Lead Generation A to Z

Transcription

1 Lead Generation A to Z Workshop #2 Lead Generation Quick Start Series # L e a d G e n

2 Lead Generation Quick Start Series Featuring: Ian Michiels Principal/Analyst Gleanster Research Moderator: Andrew Gaffney Editor of DemandGen Report # L e a d G e n

3 About DemandGen Report - Launched in 2007 to track best practices in lead generation - Newsletter has grown to more than 25,000 readers - We also offer a menu of research and best practices reports - New audio/video podcasts at linkd.in/dg_specialists # L e a d G e n

4 The A-Z of Lead Generation Workshop #2 Ian Michiels Chairman of the Research Advisory Board, Gleanster Director, Marketsphere Marketing 4

5 Answers Galore ೦ How do we define lead generation today? ೦ What has changed in the last 5-10 years? ೦ What do I need to know about Lead Generation? ೦ What are Top Performing companies doing? #AtoZ_LG 5

6 What is Lead Generation in 2011? ೦ Wikipedia Lead generation is a marketing term that refers to the creation or generation of prospective consumer interest or inquiry into products or services of a business. the creation of prospective customer interest #AtoZ_LG 6

7 How do we create customer interest? More Channels + More Marketing = Your marketing and sales must be: #AtoZ_LG 7

8 The Secret to Lead Generation in 2011 It s not about interrupting people with marketing messages It s about having a conversation. Engage your target audience. #AtoZ_LG 8

9 Lead Generation Cheat Sheet Key Concepts Flash Cards A-Z Concepts 9

10 Buying Cycle vs. Sales Cycle The Birds Eye View of Lead Generation A-Z Concepts Customer Lifecycle Buying Cycle Sales Cycle Inquiry MQL SAL SQL Customer Lifecycle Buying Cycle Sales Cycle Service Inquiry. (Unknown buying intent) Marketing Qualified Leads (MQL). Sales Accepted Lead (SAL) = Prospect Sales Qualified Lead (SQL) = Valid Opportunity When the prospect purchases they become a customer, requiring ongoing service and support. Customers can also be nurtured to encourage upselling and cross-selling. Leads Prospects Customers #AtoZ_LG 10

11 3 Critical to Success Rules for Demand Generation 1.Marketing takes ownership of the buying cycle 2.The goal is quality of leads not quantity of leads 3.Engage your target audience differently at different stages in the customer lifecycle #AtoZ_LG

12 Buying Cycle Attention Known Problem? Interest Recognized need Desire Seek solution to need Action Goal #1: Become a trusted advisor DON T SELL! Goal #2: Relevancy #AtoZ_LG 12

13 How do you create relationships with each prospect? ೦ Simon ೦ Prospect for Anger Management Software ೦ Doesn t know it exists ೦ Ellen ೦ Needs project management software and is comparing features and functions Manual interactions with each prospect isn t realistic #AtoZ_LG 13

14 Use Nurture Marketing A-Z Concepts Nurture Marketing Lead Nurturing Lead nurturing helps companies maintain a continuous dialogue with potential customers during the buying cycle resulting in: #AtoZ_LG 14

15 How do we create relationships with each prospect? Use technology to automate and track multi-channel engagement Clicks on Link Resources on Website Fills out Form Call with Sales #AtoZ_LG 15

16 Percentage using Tactic Lead Nurturing Tactics A-Z Concepts Drip Campaigns Trigger Campaigns Lead Scoring Tactics: Using Lead Nurturing 100% 80% 60% 40% 20% 0% Drip Trigger Lead Campaigns Campaigns Scoring Everyone Else 89% 19% 5% Top Performer 78% 43% 23% Top Performer Everyone Else #AtoZ_LG 16

17 Nurture Marketing Applies to the Entire Customer Lifecycle Phase in Customer Lifecycle Campaign Type Qualification Nurturing Campaign Awareness Nurturing Campaign Leads Prospects Customers Accelerator Nurturing Campaign Acquisition Nurturing Campaign Call-to-Action Nurturing Campaign Ad-Hoc Nurturing Campaigns Re-Engagement Nurturing Campaign Post-Purchase Nurturing Campaign #AtoZ_LG 17

18 Tracking and Automating the Process A-Z Concepts Landing Page Web Analytics ೦ How do we figure out where leads are in the buying or sales cycle? Landing Pages A landing page, sometimes known as a lead capture page, is a single web page that appears in response to clicking on an advertisement. Web Analytics Web analytics is the measurement, collection, analysis and reporting of internet data #AtoZ_LG 18

19 How do we automate communication? Lead scoring is a method of assigning points to each prospect based on specific criteria. A-Z Concepts Lead Scoring Lead Qualification Lead Prioritization Implicit Prospect Data Explicit Prospect Data Sales rep view in CRM: FirstName LastName Priority Joe Holly John Smith Jen Worktoomuch Jeannette Dow Mark Money #AtoZ_LG 19

20 Enabling Technologies Need to have: A-Z Concepts Automated Demand Generation CRM Adwords Marketing Datamart ೦Automated Demand Generation Same as, Revenue Performance Management Same as, Lead Management Technology Same as, Marketing Automation Should Include: , Landing Page, Web Analytics, Lead Scoring, CRM Integration, Integration with Other Channels ೦Customer Relationship Management Integrated with Automated Demand Gen ೦Adwords Account ೦Marketing Datamart (can be same as CRM) #AtoZ_LG 20

21 Organizational Concepts ೦ Organizational Alignment Process Change Resources Marketing Technologist Revenue Marketer VP of Demand Gen? A-Z Concepts Sales and Marketing Alignment Change Management Revenue Marketers Sales Alerts Pipeline Analytics Marketing Sales Technology #AtoZ_LG 21

22 Metrics Focus What to measure: A-Z Concepts Sales Analytics Return on Marketing Investment Lead-to-Sales Revenue Close Ratio 1. Revenue 2. Lead-to-Sales Revenue 3. MQL to SAL Conversion Rate 4. Inquiry to MQL Conversion Rate 5. Sales Close Ratio #AtoZ_LG 22

23 5 Key Takeaways 1. Relevance Drives Revenue 2. Focus on Lead Quality not Lead Quantity How do we deliver pre-qualified opportunities to sales? 3. Marketers Should Be Accountable for Revenue 4. Marketing and Sales must Unite to Maximize Revenue 5. Use Nurture Marketing to Prevent Revenue from Falling Through the Gaps #AtoZ_LG 23