5 Best Practices of Lead generation

Biggest Sales & Marketing Challenges

“Finding new leads”and “Gaining accessto decision makers”

Source: BSG Survey of >50 FM Service Providers-2014

How do Clients Find New Suppliers?

“referrals followed by “online articles”, being the next frequently used.

Source: BSG Research “How Clients Buy FM”, 2014

3 Challenges

Challenge #1

People only

buy from

people they

trust

Getting to Trusted Advisor Status

C= Ensure Sales are properly equipped to build Trusted Advisor relationships & win the business

B= Handover to Sales to convert leads that are worth pursuing and that are already warm

A= Attract and nurture leads

-24 -12 -6 0

The Sweet Spot

Danger Zone

Lost/No Hope

Antagonistic/

unknown

Predisposed

Trusted

Advisor

Transactional/

Indifferent

A

B

C

RELATIONSHIP STRENGTH

TIME TO PURCHASE

Challenge #2

Buyers

find

Sellers

not vice versa

Buyers Now Find Sellers

Sales Rep

Buyers shop anonymously until the …. Formal Process starts

• 81% of all buyers prefer to research suppliers themselves. • 71% start with • Active customers in the market are invisible to us

In 80% of purchases, the BUYER finds the

SELLER.

Challenge #3

Interruptive marketing doesn’t work

Buyers don’t want to be interrupted….

“Do you prefer to be approached by suppliers’ sales teams”? (rather than researching them yourself)

“Are you put off by suppliers that cold call to sell services”?

No Yes

No81%

Yes19%

Source: BSG Research ‘How Clients Buy FM”, 2014

Never

Sometimes

Usually

Always

28%

3%

38%

31%

What does this mean for FM suppliers?

Challenge Implications for Service Providers

We need to build a trustedrelationship with prospects before they will buy

• Find a cost effective and scalable means of building trust relationships with strangers

That the client owns the buying process • Support the buyer through the process• Nurture the relationship• Don’t try to force the decision

Interruptive marketing techniques do not work

• Adopt “client friendly” marketing techniques

The 5 Best Practices

Best Practice #1

Build an ‘independent’ lead generation

engine

We need more leads that we realise!

New Business

Leads

Market Qualified Leads

Opportunity

Proposal

Shortlist 30% Win Rate

33% of New Relationships"

lead to a Proposal

10% Leads qualified by

Marketing & passed to

Sales for follow-up/

appointment

5 M 14 Wins at an average of

365K/Contract

= approx. 1.5/month

42Proposals

126Leads accepted

by sales

1260Market Qualified

Leads

= 12 New meetings/Month

= 115 MQL’s /Month

= 3.5 New Proposals/Month

Annualised Sales Budget

14Wins

Best Practice #2

Understand our client and their needs through the buying cycle

Understand each point in the buying cycle Awareness Consideration Decision

Contract lifecycle

Buying process

Buyer’s issues

Expiry minus 12 months Expiry minus 6 months Contract Expiry

Resolving daily issuesKeeping abreast ofchanges & industry

trends

Service quality challenges?Questioning value for money?

Poor supplier relationship?Property or service

consolidation?

ResearchingUnderstanding

Relationship-building

Potential suppliersRelationship-building

Exploring needs &solutions

Decision to markettest/tender

Viablesuppliers

CompliancePrice

Supplier fit

ContractHandover

Mobilisation

Marketing Sales

Best Practice #3

Developing invaluable content that meets clients needs

Content and Customer Experience

• Content and CX moves customers along their perspective journeys from the on-boarding stage, to the brand advocate stage

• There are two keys to CX — empathy and curiosity

• You must be interested enough to understand their pains, motivators, needs and wants, and be curious enough to come up with ways to help them meet those expectations to achieve success.

• It all comes down to meeting the customer need.

• The first steps in any interaction are to

1. Create Content that is Helpful and create - AWARENESS

2. Engage in conversation and Explore their needs – CONSIDERATION

3. Advise and reassure them to help them decide - DECISION

Provide content that will HELP the Client at each stage of the buying process

Educate & Inform - Help prospects understand theproblems and symptoms they have. Provideadditional information on the topic/solution, withouttalking about our business yet

Engage & Explore - increase their engagement with us and help them understand how we can help

Advise & Reassure - Help them with their buyingdecision and provide information to reassure them

Awareness

Consideration

Decision

Best Practice #4

Leverage the content to generate leads

Inbound Marketing provides valuable intelligence to the sales team

What companies arevisiting our site?

360° View of Your Leads

What pages have theyviewed?

What are theyinterested in?

How engaged arethey?

What is their leadscore?

When are they onour site?

What emails have theyopened?

Who are they on social media?

Best Practice #5

Measure and optimise results

Return on Marketing Investment (ROMI)Every step should be measurable, enabling us to measure Return on Marketing Investment (ROMI)

Visitors Leads Clients

METRICS

Keyword rankingsBlog visits + readership

Page viewsSocial media reach

Call to Action click-thru rateLanding page conversion rate

Time from visitor to lead

# Contacts# of qualified leads# blog subscribers

AppointmentsProposals

Number of clientsValue of new contracts

ROI by Source

Conclusion & Wrap Up

What does it take and what are the benefits of getting it right?

Conclusion and Wrap up

By publishing the right content in the right place at the right time, our marketing becomes relevant and helpful to our customers, not interruptive

Inbound marketing attracts qualified prospects to our business and keeps them coming back for more …because they want to!

““

What results can we expect?

• #Web visits

• Visit-to-Lead Conversion

• #Leads Generated

74% of companies implementing inbound marketing see an increase in sales within 7 months

6mnths 2 Years

2.1x - 6.9x

2.2x - 33.9x

5 - 10%

Thank You

Thank You