Learn How to Buy Top Company Prospects

Transcription

1 WiFiAccessCode: LEADSPEDIA Thursday, 10:35 11:15 AM B2B Customer Acquisition: Effective Approaches to Finding and Securing the Most-Valuable Customers MODERATOR: M.H.(Mac) McIntosh, President and Principal Consultant, AcquireB2B and Mac McIntosh, Inc. SPEAKERS: Chris Chariton, Former Senior Director, Digital Media Solutions, IHS GlobalSpec Patricia Dixen, Director, Marketing Campaigns, Fortinet, Inc.

2 B2B Customer Acquisi0on: Effec%ve Approaches to Finding and Securing the Most- Valuable Customers M.H. (Mac) McIntosh lead-

3 The B2B Buying Process Reconsideration (Buyer s Remorse) Determine Satisfaction Acknowledgement of Needs Prospects spend only 5% of their time in these stages Yet salespeople spend nearly 100% of their time in these stages Selection (Purchase) Decision to Start the Buying Process Investigation Of Options Determine Measurement Criteria Establish Selection Criteria

4 The Right Prospects Focus on these first Those most similar to your recent specifiers/ buyers Those who recently inquired Those currently visi%ng your web pages Those ac%vely searching on the web Those already in your database

5 The Right Media Pull (inbound) Online marke%ng Search Engine Marke%ng Paid search Organic SEO Social media marke%ng LinkedIn TwiOer Facebook Pinterest Industry portals Directories Push (outbound) Ad retarge%ng Direct marke%ng E- mail E- newsleoers Postal mail Phone Events Webcasts Seminars Briefings Videos

6 The Right Offers Consideration to Purchase Info kits How- to guides White papers Case studies Decision tools Webinars Assessments Consulta%ons Custom demos Seminars Quota%ons Buy- now incen%ves

7 Offers to Consider ü Application notes ü Articles ü Assessments ü Case studies ü Checklists ü Configurators ü Demonstrations ü Discounts ü Buy-now incentives ü E-books ü ü ü ü ü ü ü ü ü Free samples Free trials Gift with purchase How-to guides Information kits Lunch and learns Needs assessments News Newsletter subscriptions ü Product comparisons ü References ü ROI calculators ü Self-assessments ü Seminars ü Tutorials ü Videos ü Webinars ü Whitepapers ü Workshops ü Executive briefings ü Phone consultations ü Pricing

8 Thank You! Contact: M.H. (Mac) McIntosh lead-

9 B2B Customer Acquisi0on: Using Predic0ve Logis0c Regression Modeling to Find Your Most Valuable Customers Chris

10 Why Propensity to Buy Model? Higher Conversion Rates Larger $ Sales Make More Money

11 Case Study IHS GlobalSpec: Online Media PlaWorm Delivering Audience of Engineers and Technical Professionals Buyers: Marke%ng personas Companies: Manufacturers, Distributors & Service Providers of Parts, Components and Equipment

12 Develop Propensity to Buy Model Identify Data Available External Data/Firmographics Number of Employees Company Revenue SIC/NAICs Code Physical Loca%on Number of loca%ons Facili%es Square Footage Private/Public Spending in other adver%sing Proprietary/Internal Data to You Years as customer Life%me sales Yearly sales Products bought Classifica%on unique to IHS GlobalSpec Number of database items Sales Pipeline Data Days in pipeline Source of opportunity Won/Lost

13 Resources to Build a Model Internal Data Analysts/Financial Modelers/ Sta%s%cal Analysis/Market Researchers External providers Local Universi%es Class Project

14 Propensity to Buy Model Data Breakdown COMPANY SCORE CONVERSION RATE % of CUSTOMERS % of PROSPECTS A 27% 68% 13% B 12% 18% 16% C 6% 12% 44% D 4% 2% 27%

15 STEP TWO Lead Scoring Model Same process as propensity to buy model using logis%c regression analysis model Separate customers into two buckets those with marke%ng leads and those without

16 Major Factors Influencing Lead Score Contact Role - Authority to Make Decisions Budget Allocated Time Frame Next 3 months Request Sales Call Spending in other Online Marke%ng Type of Marke%ng Lead (White paper, webinar, Media Kit request) Quan%ty of leads company/contact has leh Time period since previous lead date

17 Lead Generation Process Marke%ng Lead Generated Lead Score Applied Company Score A, B, C or D Assign to Sales Lead Nurture Third Party Lead Score Conversion Rates Company Score High Medium Low A 37% 13% 6% B 10% 7% 2% C 9% 4% 1% D 2% 1%.1%

18 Uses for Propensity to Buy Model Validate Your Assump0ons Ø Uncover the myths Methodology to Evaluate Companies Ø Applied as new prospects are iden%fied Marke0ng Investment Ø Target budget towards building out contacts/ companies that fit the model Demand Genera0on Ø Apply efforts to the highest %er prospects Sales Assignment Ø Focus sales efforts on the best prospects

19 BEFORE All Companies Treated Equally Sold Low Renewing/Low Spending Customers All Marke%ng Leads Assigned to Sales Marke%ng $s Spent Equally Across all Segments AFTER Focus on Top Company Prospects Assigned Sales Best Prospects Held Back Some Marke%ng Leads for Nurturing o Used Third Party to Call Lower Scoring Leads Marke%ng $s Targeted to the Top Companies o Data append contacts from third party vendors o Trial Linkedin content ads to targeted company names

20 Lessons Learned Propensity to Buy Models are Complex Have a Simple Story to Tell Review the Data and Tweak as Needed Powerful Combina0on: Marke0ng Lead Scoring with Company Scoring

21 Thank You Contact: Chris linkedin.com/in/chrischaritonmarketer/

22 Effec0ve Approaches to Finding and Securing the Most- Valuable Customers Other than those in your Database Patricia Dixen

23 Guiding Principle Knowledge is knowing a tomato is a fruit Wisdom is knowing not to put it in a fruit salad

24 Getting Started 1st Iden%fy What Sales Support Systems your Leads will be Feeding Roles Inside sales, Bus Dev, Sales & Marke%ng Automa%on, Nurturing program, Appointment seqng Their Knowledge Level Market Segments, Products, Solu%ons Automa%on Etc.

25 2nd Iden%fy Who Are/Will Be Your Most Valuable Customers Exis%ng Customers - Firmographics, Demographics and Psychographics Geographic loca%on Ver%cal Purchase %meframe New or Exis%ng Market Segments Etc., etc. etc.

26 3rd Select 2-4 Best Op%ons on Where to Find Customers Referral from Exis%ng Customer Retarge%ng Events/Conferences/Lunch & Learns, Execu%ve Dinners, etc. Purchased and Rented Lists Content Syndica%on 3 rd party traffic to your web sites, e.g., AdWords Telemarke%ng appt seqng s, Direct Mail Webinars, microsites, etc LinkedIn Etc, etc, etc. Note: Most have listening/web tracking capabili0es - leverage

27 Case Study Situa%on Expanding into new market segment in which our company is not known Sales Support System Have inside sales team and telemarke%ng teams available Nurturing programs, semi automated Preferred Customers All ver%cals, across US, etc.

28 Finding Customers Ini%al Approach Content Syndica%on Online Behavior: Companies with project iden%fied and appointment seqng Revised Approach Compe%%ve Retarge%ng Online Behavior: Companies with project iden%fied Direct Mail, incen%ve and appointment seqng

29 Results Biggest Challenge: Being considered as a vendor (short listed) for future projects Best Lead Approach: Companies with projects iden%fied via listening tools, use survey incen%ve via direct mail to locate decision influencer/ maker then follow up with appointment seqng Short Listed for Future Projects: Increased 122%

30 Thank You Patricia Dixen