Lead Generation A to Z

Workshop #2

Lead Generation Quick Start Series

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Lead Generation Quick Start Series

Featuring:

Ian Michiels

Principal/Analyst

Gleanster Research

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Moderator:

Andrew Gaffney

Editor of DemandGen Report

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

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@DG_Reportlinkd.in/DG_Specialists

The A-Z of Lead GenerationWorkshop #2

Ian MichielsChairman of the Research Advisory Board, GleansterDirector, Marketsphere Marketing

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Answers Galore…

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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.

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What is Lead Generation in 2011?

“…the creation of prospective customer interest…”

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How do we “create customer interest”?

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 Service

Customer 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 need

Action

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Buying Cycle

Goal #1: Become a trusted advisor – DON’T SELL!

Goal #2: Relevancy

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೦ Simon

೦ Prospect for Anger Management Software

೦ Doesn’t know it exists…

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How do you create relationships with each prospect?

೦ Ellen

೦ Needs project managementsoftware 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:

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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

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20%

40%

60%

80%

100%

Drip Campaigns

Trigger Campaigns

Lead Scoring

Everyone Else 89% 19% 5%

Top Performer 78% 43% 23%

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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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೦How do we figure out where leads are in the buying or sales cycle?

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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.

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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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೦Automated 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

೦Customer Relationship Management– Integrated with Automated Demand Gen

೦Adwords Account

೦Marketing Datamart (can be same as CRM)

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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?

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Organizational Concepts

Marketing Sales

Technology

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

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5 Key Takeaways