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Lead Generation A to ZWorkshop #2Lead Generation Quick Start Series#LeadGen
Lead Generation Quick Start SeriesFeaturing:Ian MichielsPrincipal/AnalystGleanster ResearchModerator:Andrew GaffneyEditor of DemandGen Report#LeadGen
About DemandGen Report- Launched in 2007 to trackbest practices in leadgeneration#LeadGen- Newsletter has grown tomore than 25,000 readers- We also offer a menu ofresearch and best practicesreports- New audio/video podcasts atDemandGenReport.com@DG Reportlinkd.in/DG Specialists
The A-Z of Lead GenerationWorkshop #2Ian MichielsChairman of the Research Advisory Board, GleansterDirector, Marketsphere Marketing4
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 LG5
What is Lead Generation in 2011?೦ Wikipedia– Lead generation is a marketing term that refers to thecreation or generation of prospective consumer interest orinquiry into products or services of a business.“ the creation of prospective customer interest ”#AtoZ LG6
How do we “create customer interest”?MoreChannels More Marketing#AtoZ LGYour marketing andsales must be:7
The Secret to Lead Generation in 2011It’s not about interrupting peoplewith marketing messages It’s about having aconversation.Engage your target audience.#AtoZ LG8
Lead Generation CheatSheetKey Concepts Flash CardsA-Z Concepts9
Buying Cycle vs. Sales CycleThe Birds Eye View of Lead GenerationA-Z Concepts Customer Lifecycle Buying Cycle Sales Cycle Inquiry MQL SAL SQLCustomer LifecycleBuying CycleSales CycleInquiry.(Unknown buying intent)Sales Accepted Lead (SAL) ProspectMarketing Qualified Leads(MQL).Sales Qualified Lead (SQL) Valid OpportunityLeadsProspects#AtoZ LGServiceWhen the prospectpurchases they become acustomer , requiring ongoingservice and support.Customers can also benurtured to encourage upselling and cross-selling.Customers10
3 Critical to Success Rules for Demand Generation1.Marketing takes ownership of the buying cycle2.The goal is quality of leads not quantity of leads3.Engage your target audience differently atdifferent stages in the customer lifecycle#AtoZ LG
Buying CycleAttention KnownProblem?Interest RecognizedneedDesire Seek solutionto needActionGoal #1: Become a trusted advisor – DON’T SELL!Goal #2: Relevancy#AtoZ LG12
How do you create relationships with each prospect?೦ Simon೦ Prospect for AngerManagement Software೦ Doesn’t know it exists ೦ Ellen೦ Needs project managementsoftware and is comparingfeatures and functions#AtoZ LGManualinteractionswith eachprospectisn’t realistic13
Use Nurture MarketingA-Z Concepts Nurture Marketing Lead NurturingLead nurturing helps companies maintaina continuous dialogue with potentialcustomers during the buying cycleresulting in:#AtoZ LG14
How do we create relationships with each prospect?Use technology to automate and track multi-channel engagementClickson LinkCall withSalesResourceson Website#AtoZ LGFills outForm15
A-Z ConceptsLead Nurturing Tactics Drip Campaigns Trigger Campaigns Lead ScoringPercentage using TacticTactics: Using Lead Nurturing100%80%60%40%Top Performer20%Everyone Else0%Everyone ElseTop LeadScoring5%23%#AtoZ LG16
Nurture Marketing Applies to the Entire Customer LifecyclePhase in Customer LifecycleCampaign TypeQualification Nurturing CampaignAwareness Nurturing CampaignLeadsAccelerator Nurturing CampaignAcquisition Nurturing CampaignCall-to-Action Nurturing CampaignAd-Hoc Nurturing CampaignsProspectsRe-Engagement Nurturing CampaignCustomersPost-Purchase Nurturing Campaign#AtoZ LG17
Tracking and Automating the ProcessA-Z Concepts Landing Page Web Analytics೦ How do we figure out whereleads are in the buying or salescycle?Landing PagesA landing page, sometimes known as a leadcapture page, is a single web page thatappears in response to clicking on anadvertisement.Web AnalyticsWeb analytics is the measurement,collection, analysis and reporting of internetdata#AtoZ LG18
How do we automate communication?Lead scoring is a method of assigningpoints to each prospect based onspecific criteria.A-Z Concepts Lead Scoring Lead Qualification Lead Prioritization Implicit Prospect Data Explicit Prospect DataSales rep view in chJeannetteDowMarkMoneyPriority#AtoZ LG19
A-Z ConceptsEnabling Technologies Automated Demand Generation CRM Adwords Marketing DatamartNeed to have:೦Automated Demand Generation––––Same as, Revenue Performance ManagementSame as, Lead Management TechnologySame as, Marketing AutomationShould Include: Email, Landing Page, Web Analytics, Lead Scoring, CRMIntegration, Integration with Other Channels೦Customer Relationship Management– Integrated with Automated Demand Gen೦Adwords Account೦Marketing Datamart (can be same as CRM)#AtoZ LG20
Organizational Concepts೦ Organizational AlignmentA-Z Concepts Sales and Marketing Alignment Change Management Revenue Marketers Sales Alerts Pipeline Analytics– Process Change– Resources Marketing Technologist Revenue Marketer VP of Demand Gen?MarketingSalesTechnology#AtoZ LG21
A-Z ConceptsMetrics Focus Sales Analytics Return on Marketing Investment Lead-to-Sales Revenue Close RatioWhat to measure:1. Revenue2. Lead-to-Sales Revenue3. MQL to SAL Conversion Rate4. Inquiry to MQL Conversion Rate5. Sales Close Ratio#AtoZ LG22
5 Key Takeaways1. Relevance Drives Revenue2. Focus on Lead Quality not Lead Quantity–How do we deliver pre-qualified opportunities to sales?3. Marketers Should Be Accountable for Revenue4. Marketing and Sales must Unite to Maximize Revenue5. Use Nurture Marketing to Prevent Revenue fromFalling Through the Gaps#AtoZ LG23
Lead Generation Quick Start Series Featuring: Ian Michiels Principal/Analyst Gleanster Research # L e a d G e n Moderator: Andrew Gaffney Editor of DemandGen Report. 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 .
