B2B Lead Generation 3 ways to create a secure pipeline of new opportunities

Transcription

1 B2B Lead Generation 3 ways to create a secure pipeline of new opportunities

2 our clients told us their biggest lead gen frustrations, and we got to work

3 credibility. Telemarketing agencies promise the earth but they struggle to engage senior people in a conversation about a complex offering.

4 access. doesn t work any more. Campaigns are time consuming to set up, half the s don t even get through the spam filter and the rest are deleted without being read.

5 quick wins. It takes huge time and investment to set up a campaign, only to find that it doesn t generate the results we need.

6 3 ways to crack lead gen 1. The Webcast Web 2. The 1:1 Campaign 3. The Solution Promotion

7 The Webcast Web The idea: make high value content easy to create and use as bait in the marketplace. Best for: topics which are technical or most impactful when presented visually or verbally. We ll help you: Create a theme/angle. Produce 1-4 webcasts. Send a pre-launch campaign to the market which generates leads before the content is even live. Launch each webinar at intervals, generating more and more leads every time. Create a self service/ sign up mechanism to deliver ongoing leads and opportunities.

8 The 1:1 campaign The idea: Create a simple, direct approach which asks for what you want: a meeting. Run this systematically and in volume. Best for: markets with obvious senior decision makers who are hard to reach any other way. We ll help you: Create the content for the campaign. Crafted to tell your story and aimed at your target audience. Set up the system to send the s and report on the results we ll do all the leg work. Project manage monthly cycles Monitor and report on results

9 The Solution Promotion The idea: Take a solution or service to market, directly and emphatically. Best for: genuinely engaging products where the prospect need is well defined. We ll help you: Create a launch pack e.g. pitch deck, 3 html s, social media home areas, a registration mechanism. Launch the campaign. Follow up clicks with direct mail or calls (if appropriate). Launch the solution in the online/social media space. Run an event or round table to turn addresses into relationships.

10 The important bit What does it cost? How many leads will I get?

11 How many people have engaged with your brand? How many of these signed up for something? How many of these have you turned into a dialogue? How many of these have agreed to meet you? How many of these have led to an opportunity to pitch? How many of these opportunities were agreed? e.g. 10,000 e.g. 150 e.g. 30 e.g. 15 e.g. 9 e.g. 3

12 Answering the big ROI question The investment bit We contract in 3 month cycles, and there is a monthly flat fee usually 1,000-4,000 per month The first cycle is a month of set up and then 2 batches of sends over 2 months The second cycle is a full 3-batch distribution over 3 months For you: Once we ve talked to you to understand what you think might work best with your audience and designed your campaign structure, we ll tell you the monthly cost and make it very clear: What s included What s costed as extra How soon you ll generate results

13 Answering the big ROI question The return bit Your campaign will be designed around a specific set of numbers ideally a 10:1 return on investment. E.g. Spend 1,000 per month, get 10,000 in sales within 1 year of that campaign month. To calculate your numbers, we need to know: The average sale value you re looking for from solutions sold from this campaign Your normal bid to close ratio A note about the results above This is our best estimate based on similar campaigns we have run. Your campaign may deliver different results. The three key factors which affect results are the quality of the data, the responsiveness of the audience and how compelling your value proposition is.

14 What do people say? We are huge fans of lead generation in all its forms! Be it a cold 1:1 , or a high impact html campaign we have always found the Onefish Twofish approach a highly successful method of generating meetings, enquiries and warm leads. Alan Sears, Head Honcho, Vybrant First off, thank you for brightening up my day, due to your being a well crafted, genuine sounding piece of work with a clear call to action. Sadly, these elements appear to be missing from 98% of the s that appear in my inbox these days. Either this is due to me (which would be a worry), or other people just don't 'get it CITIGROUP decision maker OneFish TwoFish are a pleasure to work with; a true partnership with grown up marketers. We've experienced immediate results; within twenty four hours we'd uncovered five live projects. The process was painless and managed efficiently by Carrie and her team. Richard Brenkley, Managing Director, Coast Digital

15 And finally who is Onefish Twofish again? We re a marketing agency focused on complex B2B sales. We help clients to position themselves in the most profitable space and create understanding and huge demand in their marketplace. Our clients rely on us to convey complex services and concepts in ways which make potential clients want to engage. We plan, research, write, design and develop communication that gets traction in saturated markets. Our four-stage B2B marketing methodology, The B2B Lead Generation Machine, is outlined in our popular book of the same name and used by around 50 fast growth companies to produce powerful results. We re open, innovative, positive people who are easy to work with and committed to doing what we promise, and a bit more... Great projects, interesting companies, unusual people that s what makes us tick.

16 what next? which campaign do you think would work best for your audience?