The Art of Lead Farming Steps to Successful Lead Gen Marketing

1. The Art of Lead Farming
Steps to Successful Lead Gen Marketing
Tridiv Das
Founder and CEO, Creative Factor

2. Why lead farming?

3. Businesses are
always looking
for low
hanging fruits…

4. Picking Just the LowHanging Fruit is Lazy
Selling…look for
symptoms...

5. “Drop price and
give other concessions...”

6. “Optimistic sales
projections that
consistently fall short...”

7. “I’ve got a potential big deal
here,” and eventually they
treat the rep like The Boy
Who Cried Wolf because his
deals usually don’t happen”

8. “Many one-time sales, since the
rep never really understood why
the customer bought in the first
place, and the customer went
elsewhere”

9. Cultivate lead
— Don’t make your objective for the call to simply pick
the low-hanging fruit.
— The goal should be to dig deeper and get the ones
you are missing now.
— Understand the big picture. Don’t be a simple
vendor. Question more. Find out about the business
reasons behind the purchase. What are the reasons
and needs behind it.

10. “I’ll be happy to give you a
quote on that. Tell me more
about the project.”

11. Steps to Lead Farming
A farmer knows it all, and no business schools have ever taught you.

12. 1 Crop Selection
— First step to lead farming is to choose the right sets
seeds (products or the bundle) which suits the field
(Market place)
— A selection that compliments each other, and
presented to market as a holistic solution which
makes perfect business sense

13. Hewlett Packard (Ireland)
— Ireland’s grocery
retailers could
stand to benefit
from opportunities
in the growing
retail photo
publishing market,
estimated to be
worth €56 billion
by 2013.

14. Hewlett Packard (Ireland)
“The amount of images
being taken today is far
in excess of anything that
has ever been taken
before. They’re being
captured on cameras, on
phones, and on other
devices, and what’s
happening now is that
there are also many more
things that people want
to do with their images,
not just photographs.”

15. Hewlett Packard (Ireland)
Solutions attract a high
margin, as well as
increased footfall to the
store. Retailers that have
implemented the retail
publishing approach are
experiencing significantly
better than industry
average year-over-year
growth, by as much as 60
to 70 percent depending
on the product.

16. 2 Land Preparation
— Pick your key markets and
their timings.
— Objective is to tap the
potential market to stimulate
Demand.
— Think how your solution is
going to add value to the
market.
— Meet your customers and
understand the growth and
opportunities.

17. Intel India: PC Success Story
In Early 2002, in a bid to sustain its
technological leadership, Intel Asia
Electronics chalked out a multi-pronged
marketing strategy which includes mass
media campaigns, online advertising,
events, trade shows and seminars.
In addition, the company kicked off a slew
of marketing initiatives in a bid to reach
out to a wider target audience - Intel
Digital PC Party was launched in over 25
cities across the country.
In addition, to ‘Intel Creativity Corner’ in
Delhi schools to start with.
Besides other SMB Event Campaigns To
educate them about managing business

18. Intel’s ‘Digital PC Party’ A family
event that, educates entertains and
engages. AT prime locations across
25 cities in India.
In big halls, they set up a class-room
atmosphere with demonstrators.
Visitors can sit and work on our
computers. Also, we invite dealers
for these meets. In fact, visitors can
avail of installment offers from
Leading banking finance
organization at the same location.
300-350 Events Every year. Attracting 1000 Families
per weekend. Connecting more than 500 Intel
partners in event with their prospect buyers.

19. Installed ‘Pentium 4
Processor’ (P4P)-based PCs at
many schools across the country,
where students can explore their
creativity. Also, we have
introduced exclusive offers for
students. In fact, parents can
now pay the money through
installments in five years’ time.”
Intel Education Program over
the years has empowered
thousands of teachers and the
education system by adopting
computers in education.

20. Intel’s World Ahead program
enabled Indian SMEs to adopt IT
in collaboration with financial
Organizations

21. 3 Seeding
— Seeding is one of the most
important aspect of marketing.
Never loose an opportunity to
plant an idea or solution in the
minds of your prospects, or even
your existing customer.
— Considering the fact that says
60-70% of purchase decision is
made even before a sales person is
engaged.
— In-bound marketing plans a crucial
role at this stag, which includes
content marketing techniques.

22. A recent survey of
LinkedIn members within
the B2B Technology
Marketing Community
showed that case studies
are the most effective form
of content marketing. The
survey, B2B Content
Marketing Trends 2012
also showed that
compelling storytelling is
the most effective content
tactic.

23. Human beings, across civilizations, cultures
and races, we all, universally, love a good story,
we are all people with emotions. Regardless of
whether we function in the B2B marketing or
in the B2C space, we all have a need for stories
to stir up emotions in us. And well, if those
emotions make us feel good and positive and
enthusiastic, then even better in the world of
business.

24. The issue is, most organizations, even the ones
that recognize the importance of integrating
social media into a comprehensive marketing
plan, fail to realize that the onus of sourcing
great stories does not rest entirely on marketing.
Certainly, the creative folks in marketing can
take the lead and craft the story to make it
engaging and interesting to the audience. The
story itself can and should emerge from the
length and breadth of the company.

25. Turning sales force into
thought leaders- IBM
— In 2011-12, IBM UK encouraged its army of
sales consultants to become more eminent in
their respective industries, to highlight the
breadth of the specialist knowledge and skills
offered by the company.
— Over hundreds of its leading consultants
raised their professional profiles through the
use of social media.
— To equip the sales consultants, IBM
periodically organizes 2 day Training
workshop. Which is primarily focus on
meeting journalist, Exposure Social media tools
and audiences insight

26. The Network Effect: Cisco
2013 Webby
Official
Honoree:

27. The Network Effect: Cisco
Cisco has a web documentary series called
The Network Effect.
What you see here is not self-serving, brand promotion or
sales driven creative videos. Instead, you hear inspiring
stories of innovators and inventors who laid the path of
Cisco’s network prowess in the industry. You’ll see what I
mean when you watch the documentaries.
I like the story of the undertaker who created his own
telecom switch so he could channel business directly from
the market to his business and won market share over his
competitor. There is another fantastic story about slum
dwellers in Brazil who will give up entire families’ meals so
they can invest in a business website and nurture leads over
the Internet based on the ability to showcase their skills to
potential customers. If ever there was a powerful argument
to support the power of the Internet and the growth charter
of this dynamic industry, this story has it.
2013 Webby
Official
Honoree:

28. 4 Irrigation
Lead irrigation is a continuity of
the dialogue between the business
and its eco-system.
Content Marketing is best effective
when it creates sustainable
campaigns and dialogue on a
regular basis with its eco-system.
Commit to consistency.
“Who is talking
on your behalf
when you are not
advertising”

32. 5 Harvesting
— This is the most critical phase of
business, when you approach the
market ready to buy your solutions.
— If you closely monitor your sales
cycles you will be able to spot the
harvest season.
— The objective therefore is to maximize
your sales during the harvest season
with exciting direct promotions,
— It makes more sense to collaborate
with banks and eco system partners
to make your solutions most
affordable.

33. As part of its ongoing efforts
to increase PC penetration in
SMEs, Intel has joined hands
with ICICI Bank to provide
easy and affordable financing
options for the purchase of IT
solutions in small and
medium businesses.

34. 5 Harvesting
— The Second most important
aspect of the harvesting Season
is to mine your customers
further.
— Your Customers too have a
harvesting season, it could be
abrupt or seasonal.
— Keeping an close eye on the
your customers business cycle
will help up sell.
The average business loses
around 20 percent of its
customers annually simply
by failing to attend to
customer relationships. In
some industries this
leakage is as high as 80
percent.
Blogs, CRM Systems, Loyalty Programs
Magic Moments, Overcome Buyers
Remorse, Personal Touches, Premiums
and Gifts, Questionnaires and Surveys
Regular Reviews, Social Media,
Welcome Book

37. Lead Farming tools
Inbound
Marketing
Tools
Outbound
Marketing
Tools
— Primarily all forms of content marketing,
which includes Case studies, videos, Blogs
SEO, and other forms of social media.
— Print, Radio, Trade Shows, emails,
telemarketing and direct mail.
Ultimately as a marketer, you need a seamless integration between both
marketing strategies to maximize your visibility and impact on the marketplace.

38. Effecting lead Farming
tool Selections
Crop
Selection
Land
Preparation
Presentations,
Brochures,
Direct Marketing
Thought
Leadership.
Trade shows
Road shows,
Mass Medias
Education Programs
Partner Programs
Suggestive Media mix Model
Seeding
Irrigation
Harvest
Content
Marketing
Content
Marketing
Co Marketing
Social Cause
Marketing
1:1 Meet
Sales kits
Customer
Retention
program
Social Media
Customer Care.

39. Quick Lead Farming Recap
Crop
Selection
Identifying the
right solution
mix for your
customers.
Land
Preparation
Invest in a
market for long
term returns
Seeding
Never loose an
opportunity to
plant the seed of
your solution.
Irrigation
Stay Committed
and keep the
conversations on
going.
Harvest
Collaborate and
make most of the
opportunity.
Focus on Existing
Customers

40. Happy lead farming!