IPA Forum: Helsinki. Lead Generation Best Practices 9 June

Transcription

1 IPA Forum: Helsinki Lead Generation Best Practices 9 June

2 Contents About OCO Why bother with Lead Generation The process of Lead Generation What works and what does not Tools and techniques Evaluation ratios Case Study: Emerald Automotive Summary 2

3 About OCO Established in 2001, OCO is a specialist advisory firm working with economic development agencies, large consulting firms and the private sector. Headquartered in Belfast, with offices in Frankfurt, London, New York, Paris and Tokyo. We currently employ 60 analysts and consultants as well as an extensive associate network. Recognised as a leading expert in foreign investment and trade and a trusted advisor to leading companies and relevant industry organisations including the World Bank, UNCTAD and IEDC. Track record in development of software tools, two of which were acquired by the Financial Times Ltd in We recently launched Velociti an innovative company targeting tool. 3

4 Office network 4

5 Our clients 5

6 OCO FDI Services Lead generation is not a silver bullet it is part of a process OCO Services Phases Process Client Types Target 6

7 Why bother with Lead Generation FDI market is expanding but not as we know it New investors, sectors and source markets are not on the radar of many IPAs Young companies in expansion mode may not realise the role and value of IPAs Locations are specialising in activities and sectors so a more precise targeting of a narrower list of prospects is needed Advertising and blanket campaigns are expensive and blunt instruments Lead generation shortens the sales cycle 7

8 The process of Lead Generation 8

9 What works and what doesn t 9

10 The value chain 10

11 Marketing to lead generation 11

12 Tools and techniques: Velociti Build and manage a pipeline of prospects Prioritise your existing pipeline through the rating system Navigate new markets and sectors Identify the best in class by sector Build target lists for specific campaigns (e.g. developing event programmes) Research supply chain opportunities Track corporate structures Identify key contacts in target companies Obtain robust context for initial company engagement 12

13 Evaluation ratios The most effective lead generation campaigns are narrowly targeted They respond to sector specific investor issues The cost per lead is much lower and engagement and conversion rates are significantly higher Results of lead generation campaigns need to be evaluated over months- not during the life of the campaign General management campaign Sector specific campaign (Med tech) Proposition led campaign (Lat-Am HQ) Budget $100,000 $100,000 $100,000 Universe of prospects Segmentation & first contact Targeted outreach/ projection 0000 s >000 s <00 s 10, Engagement/lead Inbound visit Successes Conversion rate 0.1% 1% 2% Cost per project $100,000 $20,000 $10,000 13

14 Case study: Emerald Automotive investor development From pipeline to closed deal 1. May 2009 Emerald Automotive is an innovative UK company, with sites in Loughborough and Essex, specialising in low emissions technology. Insight from OCO s sector analysts indicate that the USA is the leading global destination for investment in this specific application of clean technology. 6. November 2010 DED, assisted by OCO, develop fully costed and benchmarked location assessment model to enhance an already strong value proposition for the state in the advanced manufacturing sector. 2. June 2009 Further evaluation of Emerald on OCO s proprietary Fast Track methodology indicates that it is Breaking Ground and can be considered a potential strategic account for our client, Missouri DED, and account management responsibilities are assigned. 7. April 2011 Missouri DED and its partners visit the UK to present their proposal to Emerald Automotive with input of OCO sector experts and in-market team. MO graduates on to client s short list of 9 potential locations for the investment. 3. August 2009 OCO s market team in London learn that the company is embarking on an R&D project for a new green engine to power lightweight delivery vans the T100 - for European commercial fleets, and eventually for sale in the U.S. and potentially Asia. 8. Multiple 2010 Client visits US on several occasions to evaluate location short list. Missouri itinerary organised by DED, with involvement of OCO team 4. October 2009 Contacts between OCO team with Emerald HQ in Loughborough establish that project is initially looking at 23 locations in North America. A number of important client engagement meetings followed. 9. March / April 2011 Client has a series of meetings, in Missouri, with senior State representatives and state taxation experts to discuss final proposal. 5. August 2010 OCO sector specialists begin to assemble a dossier on relevant MO assets, centres of excellence, technology, leadership, with direct input from the Department of Economic Development (DED) and St. Louis Regional Chamber. 10. July 2011 Announcement of major manufacturing facility in city of Hazelwood, MO. Forecast to bring 600 jobs with a capital spend of $200m over 4 years. Major partners involved included DED, St. Louis Regional Chamber, City of Hazelwood and The Missouri Technology Corp. 14

15 Summary Precision targeting of prospects is essential in todays, complex and specialised world Big data and social media makes much more precision possible IPAs need to understand their client and sector, activity and their current issues and demonstrate how their location offer a business solution Lead generation can be outsourced but needs close management and responsiveness by agency Marketing, lead generation and sales need to work hand in hand 15

16 OCO Office Locations OCO Belfast 6 Citylink Business Park Belfast BT12 4HB (028) OCO Europe 12 Rue de la Chausée d Antin Paris France +33 (0) OCO London Whitefriars Street London EC4Y 8BH (020) OCO Asia East Tower 4th Floor Otemachi First Square Otemachi, Chiyoda-Ku Tokyo , Japan +81 (0) /1263 OCO US 45 Broadway, 21st Floor Suite 2121 New York, NY OCO Frakfurt Lyoner Straße Frankfurt/Main Germany +49 (0)