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Overview
• What do we do?• Why X-channel marketing for lead generation?• The mechanics• The case• Cost vs profit
What do we do?
strategy
media
tools
web
programming
webcopy
webdesign
copy
print design
fulfilment
programs
loyalty
acquisition
sales
magazines
online
e-marketing
social mediaCollateral&house style
productlaunch
offline
seo/sea
social media
hr
What do we do?
Registration & qualification
Reporting
Lead management and dispatching
X-channelcommunication
Why x-channel marketing for lead generation?
• Ultimate objective: bring the ready-to-deal prospect on a golden plate for sales closure.-> Strategy: make it easy as possible for prospect to show his interest by opening all channels• Direct: downloading white paper, asking for appointment, participate to webinar...• Indirect: surfing to website, clicking on e-newsletter...
• Second objective: reduce sales costs: it’s equally important to qualify prospects as ‘not interested’ or ‘long-term prospect’. Sales efforts should be aimed at most valuable prospects instead of prospecting everybody in the same way all the time
-> Strategy: • contacting , qualifying and registrating all contact moments at the lowest cost possible• Storing all information to prevent re-contacting uninterested leads and contacting long-term leads at the right moment
• Third objective: activate a sales program that is actually used by sales-> Strategy: • Marketing driven, but built in close co-op with sales• Reporting, scoring and follow-up continuously adjusted to feedback sales• X-channel marketing is very flexible: when immediate communication support needed, e-mail or digital print messages
are send out
• Fourth objective: avoid channel and communication conflicts-> Strategy: by storing all actions and reactions in a central database, channel conflicts and uncoordinated actions are
reduced to a minimum
The Company
• SAP is the leading ERP vendor, 5th software company worldwide
• They work with preferred partners locally to implement the software
The case
• CHALLENGE: SAP is perceived as expensive and aimed at big companies <> sell it to SME’s in Belgium
• ASSETS:– Special product: Fast Start, pricing and modules SME-friendly– Partners are SME-oriented
• ROADBLOCKS:– Every partner works in own way– SAP has no sales support program for SME market– No long-term vision on lead generation and nurturing
Main results
• Basic set-up in three months, but already actions after one month, including partner buy-in
• 30 qualified leads in two months with average worth of 80-150K.
• 15 long-term leads• 1200 other type of qualifications and data
enrichment
The prospect journeyMarch 15 9:00 AM | you’ve got direct mail!
Database-driven, high qulity digitally printed
Partner branded, sme content
Leading to personalized website
The prospect journeyMarch 15 9:30 AM | a look @ my website
personalized websiteEnabling tracking
Price calculator
Extra caseresources
The prospect journeyMarch 15 9:30 AM | registration in assessment tool
Classification
G Dead Said ´NO
F Cold No reactions
E Interested Read/reacted
D Sleeping Interested but later
C Reacted Highly interested
B Reacted for cross-sales Want to meet for other product
A Ready for fast start to sale Want to meet for fast start
F
E
CD G
BA
Extra prospect detectedby his website visit and categorised as ‘E’
The prospect journeyMarch 17 10:30 AM | Telemarketing makes contact and has an interview
Telemarketing report generated
Lead is requalified in reporting tool as ‘C’ (to be contacted by partner). Partner now contacts the prospect for an appointment
Report is attached to the record in the online reporting tool. The reporting tool is visible for each partner
The prospect journeyPartner makes appointment and writes down results in reporting tool
5 A leads30 C leads (ask now for date)15 D leads (for later date)2 G dead lead
Main benefits
• Generating short-term leads, but capturing data for long-term strategy. Not a single contact is lost.
• Highly customisable:– Tools used– Databases used– Reporting and qualification criteria used– Flexible enough to work in different BtoB contexts
• Budget and actions are fixed according to revenue generated by leads
• Expertise not only in building, but also in maintaining and day to day management
Services
strategy
media
tools
web
programming
webcopy
webdesign
copy
print design
fulfilment
programs
loyalty
acquisition
sales
magazines
online
e-marketing
social mediaCollateral&house style
productlaunch
offline
seo/sea
social media
hrcampaigndock
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