· Be careful to define the industry correctly. To do so, ask the question "with whom does your company compete?" Be careful that the definition is not too narrow. For instance, Charles Schwab is a discount broker and they obviously compete with other discount brokers like Quick and Reilly and Fidelity. But, they also compete against full service brokers and deep discounters. There is also a risk of defining the industry too broadly. For instance, total retailing in the U.S. is over $2 trillion a year. This includes everything that is sold to a consumer--groceries, automobiles, fast food, clothing, etc. There are sub-sections to the retail industry and these provide a better definition since they are consistent with the criteria cited above regarding who companies compete against. Automobile dealers do not compete with McDonalds or Safeway.
· Company Profile: What business is your company in, and what value does it provide its customers. In what ways is it different than its competitors? How has it's history shaped what it can offer its customers?
· Information Technology: How does the company use IT to support or enable its business processes and competitive strategies? What technologies in particular does it use? Does the company use existing technologies,develop its own technology, or some combination of both? How much of the company’s success do you attribute to its use of IT and/or the company’s early adoption of IT into their business processes? Is it used to enhance or differentiate their product, reduce costs, or both?
· Leadership: Who are/were the key leaders of the company? What decisions did these leaders make, in particular decisions relating to the deployment of IT? What opportunities did they identify that helped make their company what it is today.
· Market and Financial Performance: What is the company’s revenue and profit, and how has it evolved over the years? How does the company’s performance compare to its competitors? You may also want to include other industry specific measures of performances, like cost per available seat mile (CASM) for airlines or sales ...
If the market for your product or service is taking off, you’re likely experiencing an influx of new entrants. Customers, potential employees and investors—who in the early days didn’t understand your product or were skeptical it would succeed—now tell you that “everyone’s doing that” and want to know “what’s different about you?”
In this presentation, you'll learn how to refine your target market definition and improve your positioning, so you can help your company grow in a crowded market.
Improve Sales Productivity with Digital Sales CoverageMarketBridge
Customers now spend significantly more time doing on-line research, they expect to be served up content aligned to their buying process and on their time frames.
As a result, sales productivity is suffering, with an estimated 67% of sales reps not meeting their quotas, mainly due to a lack of digital sales coverage.
In this whitepaper we outline the 5 steps required to implement digital sales coverage
The Many Faces of Sales Enablement: How to Drive Revenue Through Retention Ma...Aggregage
In a pandemic, it’s more important than ever to focus on retaining and expanding current customers. So, how can sales and marketing support the retention effort? Join Ruth Stevens as she dives into this fast-paced session and reviews the 7 key strategies for current customer marketing, to enable sales and expand customer value.
IEEE GlobalSpec is pleased to provide you with this Marketing Planning Kit to help you evaluate the effectiveness of your
current marketing choices, calculate the value of existing marketing programs, understand today’s marketing landscape,
and plan more effective strategies for 2020. Our intent is to help you define and achieve your marketing goals and
objectives for the year ahead.
Do you have a marketing strategy in place to emerge from COVID-19 ahead of your competition? Strategic marketing begins with a clear understanding of who your customer and potential customers are and the attributes that drives purchase behavior. Marketers often create personas trying to bucket certain characteristics of audiences together. Sometimes this exercise is done based on their feelings, interviewing customers or looking at what others say within the industry vs. relying on empirical audience data that can be readily available.
Data-driven customer acquisition is critical to high performing marketing campaigns and necessary to truly impact revenue growth.
Once you can more fully understand your customer and what the job to be done is, creating a customer journey map with pathways to purchase and developing a winning marketing strategy becomes clearer and more precise. Continuing to use loyal customer data attributes and insights allows brands to run hyper-targeted digital advertising and guide future campaign success.
Samenvatting - Business Marketing Management - BiemansJohn Kivit
Samenvatting van het boek "Business Marketing Management" van Wim Biemans door John Kivit van Multiscope. Een aanrader als je je wilt verdiepen in B2B marketing!
Uitgeven op het web is tweerichtingsverkeerJohn Kivit
Presentatie voor De Nationale Uitgeefdag. Over hoe uitgevers innovatiever kunnen zijn door de dialoog aan te gaan en hun innovatie breder te zien. Met bereikscijfers van traditionele en online uitgevers en nieuwssites.
Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challengesHolger Mueller
Holger Mueller of Constellation Research shares his key takeaways from SAP's Sapphire confernece, held in Orlando, June 3rd till 5th 2024, in the Orange Convention Center.
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
In the Adani-Hindenburg case, what is SEBI investigating.pptxAdani case
Adani SEBI investigation revealed that the latter had sought information from five foreign jurisdictions concerning the holdings of the firm’s foreign portfolio investors (FPIs) in relation to the alleged violations of the MPS Regulations. Nevertheless, the economic interest of the twelve FPIs based in tax haven jurisdictions still needs to be determined. The Adani Group firms classed these FPIs as public shareholders. According to Hindenburg, FPIs were used to get around regulatory standards.
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
An introduction to the cryptocurrency investment platform Binance Savings.Any kyc Account
Learn how to use Binance Savings to expand your bitcoin holdings. Discover how to maximize your earnings on one of the most reliable cryptocurrency exchange platforms, as well as how to earn interest on your cryptocurrency holdings and the various savings choices available.
Company Valuation webinar series - Tuesday, 4 June 2024FelixPerez547899
This session provided an update as to the latest valuation data in the UK and then delved into a discussion on the upcoming election and the impacts on valuation. We finished, as always with a Q&A
Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
Looking for professional printing services in Jaipur? Navpack n Print offers high-quality and affordable stationery printing for all your business needs. Stand out with custom stationery designs and fast turnaround times. Contact us today for a quote!
VAT Registration Outlined In UAE: Benefits and Requirementsuae taxgpt
Vat Registration is a legal obligation for businesses meeting the threshold requirement, helping companies avoid fines and ramifications. Contact now!
https://viralsocialtrends.com/vat-registration-outlined-in-uae/
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
➢ 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
➢ SUPER JUNIOR-L.S.S. THE SHOW : Th3ee Guys in HO CHI MINH
➢FreenBecky 1st Fan Meeting in Vietnam
➢CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
➢ WOW K-Music Festival 2023
➢ Winner [CROSS] Tour in HCM
➢ Super Show 9 in HCM with Super Junior
➢ HCMC - Gyeongsangbuk-do Culture and Tourism Festival
➢ Korean Vietnam Partnership - Fair with LG
➢ Korean President visits Samsung Electronics R&D Center
➢ Vietnam Food Expo with Lotte Wellfood
"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
2. John Kivit – Multiscope
john@multiscope.nl
Maart 2010
3. 0. Introduction
Why is lead generation inherently more challenging in the complex sale?
- Fewer opportunities
- Commoditization is more difficult to overcome
- Increased selling at the executive level
- Must reach the sphere of influence
- Less selling time
- Return on investment
A complex sale more often than not entails a consultative approach to selling.
4. 1. Essential lead generation
“Sales people must be enabled to do what they do best – to sell, with leads that have
been qualified as sales ready.”
Trust is important. Sales people must earn the recognition of “trusted advisor”.
People buy based on emotion and then backfill with logic.
“In today’s commoditized business climate, the thing that sets companies apart is
their ability to create and develop relationships.”
Buyers must:
- Be familiar with you, your company and what you do
- Perceive you and you company are expert in the field
- Believe that you an you company understand their specific needs and can
solve them
- Must like you and your company enough to want to work with you.
A clients CEO asks his marketing manager, “What are our most effective tactics for
generating leads?” The marketer’s reply: “All of them.” A table requires all four legs;
to lose one is to become less sound, less secure. So too with lead generation.
Crucial for success with any lead generation program:
1. Closed loop feedback
2. Database, CRM, Sales Force Automation
3. Open dialogue (a mindset).
5. 2. Marketing and sales: one team in the complex sale
Sorry, not a single note on this chapter. It could be left out as far as I am concerned.
Just reading the chapter title is enough
6. 3. Defining your best lead
Carroll cites John Coe (Fundamentals of Business-to-Business Sales & Marketing).
His book is a must have!
Make lists of the best and the worst of you current customers:
- Rank customers by most profitable, best revenue, easiest to do business with
- Evaluate the characteristics of each company to determine why the top five
companies (high and low) are on the list
- Identify the key attributes that they share
Clearly articulate your target market. The ideal customer profile becomes the
standard that is applied against the total target universe. It compares to “practice
target”:
- Tier 1: 500 companies (bulls eye)
- Tier 2: 1.000 companies (ring 1)
- Tier 3: 2.500 companies (ring 2)
- Tier 4: 5.000 companies (outer ring)
An inquiry is an interested party who has requested information and needs some
level of assistance, but inquiries are not leads. Numerous lead qualification programs
have shown that as little as 5 to 15 percent of all inquiries are sales ready leads.
A lead is a potential customer that wants to learn more about what you sell and that
has acknowledged it has a business problem that you could help solve.
A good (hot) lead passes the BANT(S) criteria:
- Budget
- Authority
- Need
- Time frame
7. - Sales ready
Creating the universal lead definition:
1. Meet: get all those involved together and select a capable leader
2. Ask: what do we consider a qualified lead?
3. Meet again: is there consensus that we are on the same wavelength?
4. Close the loop
5. Edit and republish
Criteria for the universal lead definition:
- What makes a good sales lead?
- What information do you want in order to qualify a lead as being sales ready?
- How would you differentiate between near-term, mid-range and long-range
leads?
- What functions or ‘buy point” are targeted in term of key contact information?
The lead generation fable: Oasis and camel dung (see page 34)
8. The Sirius Decisions lead spectrum:
- Level 1: a response from an individual to a marketing campaign or someone
who has taken proactive steps to demonstrate interest in you message,
product or service.
- Level 2: a meaningful interaction (via phone or e-mail) with an individual
meeting the requirements of fully qualified company or audience.
- Level 3: level 2 plus individual demonstrates a specific need for and interest in
your product or service.
- Level 4: level 3 plus the individual is in the process of defining a requirement
for your product or service.
- Level 5: level 4 plus the individual has the responsibility, budget and a
defined timeline for the purchase.
Lead scoring: the method of assigning a numerical value to the responses gathered
during the lead qualification process.
9. 4. Lead generation ROI depends on data quality
“If you have eight hours to cut down a tree, spend six hours sharpening your ax.”
Developing the database
- Industry identification & description (SIC)
- Annual revenue
- Employee size
- Geographic information
- Budget
- Decision time frame
Fields that should be included in all databases:
- Company
- Address
- Phone/Fax
- Contact names & titles
- Website
- E-mail
- Division / company relationship
- Unique identification number
See figure 4-1 on page 47. Basically try to create the ‘firmographics’.
Include status & tracking fields for activity:
- Status codes: where is the lead in the sales process
- Assignments: who was the lead generator, who is assigned to the lead
- Activity dates: the leads most recent activity or next anticipated activity
- Lead source
- Forecasting tools: close probability & estimated revenue
10. A sales process would logically include these steps:
- New record
- Teleprospecting
- Sales-ready lead
- Needs analysis
- Proposal
- Contract Negotiation
- Signed contract
Entry normalization can ensure proper data quality:
- User proper capitalization, punctuation and standard abbreviations
- Standardize a form for telephone numbers
- Uniformly structure addresses, e-mail etc.
- Enforce minimum and maximum values for numeric and date fields
11. Reporting makes your database come to live and could answer questions like:
- How many leads are we passing to sales each month or quarter?
- What has happened with each of our inbound Web leads?
- Who is the top-performing teleprospector?
- What is the ROI for direct mail-generated leads?
- How many leads fit the ideal customer profile?
- Where are the major points of deviation from the ideal customer profile?
Building up the database, you can use these sources:
- Sales team
- Inbound phone
- E-mail & web inquiries
- Trade show attendees
- Past marketing campaigns
- Past customers
“It has been shown that more than 70 percent of businesspeople change one or more
elements on their business cards each year”.
12. 5. The Value proposition
“Regardless of the industry, 10 percent of potential customers are actively in search
of a solution and have an inclination to buy what you are selling. Another 10 percent
may be interested in knowing about your solution but are just looking around”.
“People often buy an emotion and backfill with logic. That’s where a brand comes
into place”.
“The more awareness you create, the more sales will likely result…In the b2b market,
however, there is much more at stake, particularly in the complex sale”.
“In short, a good reputation leads other to make conclusions about the corporate
brand, but the corporate brand itself does not create reputation”.
Reputation is rooted in value propositions and aligns with notions as:
- Brand awareness is not enough.
- Tactics like thought leadership, PR and analyst coverage are more effective
than traditional advertising efforts.
- It is important to understand your potential customers buying process.
The goal of lead generation is to connect your value proposition with the target
audience needs.
A value proposition essentially answers these questions:
- How can you help my business
- What difference can you make
- Why is your solution the one to buy
A good value proposition:
- Focuses on the contacts with an ideal customer profile
- The potential customers business issues that need to be resolved
- The potential customer must now the difference between opting for your
13. solution and doing nothing
- The potential customer must be convinced that you represent the best solution
Value proposition can be developed around:
- Increasing revenue
- Avoiding costs
- Improving profitability
- Reducing costs
- Improving quality
- Retain employees
- Shorten product development cycles
Point to consider in detailing and refining the value proposition:
1. How much do you really know about your current customers
2. Can your value proposition be evaluated from the customers perspective
3. Research potential customer’s industry for trends
Learn from you current customers if you don’t know:
- Why they choose to work with you
- How working with you helped their business
- How well they can quantify your value in terms of numbers
- What intangible benefits they value
- Are these benefits important to their business
- What the believe your company offers from the standpoint of discernible
differences
Neil Rackham, author of Spin Selling discovered that all major buying decisions go
through four distinctive steps:
1. Recognition of needs
2. Evaluation of options
3. Resolution of concerns
4. Implementation
14. Lead generation model on page 60 (Figure 5-2) gives a very good
overview of the possible instruments in each stage of the buying cycle!!!
“Consistency leads to reinforcement, reinforcement leads to familiarity, and familiarity
leads to trust”.
The economic buyer consists of multiple roles:
- Influencer
- End user
- Info gatherer
- Gate keeper
- Champion
- Technical buyer
- Decision maker
Search for triggers that can help to send the right message:
- New product or service introduction
- New key hires or recent personnel departures
- Mergers and acquisitions
- Strategic announcements
- Relocations, office closings, expansions
- Change in competitive landscape
- New laws, regulations, restrictions
15. 6. Building the Lead Generation Plan – Critical Success factors
“Set goals before spending a dime”
Possible goals:
1. Number of inquiries and leads
2. Revenue targets
3. Market share objectives
4. ROI
Good tool to help calculate the number of qualified leads: The Marketing Lead
Calculator
http://www.sales-lead-experts.com/tips/tools
Some good ROI goals:
- Cost per inquiry
- Cost per lead
- Cost per closed sale
- Leads-to-sales conversion ratio
- Reduced sales cycle (as a percentage)
- Total program cost
- Revenue contribution (as a percentage)
Critical success factors:
1. Conversations, not campaigns
2. Sales & Marketing – one team
3. The ideal customer profile
4. The universal lead definition
5. The database
6. List acquisition
7. Value proposition
8. Multimodal tactics
9. Effective lead management
16. 10. Lead Nurturing
A customer will always think, “How you sell me is how you will serve me”.
The final pages of this chapter are a GREAT summary of all the previous chapters.
17. 7. Synergies in tactics
“Although trigger events and timely marketing messages are key elements for
effectively generation leads, dedicated lead generation for the complex sale calls for
a comprehensive, disciplined, and multimodal plan of action in order to begin to
reach a satisfactory level of ROI”.
According to a Cahners Research study, a typical b2b sale of $35,000 takes an
average of 5,12 calls to close.
Lead generation is like a financial portfolio:
“ The CEO who asked his marketing manager about the most effective
tactics for generating leads and got the response – all of them-, probably
was not too pleased to learn that it take more than one”
Great schedule for multimodal lead generation on page 81 (Figure 7-1). Download it
at http://www.startwithalead.com/resources.
The basic ‘instruments’ are:
• Branding
• PR
• Website
• Events
• Phone calls
• E-mail
• Online marketing
• DM
• Referrals
Success requires a balance of push tactics that encourages the contact to action and
pull tactics that create a strong impression of you company and build brand
awareness. Push & pull instruments are in table 7-1 on page 84.
18. 8. The Phone
“To begin a dialogue, phoning is by far the most appropriate and reliable method for
contacting high-level decision makers. If you really want to know, pick up the damn
phone”.
To use phoning as an effective lead generation strategy, consider creating a
specialized teleprospecting function within the sales group. Better yet, make
teleprospecting a marketing responsibility to create a more direct alignment with
ongoing marketing and reputation-building activities.
One teleprospector on one or two salespeople is a general rule of thumb. On
average a teleprospector averages between 40 and 80 calls per day, and of these
reaches 8 to 10 true decision makers.
Telemarketer = data gathering & verification
Teleprospector = more extensive relationship building conversations
Research show that the addition of an inside teleprospector to support one direct
salesperson can increase that person’s sales revenue by from 50% to 150%.
“90% of salespeople hate to cold call and the rest are lying ”
Questions to ask in setting up teleprospecting:
- Do I have support from management
- Do we have the expertise to build and manage the team
- Do I have the resources for extensive training support
- Do I have space in our facilities for new staff?
- Can I change / upgrade our information systems to better manage operations?
- Have I identified overhead and revenue goals?
- Can I afford the learning curve required?
- Do I have sales, marketing and operations support?
19. Four categories of phoning comprise the objectives/application of phoning:
1. Verification
2. Qualification
3. Teleprospecting
4. Nurturing
20. Improving phone calling performance:
- Sustain the calling: keep it going
- Make every call count: information is the crux of productive lead generation
- Scripts and call guides: an outline of areas to be discussed and questions to
be asked
- Top down: it is better to be referred down than to be referred up.
- Executive assistants are allies
- Be relevant and informed: knowledge of the potential customer & the company
and understand issues faced.
- Align teleprospectors with verticals and roles
- Gain (e-mail) opt-in
21. 9. E-mailing with credibility
E-mail has earned the much-sought label of cost-effective.
Think quality, not quantity:
- How effective is my relationship-building
- How many contacts within my sphere of influence do I have on my list?
- How relevant is my e-mail messaging?
Examples of good e-mail content:
- By-lined articles
- Third party articles relating specifically to your value proposition
- News releases, news stories
- White papers
- E-mail newsletters
- Event invitations
- Research reports
- Survey results
Building the e-mail list:
- Opt-in by teleprospector
- Add enticements to landing pages
- Add a sign-up or registration form to the website
- Add a separate checkbox for newsletter sign-up to the contact form (s)
- Establish incentives to provide contact details when requesting white papers,
reports etc.
- Make newsletters accessible by search engines
- Include messages that provide links to newsletters
- Promote your newsletter by all available means
Good for executive reach:
- Use e-mail as a follow up on what has been discussed
- Extend the invitation to a breakfast roundtable
22. - Extend the invitation to a webinar
- Send a message of congratulations on recent media attention
- Provide information from studies and research on key business trends
relevant to the industry
- Strike the right balance in frequency.
When developing e-mail campaigns, take the following into consideration:
- Define
o Goals
o Audience
o Message
o Vehicle
o Delivery timing
- Confirm
o That the from line matters
o The subject line is accurate and to the point
o Format & content are properly personalized
o Copy is clear & concise
o Copy is free of words that offend spam-triggering filters
- Before implementing:
o Proofread and proofread again
o Verify all links
o Preview in HTML and text
o Make sure opt-out is in
o Make sure the e-mail looks personalized
23. 10. Public relations and lead generation
According to Sirius Decisions: “While brand isn’t dead, we believe it has become a
byproduct of (1) reputation, reputation has a direct link to (2) demand creation that
indirectly helps drive (3) revenue”. Trust is built upon reputation.
“As a recognized expert –thought leader- customers and potential customers will
respond to you or seek you out when a solution is called for.”
The ultimate goal for PR is to create thought leadership. Real thought leaders
communicate; the write, they speak and in many ways they openly share insightful
ideas. They create content and content is king.
The thought leader toolkit:
- Research reports
- Newsletters
- Blogs
- How-to guides
- Podcasts
- Articles
- Events
- Books
- Case studies
- White papers
“Public speaking is less about selling what you do than it is selling what you know”
Good information to have from your audience:
- Most credible print, broadcast, online media & blogs
- Specific media most regularly followed
- Type of information sought or relied on from each medium
- Trade group or association memberships
- Trends and news
24. Ways to share content:
- Sales team
- Press releases
- Online publicity tools (blogs, RSS, online press release distribution,
podcasting)
- Online search engines
- Reprints
Reputations do not happen overnight, however, and it is good to remember that PR
is in essence a sustained effort over an extended period of time.
This chapter is a bit disappointing. We know better @multiscope
11. Event marketing
Most events fit into two categories:
1. Promotional driven: objective is name recognition and association.
(Sponsorships)
2. Reputation driven: seminars, summits, symposia, trade shows or conferences
with content designed to improve sales or customers relations
“Webinars are currently the champion of event lead generation tactics”.
Content is king, look to a variety of sources available like feedback from other
interfaces, editorial cues, trade journals, industry intelligence, whispered tips and
your sales team input.
Tips for webinars:
- Use a ‘tease’, bit-size chunks of valuable information with a view to being
25. educational and informative
- Don’t force attendees to stay through the whole webinar.
- Never read verbatim for the slides, paraphrasing is more powerful.
- Keep the slide count fewer than 30 per hour or roughly on every two minutes.
- Context must be give-and-take by design
- Employing more than one speaker helps to sustain the audience interest
- Be sure of your expertise with the technology to guarantee a smooth
performance
- Archive the event. They are known to pull in more virtual attendees than
attendees of the original event.
Planning your event:
- Have campaign objectives been defined?
- What is the target audience?
- What will attendees gain from this event?
- What is the topic and how is it best described?
- Does the topic tie to your value proposition?
- Is content appropriate and ready?
- What is the agenda?
- How will the success of the event be measured?
- How will ROI be measured?
- Is the event adequately budgeted?
26. Promotional strategy for events:
- Take a multimodal approach
o Advertising
o Other events
o Other speakers
o Blogs
o Podcasts
o Co marketing partnerships
o Direct mail
o Phone calls
o Website
o PR
o E-mail campaigns
- Be especially careful in evaluation tactics
- Design promotional materials
- Let the sales team invite leads being worked on
- Make registration procedures prominent and clear
- Employ a well-thought-out e-mail template for confirming registration
- Make event details a conspicuous element on your web site.
- Gear up your database
- Develop survey questions before, during and after the event
- Use a pre-event inquiry:
o What the registrant is hoping to learn
o What attracted the registrant
o How the registrant heard about the event
o If there are colleagues who should be invited
- Incorporate a reminder messages schedule
For events, it is not inappropriate to allow a three-to-six month lead-time for planning,
development and execution.
Average industry attendance runs about 30% of registrations!
27. After the event:
- Move the registrants to your database for tracking
- Share useful and relevant information
- Compile event metrics:
o Number of registrants
o Number of attendees
o Number of no-shows
o Names of registrants, attendees & no-shows
o Percentage of attendees to registrants
o Cost per attendee
o Number of attendees to sales-ready leads
o Cost per sales-ready lead.
o Percentage of sales-ready leads moved into the sales funnel as
prospects
o Number of contacts added to lead nurturing database.
- Reviewing
o Surveying responses
o Things learned, things that worked, things that did not work
o Possible changes
o Sales team feedback
Typical conversion of an event:
1. Multimodal promotion to 100%
2. 2-5% of target registers
3. 30-40% of registrants attend
4. 5 -15% a are sales ready
For every 1.000 contacts invited you have about 1 to 3 sales ready leads.
28. 12. Lead generation on the web
According to Forbes magazine, the most important source of business information
are:
- 49% of C-level executive said the Internet
- 57% of large corporations senior management said the internet
- 85% of all respondents said they use search engines
The process of lead generation on the web:
1. Search engine optimization
2. Inform
3. Engage
4. Convert
5. Track website ROI
Questions to be asked about the company website:
- What does it convey about the company?
- Is it professionally done?
- Does it have the right information?
- Is desired information quick and easy to locate?
- What value is perceived?
- What is the next step?
“Turning visitors into high-quality leads is regularly a matter of how quickly your
respond to their inquiries.”
A “good practice” case:
- A company generating 12.000 lead via their website
- Leads are immediately passed on to the sales team
- Sales calls the leads within 15 minutes to an hour
- A meeting with a salesperson is subsequently scheduled
- If a lead is not followed up within 24 hours, that sales person can expect a call
from management, even worse things happen after 48 hours.
29. According to Anne Holland from Marketing Sherpa, 50% of website visitors spend
just eight seconds scanning a companies website landing page before deciding to
leave.
“The sales process is actually a long series of micro conversions resulting from
ongoing dialogue”.
30. Metrics to be uses for tracking website ROI:
- Inquiries
- Visitor-to-inquiry conversion rate
- Visits to ‘contact us’ page
- Inbound phone calls from website
- White paper requests
- Newsletter registration
- Opt-in e-mail addresses
- Key words clicked on most frequently
- Key words producing the best inquiries
- Key words producing the worst inquiries
“Currently, two primary elements reliably drive favorable search engine indexing and
ranking. They are cross-linking and search term relevance.”
General principles using the web to accomplish better lead generation:
- Focus on relevance and visitor conversion
- Tie the value proposition to the search terms visitors will use
- Use keyword density that accurately reflects the value proposition
- Collateral materials should be provided freely with little or no qualification
- Use content created for other lead generation activities
- Inquiries must be responded timely and professionally
- The easier to get information, the more likely dialogue will be opened
- There should be multiple means of finding and reaching the website
- Website should be integrated with the database for searching, scheduling and
record keeping purposes
31. 13. Lead generation and direct mail
A:
“When it comes to the complex sale, not only is DM ineffective by itself, but also is
frequently used incorrectly and even abused.”
Versus B:
“But when the target is narrowly defined an the strategy is specifically geared to
incorporate a follow up function or supporting an existing dialog. DM becomes an
important component of the entire lead generation strategy.”
A targeted campaign:
- What are you trying to accomplish?
- Your value proposition and its relevancy
- Who are you trying to reach?
- The language of the potential customer
- Does the customer know “what’s in it for them”?
- Your DM message
- The database
- Cleaning the database
- Calling to verify contact information
- Adding key contacts to the database
- Reviewing results of last contact
- Calling for permission to send the DM
- Sending the mailing only to verified database contacts
- Making the DM interactive with a follow up mail
- Send only DM mailings that the team can quickly follow up
Direct mail possibilities:
- Case studies
- White pages
- Event invitations
- Research reports
33. 14. Lead generation and referrals
Referral:
The recommendation that a company or person makes on behalf of another, to a
company seeking similar products or services.
Reference:
A statement or a testimony as to another’s character or ability / value.
Ask this questions to your customers:
- Would you refer to our company to others if the opportunity presented itself?
- Would you agree to act as a reference if requested?
- If not, what can we do to earn your trust?
Think about using:
- Expert referrals
- Internal touch points
34. 15. Blogs, podcasting and the brave new world of lead generation
A tip in general: “Just be people with people”.
For now, blogs are not popular with the Fortune 500 crowd, but no doubt they spend
a great deal of time keeping up with blogs of others in the same industry.
Are you ready to blog?
- Why you think you should be blogging?
- What your writing would be about
- The audience you hope to attract
- Your willingness to take the extra time required to cultivate relationships
When it comes to lead nurturing, your blog’s RSS could become an invaluable tool.
Some things to keep in mind about podcasting:
- Know what you want so say and have a point of view
- Be ready and willing to learn by trail and error because podcasting is still
formative without a lot of helpful tools
- Develop a working familiarity with sound editing software.
- Determine your comfort level with speaking in a broadcasting voice
35. 16. Working with you leads
The lead management process is clearly described in figure 16-1 on page 161.
Questions all potential customers ask themselves:
- Is this company credible and solid?
- Is there a competitor of this company that is better?
- Will this company’s solution really work for me?
- Can I afford this company’s solution?
- Will buying from this company make a difference?
- Can I trust this company?
Four criteria underlying trust in the lead generation process:
- You are known: awareness in the market, proven track record, served similar
companies.
- You are credible: wonderful reputation, expert in the field
- You are convincing that you can help: offering a plausible solution
- You are liked: your personal qualities stand you in good stead.
Really important lead generation model on page 165 (figure 16-2) about
the information requirements by stage.
36. 17. ROI measurement and metrics
Detailed measurement:
- Cost per inquiry
- Cost per lead
- Cost per closed deal
- Inquiry-to-lead conversion ratio
- Lead-to-sales conversion ratio
- Number of leads required to generate a single closed deal
A framework for measuring ROI the right way:
- Sharing goals
- Documenting the process
- Providing sales the ability to return leads to marketing
- Ensuring closed-loop feedback
“What gets measured, gets done”
Sales process table:
0. FYI: Review requires special attention
1. Appointment: Lead qualified by marketing and sent to sales to be qualified
2. Qualifying: Salesperson is determining if lead is actually a viable prospect
3. Prospect: Salesperson actively pursuing
4. Profiled: Completed written proposal and opportunity assessment
5. A) Pre-proposal: Confirming initial plan prior to formal proposal
B) Proposed: Final proposal sent
6. Committed: Agreement delivered and verbal yes to proposal
7. Active contract: Agreement approved and signed
A. Nurturing: Was prospect and dropped out of the sales pipeline
B. Follow-up: Sent back to marketing for requalification, rescheduling or lead
37. nurturing
C. Rejected: This clearly wasn’t a lead – returned to marketing
Not a fit: Lead advanced beyond step 3 in sales process –
salesperson decided not a fit
The Sunshine Machine: This happens when you hear about overly optimistic or
“sunny” individual sales forecasting, that suddenly turns cloudy when the selling
starts. A solution for this:
- Individual sales forecasts from the sales force
- Consolidate the individual forecasts
- Reducing the consolidated forecast by 20%
- Reducing the revised consolidated forecast by another 20% after top sales
management review.
38. Development concerns for a sales management dashboard:
- Getting to know the sales team’s process
- Gaining close familiarity with the universal lead definition
- Having sound means for closed-loop sales input
- Ensuring data point accuracy.
Example of an executive dashboard for lead generation ROI on page 178
(Figure 17-1)
39. 18. Lead nurturing
“Lead nurturing keeps the conversation going on over time, building solid
relationships and allowing the creation of interest in products and/or services while
bringing leads so sales-ready status when the buying opportunity presents itself”.
An in-depth study for Cahners Business Information of inquiries generated by ads
and press releases found that six months after inquiring, 20% of the subjects had
bought the product or service either from the promoter or a competitor and 15% said
they would buy soon.
70% of the final customer brand perception and preference is determined through
direct contact with the salesperson”.
“The salesperson must be recognized as a trusted advisor to be successful”.
The complex sale requires:
- Your prospect is familiar with you and your company
- Your prospect perceives you and your company as experts in the field
- Your prospect believes that you and your company understand his or her
specific issues and solve them
- Your prospect likes you and you company enough to want to work with you
Ask yourself the following questions when developing a lead nurturing program:
- Exactly whom do I want to nurture?
- What problems does the prospect need to overcome each day?
- What is the prospect’s top priority right now?
- Do I know what the prospect worries about?
- What messaging do I want to communicate?
- What is the best way to deliver the message?
- What action do I want the prospect to take?
- Will I need to demonstrate my product or service?
- If incentives or inducements are required, what are they?
40. - How often should I strive to be in contact?
- Which tools require direct sales involvement?
Figure 18-3 gives some tools for lead nurturing; tables 18-1 and 18-1 give
some example lead nurturing plans.
“A general rule is to bring salespeople into the process about six months before the
targeted purchase time”.