Create. Increase. Accelerate. TM. New Rules for Finding and Creating Leads

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1 New Rules for Finding and Creating Leads 3forward, LLC

2 Lead Gen Goals Haven t Changed Increasing wins from targeted new logo prospects Top of mind with prospects in buying mode Accelerating in-bound lead generation Consistent, sustained lead cultivation Increasing sales efficiency and reducing cost/lead 2

3 Neither Have Most Sales Models List Purchased Marketing Direct Mail Cold Calling Qualifying Sales Presenting Closing 3

4 So Why Don t Old Ways Work In tro d u c tio n M a rk e ts ta g e G ro w th M a tu rity W o rld w id eo u ts o u rc in gs a le s In te n s e m a rk e tin g to e s ta b lis h id e n tity, p ro m o te a w a re n e s s In c re a s in g s a le s a n d e m e rg e n c e o f c o m p e tito rs S u p p lie rc o n s o lid a tio n, re d u c e d s a le s v e lo c ity, s a le s v o lu m e re a c h e s steady state C o m p e titio n is s c a rc e ; s u c c e s s is b a s e d o n th e a b ility to b u ild a w a re n e s s a n d e d u c a te p ro s p e c ts o n a u n iq u e v a lu e p ro p o s itio n M a rk e td e v e lo p s a g o ld ru s h m e n ta lity ;s u c c e s s b e c o m e s a n u m b e rs g a m e w h e re th e h ig h e s t le v e lo fh u s tle w in s F e w e ro p p o rtu n itie s d riv e n e e d fo r s m a rte r a p p ro a c h ;s u c c e s s b a s e d o n a b ility to c o m p e te fo rs h a re u s in g d e e p a c c o u n tin s ig h ts a n d re la tio n s h ip s 4

5 Today s Buying Process From Designing Nurturing Programs to Drive Sales, by Ardath Albee Status Quo Business Event Research Options Engagement Validation Choice 5

6 New Sales Model Needed Sales Readiness: Segmentation, Targeting, Content Development, Business Intelligence, SEO Inbound Drivers: Blogging, Webinars, Targeted Campaigns, Value-Added s, Social Networks Lead Engagement: Compelling Offers, Calls to Action, Site visit tracking Marketing Lead Nurturing: Promotions, PURLs, White papers Sales Ready Scoring Qualification Prove Value Sales Decision 6

7 Sales 2.0 Model SALES READINESS Market Entry Programs Anchor Client Acquisition Market Expansion 7

8 Sales 2.0 Model SALES READINESS Market Entry Programs Anchor Client Acquisition LEAD CREATION Market Expansion Outbound Demand Generation Inbound Demand Generation Lead Nurturing 8

9 Sales 2.0 Model SALES READINESS Market Entry Programs LEAD CREATION Outbound Demand Generation Anchor Client Acquisition Inbound Demand Generation Market Expansion Lead Nurturing 2.0 SERVICES INTEGRATION Research, Surveillance & Insight Social Media Strategy & Engagement Virtual Event Campaigns Sales 2.0 Enablement 9

10 Lead Lifecycle Management Core Components Process and Lead Flow Events & Webinars Social Media & Networks Website Score and Prioritize Leads Nurture Prospects with Drip Marketing Tracking Landing Pages & Micro-sites Tracking Drip Marketing, News, Campaigns Track Campaigns and Responses Campaign Landing Pages Lead Scoring, Nurturing View Companies & Prospects Visiting Website / Pages Measure and Track ROI Segmentation Reporting Send E-Newsletters Integrate with CRM Lead Notification CRM System 10

11 Engaging Social Media Aggressively building the network through mass mailing, teasers on the website, links to social networks from website, inter network messages etc. Participate in groups and forums actively interacting about topics related to targeted industry(ies) Routinely post/tweet/share on all social media accounts about new content, white papers, blog posts etc. Invite social network/media connections to sign up for subscriptions, newsletters and other updates Post and publicize videos, video teasers, and webcast videos etc. on social video platforms such as YouTube, Google and Yahoo Videos Drive traffic to website and landing pages through tweets, announcements, press releases, promotions, forum participation and article submissions etc. 11

12 Social Media Monitoring Sales Intelligence Generating leads Tracking competitors Identifying industry issues Gain key product development insights Blog Search Engines Technorati Google Blog Search Bloglines Market Knowledge Understand trends Insights for branding and messaging Planning communications Measuring campaigns Managing reputation Social Networks Linkedin Facebook Who To Follow Prospects Customers Influencers Suppliers Industry Leaders Partners Microblogs Twitter Pownce Friendfeed Video/Photo Sharing Sites Flickr YouTube Google Video Industy Press Blogs Information Week Healthcare IT Copyright of Social Media Monitoring Wikis Wikipedia 12

13 Intelligence & Surveillance Financial Results Relationship Maps Traditional Media Website Tracking Conferences 13

14 What Still Applies Building an Achievable Sales Plan Exceptional People Compensation Sales Process Acquire and Develop Prospects Manage Clients and Pipeline for Success 14

15 Old School Meets New Tools Making It Work Marketing and Sales Alignment Shared Metrics and Quota Incentive Compensation Tied With Sales Goals Closed Loop Lead Management Commitment to Change 15

16 3forward Resources Sales Readiness 3forward Become a Fan 3forward Dan_3forward Mattat3forward Sales Leaders Blog Sales Leader Resources New Tools Directory 16

17 3forward Leadership Dan Hudson 3forward President, Co-Founder Matt Smith 3forward Exec VP, Co-Founder 17

18 Thank you Learn More Visit us at facebook.com/pages/3forward/ Search For: Dan Hudson or Matt 18

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