Turnkey B2B Lead Generation Campaigns

Transcription

1 Turnkey B2B Lead Generation Campaigns Fill your pipeline with leads Marketing that works

2 Introduction IDS Technology Marketing is a marketing group that delivers turnkey lead generation campaigns, branding and creative services for mid-market companies. Over the last four years we ve designed a number of turnkey lead generation campaigns that we ve used hundreds of times in the field. Our clients enjoy being able to pick and choose from a list of proven campaigns. Often they tell us these campaigns outperform any of their previous marketing efforts; they re especially effective in B2B companies selling a high-value or complex product or service. Why are we giving away some of our secret sauce? We thought we d share some of our expertise and knowledge with companies that can benefit from it. If you re able to execute the programs with your in-house resources we re happy to pay it forward and glad to contribute to your success. If you d like to have us manage them for you, it s our business, so or give us a call for more details and pricing. You might be surprised at our affordability. Phone: hello@idstm.com

3 Chapter PAge Executive Door Opener 4 Dimensional Mailer 8 Informational Microsite 12 Lead Generation Webinar 16 Live Event 20 Promotional Announcement 24 Send-A-Ball Meeting Grabber 28 Trade Show Promotions & Follow Ups 32 Basic Promotional Package 36 Executive Appointment Setting 40

4 Executive Door Opener

5 executive door opener (EDO) Need to get the attention of those hard-to-reach executives? Reward your top sales reps with an executive door opening campaign that gets prospects attention with an irresistible offer. Send a teaser gift to 20 enterprise executives or other hard-to-reach prospects with the promise of another high-value gift for those who attend a meeting. Pick a gift that fits your target market and the value of your leads. Examples include: A Kindle 2 Leather Cover as a teaser and a free Kindle 2 Wireless Reading Device for attending an appointment A free service analysis such as an IT assessment or ROI analysis as a teaser and a free ipad for attending an appointment A business travel accessories kit as a teaser and a free airline voucher for attending an appointment After delivery, reach out to all prospects with two invitations and up to three phone calls to schedule their appointment. This eight week integrated marketing campaign is a great way to make an impression and move those stuck or hard-to-reach prospects into action! Goal Obtain meetings with those hard-to-reach executives. Target Audience Top 20 executive prospects in your database. Chapter 1: Executive Door Opener Page 5

6 Typical Timeline week 1 Hold marketing consultation to discuss messaging Order the door opener item week 2 Finalize copy and design for letter, collateral insert, landing page and Final mailing list due Go to print week 3 Print and hand-cut custom mail pieces Assemble mailer and packaging Seal packages with custom wraps and prepare for shipping Ship teaser items via FedEx Ground Go live with landing page week 4 Send first to prospects not yet registered for an appointment Follow-up calls for appointment setting week 5 8 Meetings with prospects High-value gift fulfillment week 9 Campaign debrief Chapter 1: Executive Door Opener Page 6

7 If you d like to use our campaign What we handle»»» One-hour marketing consultation» Design & copywriting services for high-impact creative Teaser item procurement Custom box wrap + your marketing collateral included inside the teaser mailing Printing, assembly & packaging to complete the door opener USPS priority shipping for added impact and to get the teaser into prospects hands quickly Executive gift procurement and shipping Create landing page for appointment request HTML follow-up to reinforce message and drive to landing page Telemarketing of up to three calls per person for increased success in getting appointments Your Responsibilities Deliver campaign goals and messaging direction Deliver an EPS high-resolution version of your logo for printing Deliver feedback Deliver mailing list with name, company, physical address, address, and phone number Use our promotional to reach out to your prospects Schedule meetings with interested prospects that request meetings Hold meetings Provide list of prospects attending appointments to receive gift card, including name, company and address Chapter 1: Executive Door Opener Page 7

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9 Dimensional Mailer Need to get your prospects to take action? Make a strong impression by sending a custom-designed dimensional mailpiece that commands attention and demands action. Add a custom landing page with trackable personalized URLs (PURL) so your prospect can take the next step, whether it s to download a valuable whitepaper or register for a free consultation. The sky s the limit of what you can send the best mailpieces reflect the offer and have that Wow factor. In the past we ve created a custom piece that resembles an exact replica of an Apple ipad TM to encourage prospects to register for a sales appointment during which they ll actually receive a free ipad. We ve also created a rotating cost-savings wheel, giving prospects a taste of what they might experience from completing a custom savings analysis. After you send the dimensional mailpiece, follow up via and the phone to get your prospects to take action. Goal Make a strong impression to entice key prospects to register for a specific service or appointment. Target Audience Prospects on your current list or new prospects to uncover. Chapter 2: Dimensional Mailer Page 9

10 Typical Timeline week 1 Hold marketing consultation to discuss target audience, messaging and campaign creative week 2 Finalize campaign details Create concepts week 3 Review concepts and copy for all components of campaign week 4 Signoff on design and copy Go-live with landing page week 5 9 Send mailpieces Send follow-up s Commence follow-up calls & telemarketing Hold meetings week 10 Award incentive giveaway Chapter 2: Dimensional Mailer Page 10

11 If you d like to use our campaign What we handle»» One-hour marketing consultation to design the campaign and select the dimensional mailpiece Design & copywriting services for high-impact creative Printing, assembly & packaging to complete mailpiece USPS priority or FedEX shipping for added impact and to get the mailer into prospects hands quickly Create landing page for call-to-action or appointment request HTML follow-up to reinforce message and drive to landing page Telemarketing of up to three calls per person for increased success in getting appointments Your Responsibilities Confirm campaign goals and messaging direction Deliver an EPS high-resolution version of your logo Deliver mailing list with name, company, physical address, address, and phone number Follow-up with your prospects to schedule meetings Hold meetings and deliver incentives if included Provide list of prospects attending appointments to receive gift card, including name, company and address Chapter 2: Dimensional Mailer Page 11

12 INFORMATIONAL MICROSITE

13 Promotional microsite & pay-per-click Need to add some meat to your website or promote a special offering? It s a common request from many companies selling technology, professional services or market to other businesses. Your site should evolve as you add new offerings and launch new campaigns to deliver a clear and consistent message to your selling and marketing. To accomplish this, build a content-specific microsite onto your existing website and optimize it to maximize search engine traffic. After it s complete, announce the site to your market in an online, search-optimized press release and deliver a special offer to help get the word out, drive appointments or registrations. PLUS, the microsite is yours to continue promoting and driving traffic for future lead generation activities. Goal Beef up your website with a content-specific microsite and use it as part of a promotional announcement to your market. Target Audience New and current prospects. Optional Promotional Methods Add telemarketing, pay-per-click or banner advertising for a wider reach. Chapter 3: Informational Microsite Page 13

14 Typical Timeline week 1 Campaign planning: discuss microsite content, announcement, website technology and pay-per-click campaign week 2 Microsite design & layout Circulate and edit overview of content to be included on page Signoff on microsite page components - content, supplemental materials and design week 3 4 Copywriting and coding of microsite Procurement of hosting and URL if needed Copywriting, design & development of HTML Selection of keywords and setup of Google Adwords campaigns week 5 Go live with microsite Send promotion Launch Google Adwords campaigns week 6 8 Google Adwords campaign monitoring and reporting Lead follow-up and appointment setting Campaign debrief Chapter 3: Informational Microsite Page 14

15 If you d like to use our campaign What we handle»» One-hour marketing consultation to determine content to add and strategy Messaging strategy & copywriting (microsite & ) Microsite design & programming Copywriting, design and development for lead generation HTML blasting services & management 4 blasts to all prospects Keyword research and ad copywriting for Google Adwords pay-per-click (PPC) campaign Management and reporting on your online PPC campaigns Your Responsibilities»» Deliver microsite content direction and feedback Deliver general direction and feedback on keyword research and online ad development Deliver access to existing website back-end to help with coding and integration Deliver house /contact list of customers and prospects if available Assist with announcement offer and handle responses Chapter 3: Informational Microsite Page 15

16 LEAD GENERATION WEBINAR

17 lead generation webinar Need to fill your pipeline with qualified leads? Build awareness for your offering by holding an informational online webinar that educates your target market and produces qualified leads. Drive registration and attendance via a multi-touch campaign consisting of telemarketing, Google AdWords, marketing and special incentives. Moderate and record the event on one of the popular webinar platforms and generate near-term pipeline opportunities with follow-up telemarketing to set live customer appointments. Registration, attendance and qualified prospect results depend upon your offering and geography, but our campaigns tend to average 150 Registrations 50 Attendees to the Live Event 10 Qualified Leads Plus, the recorded webinar makes a great long-term marketing asset to extend your reach and increase your visibility and lead flow. Goal Drive prospects to attend an informational webinar and convert interested webinar attendees into appointments. Target Audience Prospects on your current list and new prospects to uncover. Chapter 4: Lead Generation Webinar Page 17

18 Typical Timeline week 1 Hold marketing consultation to discuss presentation, target audience, messaging and campaign week 2 Finalize campaign details Pick webinar date and decide on presenters Start building lists Write campaign copy for landing page, AdWords campaign and blast week 3 Review campaign copy Circulate design for all components week 4 Go live with AdWords campaign, landing page and blast Commence telemarketing week 5 8 Continue promotions Prepare presentation for live webinar week 9 Reminder s sent Presentation held and recorded week 10 Recorded webinar distributed Follow-up telemarketing to set appointments Award incentive giveaway Chapter 4: Lead Generation Webinar Page 18

19 If you d like to use our campaign What we handle»» One-hour marketing consultation to determine webinar plan Assistance in shaping the webinar content, presentation and flow Messaging strategy & copywriting (telemarketing scripts, & landing page) Telemarketing to register prospects for the event HTML design & development blasting services & management 4 blasts to all prospects HTML registration page design & development 24-hour reminder & telemarketing Webinar hosting, dry run, conference call fees, live event management & recording Post-event landing page updating and on-demand management Post-event HTML management & blasting services Post-event telemarketing Incentive promotion and procurement Your Responsibilities Deliver messaging direction and feedback If you have a house list, deliver mailing list with name, company, physical address, address and phone number Use our promotional to reach out to your existing customers and prospects Contact and secure any guest speakers or customer success stories for the event Attend webinar dry-run meeting to prepare for the live event Create and deliver webinar presentation Schedule meetings with interested prospects that request meetings Hold meetings Provide list of prospects attending appointments to receive gift card, including name, company and address Chapter 4: Lead Generation Webinar Page 19

20 EVENT LIVE LIVE EVENT

21 live in-person event Need to get in front of a collection of targeted c-level or manageriallevel executives? Hold an informative and fun event in a professional and exclusive atmosphere that builds credibility, drives interaction and provides follow-up sales opportunities. Drive registration and attendance via a multi-touch campaign consisting of direct mail invitations, telemarketing and marketing along with an event registration landing page. Handle all day-of-event promotional items, such as name badges, table cards, signage and brochures, along with the logistical and live-event items like room setup, refreshments and attendee takeaways. Goal Generate new sales leads. The number depends upon the event size, venue and target market. Target Audience Prospects on your current list and new prospects we uncover. Optional Promotional methods Add a press release and Google AdWords for a wider reach. Chapter 5: Live Event Page 21

22 Typical Timeline week 1 Hold marketing consultation to discuss event theme, location, venue and target audience size week 2 Finalize event location, theme and venue Copywriting, design and layout for invitation, and registration landing page week 3 Determine all day of event details Design event materials Procure attendee incentives week 4 Send invitations Go live with registration page Commence telemarketing to drive registrations week 5 8 Continue promotions Prepare presentation for live event week 9 Reminder s and telemarketing Setup venue Hold live event week 10 Follow-up with key attendees and schedule appointments Chapter 5: Live Event Page 22

23 If you d like to use our campaign What we handle»» One-hour marketing consultation for event planning and development Planning and coordination of each event, including venue room selection, meal and refreshments, audio/visual and interface with venue staff Acquisition and management of any incentive giveaways Dedicated project management resource Copywriting, design and printing of a professional, high-level invitation mailed to executives to help build their interest and garner their RSVP Design and develop an online registration page where interested prospects can learn more about the event including the agenda, date & time, location, topics being covered, and hosts and RSVP immediately Execute a 4-5 week targeted telemarketing campaign into a list of approximately 300 prospects to drive real-time registrations for the event Phone follow-up to all event registrants 24-hours prior to the event to remind them of the time and location and confirm their attendance Creation of event deliverables, such as name badges, table name cards, 24x36 signage Your Responsibilities Event planning participation Deliver messaging direction and feedback If you have a house list, deliver mailing list with name, company, physical address, address and phone number Use our promotional to reach out to your warm prospects Arrange and coordinate guest speakers and/or customer success stories Develop your presentation for the event Host the live event Follow-up with appointments and confirm and host meetings Chapter 5: Live Event Page 23

24 PROMOTIONAL ANNOUNCEMENT

25 promotional announcement Need to get the word out regarding a special promotion, new product launch or other important announcement? Grab a platform and choose the most impactful media to ensure your target audience hears not only hears your news, but also acts on your call-to-action to add new leads to your sales funnel. Start with an online press release, sent live on the newswire, customized for organic search engine effectiveness and optimized for social media so you ll get maximum online presence. Then send out an blast and follow-up with telemarketing to make sure your message is driven home and you get the kind of responses you set out for. Goal Get the word out for a special message. Target Audience New and current prospects. Optional Promotional methods Add Google AdWords for a wider reach. Chapter 6: Promotional Announcement Page 25

26 Typical Timeline week 1 Hold marketing consultation to discuss announcement, target audience, messaging and campaign week 2 Finalize campaign details Start building lists Write campaign copy for landing page, blast and press release week 3 Review campaign copy Circulate design for all components week 4 Go live with landing page and blast and press release Commence telemarketing week 5 8 Continue promotions and schedule appointments Chapter 6: Promotional Announcement Page 26

27 If you d like to use our campaign What we handle»» One-hour marketing consultation to determine announcement and strategy Messaging strategy & copywriting (press release, & landing page) HTML design & development blasting services & management 4 blasts to all prospects Optimizing press release for search and social media and distribution on the wire HTML registration page design & development Telemarketing Your Responsibilities Deliver announcement and messaging direction Deliver feedback If you have a house list, deliver mailing list with name, company, physical address, address and phone number Use our promotional to reach out to your warm prospects Follow-up with registrations Chapter 6: Promotional Announcement Page 27

28 SEND-A-BALL MEETING GRABBER

29 send-a-ball meeting grabber Need to increase your reach? Get a meeting with your top prospects, or maybe those prospects who are stuck, with an attention-getting, fully-inflated red ball delivered straight to their desk via US postal services with your custom message on it. The popular red ball campaign is a memorable way to invite prospects to schedule a meeting to learn more about your offering, register for an event, thank them for business, or inform them about a new offering or product launch. The message on the ball drives prospects to a custom landing page for them to register for an appointment, with the promise of an incentive such as a $20 gift card from the vendor of your choice for attending a meeting. To maximize the campaign s effectiveness, you ll then reach out to all prospects with two invitations and up to three phone calls to schedule their appointment. This eight week integrated marketing campaign is a great way to make an impression and get the meeting! Goal Obtain meetings with your top prospects. Target Audience Top 100 prospects in your database. Chapter 7: Send-A-Ball Meeting Grabber Page 29

30 Typical Timeline week 1 Hold marketing consultation to discuss messaging Deliver and review initial drafts of mailer and landing page copy week 2 Finalize copy and design for direct mailer, and landing page Finalize mailing list Order Send-a-Ball direct mailers week 3 4 week 5 Ship red balls Send first to prospects not yet registered for an appointment week 6 Send second to prospects not yet registered for an appointment Telemarketing to remaining prospects week 7 8 Host meetings with prospects Fulfill and deliver gift card incentives Chapter 7: Send-A-Ball Meeting Grabber Page 30

31 If you d like to use our campaign What we handle»»» One-hour marketing consultation» Design & copywriting services for red balls, landing page and Procure and deliver Send-A-Ball to grab attention and drive to landing page Create landing page for appointment setting HTML follow-up to reinforce message and drive to landing page Telemarketing of up to three calls per person for increased success in getting appointments Gift card purchase and fulfillment Your Responsibilities Deliver messaging direction and feedback Deliver mailing list with name, company, physical address, address, phone number Confirm scheduled meetings with interested prospects Hold meetings Provide list of prospects attending appointments to receive gift card, including name, company and address Chapter 7: Send-A-Ball Meeting Grabber Page 31

32 Hello, my name is TRADE SHOW PROMOTIONS AND FOLLOW-UPS

33 trade show promotion and follow-up Need to have a presence at your industry trade show? Build your own, personalized Trade Show In-a-Box to make sure you get people to your booth and follow-up appointments after the show. Start by letting people know where and when you ll be at the event via a multi-touch campaign consisting of telemarketing, marketing and direct mail invites. Once you re at the show, make sure you look the part with professional banners and signage, datasheets and marketing collateral, and fun giveaways for visitors at your booth. Afterward, follow-up with contacts via and the phone and set appointments to generate qualified leads ready who are fit for your pipeline and for the sale. Goal Drive prospects to attend your booth at your industry trade show, look good at the show and follow-up afterward to set appointments. Target Audience Prospects on your current list and new prospects to uncover. Chapter 8: Trade Show Promotions & Follow-Ups Page 33

34 Typical Timeline week 1 Hold marketing consultation to discuss trade show, target audience, messaging and campaign week 2 Finalize campaign details Start building lists Write campaign copy, telemarketing script and blast Begin writing datasheet week 3 Review campaign copy Circulate design for all components week 4 Go live with blast Commence telemarketing week 5 7 Continue promotions Prepare for trade show week 8 Trade show week 9 11 Follow-up Follow-up telemarketing to set appointments Chapter 8: Trade Show Promotions & Follow-Ups Page 34

35 If you d like to use our campaign What we handle»» One-hour marketing consultation to determine trade show plan Messaging strategy & copywriting (telemarketing scripts, , datasheet and landing page) Telemarketing to invite prospects to your booth (either from your list, a new list we can procure or a combination) HTML design & development blasting services & management 3 blasts to all prospects HTML registration page design & development Reminder Datasheet design and printing Fun giveaway printing and delivery Post-event landing page updating and on-demand management Post-event HTML management & blasting services Post-event telemarketing Your Responsibilities Deliver messaging direction Deliver feedback If you have a house list, deliver mailing list with name, company, physical address, address and phone number Use our promotional to reach out to your warm prospects Attend the tradeshow and collect lead information Select your fun giveaway Schedule meetings with interested prospects that request meetings Hold meetings Chapter 8: Trade Show Promotions & Follow-Ups Page 35

36 BASIC PROMOTIONAL PACKAGE

37 basic promotional package Need to get the word out? Create a basic platform to use for any type of announcement, including appointment requests, event registrations and contests. Start with a custom landing page for capturing registrations. Then get the word out with an online press release, sent live on the newswire and optimized for organic search and social media for maximum online presence. Finally, follow up with an HTML blast and telemarketing to make sure your message is heard. Goal Get the word out for a special message. Target Audience New and current prospects. Chapter 9: Basic Promotional Package Page 37

38 Typical Timeline week 1 Hold marketing consultation to discuss announcement, target audience, messaging and campaign week 2 Finalize campaign details Start building lists Write campaign copy for landing page, blast and press release week 3 Review campaign copy Circulate design for all components week 4 Go live with landing page and blast and press release Commence telemarketing week 5 8 Continue promotions Prepare for trade show week 9 Campaign debrief Chapter 9: Basic Promotional Package Page 38

39 If you d like to use our campaign What we handle»» One-hour marketing consultation to determine announcement and strategy Messaging strategy & copywriting (press release, & landing page) HTML design & development blasting services & management 4 blasts to all prospects Optimizing press release for search and social media and distribution on the wire HTML registration page design & development Telemarketing Your Responsibilities Deliver announcement and messaging direction Deliver feedback If you have a house list, deliver mailing list with name, company, physical address, address and phone number Use our promotional to reach out to your warm prospects Follow-up with registrations Chapter 9: Basic Promotional Package Page 39

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41 executive appointment setting Need to get an appointment with those hard-to-reach executives? Get their attention with a concise VITO (Very Important Top Officer) letter a proven technique for getting a message to a top executive and to ultimately get them to request an appointment. Invite them to a custom-designed landing page to fulfill their request, then follow-up with an invitation and telemarketing to reinforce the message and hit your entire list. Goal Obtain meetings with those hard-to-reach executives. Target Audience Top 100 executive prospects in your database. Chapter 10: Executive Appointment Setting Page 41

42 Typical Timeline week 1 Hold marketing consultation to discuss messaging week 2 Finalize copy and design for letter, landing page and Final mailing list due Go to print week 3 Go live with landing page and mail piece week 4 6 Send first to prospects not yet registered for an appointment Follow-up calls for appointment setting week 7 8 week 9 Meetings with prospects Campaign debrief Chapter 10: Executive Appointment Setting Page 42

43 If you d like to use our campaign What we handle»»» One-hour marketing consultation» Design & copywriting services for VITO letter and landing page Delivery of VITO letter Create landing page for appointment request HTML follow-up to reinforce message and drive to landing page Telemarketing of up to three calls per person for increased success in getting appointments Your Responsibilities Deliver messaging direction and feedback Deliver mailing list with name, company, physical address, address, phone number Schedule meetings with interested prospects that request meetings Hold meetings with prospects Chapter 10: Executive Appointment Setting Page 43

44 Chapter 10: Executive Appointment Setting Page 44