Demand Generation. Leads & Conversion

Transcription

1 Demand Generation Leads & Conversion Understanding buyer behaviour, accurate data, winning sales messages, effective reach and a dynamic contact programme is all it takes to win and retain business. Simple, right?

2 FortuneWest Business Development Programmes deliver......sales appointments with contacts who know your business, need your product/service and have the budget to pay for it....remobilised sales channels and develop programmes to open new routes to market....a re-engaged customer database and the immediate sales opportunities this often neglected audience brings.

3 How do we do it? 1 Getting noticed & creating a need FortuneWest position, target & present key business benefits to a targeted audience Typical campaign example: Targeted messages ( -post) sent to 5000 contacts could create 750 responses 2 Who s really in the market to buy FortuneWest use digital mapping to help focus intensive prospect research Typical campaign example: Targeted communications sent to 750 contacts could develop 250 targets 3 Now let s talk......when can we meet? FortuneWest build relationships, set appointments and engage with your clients, prospects & customers Typical campaign example: 250 targets could create 50 appointments

4 from digital campaigns to face-to-face appointments Example: Company X, Product Y, Sales team Y...position the product...evaluate the market...promote the benefits...manage appointment process 1 Go-to-Market Strategy Develop the product/service benefits - Position to the market - Design the campaigns Design and produce campaign support material Campaign 1 Message A The Campaign 2 3 Distribute, track, assess, research and report tracking - s opened - click throughs - downloads - web traffic Google analytics - web behaviours - links The Appointment Contact, validate and manage sales liaison Appointment Setting Follow up of the graded contacts - build relationship - set appointment - diary management Campaign 2 Message B Campaign 3 Message C Analysis and report Use this data to help define lead and prospect priorities Telemarketing Non-sales telephone follow up - market/prospect research - client profiling Select Prospect Database(s): Review current database(s) Look at other business sectors and markets Pilot digital campaign and telemarketing Review/update campaigns Research, review and grade results for next actions - Assess conversion potential - s sent to database of 10,000 contacts (typical responses below) 350 completed online forms 750 opened 3 s and linked to web site 1,250 opened multiple s 2,650 s opened Relationship Build Manage long term call back potential and future prospects for client s sales pipeline Sales Conversion Adapt promotional sales material to work as face-toface sales support tools

5 from digital campaigns to one-to-one surveys how surveys grow loyalty and enhance customer experience Take Company X, Product Y, Customer A and Prospect B What do A and B think about X and Y? 1 Market Evaluation Position the survey Design the campaigns Digital Campaign 2 3 Distribute , track, assess, research and report Telephone Survey Contact selected customers and prospects Design and produce campaign survey support material Campaign 1 Message A Campaign 2 Message B tracking - s opened - click throughs - downloads - web traffic Google analytics on web/ survey page - web behaviours - links Telemarketing Non-sales telephone follow up - market/prospect research - client profiling Relationship Build Manage long term call back potential and future prospects for client s sales pipelines Select Prospect Database(s): Review current database(s) Look at other business sectors and markets Pilot digital campaign and telemarketing Review/update campaigns Analysis and report Use this data to help define lead and prospect priorities Assess results of the online survey Research, review and grade results for next actions Select different groups from both customer, prospect and sometimes trade competitors next stage for teleresearch Appointment Setting Follow up of the graded contacts - build relationship - set appointment - diary management Sales Conversion Adapt promotional sales material to work as face-toface sales support tools

6 from digital campaigns & telemarketing can mobilise channels & resellers Take Company X, Product Y, Channel A and New Market B What do A and B know about X and Y? 1 Product Information Review sales channels Explore new markets Digital Campaign 2 3 Distribute , track, assess, research and report Telephone Survey Phone selected channel contacts and prospects Design and produce campaign survey support material Campaign 1 Message A Campaign 2 Message B tracking - s opened - click throughs - downloads - web traffic Google analytics on web/ survey page - web behaviours - links Telemarketing Non-sales telephone follow up - offering information - client profiling Relationship Build Manage long term call back potential and future prospects for client s sales pipeline Select Prospect Database(s): Review current database(s) Look at other business sectors and markets Pilot digital campaign and telemarketing Review/update campaigns Analysis and report Use this data to help define lead and prospect priorities Assess results of the online survey Research, review and grade results for next actions Select different groups from both existing channels and new markets for next stage teleresearch Appointment Setting Follow up of the graded contacts - build relationship - set appointment - diary management Sales Conversion Adapt promotional sales material to work as face-toface sales support tools

7 Who do we contact? Where is the market Detail the market sectors and specific contacts. Research potential untapped markets. Explore alternative routes to gain influence and access within the target organisations. Explore alternative routes to gain influence and access within the target organisations. Compile the campaign database - typically a mix of current prospects, historical contacts and new markets to be researched/sourced (with new data purchases).?? Develop networking opportunities. Data cleansing is essential prior to campaign launch. Why it works? The Deployment Methodology The messaging is positioned to promote the business benefits to the target audience. Direct phone contact is made for appointments and research to discover other prospects. FortuneWest develop prospects who could broker a meeting with other decision makers. FortuneWest research and engage influencers to help map organisations and opportunitie. Beyond appointments, FortuneWest focus on relationship building We know that results are achieved through multiple touchpoints. Campaigns will not succeed with just one , postal mailer or phone call.

8 How do we start? The development workshop Define key product/service and position for target market Research target market Advise on data purchase - data cleansing - investigate new markets Design engagement tools and develop messages , landing page (web), white mail and telemarketing script Pilot the campaign Test the campaign positioning and set telemarketing targets Send test s - telephone follow up - evaluate results How is it delivered? The campaign deployment has three operational phases Design Campaign, production and delivery - measure and assess results/responses Teleresearch Research campaign results and qualify contacts for next actions Telemarketing Using the qualified contacts FortuneWest creative thinking driving business Fortune West Limited Cyber House, Molly Millars Lane Wokingham, Berkshire RG41 2PX T: +44 (0)