TM Generating more leads for less QED IN DEMAND Lead Generation to Technology Companies The preferred partner for demand generation solutions to global technology companies
Executive Summary The way B2B prospects are buying has undergone a fundamental change over the years. The reliance on free information available on the web, peers, paid reports from analysts and other influencers has made it difficult for sellers to engage with prospects through the traditional sales channels. According to multiple reports from analysts like Aberdeen, the Bridge Group; over 70% of prospects that first make contact with your company go onto buy the solution/ service you are offering in a 12-18 month period. While it is important to nurture these 70% of prospects, indentifying those 30% prospects that are ready to buy immediately is critical to your sales pipeline. Over the years having executed over 100 Demand Generation programs, we have seen that a close looped multi channel lead generation program which cuts across and integrates the sales, marketing & Business Development functions within your company ensures that you do not miss out on these opportunities. Some of the common mistakes we have seen technology companies make include: Single channel engagement with Prospect Market Reluctance to invest in a Master Prospect List Low Adoption of available technology tools like Marketing Automation, CRM s/ SFA s Inability to leverage nontraditional channels like Pay-per-click programs The need of the hour today is for technology companies to: Invest in a master prospect list Deployment of Marketing Automation tools to manage lead generation, qualification & nurturing programs Have an integrated multi channel lead generation engine in place Our Solution QEDbaton works together with your sales, marketing & Business development teams with an aim to offer an integrated and well aligned solution to generate sales ready leads. We deploy multiple mediums such as email marketing, pre event registrations, post event follow ups, Teleprospecting and pay-per-click programs to touch base with your target market to generate and identify sales ready prospects. QEDbaton s Lead Generation solution includes EMAIL DIRECT MARKETING EVENTS SUPPORT TELEPROSPECTING PAY PER CLICK PROGRAMS Email Direct Marketing The way people are buying is fast changing. Email Marketing has emerged as second only to search marketing as the most effective lead generation channel. At QEDbaton, we assist clients with EDM Content Development Based on the attributes of the target market and relationship with the prospects we help you gauge the type of offer that should be shared with the prospects and ensure that all emails are compatible w i t h va r i o u s m a i l i n g interfaces. EDM Response Management At QEDbaton, with the help of our Email Marketing Tool you can start tracking the progress from the minute the Send button is hit. Our tool also gives you visibility into the popularity of each link within your email. It eliminates the need for you to spend time and money on acquiring an Email Marketing tool for Response Management. Our tool is also CAN-SPAM compliant (mandatory for sending bulk mailers within the US geography) EDM Follow Ups & Appointment Setting To maximize responses, our teams ensure that they follow with prospects who have expressed an interest (either opened the email or clicked a link within the email). Our teams do not push your prospects. Our approach is to convert prospects that have opened the email to go onto a link within the mail and prospects who click a link to qualified leads or appointments. Over the years, we have observed that the average conversion percentage from Reads/ Clicks to Appointments is between 5% and 10%. However when an Email marketing campaign is followed up with the QEDbaton approach we have seen the conversion rates shoot upto 12-15%.
Events Support Events are full of people aiming to do business and generate sales but their objectives can be vague or nonmeasurable. Irrespective of either being an exhibitor or a visitor, events are great places to network and forge good business relationships. At QEDbaton, we assist you with Event Enrolment We don't leave your meetings at events to chance. Before an event, we ensure that your time is well distributed in making contact with the key people you want to see. We make arrangements to meet and ensure you have their mobile telephone number. In case you are sponsoring or exhibiting in an event, we make sure that you have maximum visitors visiting your kiosk. Post Event Follow Ups Events by far are the most expensive medium of generating new leads. More often than not given the nature of these meetings not a lot of clear actionable s emerge from them. At QEDbaton, we specialize in creating a rigorous follow up program on all potential leads that emerge from an event. Added to this, our programs maximize your events spend by reaching out to those people that you wanted to meet at an event but could not. Teleprospecting Successful Teleprospecting campaigns form the backbone of a strong and healthy sales pipeline. As a Sales Manager you want to maximize face time with prospects by having a consistent stream of good quality meetings lined up for you week after week. In the past 5 years we have engaged with over 100 Sales Managers ensuring that their calendars remain full throughout the year. Through our Teleprospecting services, QEDbaton engages with your sales team and becomes a virtual extension of your Field sales teams, securing quality time with decision makers in prospect organizations. Using a blend of researching techniques (primary and secondary source data), probing skills and consultative selling, QEDbaton's Teleprospecting service ensures that your sales teams are present at the right place at the right time. Pay Per Click Programs Perhaps the best way to quickly run campaigns to niche groups in a targeted fashion is the PPC model. Most people today kick off their online experience using search and this is a chance for companies to leverage this continuously growing phenomenon. We help companies with creating & running targeted advertising campaigns on the various platforms. Depending on what the client's objectives & goals are. Unlike traditional advertising companies only pay as per the number of clicks that they receive. This does away with the greatest drawback of traditional advertising a company s ability to track and measure effectiveness cost vs. results. The campaigns can be set up to be as large or small as the company needs. Traditionally the focus was on Google, Yahoo, & Bing (Microsoft) but in the recent past clients have often gotten great results of running campaigns on platforms like Facebook, LinkedIn, Slideshare, Scribd, etc. These end up being great for running campaigns which can be micro-targeted on the basis of demographics, designation, job function, location, seniority, etc.
What do you get by engaging with us on our Lead Generation Solution Sales Force scalability Consistent inflow of genuine leads Exponential increase in market reach, globally through a single partner Case Study The Client The client is a subsidiary of a US $1 Billion Global IT Services & Business Process Consulting Company based out of India. They are a diversified media services company providing Digitization, Audio/ Video Transcription, Subtitling & Captioning, Metadata Enrichment, Schedule Preparation and Repurposing content services to major media corporations worldwide. Business Need The client had recently commenced operations and wanted to enter the North American market to generate demand for their entire services suite. In spite of being a subsidiary of a much larger company, they were a relatively new service provider in a nascent media outsourcing space. They had access to the entire sales team of the parent company and wanted QEDbaton not only to generate demand but also gather critical feedback from the market on the relevance of their service and the value they were proposing. The Solution & Execution Methodology The client engaged with QEDbaton for our customized Demand Generation solution. QEDbaton proposed the following solution List Building Contact Discovery Email Marketing Lead Servicing Appointment Setting Target Market Geography: United States Revenue Range: Not Applicable Verticals: Television, Film, Advertising, Publishing, Digital / online media platforms Services Positioned: Digitization, Audio/ Video Transcription, Subtitling & Captioning, Metadata Enrichment, Schedule Preparation and Repurposing content Deliverables List Building & Contact Discovery: 1336 Companies List & 2672 Contacts List Email Marketing Response Management & Follow Ups: Approx 80 Leads Appointment Setting: 10% of Leads Challenges Faced & Addressed The offering that the client was bringing to the market was relatively new and there was no mind share in the media outsourcing space. Majority of companies were not exposed to outsourcing. Given these challenges, it took considerable time to get the Decision making process and the client s messaging right. With the feedback received from the QEDbaton team, the message was continuously tweaked to get the positioning right. Added to that, the QEDbaton team restricted themselves to targeting only VP and Directors of Media Services in these companies. Results List Building & Contact Discovery: 700+ Companies List & 2000+ Contacts List (A lot of companies were either too small to target or were subject to mergers & acquisition and thus the size reduced from 1300+ to 700+) Email Marketing Response Management & Follow Ups: 100+ Leads Appointment Setting: 10+
About QEDbaton The QEDbaton IT Decision Makers Survey Service Line QEDbaton delivers high impact Demand Generation Solutions for Technology & ITES companies across global markets. Our team of 100 + Demand Generation professionals converse with more than five thousand ( 5000) technology decision makers monthly while tracking 15000+ companies. We understand the finer nuances of: Driving multiple activities within the market place so as to establish constructive touch points with the prospect universe. Identifying & tracking complex organization structures within corporations. Understanding prospect pain points and identifying triggers impacting buying decisions. Positioning services/ solutions so as to generate interest within the prospect environment once a need is identified. Working closely with client sales teams to maximize face time with prospects. Designing structured communication programs through an optimum blend of Digital Marketing, Inside Sales and Content Marketing so as to keep the prospect universe engaged till such time that they are sales ready. We have worked with over 70 technology companies over 6 years and our experience spans tracking companies in North America, Europe, Middle East, APAC and India. Our services portfolio includes Demand Generation Consulting & Training, Sales Intelligence services, Lead Management services, Digital Marketing and Content Development services. Our clients range from multibillion dollar corporations to start-ups including names like Honeywell, Progress Software, Hexaware Technologies & Mphasis Ltd. Our values and differentiatiors Exposure to Multiple Lead Generation Channels under one roof Ownership of the Sales Pipeline across sales stages Increased Face Time with Prospects Reduced cost per opportunity The pre-work in terms of research on the customers, the lead sheets they provide us with, and the rigor around understanding our offerings are truly appreciated. I would rate QEDbaton s ability to provide sales ready opportunities as excellent Ex-VP Sales, US $1 Billion Global IT Services & Business Process Consulting Company QEDbaton has extended my work week by making calls to find contacts, sift through them to find the right players, and determine whether they are worth my time. They understand Strategic Selling and how to find and leverage contacts at all levels. Unlike telemarketing firms, their team works with me continuously to execute my account penetration strategy and to articulate our value proposition based upon the role of each person they contact. While I am on the road or busy making presentations they are always working to find active projects so I can maximize faceto-face contact with my best prospects. Ex-VP Sales (US) - USD 60 Million IT Solutions company TM QED Enabled Services Private Limited 3rd Floor, Atria, Baner Road, Pune-411045 Sales: +91-20-40711046 Enquiry: +91-20-40711083 Web: qedbaton.com Blog: blog.qedbaton.com