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<p>SMARTER LEAD GENERATION 6 October 2016 WORKSHOP AGENDA 1 2 3 4 5 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 INTRODUCTIONS Who are you? What is the name of your business? What does your business sell? WHAT IS LEAD GENERATION? … 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, and events. 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 EXERCISE WHO’S WHO Describe the characters: A Good Lead: Someone who needs what you’ve got…. … now! (BUT they need to be able pay for it) A Bad Lead: Someone without the foggiest idea why you’re hassling them Smarter Lead Generation Delivers good leads Profitably TARGETING RIGHT CUSTOMER RIGHT APPROACH THE KEY PLAYERS THE CUSTOMER THE SALES GUY THE MARKETING GUY EXERCISE 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 CUSTOMERS BUY 63% of people requesting information on your company today will not purchase for at least three months – and 20% will take more than 12 months to buy. [Source: Marketing Donut] At any given time, only 3% of your market is actively buying. 56% are not ready, 40% are poised to begin. [Source: Vorsight] 82% of buyers viewed at least 5 pieces of content from the winning vendor. [Source: Forrester] 57% of the buyer’s journey is completed before the buyer talks to sales. [Source: Corporate Executive Board] Only 2% of cold calls result in an appointment. [Source: Leap Job] In 2007 it took an average of 3.68 cold call attempts to reach a prospect. Today it takes 8 attempts. [Source: TeleNet and Ovation Sales Group] 50% of sales time is wasted on unproductive prospecting. [Source: The B2B Lead] STAT ATTACK – WHAT IT MEANS FOR SELLING Background Family, Education, Job Goals What are they aiming for? Demographics Male / Female, Age, Income, Location Challenges What barriers do they face? Identifiers Demeanor, Communication preferences What can we do? Meet their goals / overcome their challenges BUYERS – THEY’RE ALL DIFFERENT HOW WE BUY IS THE WAY WE LIKE TO BE SOLD TO…. AND EVERYONE’S SLIGHTLY DIFFERENT YOUR BUSINESS Who are your customers? What’s the difference between types? What do you do for them? ACTIVITY WHAT? WHERE? WHEN? BEING HELPFUL, BEING EASY TO DO BUSINESS WITH Pain HOW DO I….. ? WHERE DO THEY GO FOR ANSWERS? • Friends • Colleagues • Web pages • Articles • Guides • Videos • Events • Training IT’S A CONVERSATION PICKING UP SIGNALS BUYING SIGNALS… … AND UNDERSTANDING THEM Who else has done this? Do you have it in this colour? How much does it cost? What’s the best way…? How does it work…? Have I got a problem? Why is this hurting? Am I paying too much? 57% How far a buyer is through the process before they engage with a sales person Do you have it in this colour? How much does it cost? IT AIN’T WHAT YOU DO… … IT’S WHAT IT MEANS TO THEM How do I know if this is a problem? What should I do to fix …? DISCUSSION SETTING YOUR STALL OUT I need… I need it this way… Which option? Right decision? What questions are they asking? What answers do they need? What signals can I pick up? A LEAD GENERATION ENGINE BEING HELPFUL, BEING EASY TO DO BUSINESS WITH Pain HOW DO I….. ? WHERE ARE THEY WHEN THEY ARE ASKING QUESTIONS? • Office / Home • Online and browsing • Reading emails • Searching Google • At events • Reading magazines • Reading blogs • Networking (physical / online) Email marketing has 2X higher ROI than cold calling, networking or trade shows. [Source: MarketingSherpa] REACHING THEM – RIGHT TIME, RIGHT PLACE, RIGHT MESSAGE Relevant emails drive 18 times more revenue than broadcast emails. [Source: Jupiter Research] Personalized emails improve click-through rates by 14%, and conversion rates by 10%. [Source: Aberdeen Group] An average buyer gets 100+ emails a day, opens just 23%, and clicks on just 2% of them. [Source: Tellwise] 40% of emails are opened on mobile first – where the average mobile screen can only fit 4-7 words max. [Source: ContactMonkey] 33% of email recipients open emails based on subject line alone. [Source: Convince and Convert] Nurture / Sell Capturing Interest Casting the net Website Blog Website INTEGRATED PROGRAM LIVE DEMONSTRATION SMARTER AND PROFITABLE Background Family, Education, Job Goals What are they aiming for? Demographics Male / Female, Age, Income, Location Challenges What barriers do they face? Identifiers Demeanor, Communication preferences What can we do? Meet their goals / overcome their challenges KEY STEP – DO THE TARGETING! REMBEMBER: SMARTER = BEST RETURN ON COST AND EFFORT + EFFORT COST = Element OK Better Best Content Blog article, Simple Checklist in PDF Guide + Checklist + Blog Report + Guide + Checklist + Multiple blogs Email Free MailChimp (up to 2.5k records) MailChimp (or similar) – utilise automation Integration with CRM or Marketing Automation Website (and SEO) Templated WordPress with ability to add / edit Well developed CMS site CMS – integrated with Marketing Automation tool Tracking (creating signals) Use “opens” / “clicks” intelligently in MailChimp Landing Pages – gated downloads. Analytics tool – e.g. CANDDi Fully integrated Marketing Automation tool Lead Tracking Trello (free tool) or Excel Trello or simple CRM tool Integrated CRM tool Data Management Excel or manage within email tool like MailChimp Simple CRM tool integrated with email tool Integrated CRM / Marketing Automation Data Sourcing Business cards, LinkedIn contacts and tele-researched list rental (Check Compliance – DMA, TPS, etc) Integrated Inbound Marketing programme Week 1 Week 2 Week 3 Week 4 Monday Tuesday Wednesday Thursday Friday Check out industry articles Outline first blog post Outline second blog post Check out industry articles Schedule social media Edit first blog post Publish first blog post Set up email Edit blog post Publish blog post Set up email Send email Send email Schedule social media LAST – BUT NOT LEAST – FOLLOW THEM UP! (AS FAST AS YOU CAN) Research shows that a lead called within 5 minutes is 100 times more likely to be contacted than a lead called in 30 minutes, and 21 times more likely to become a qualified lead. [Source: Vorsight] RESOURCES These slides: • pioneer10.we-are-space.co.uk/resources Lead Generation Engine demo: • we-are- space.co.uk/Resources/LeadGenerationEn gine1 Trello Template (for lead tracking) • https://trello.com/b/mS1f4EaQ </p>
