M. H. (Mac) McIntosh Anne Marie Corbett Marketing Programs Manager

Transcription

1 M. H. (Mac) McIntosh Anne Marie Corbett President Marketing Programs Manager Mac McIntosh Inc. Globoforce M H McIntosh All rights reserved.

2 Building the case for marketing-driven new business development What s working best in lead generation today Real-world examples of how one of your peers generates leads for her sales team Lots of lead generation tips, tricks and recommendations you can put right to work for your company

3 Use low cost-per-touch marketing Use high cost-per-touch sales Prospect Nurture Qualify Demo Propose Close Marketing + sales = more new business + lower cost of sales

4 5 sales $329 = $1,645 Vs. 12 marketing $10 = $ sales $329 = $987 Total: $870 (a $538 savings)

5 Work the Math Backwards Net new business goal $ Sales goal is here Determine your conversion rates and drop off points, then work backwards. Qualified Prospect s First Meetings Leads into the Pipeline Marketing goals starts here 5

6 Marketing Role Suspect (cold) Prospect (contacted us) Lead Scored and Routed A A- Outside Sales Customer Identified Sales Role Sales Follow Up 1 Customer 2 Unqualified 3 Contacted No Opportunity Present B B- Inside Sales Qualified/Converted Continue to Market C/C- Unqualified Deleted Opportunities (Sales Cycle) Identify Discovery Proposal Contract Close 6

7 You will build sales-winning relationships with more prospects There will be more sales opportunities for your sales people to follow up and close Your salespeople will be up to 40 percent more efficient Your sales will increase Your cost of sales will drop by hundreds of dollars per sale

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10 Start with Those prospects most similar to recent buyers Customers (to up-sell, cross-sell, re-sell) Prospects who recently inquired Prospects visiting your web pages Prospects actively searching on the web Prospects already in your database

11 Shotgun Approach vs. Targeted Plan Brand Awareness Targeted Marketing 11

12 Defining the Marketing Sweet Spot Who are your buyers? What are their business drivers? What are their buying criteria? What is the decision emotive? What are their fears/pressures? 12

13 Where do you win? PERSONA CEO/CFO/COO VP or SVP or Human Resources Business VP Communications Director Rewards and Recognition Manager Business Director Human Resources Manager Director of IT Business Manager/Supervisor Customer Service Manager Administrative Assistant Other 20,000+ Empl ,000 Empl. <10,000 Empl. A B C A- B- C- 13

14 The right offers or calls-to-action are critical to your lead generation success

15 To generate inquiries To help prospects move forward in their buying process To help prospects sell others who Influence or make the buying decisions To identify qualified, sales-ready leads

16 Tailor offers for your various buyer personas Create a suite of offers, each addressing the various steps in the prospect s buying process Educational offers often work best A good title can quadruple response Automate Your Marketing vs. 4 Ways Smart CMOs are Using Marketing Automation to Drive More Qualified Leads and Closed Sales While Spending Less Create new offers by repurposing, refreshing and bundling existing content

17 Educating Prospects Earns Respect Why? Tight budgets no extras for training Keeping up with the industry Aligns your brand as an industry expert How? White papers/market research Webinars Local seminar series (breakfast/lunch) Blog Avoid? The dreaded sales pitch Giving up all your information at once 17

18 Using Offers to Build Relationships in Long Sales Cycles WEBINAR February 2008 DIRECT MAIL March 2008 WEBINAR June 2008 BLOG September 2008 WHITE PAPER April 2009 RFI/RFP Delivered! March

19 Articles Case studies Checklists Configurators Demonstrations Buy-now incentives E-books Executive briefings Free samples Free trials How-to guides Information kits Lunch and learns Needs assessments News Newsletter subscriptions Phone consultations Pricing Product comparisons ROI calculators Self-assessments Seminars Videos Webinars Whitepapers Workshops

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21 For the best lead generation results, use a mix of marketing media to reach your prospects Combining inbound and outbound marketing is like 1+1=3

22 PULL (INBOUND) Online marketing Search Engines Industry portals Directories Social media marketing PUSH (OUTBOUND) Direct marketing E-newsletters Postal mail Phone

23 We at HP have focused on driving [leads] by optimizing all of the tools available, from digital marketing to telemarketing and direct mail. Juan Carlos Guerrero, Marketing Director-Enterprise Services, Storage and Networking HP Guerrero said that since implementing the telemarketing portion of his division's marketing efforts, qualified leads have increased 30% to 40%, compared with the same period the year before when telemarketing was not part of the mix. Source: BtoBonline.com 01/04/2010

24 Buzz Leads Clicks Leads Inquiries Leads

25 Awareness Branding Consideration Regarding lead generation, the responses that Inbound marketing typically generates are inquiries not qualified leads

26 Following-up inquiries Proactively communicating with key prospects Identifying qualified, sales-ready leads Nurturing the not-yet-qualified leads that represent 3-out-of-4 of your sales opportunities

27 Marketing Team Focus Long Sales Cycle Lead Generation: Low Cost Multi-touch Campaigns emarketing campaigns List rentals Webinar series Website updates and SEO Podcasts Trade shows/speaking opportunities Target Marketing: High Cost Targeted Multi-touch Campaigns Targeted ecampaigns CEO letters Direct marketing Seminars Targeted account interviews 27

28 28 Market Awareness

29 29 Web Presence

30 Marketing to the Entire Target Audience Webinar Series emarketing House and List Rentals Speaking Engagements 30

31 31 Targeted Accounts

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33 Content is the key to being found In your websites In your blogs In your E-newsletter pages In social media venues (e.g. LinkedIn, Twitter, Facebook)

34 Phone Postal mail (Done right, it works great!)

35 High Impact Direct Mail Repurpose: Tool kit Fruit basket Wallet campaign 35

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37 Anne Marie s Top 3 Tips Define Your Prospects More is more! Educate Your Prospects Be the thought leader in your industry Team Approach to Reaching Your Prospects Sales is not the enemy Success comes by working together. 37

38 1. Without marketing automation you are at a competitive disadvantage today It helps you get more done better and for less 2. Focus on selling your offers, not your products or services Sell the date, not the marriage 3. Track results, not just activity The ultimate metrics are the percentage of Sales Qualified Leads (SQLs), closed sales and sales revenue that lead generation played a role in

39 to request: Marketing Lead Calculator spreadsheet Subscription to Sales Lead Report Sales Lead Success Checklist

40 M. H. (Mac) McIntosh Anne Marie Corbett President Marketing Programs Manager Mac McIntosh Inc. Globoforce M H McIntosh All rights reserved.

41 M. H. (Mac) McIntosh Anne Marie Corbett President Marketing Programs Manager Mac McIntosh Inc. Globoforce M H McIntosh All rights reserved.