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Join Ian Michiels, Principal Analyst at Gleanster Research for a primer on the terms, metrics, process, tools and tactics marketers need to understand and adopt as they increase their emphasis on lead generation.
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Lead Generation A to Z
Workshop #2Lead Generation Quick Start
Series
Lead Generation Quick Start Series
Featuring: Ian MichielsPrincipal/AnalystGleanster Research
Moderator: Andrew Gaffney Editor of DemandGen Report
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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 DemandGenReport.com
@DG_Reportlinkd.in/DG_Specialists
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The A-Z of Lead GenerationWorkshop #2
Ian MichielsChairman of the Research Advisory Board, GleansterDirector, Marketsphere Marketing
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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?
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೦ Wikipedia– Lead generation is a marketing term that refers to the
creation or generation of prospective consumer interest or inquiry into products or services of a business.
What is Lead Generation in 2011?
“…the creation of prospective customer interest…”
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How do we “create customer interest”?
Relevant
Positive
Human
Informed
Online
Social
Mobile
Offline
More Channels
More Marketing+
Your marketing and sales must be:
=
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The Secret to Lead Generation in 2011
It’s not about interrupting people with marketing messages…
It’s about having a conversation.
Engage your target audience.
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Lead Generation Cheat Sheet
A-Z Concepts
Key Concepts Flash Cards
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Buying Cycle vs. Sales Cycle
Buying Cycle Sales Cycle ServiceCustomer Lifecycle
Leads Prospects Customers
When the prospect purchases they become a customer , requiring ongoing service and support. Customers can also be nurtured to encourage up-selling and cross-selling.
Marketing Qualified Leads (MQL).
Inquiry.(Unknown buying intent)
Sales Accepted Lead (SAL)= Prospect
Sales Qualified Lead (SQL) = Valid Opportunity
A-Z Concepts• Customer Lifecycle• Buying Cycle• Sales Cycle• Inquiry• MQL• SAL• SQL
The Birds Eye View of Lead Generation
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3 Critical to Success Rules for Demand Generation
1.Marketing takes ownership of the buying cycle
2.The goal is quality of leads not quantity of leads
3.Engage your target audience differently at different stages in the customer lifecycle
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Attention•Known Problem?
Interest•Recognized need
Desire•Seek solution
to needAction
Buying Cycle
Goal #1: Become a trusted advisor – DON’T SELL!
Goal #2: Relevancy
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೦ Simon೦ Prospect for Anger
Management Software೦ Doesn’t know it exists…
How do you create relationships with each prospect?
೦ Ellen೦ Needs project management
software and is comparing features and functions
Manual interactions with each prospect isn’t realistic
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Lead nurturing helps companies maintain a continuous dialogue with potential customers during the buying cycle resulting in:
Use Nurture MarketingA-Z Concepts• Nurture Marketing• Lead Nurturing
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How do we create relationships with each prospect?
Clicks on Link
Resources on Website
Fills out Form
Use technology to automate and track multi-channel engagement
Call with Sales
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Lead Nurturing Tactics
Everyone Else
Top Performer
0%
20%
40%
60%
80%
100%
Drip Campaigns
Trigger Campaigns
Lead Scoring
Everyone Else 89% 19% 5%Top Performer 78% 43% 23%
Per
cen
tage
usi
ng T
acti
c
Tactics: Using Lead Nurturing
A-Z Concepts• Drip Campaigns• Trigger Campaigns• Lead Scoring
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Nurture Marketing Applies to the Entire Customer Lifecycle
Phase in Customer Lifecycle Campaign Type
Leads
Qualification Nurturing Campaign
Awareness Nurturing Campaign
Accelerator Nurturing Campaign
Acquisition Nurturing Campaign
Call-to-Action Nurturing Campaign
Ad-Hoc Nurturing Campaigns
Prospects Re-Engagement Nurturing Campaign
Customers Post-Purchase Nurturing Campaign
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೦ How do we figure out where leads are in the buying or sales cycle?
Tracking and Automating the Process
A landing page, sometimes known as a lead capture page, is a single web page that appears in response to clicking on an advertisement.
A-Z Concepts• Landing Page• Web Analytics
Web analytics is the measurement, collection, analysis and reporting of internet data
Landing Pages
Web Analytics
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FirstName LastName Priority
Joe Holly
John Smith
Jen Worktoomuch
Jeannette Dow
Mark Money
Lead scoring is a method of assigning points to each prospect based on specific criteria.
How do we automate communication?A-Z Concepts• Lead Scoring• Lead Qualification• Lead Prioritization• Implicit Prospect Data• Explicit Prospect Data
Sales rep view in CRM:
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೦ Automated Demand Generation– Same as, Revenue Performance Management– Same as, Lead Management Technology– Same as, Marketing Automation– Should Include: Email, Landing Page, Web Analytics, Lead Scoring, CRM
Integration, Integration with Other Channels
೦ Customer Relationship Management– Integrated with Automated Demand Gen
೦ Adwords Account೦Marketing Datamart (can be same as CRM)
Enabling TechnologiesA-Z Concepts• Automated Demand Generation• CRM• Adwords• Marketing Datamart
Need to have:
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೦ Organizational Alignment– Process Change– Resources
• Marketing Technologist• Revenue Marketer• VP of Demand Gen?
Organizational Concepts
Marketing Sales
Technology
People
Process
A-Z Concepts• Sales and Marketing Alignment• Change Management• Revenue Marketers• Sales Alerts• Pipeline Analytics
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Metrics FocusA-Z Concepts• Sales Analytics• Return on Marketing Investment• Lead-to-Sales Revenue• Close Ratio
What to measure:
1. Revenue
2. Lead-to-Sales Revenue
3. MQL to SAL Conversion Rate
4. Inquiry to MQL Conversion Rate
5. Sales Close Ratio
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1. Relevance Drives Revenue
2. Focus on Lead Quality not Lead Quantity– How do we deliver pre-qualified opportunities to sales?
3. Marketers Should Be Accountable for Revenue
4. Marketing and Sales must Unite to Maximize Revenue
5. Use Nurture Marketing to Prevent Revenue from Falling Through the Gaps
5 Key Takeaways
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Ian MichielsChairman of the RAC, Gleanster
Director, Marketsphere [email protected]
Q&A
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Thank you for attending!
Next in the series:
#3 Transforming Your Company Into A “Lead Magnet” | May 10Featuring: Candyce Edelen, President/CEO at PropelGrowth
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