Slide 1Workshop #2
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Featuring:
best practices in lead
research and best practices
Ian Michiels Chairman of the Research Advisory Board, Gleanster Director, Marketsphere Marketing
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What has changed in the last 5-10 years?
What do I need to know about Lead Generation?
What are Top Performing companies doing?
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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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More Channels
More Marketing
It’s not about interrupting people with marketing messages…
It’s about having a conversation.
Engage your target audience.
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 Qualified Lead (SQL) = Valid Opportunity
A-Z Concepts
• Customer Lifecycle
• Buying Cycle
• Sales Cycle
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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
Goal #2: Relevancy
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Ellen
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:
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• Nurture Marketing
• Lead Nurturing
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Clicks on Link
Resources on Website
Fills out Form
Call with Sales
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Phase in Customer Lifecycle Campaign Type
Leads
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How 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
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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• Lead Scoring
• Lead Qualification
• Lead Prioritization
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– Same as, Lead Management Technology
– Same as, Marketing Automation
– Should Include: Email, Landing Page, Web Analytics, Lead Scoring, CRM Integration, Integration with Other Channels
Customer Relationship Management – Integrated with Automated Demand Gen
Adwords Account
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5. Sales Close Ratio
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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