LEAD GENERATION. A prospect who is ready to engage in dialogue, who needs what you offer, who has adequate budget and an impetus to act.

Transcription

1 LEAD GENERATION

2 LEAD GENERATION A prospect who is ready to engage in dialogue, who needs what you offer, who has adequate budget and an impetus to act. When most professional services executives think of leads these are the characteristics that come to mind.

3 New Leads Who Are Eager To Buy Your Firm s Services Filling Pipelines With Prospects Who Fit Your Ideal Client Profile And Nurturing Them To Maturity Professional Services (PS) executives often tell us that they want new leads. In fact, in research studies we conduct with PS leaders, lead generation is often near the top of the list of their greatest concerns. However, when we dig a little deeper and talk to sales and business development professionals, we hear a slightly different message. They really don t want leads so much as they want prospects. To our way of thinking, a prospect is an organization who needs what you offer, who has a compelling business reason to act soon, who has adequate budget and a willingness to engage in serious dialogue. When we speak with business development leaders across the United States, we often hear these types of comments: 1. Their firm needs to generate substantially more leads to fill sales pipelines and the firm needs to influence success criteria in the early stages of the buying cycle to ensure a favorable outcome. 2. Sales and marketing have different concepts of what constitutes a lead and this broken process results in hand-off problems, follow-up issues, and missed deals. 3. Lead generation programs are not producing prospects that fit the ideal client profile, creating problems when prospects enter the buying cycle. 4. Lead nurture programs are not holding the interest of ideal clients over time, losing top of mind awareness and causing them to look elsewhere when it s time to buy. Our Solution The Shattuck Group develops lead generation programs that aggregate and nurture leads until they become qualified prospects, all while instituting best practices for sales hand-off at the right time. Value Proposition Our lead generation programs increase deal flow with ideal clients, increase sales productivity, and positively impact profitability. This empowers greater revenue and a positive working relationship between the sales and marketing functions. 3

4 The Results Of Our Lead Generation Service Impacting Close Rates While Improving Efficiencies When you engage The Shattuck Group to help your firm generate leads, you can expect to receive the following results. Full Pipelines Your firm will realize an ever increasing number of leads, which we define as a prospective buyer of your services who matches 3-5 parameters of the ideal client profile. Higher Close Rates Your firm will notice that prospects who make it through the lead nurture funnel are much more likely to close and are already aware of how you define success criteria for the challenges and opportunities they encounter. Greater Efficiencies Your firm will see a dramatically decreased instance of lead fumbles because the contact lead prospect new client process will be clearly defined, technology will be put in place to improve efficiencies, and sales and marketing roles at the point of exchange will be clearly defined. Productivity Enhancements Your sales people will realize a substantial increase in productivity and focus as they work with and close real prospects who fit the ideal client profile. Higher Interest Your firm s lead nurture programs will be more valuable and interesting to prospective buyers, holding their attention over time and causing them to reach out when they are ready to enter the buying cycle. When Business Development And Marketing Functions Work Well Together, An Increased Number Of Leads Will Become Clients. 4

5 Our Lead Generation Methodology *We prefer that this service is paired with our brand awareness and positioning services. Interview We begin by interviewing key business development, sales, and marketing staff. If specific lead generation goals are not currently in place, we work with these staff to establish such goals. We come to understand the strengths and weaknesses of current lead generation and lead nurture programs. Analyze We analyze the current close rate and factors that contribute to it. We examine the lead handoff process and identify areas for improvement. We analyze the ideal client profile from our Positioning service* and pull out the 10 ideal client characteristics. We compare these characteristics against a wide array of media resources, BPA lists, web properties, search engines, and lists. We identify which sources are appropriate for the media plan and create an initial strategy and a budget. Message We create a list of the ideal client s top 10 concerns or opportunities. We then develop messaging platforms that will catch the ideal clients attention and outline how our client addresses those concerns. Develop Lead Gen. Plan We create a lead generation media plan that is usually a blend of several campaign types: marketing paired with white papers and other high-value items. Thought leadership article writing, blogging, white papers, and book publishing Webinars packed with valuable information, not sales pitches Website upgrades content & identity on-point with the key concerns of the ideal client SEO website optimization, pay-per-click, & pay-for-placement Online video & audio tools that address topics of interest to the ideal client Social media LinkedIn, Twitter, blog-sites Public speaking for executives at seminars, conferences, & industry events Direct-mail with offers to download high-value items These are just a few of the campaign types we recommend. After developing the plan and balancing it against budget requirements, we present it to our client for final modifications. Nurture Leads We create lead nurture programs that address the top concerns and opportunities of the ideal client. Typically our lead nurture programs are a blend of these campaign types: Electronic newsletters information for existing contacts Special offers incentives just for contacts in the lead nurture funnel Invitations seminars and webinars Client testimonials and some profiles Fix Hand-Off We create a highly effective lead hand-off process between marketing and sales functions: Develop criteria for when a contact becomes a lead and a lead becomes a prospect Help select or upgrade technology systems to facilitate the hand-off process Define roles and responsibilities between sales and marketing, reporting follow-up Train staff if necessary, in how to use sales and marketing automation tools 5

6 The Benefits You ll Realize From This Service Building A Pipeline That Delivers The Results You Expect Revenue Improved lead generation and lead nurture programs will yield a greater number of new clients and deals, fueling your economic engine. Efficiencies As marketing, business development, and sales work together effectively, each function will be more successful and productive in their areas of expertise. Close-Rates As more leads are generated and carefully nurtured over time, close rates will go up substantially. Profitability As lead quality improves, the prospects who convert over time will more closely match your ideal client profile, yielding the right kind of deals at higher profit margins. Retention A much improved number of prospects will stay in the lead nurture funnel until they are ready to enter the buying cycle, substantially increasing the likelihood that they will convert over time. Generating More Leads Who Fit Your Ideal Client Profile Will Result In Higher Close Rates At Desired Profit Levels. 6

7 The Deliverables Of This Service Analysis Document A document that details the findings of the marketing, business development, and sales interviews and our analysis of how the lead hand-off process should be improved, technologies that should be put in place, and responsibilities that should be assigned. Lead Gen. Plan A lead generation media plan that will contain: Our recommendations for media that should be purchased Our estimation of the number of leads this plan will yield over time. Budget parameters for the plan Lead Nurture Plan A lead nurture plan that will contain: Our recommended tactics that should be implemented over time Our estimation of the impact on lead retention and conversion Budget parameters for the plan Project Mgmt. Plan Project management schedules that will contain: A month-by-month break-down of the lead generation and lead nurture campaigns that will be in play A responsibility break-down between our staff and our client s staff Creative Deliverables Creative deliverables vary from one plan to the next. For each campaign in the lead generation media plan we will deliver: Writing for web pages, s, phone call scripts, SEO keywords & phrases, video and audio scripts, etc.. Art-direction visual motifs including imagery, typefaces, color schemes, and page layouts for all elements of the campaigns. Production of all documents outlined in the media plan To Begin Generating Leads Today, Call Today Or info@theshattuckgroup.com. 7

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