6 October 2016
Defining Lead Generation – Concepts / Competencies
Targeting – Customers and Messages
Activity – What and Where?
A Lead Generation Engine
Smarter = Best Return on Cost and Effort
Break @ 11.00
Who are you?
What is the name of your business?
What does your business sell?
WHAT IS LEAD
… lead generation is the initiation of consumer interest or inquiry into
products or services of a business.
Leads can be created for purposes such as list building, e-newsletter
list acquisition or for sales leads.
The methods for generating leads typically fall under the umbrella of
advertising, but may also include non-paid sources such as organic
search engine results or referrals from existing customers.
Leads may come from various sources or activities, for example,
digitally via the Internet, through personal referrals, through telephone
calls either by the company or telemarketers, through advertisements,
Someone who may buy what you sell
Someone who may have a need for what you sell
Someone who can influence somebody with
money and authority to buy what you sell
SMARTER LEAD GENERATION
Economically initiating a conversation with:
KNOWING THE CUSTOMER – AND KNOWING
HOW WHAT YOU DO DOES IT FOR THEM
HAVING PROCESSES / ACTIVITIES IN PLACE
TO HELP A CUSTOMER INTO YOUR BUSINESS
SELLING VS MARKETING
Describe the characters:
A Good Lead:
(BUT they need to
be able pay for it)
A Bad Lead:
Someone without the
foggiest idea why
you’re hassling them
Delivers good leads
THE KEY PLAYERS
THE SALES GUY
THE MARKETING GUY
HOW DID YOU BUY IT?
I need something
I have specific requirements
I have options
Am I making the right decision?
HOW CUSTOMERS BUY
STAT ATTACK – HOW
63% of people requesting information on your
company today will not purchase for