Capturing the Opportunity and Closing the Sale

Transcription

1 The Standard Way Capturing the Opportunity and Closing the Sale 1 Lead Generation 2 Telemarketing 1 What is Lead Generation? Family of Websites SEM & SEO emarketing Drip Marketing 1st QTR Results Staff Workflow

2 Components of Lead Generation Leads and Messaging Dispersing Leads Build sales funnel with predisposed leads. Reinforce with targeted and consistent messaging. Set business rules to disperse leads equitably and for best chance of success. transparent & geo-logical Execute drip marketing to stimulate interest and shorten sales cycle. 2

3 Defining the Contact Contact type affects message and tactics. Inbound Outbound Message 3

4 Managing our Contacts 4

5 Advertising Mix Inbound Contacts Search Engine Marketing Internet Yellow Pages Business Solution Sites Trade Pub Advertising Social Media Drip Marketing & emarketing 5

6 Capturing the Online Community Family of Websites With CoffeeService, OfficeWater, BrewerService & DailyPerk.Com, Standard Coffee Service Company now has an online presence that is formidable when matched against any competitor. 6

7 Search Engine Marketing CoffeeService.com 572 appointments YTD #1 Sponsored #1 Organic Optimized Copy Location Listing 7

8 Search Engine Marketing CoffeeService.com Dedicated landing pages for tracking keyword effectiveness and lead generation Tracking 800 numbers for sponsored search Ads Submittal forms for contact/lead prequalification Small office link for direct shipment service 8

9 Internet Yellow Pages 52 appointments YTD Diamond Listings in all markets designated as Major for SCSC. 9

10 Business Solution Sites Buyer Zone 257 appointments YTD 10

11 Trade Pub Advertising ALA, IFMA, TFM, etc. 11

12 Social Media & Content Management Sites 12 DailyPerk.com will be a cornerstone for SCSC s Online Village with RSS feeds for industry and company updates.

13 Social Media & Content Management Sites Social sharing capabilities. 13

14 Social Media & Content Management Sites 14

15 The Standard Way Capturing the Opportunity and Closing the Sale 1 Lead Generation 2 Telemarketing Family of Websites SEM & SEO emarketing Drip Marketing Results Staff Workflow 15

16 Drip Marketing & emarketing 16

17 Drip Marketing & emarketing In Bound 17

18 Drip Marketing & emarketing Out Bound 18

19 Drip Marketing & emarketing - Analytics 19

20 Drip Marketing Influences 3/06/11 41 Appts. 3/13/11 69 Two-Week Total 28 Appts. 20

21 Addresses in Database 10,548 total s Lead Prospect Active Op DNQ Others Contact s Foundation is Swiftpage & ACT!

22 12 Week Snapshot Appointments Inbound Outound

23 12 Week Snapshot - Top performing sources Sources 1 Websites/Internet SAE Supplied Lead Buyerzone Referrals

24 12 Week Snapshot Appointments by Divisions 1872 Westcott 739 Henkel 256 Murray 493 House

25 The Standard Way Capturing the Opportunity and Closing the Sale 1 Lead Generation 2 Telemarketing Staff & Workflow 25

26 Telemarketing Dedicate The Telemarketing Function A lead-generation engine communicates to internal customers. Telemktng. Direct Mkt. Sales Managers Lead Sources ACT! CRM Software 26 NKAMs & SAEs

27 Telemarketing Current Status Telemarketing Dept. Average over 2000 outbound calls per week. Over 8% conversion rate. Inbound/Outbound Calling Lead sources TMRs Centrally located team Florence, KY 7 full-time TMRs supervised by Direct Marketing Manager Set hundreds of sales appointments every week for field representatives Work with various lead sources Understand targeted demographics for OCS decision-makers 27

28 28 Thank You