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.
B2B Customer Acquisi0on: Effec%ve Approaches to Finding and Securing the Most- Valuable Customers M.H. (Mac) McIntosh mcintosh@sales- lead- experts.com @B2B_Sales_Leads
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
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
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
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
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
Thank You! Contact: M.H. (Mac) McIntosh mcintosh@sales- lead- experts.com @B2B_Sales_Leads www.linkedin.com/in/salesleadexpert
B2B Customer Acquisi0on: Using Predic0ve Logis0c Regression Modeling to Find Your Most Valuable Customers Chris Chariton @cchariton
Why Propensity to Buy Model? Higher Conversion Rates Larger $ Sales Make More Money
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
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
Resources to Build a Model Internal Data Analysts/Financial Modelers/ Sta%s%cal Analysis/Market Researchers External providers Local Universi%es Class Project
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%
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
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
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%
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
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
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
Thank You Contact: Chris Chariton charitc14@gmail.com @cchariton linkedin.com/in/chrischaritonmarketer/
Effec0ve Approaches to Finding and Securing the Most- Valuable Customers Other than those in your Database Patricia Dixen
Guiding Principle Knowledge is knowing a tomato is a fruit Wisdom is knowing not to put it in a fruit salad
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 email program, Appointment seqng Their Knowledge Level Market Segments, Products, Solu%ons Automa%on Etc.
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.
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 Emails, Direct Mail Webinars, microsites, etc LinkedIn Etc, etc, etc. Note: Most have listening/web tracking capabili0es - leverage
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.
Finding Customers Ini%al Approach Content Syndica%on Online Behavior: Companies with project iden%fied Email and appointment seqng Revised Approach Compe%%ve Retarge%ng Online Behavior: Companies with project iden%fied Direct Mail, incen%ve and appointment seqng
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%
Thank You Patricia Dixen patricia.dixen@yahoo.com