Putting The Human Touch Into Lead Generation 12 9 08

Start with a lead.

Putting the Human Touch into Lead Generation

Brian Carroll, CEO of InTouch, Inc. and author of Lead Generation for the Complex Sale (McGraw-Hill 2006)

Today’s B2B Buyers

• Vendor resistant • Ignore sales and marketing messages • Time constrained and too busy• Minimal time to think and strategize• Keep status quo (safer to do nothing)

“So, are ya readyto buy yet?”

This isn’t being relevant

It’s not how you sell…it’s how they buyA Simple Buying Process Model

Recognitionof Needs

Evaluationof Options

ImplementationResolution

of Concerns

Buyerrecognizes aproblem.

Buyer definesrange ofsolutions.

Buyerdeterminesdecisioncriteria.

Buyer assessesalternatives.

Buyer identifiesand resolvesperceived risks.

Buyernegotiates finalterms.

Buyer implementschosen solutions.

BuyingDecision

Status Q

uo

Lead Generation = Building Relationships

Identify the right people and companies

Initiate a memorable conversation

Nurture them regardless of timing to buy

Bonus Tip: 90% of B2B customers want their sales person to be more of a resource. - Cahners Study

Become a Trusted Advisor

– They know you and had a consistent dialog– You are credible– They believe you can help them– They like you and want to work with you

“How you sell me is how you will serve me”

Start Early in the Buying Process

• Set the tone• Start the conversation• Avoid being column fodder• Customer needs often grow over time

Lead Nurturing Defined

Lead nurturing is a relevant and consistentdialog with viable potential customers, regardless of their timing to buy.

Step 1: Understand and Capture Your Audience

Internal

External

Economic Buyer

Business Analysts

Consultants and Advisors

Industry Affiliations

Business Media and Journals

Other Suppliers

Business Unit Leaders

Project Priorities

Other Departments

Team Members


Your Database is the HubBest Buy

Company Lead ClassificationIndustryEmployeesSalesAssigned RepCompany NotesCompany Web URL

MinneapolisSite TypeSite AddressSiteQualificationSite Web URL

New YorkSite TypeSite AddressSiteQualificationSite Web URL

DallasSite TypeSite AddressSiteQualificationSite Web URL

Las VegasSite TypeSite AddressSiteQualificationSite Web URL

Brian CarrollCIO

Lead ClassificationContact InfoConversation NotesQualification ResponsesQualification CommentsContact History

Michelle PasseDir. eBusiness

Pat LorchVP, Supply Chain



IdentifyHeadquarters &Sites

IdentifyFirmographics &Compile Notes

Identify & QualifyContacts

Target Company


Whom Do You Nurture? (Viable)

Who’s involved in the buying process?

How deep do you want to go?

Step 2: Message Development

Be Relevant• How do they work?• What is their functional role?• What are their anticipated needs?• What are their priorities and challenges?

Step 2: Message Development

Message Map Based on Role (Relevant)

VP Sales

External pressures

Increase revenue

Improve saleseffectiveness

Long sales cyclesCommoditizationFewer sales opportunities

Improve account penetrationIncrease sales team's selling timeShorten average sales cycleBuild a predictable sales pipeline

Improve sales effectivenessHelp sales team get to executivesRamp up new sales people Retain and motivate sales force

VP Sales

Step 3: Build Your Lead Nurturing Library

• Gather and filter relevant content based on message map– Third party articles, relevant topics, research reports– Vendor agnostic podcasts, webinars, blogs and case studies

to position sales team as a “trusted advisor”– Company specific white papers, success stories, webcasts

• Lesson Learned:– Reuse available content before creating new content– Filter third party content for a nurturing “library” using free

sources http://www.google.com/alerts

Resource: "Thought leadership for Lead Nurturing" (content strategy)

http://blog.startwithalead.com/weblog/2005/06/using_thought_l.html


Educational Marketing Tools


Lead Nurturing Library Template

Content Type Title/description Link RatingMedia vehicle

Potential Audience

Podcast Interview with MarketingSherpa's Anne Hollandhttp://www.startwithalead.com/podcasts/podcast_20070626.mp3

A email; online

Aricle It Takes a Committee to Buy Into B2B (Marketing News) http://www.startwithalead.com/downloads/FEB15_Spotlight_B2BMarketing.pdf

A email; online

WebinarA Multimodal approach to Lead Nurturing for Complex Sales

http://www.startwithalead.com/article.asp?ARTICLEID=286

A email; online

Aricle Word-of-Mouth Marketing Gets People Buzzing

http://www.btobonline.com/apps/pbcs.dll/article?AID=/20050613/FREE/506130740&SearchID=73286843932144

A email; online

Aricle Target Marketing Magazine - What's a Lead?http://www.targetmarketingmag.com/story/story.bsp?sid=39121&var=story

A email; online

Blog Lead Management is far from an easy taskhttp://blog.startwithalead.com/weblog/2007/09/lead-management.html A email; online

Resource: “Content Ideas for Lead Nurturing”

http://blog.startwithalead.com/weblog/2007/08/content-ideas-1.html


Capturing and Filtering Third Party Content

• Technorati watch lists (http://www.technorati.com)

• Google news alerts (http://www.google.com/alerts)

Yahoo! News alerts (http://alerts.yahoo.com)


Google News Alerts for Third Party Content


Email Template Built on Third Party ContentTo: (Recipient)From: (Sender)Subject: Article on virtualization for executives

Hi Bill,

I thought you might find this recent article on virtualization relevant. It provides a strategic overview that is written more for executives.

“FAQ: Detangling virtualization”http://news.com.com/FAQ+Detangling+virtualization/2100-7339_3-6177447.html

We've been helping a number of companies decide when exactly to use virtualization and how to avoid the "all my eggs in one basket" concern that this article brings up.

Best Regards,

Step 4: Develop Lead Nurturing Tracks

Step 4: Develop Lead Nurturing Tracks

Multi-track Lead Nurturing

Tip: Crawl, Walk, Run

(Client Plan for Q1 Audience 3 Contacts Deep)CIO Q1 2008Month 1 Free executive report via direct mail with follow-up callMonth 2 Invitation to executive roundtable via e-mail with follow-up callMonth 3 Link to relevant Podcast via e-mail with follow-up voicemail

Director of IT Q1 2008Month 1 3rd party article via e-mail and voice mailMonth 2 3rd party article via e-mail with follow-up Month 3 Link to relevant webinar via e-mail with follow-up call

IT Manager Q1 2008Month 1 Relevant white paper via e-mail with voice mailMonth 2 Direct mail pieceMonth 3 Invitation to webcast via e-mail with follow-up call

Step 5: Put the Human Touch Into Action

Phone – the “relevant conversation”Develop Relationships• Personal invitations to events• Confirm contacts & get internal referrals• Get permission & opt-in e-mail • Re-engage aged opportunities• Identify qualified leads

Measuring Nurturing Results% Depth of Contacts in Sphere of Influence % of Contacts that Opt-In for lead nurturing% of Contacts that become “sales ready” leads

Step 5: Put the Human Touch Into Action Phone - Reengage Past Leads

Reengaged 2500 “Past Leads” > 6 MonthsInTouch served as an teleprospecting team.

Results (3 months):20% leads were lost and 16% “not a fit”40% became level 2 leads (actively nurtured)15% became level 3 “sales ready” leads7% Level 3 leads converted into sales Investment: $40K Revenue: $1.2 Million (ROI Funded lead nurturing)


Social Media: Podcasts and Blogs

• High-value content with educational intent

• Leverage thought-leader and partner relationships for content

• RSS is hot


Webinar Marketing (post event)

• Follow-up immediately (phone and email)– Get list exported from provider ASAP– Call/Email attendees and non attendees

• Answer questions• Share follow-up article• Do blog post summary article• Promote next webinar• Recorded event Q&A for podcast post on blog


Social Media: Microblogging• What’s

Microblogging?

• Users can describe their current status in short posts distributed by instant messages, mobile phones, email or the Web.

Putting the Human Touch Into ActionCompany Touchpoint History04/30/2008 - Called - Rory Smith - Talked to DM 04/20/2008 - Called - Rory Smith - Got voice mail 04/17/2008 - Email Link Clicked - Rory Smith - Campaign 2008-04-17 04/17/2008 - Email Sent - Rory Smith - Message: How to optimize your outsourced teleprosp 04/17/2008 - Email Sent - Sylvie Jones - Message: How to optimize your outsourced teleprosp 04/17/2008 - Email Sent - Joel Koppelman - Message: How to optimize your outsourced teleprosp 04/08/2008 - Called - Rory Smith - Talked to DM 03/26/2008 - Called - Rory Smith - Talked to DM 03/20/2008 - Called - Rory Smith - Talked to DM 03/20/2008 - Called - Rory Smith - Got voice mail 03/19/2008 - Touchpoint - Rory Smith - Inquiry - Web 03/13/2008 - Email Link Clicked - Sylvie Jones - Campaign 2008-03-13 03/13/2008 - Email Sent - Sylvie Jones - Message: Why cost-per-lead budgets fail 03/13/2008 - Email Sent - Joel Koppelman - Message: Why cost-per-lead budgets fail 02/14/2008 - Email Sent - Sylvie Jones - Message: Using the phone in your lead generation s 02/14/2008 - Email Sent - Joel Koppelman - Message: Using the phone in your lead generation s 02/07/2008 - Called - Mitchell Codkind - Got voice mail 02/04/2008 - Called - Kelly Henry - Got voice mail 01/31/2008 - Called - Sylvie Jones - Got voice mail 01/29/2008 - Called - Sylvie Jones - Got voice mail 01/24/2008 - Touchpoint - Sylvie Jones - Blog Subscription - B2B Lead Generation

Case Study: Before Lead Nurturing

• No early stage leads actively nurtured• 1 Contact engaged per company• 2 touch points per contact • 40% contacts provide e-mail addresses • 21% Lead to Opportunity Rate (sales pursuit after hand off)• 4% Lead to Sale Rate (sales converted from marketing leads)

Resource: "On marketing going beyond the Lead for Sales"

http://blog.startwithalead.com/weblog/2007/03/drive_your_lead.html

Case Study: Year-End Results Achieved

• 88% of early stage leads actively nurtured (none before)• 3+ contacts engaged per company (200% improvement) • 8 touch points per contact (300% improvement)• 89% more opportunities in sales pipeline from leads• 7% Lead to Sales Conversation Rate (75% improvement)

• Regular marketing pipeline analysis• Sales reporting

– Closed loop feedback– Conversion rates by stage

Brian CarrollCEO InTouch651.255.7700 [email protected]

Other lead generation resources:www.startwithalead.comwww.leadgenerationbook.comhttp://blog.startwithalead.com

Thank you