1. B2BLEAD GENERATION

2. 2Lead Generation and ConversionYourCustomerstodayPotentialcustomerswho are awareof yourbusiness?Whats the best wayto connect andconvert potentialcustomers who arenot aware of yourcompany? 3. We have seen for ourselves how a solidstrategy has helped to drive traffic to oursite and generate sales leads.Caolan BushellBusiness Development ManagerMergon GroupBarry RooneyChief Operations OfficerSiemens ITSSMotarme delivered real,measurable results in a shorttimeframe sales and contacts fromour target audience at Tier 1companies.Joe LynchGeneral ManagerIMEC TechnologiesGenerating leads online is now acentral part of our sales strategy.About Us 4. What We DoB2B Technology MarketingLead Generation ConsultancyMarketing Automation 5. Contents1. What problem are you trying to solve?2. What are your objectives for lead generation and leadconversion?3. Why is online lead generation really important?4. Why is online lead generation on its own not sufficient?5. Where do you start? 6. Lead Generation and Lead Conversion:What Problem Are You Trying to Solve? 7. The Problem You have a clear idea of who to target You have a Database of contacts But you are not getting enoughmeetings / opportunities 8. The Problem Lead Generation tends to be inconsistent notstandardized or automated. Can identify contacts but these dont convert toopportunities Process frequently ignores buyer behaviour buyersnow do a lot /most of their research onlineAd hoc lead 11 generation - not repeatable2 2 Ad hoc lead management -inconsistent3 3 Too many manual steps not scalable 9. Our GoalA Repeatable CustomerAcquisition Process11 Predictable2 2 Scalable3 3 Automatable 10. Our Goal Increase Lead Generation and ConversionGenerate more leads at the top ofthe sales funnel usingInbound Lead Generationwebsite, SEO, Google pay-per-click,social mediaOutbound Lead Generationemail, phone, social media, eventsGenerate more leads at the top ofthe sales funnel usingInbound Lead Generationwebsite, SEO, Google pay-per-click,social mediaOutbound Lead Generationemail, phone, social media, eventsUse Marketing Automation toprofile and manage these leadsmore effectively so more becomesales qualifiedUse Marketing Automation toprofile and manage these leadsmore effectively so more becomesales qualified $ Use your CRM system to managethe sales process / sales team andconvert opportunities tocustomers.Use your CRM system to managethe sales process / sales team andconvert opportunities tocustomers.1234 11. Note Definition of A Complex SaleThe complexity of a sale depends on the average sales price(ASP), length of the average sales cycle (ASC) and the number ofparticipants in the buying decision on the customer side.Typically, a B2B Complex sale is one that:has an average sales price (ASP) greater than $25khas an average sales cycle (ASC) greater than 30 dayshas 3 or more people involved in the purchase decision on thebuyer side. 12. Why Is Online Lead GenerationImportant for B2B Companies? 13. 13Lead Generation is Moving Online4 of the top 5 lead sources are online1234547%Source: DemandBase and Focus.com, 2011 14. This is the way businesses buy todayB2B Buyers now find Vendors Online Survey of 4000 B2B technologybuyers 80% of those buyers said theyfound the vendor, not theother way round. Survey of 4000 B2B technologybuyers 80% of those buyers said theyfound the vendor, not theother way round.Source: MarketingSherpa B2BTechnology Marketing BenchmarkSource: MarketingSherpa B2BTechnology Marketing BenchmarkSurvey 2008Survey 2008 Buyers are doing most of their initial research online before initiating conversations with14vendors and are better informed at an earlier stage. We're moving from a focus on traditional techniques like press advertising, mail shots andcold calling, to techniques based on websites, content-based marketing and automatedmarketing. 15. 58% 70%of the buying process is completedbefore talking to a vendor.15More of The Buying Proc ess Happens OnlineSavo Group Research Study2012 via PepperGlobal.com 41% of Business Buyers said they engaged with sales only after their initial research wasconducted 25% said they initiated contact after they had already established a preferred list of vendorsSource: DemandGen White Paper The New BtoB Path to Purchase, 2012 16. Why Is Online Lead Generation AloneNot Sufficient? 17. Why You Need Outbound As Well As InboundIf your product category is mature then potential customers will be searchingfor it online.For example, CRM is a mature category. People who want a CRM solution willsearch online for relevant terms.So CRM vendors should concentrate on inbound marketing for online leadgeneration.If your product category is new, then potential buyers may not be aware of orsearching for your type of product.In that case, you will have to reach out to them in a targeted, efficient and costeffective process Outbound Lead GenerationOutbound Lead Generation can sometimes pprroodduuccee ffaasstteerr rreessuullttss..For certain industries Outbound channels may be more effective than someinbound channels see next 2 slides123 18. 18Why Outbound As Well as Inbound 19. 19Why Outbound As Well As Inbound Website Email Search MarketingPlus: Inside sales Telemarketing Executive events Email marketing Direct MailEffectivenessAdoption 20. Where Do You Start? 21. Where Do You Start?Who to target Ideal Customer Profile (Personas)What is a Lead? Define with your Sales team1122What Are We Selling review 33 your Value PropositionExecution Preparation44aa Inbound Tactics Outbound Tactics55 Process Automation with Motarme SystemCCaappttuurree PPrrooffiillee SSccoorree NNuurrttuurree SalesReady44bb 22. Our ApproachWho to target Ideal Customer 11 Profile (Personas)Preparation Identify target sectors. Define target companies using firmographics staff, locations,revenue, market focus. Identify target roles at those companies. Develop Personas for each target role, a description of arepresentative buyer who holds that role, plus an analysis oftheir career objectives, sources of information, key influencersand their behaviour online. 23. Our ApproachPreparationWhat is a Lead? Define 22 with your Sales team Define what is or is not a lead Budget, Authority, Need, Timeframe BANT Sales readiness use Sirius Lead Spectrum 24. Our ApproachPreparationWhat Are We Selling review 33 your Value PropositionWhy should I buy something from you? What value do you deliver? How quickly can I see the value? Why is your product better than competitors? Why is it better than what I do at the moment? 25. Our ApproachInbound Tactics 44aa 44bb Outbound Tactics Content identify what interestsyour buyers Website design Landing pages and CTAs Search Engine Optimization Social Media Email Marketing Pay-per-click Ads Display Ads Retargeting LinkedIn Ads Integrate with MarketingAutomation Goal definition / metrics Team composition Define process Define targets Build prospect database Team training and scripts Build Asset pack Execute process via email, phoneand social media Integrate with MarketingAutomation and CRMExecution 26. Our ApproachPreparationProcess Automation 55 with Marketing AutomationCCaappttuurree PPrrooffiillee SSccoorree NNuurrttuurree SalesReady Marketing Automation systems (including the Motarmeapplication) coordinate lead generation and initial leadmanagement processes Lead Capture Lead Profiling, Lead Scoring Lead Nurturing When Leads become Sales Ready they are passed to the CRMsystem, which is used to manage the sales processExecution 27. Thank YouMotarme Marketing AutomationT: +353 1 969 5029M: +353 86 383 8981W: www.motarme.comTwitter: @motarme