Lead generation and nurturing

Overview

• What do we do?• Why X-channel marketing for lead generation?• The mechanics• The case• Cost vs profit

What do we do...

What do we do?

strategy

media

tools

web

print

programming

webcopy

webdesign

copy

print design

fulfilment

programs

loyalty

acquisition

sales

magazines

online

e-marketing

social mediaCollateral&house style

productlaunch

offline

seo/sea

social media

hr

What do we do?

Registration & qualification

Reporting

Lead management and dispatching

X-channelcommunication

Why x-channelMarketing?

Why x-channel marketing for lead generation?

• Ultimate objective: bring the ready-to-deal prospect on a golden plate for sales closure.-> Strategy: make it easy as possible for prospect to show his interest by opening all channels• Direct: downloading white paper, asking for appointment, participate to webinar...• Indirect: surfing to website, clicking on e-newsletter...

• Second objective: reduce sales costs: it’s equally important to qualify prospects as ‘not interested’ or ‘long-term prospect’. Sales efforts should be aimed at most valuable prospects instead of prospecting everybody in the same way all the time

-> Strategy: • contacting , qualifying and registrating all contact moments at the lowest cost possible• Storing all information to prevent re-contacting uninterested leads and contacting long-term leads at the right moment

• Third objective: activate a sales program that is actually used by sales-> Strategy: • Marketing driven, but built in close co-op with sales• Reporting, scoring and follow-up continuously adjusted to feedback sales• X-channel marketing is very flexible: when immediate communication support needed, e-mail or digital print messages

are send out

• Fourth objective: avoid channel and communication conflicts-> Strategy: by storing all actions and reactions in a central database, channel conflicts and uncoordinated actions are

reduced to a minimum

Case

The Company

• SAP is the leading ERP vendor, 5th software company worldwide

• They work with preferred partners locally to implement the software

The case

• CHALLENGE: SAP is perceived as expensive and aimed at big companies <> sell it to SME’s in Belgium

• ASSETS:– Special product: Fast Start, pricing and modules SME-friendly– Partners are SME-oriented

• ROADBLOCKS:– Every partner works in own way– SAP has no sales support program for SME market– No long-term vision on lead generation and nurturing

Main results

• Basic set-up in three months, but already actions after one month, including partner buy-in

• 30 qualified leads in two months with average worth of 80-150K.

• 15 long-term leads• 1200 other type of qualifications and data

enrichment

The prospect journeyMarch 15 9:00 AM | you’ve got direct mail!

Database-driven, high qulity digitally printed

Partner branded, sme content

Leading to personalized website

The prospect journeyMarch 15 9:30 AM | a look @ my website

personalized websiteEnabling tracking

Price calculator

Extra caseresources

The prospect journeyMarch 15 9:30 AM | registration in assessment tool

Classification

G Dead Said ´NO

F Cold No reactions

E Interested Read/reacted

D Sleeping Interested but later

C Reacted Highly interested

B Reacted for cross-sales Want to meet for other product

A Ready for fast start to sale Want to meet for fast start

F

E

CD G

BA

Extra prospect detectedby his website visit and categorised as ‘E’

The prospect journeyMarch 17 10:30 AM | Telemarketing makes contact and has an interview

Telemarketing report generated

Lead is requalified in reporting tool as ‘C’ (to be contacted by partner). Partner now contacts the prospect for an appointment

Report is attached to the record in the online reporting tool. The reporting tool is visible for each partner

The prospect journeyPartner makes appointment and writes down results in reporting tool

5 A leads30 C leads (ask now for date)15 D leads (for later date)2 G dead lead

Other prospect actions

e-news

Linkedin & Twitter (UC)

Webinars & seminars Seo & Adwords (UC)

Other prospect actions

Main benefits

• Generating short-term leads, but capturing data for long-term strategy. Not a single contact is lost.

• Highly customisable:– Tools used– Databases used– Reporting and qualification criteria used– Flexible enough to work in different BtoB contexts

• Budget and actions are fixed according to revenue generated by leads

• Expertise not only in building, but also in maintaining and day to day management

Services

strategy

media

tools

web

print

programming

webcopy

webdesign

copy

print design

fulfilment

programs

loyalty

acquisition

sales

magazines

online

e-marketing

social mediaCollateral&house style

productlaunch

offline

seo/sea

social media

hrcampaigndock

References

For whom do we work?

SAP WWF Mayerline Mobistar (IR)