ode Technologies We make you make money Sales Lead Genera on: Opportuni es to follow you

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1 ode Technologies We make you make money Sales Lead Genera on: Opportuni es to follow you

2 Tradi onally what we all have done for prospects building The role of lead genera on is to provide salespeople with pre-qualified, sales-ready leads. Each sales lead represents a prospect to be followed up, further qualified, and converted to a sale by same or more experienced sales professional. In the classic prospec ng scenario, the salesperson search and discover the sales lead and a empts to schedule a mee ng with the prospect. The purpose of this ini al mee ng is to be er understand the prospect's business needs and, very importantly, build rapport and establish a rela onship to build trust and confidence. This is an important precursor to the final sale. However, scheduling the first mee ng at mes is not as easy as it used to be. Increased me constraints faced by many business buyers today have made it increasingly difficult for salespeople to get through to a prospect. Conven onal approach had been into existence for ages and organiza on have gained lot of success too following this model however growing compe on, extremely high service level expecta on, reduced margins made technology to play a role. Technology driven automated lead genera on The research shows large number of companies that are switched to automated tool are gaining momentum and also able to get advantage of being first mover on this path. Below points summaries category of the companies have different view point around lead genera on and automa on adop on: Proac ve Companies invested in lead management and have seen measurable ROI Skep c Heard about lead management technology, open to more informa on, but s ll haven't tried it. Reac ve Wai ng un l lead management becomes a standardized enabler like ERP. Non-User Understand lead management, but it's not for us and never will be. Awareness ma er Never heard of lead management therefore can't make an informed decision about adop on. Se ng the Right Process Iden fying the right people at the right companies is the key for lead genera on for a complex sale to mature and ini a ng a dialog with them and nurtures the rela onships un l the prospect is sales ready lead. 1

3 Few essen al elements of building a successful sales lead program are: The collabora ve approach about lead genera on Lead genera on should be viewed as a conversa on and a rela onship. The goal is to help and develop a rela onship between your customers and its prospects. To develop the rela onship, you need to con nually deliver informa on and technology which offers audience valuable sales to their par cular needs. The research from experts in sales and marke ng industry found that more ROI is reaped from the con nuous engagement with customers versus simply trying to engage new opportuni es through single in-line communica ons. The overall process requires sustained efforts to succeed with consistency and interac on with customers through collabora ve lead management tools and knowledgebase. The experience for last many years shows that the buyers choose the supplier who has been a resource and has developed a consistent rela onship with them regardless of their ming to buy. The customers want ready leads from the supplier who understand their business, their needs and forecast their requirement to get them leading edge from their compe tors. Unified sales and marke ng as a single team and focus The sales team in each company don't always value the leads developed by their marke ng colleagues knowing the fact that lead genera on is the number one touch point between sales and marke ng. The other side of the story is that marke ng teams complain that they don't get enough feedback on the sales lead they provide and which result is that poor quality leads con nue to revolve and passed along and o en ignored by sales people. Common understanding to develop a qualified lead is the key so that marke ng passes a lead only when it meets criteria established by sales. There are very few companies who have clear defini on of what qualified lead is and this result in lower sales with more preference in quan ty over quality without understanding the benefits of lead genera on and management. The point is, sales and marke ng must be on the same page in terms of what they expect from each other. Lead nurturing is the basis of developing future leads Research shows that between 50% and 75% of missed sales because early stage leads are o en ignored or discarded by sales people. A defined lead process involves steps to nurture leads and keep companies ahead of the compe on. Lead nurturing provides a prac ce to communicate with customers and the business society to turn early stage enquiries into highly qualified sales ready leads. A consistent and relevant dialog with viable poten al customers brings enormous business opportuni es through automated lead management. Lead nurturing follow lead management through consistent effort and spearhead technology regardless of their ming to buy.portuni es for the leading companies. 2

4 Valuable educa on and con nuous improvement defined in the lead processes quadruples the business opportuni es for the leading companies. Sales Opportuni es Through lead management Mediums to generate sales lead are many and mul fold. This includes adver sing, trade shows, seminars, webinars, , search engine marke ng, direct-mail, telemarke ng, white papers, newsle ers, referral, word-of-mouth and others. It is also evident that without careful planning and execu on, none of them will produce required results. A defined process brings successful sales lead genera on: Strategic Planning and its benefits The goal of achieving successful sales primarily depend on learning current marke ng / sales situa on and conver ng them into focused sales lead genera on. Comprehensive exchange of informa on and ideas among marke ng, sales and communica on partners makes it easier to e strategy, tac cs and result oriented goals. Targe ng the audiences It is extremely important to define your target audiences before programs are launched. Segmen ng and targe ng the market strategy will have enormous impact on the expenses and the efficiency of the strategies you select. The best place to start is to gather the database of customers and then target individuals and companies similar in nature. There are addi onal business prospects which bring collec ve sales by targe ng industries, companies, job tles to develop a collec ve understanding on the offerings. There is a strong requirement to develop a collec ve understanding about what prospec ve customers think and worry about, their opinions, decision making and decision influencing criteria. Developing the database - It is not easy to develop a database of poten al leads and which require years of consistent efforts to collect, evaluate and close the sales. Need of a pre-defined collected database or tool gives the customer a pla orm to capture, segment, nurture and track customer and prospect ac vity. A good value plan will: - Focus specific customers and market segment - Benefits in tangible and intangible product or service solu on - Measuring the money to make or save for the customer - Compe ve solu on to customers through differen a on and quality leads - Link product/service to the target audience - Brand loyalty and company posi oning to life in a compe ve world. From the years of experience, it is proven that direct-marke ng without collabora on and process driven lead management do not provide effec ve business with quick and easy sales to 3

5 the company. The process driven methodology followed by intelligent and dynamic lead management provide 60% success on good contact list which is the star ng point of quick customer engagement and sales. Plan/Calender for lead genera on In lead genera on, success is determined over a long term. A consistent approach including a por olio of tac cs should evolve which bring regular sales during a course of me. It is difficult to succeed just by simply sending few mailers or short messages over a short period. The right approach involves a scheduled set of ac vi es working together to create results over me. Plan implementa on U liza on of available internal and external resources is the best way to implement the plan and execute the sales lead conver ng into real sales for the company. Qualify prospects A er receiving the specific qualifica on criteria, all prospects can be measured against the standard and passed along to sales. Track Results Knowing the result of each campaign is extremely important. Data about respondents will help guide future ac ons. Sales Lead Genera on Checklist The following checklist will help customers op mize their lead genera on results. These techniques can be applied to all types of lead genera on programs. Focus on inquiries and convert them into sales Talk about the uses for the product or service Use tes monials Execute with frequency Talk about benefits, not just features Offer a compelling reason to respond today Make both types of offers Merchandise the offer Use the you point of view Ask for the order Offer mul ple ways to respond U lize personaliza on to tailor the message to market segments, companies and individuals Cross-sell other solu ons 4

6 Complex sales to be made easy to close Most high-technology B2B sales for businesses ranging from small to enterprise-level are complex sales, meaning there is more than one decision-maker involved. However, with dynamic sales lead management so ware layer, it's easy to close the complex sales today. In addi on, there are many other challenges associated with the complex sale today. It removes the bo leneck below through tradi onal selling and closing the sales deals: Tighter budgets for buyers More people involved in the decision-making process within the IT buyer's organiza on Lengthier approval processes mandated by the buying organiza on Increased complexity of the decision-making process for many buyers Buyers' desire to avoid risky decisions Increased number of op ons for buyers due to compe on Buyers now require more informa on on proposed solu ons Dependency on the efficiency (or inefficiency) of internal communica on between various departments involved in the purchase decision Led genera on and management benefits The model can help the sales force to: Accelerate sales cycle Convert more leads to sales Reduce selling costs Increase sales produc vity Free up your salespeople to do more selling Increase your sales revenues Features and Benefits: Lead Scoring Improve the lead quality in combina on with collabora ve tools to maximize sales team produc vity and improve win rates Dynamic lead management technology to enhance sales lead Convert to closed leads through passing sales lead with higher scores to the sales person desk. Route unqualified or cold leads to lead nurturing programs un l they become ac ve again. 5

7 Nurture the leads with effec ve inbuilt program management and convert the cold leads into win rates Route leads across mul ple product lines and score against each pipeline Combine key qualifica on data conver ng into closed sales and data analysis for future growth and business projec ons. Lead Assignment Assigning the right leads to right sales team or salespeople at the right me Through business rules and inbuilt analy cs, automa cally captures and route leads to sales team based on product, geography and industry. Route and deliver leads to sales force or a distributed sales and channel groups within the company Capturing opportunity through sales and marke ng alignment. Lead Nurturing Through mely communica on and collabora on, conver ng the cold or dead leads into hot prospects Capturing lower-quality leads and conver ng them into closed sales Conver ng lower-quality leads into hot prospects with mely communica on through collabora on tools. Develop rela onships through collabora ve lead management tools while s ll leveraging marke ng automa on Create different roles for sales team to get mature and close to deal sales through dynamic sales lead management Compe ve and awareness is the key to build customers rela onship and close the sales. CRM Integra on CRM system integra on tools and so ware to automate top quality sales lead into success Create and build intelligent database and analy cal tools for data providers and CRM marke ng applica ons CRM layer integra on for each lead to magnify and sell the marke ng and sales data and bring business in a very less me frame Add leads to marke ng nurturing programs to enhance the collabora on and effec veness between sales and marke ng team. Take advantage of supported marke ng integra on tools integrated with CRM and lead management so ware Make immediate decisions through automa ng the lead genera on process and convert contacts into sales. 6

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