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Zina Manda, Mardev
- 1. Demand Generation Beyond Awareness
- 7. Where Does Lead Generation Fit In The Customerās Buying Cycle? Deciding Purchase Awareness Intent Need felt Specifications being defined Target Group Customer Lead Gen Fit Advertising/promotion Lead generation Need not strongly felt Identifying Suppliers Decision made
- 12. Lead Generation - Tactical leads prospects Campaign Objectives Lead definition & qualification whitepaper download, appointment Target audience company size, business sector, job title Collateral Creation case study, whitepapers, webinars Channel Selection email, digital, telemarketing Analyse, Optimise and Adapt whatās working ā increase whatās not, adapt or switch off Deliverables volumes, timescales, CPL reporting tele marketing email Online r e s o u r c e o p t i m i s a t i o n Reporting nurture
- 13. Campaign example >> www.mardev.com Telephone to Qualify LEAD meets Gold criteria i.e 500+ pcās and B.A.N.T LEAD meets Silver criteria i.e 50 ā 499 pcās and A+N - T Pass to Sales Invite to seminar/live event Email with whitepaper Email with case study Invite to webinar NURTURE
- 15. Microsite Example How to find a lead
- 16. Example How to find a lead branding / sponsored message video of presentation submit questions slides of presentation
- 23. Scoring and Nurturing Your Leads Can Significantly Improve Salesā¦ Develop Educate Attract Sell Qualified /Unqualified Filter Scoring & Nurturing Lead Nurturing
- 25. Integrated Demand Generation Platform CRM Common analytics platform across all marketing channels Segmentation, Profiling, and Analytics Individual Marketing channels marketing email sales email chat direct mail advertising keyword search telemarketing landing pages Web forms Event-based, multi-step, multi-channel automation Marketing Automation Command & control Marketing Intelligence Dashboard
- 27. Questions?
Editor's Notes
- Advertising and promotion are only the first steps in moving potential customers toward a sale. The tactics that create information that a salesperson can act upon are, generally speaking, ālead generationā. THE PROMOTIONAL TACTICS THAT YOU EMPLOY WILL MOVE POTENTIAL CUSTOMERS TOWARDS A SALEā¦TO ALL INTENTS AND PURPOSES, THIS IS LEAD GENERATION. THE NEXT 15 MINUTES WILL BE DEDICATED TO COVERING THE FOLLOWINGā¦
- WHAT IS A LEAD?: HOW IS THIS DEFINED AND WHAT IS INVOVED IN GENERATING ONE? WHAT IS ONLINE LEAD GENERATION?: WHERE DOES THIS FIT WITHIN THE CUSTOMERSā BUYING CYCLE? HOW TO FIND LEADS ONLINE: WEāLL REVIEW SOME LEAD GENERATION STRATEGIES AND HOW THEY WORK THE VALUE OF A LEAD: LEAD SCORING AND NURTURING CONCEPTS TO IMPROVE ROI
- SO WHAT IS ONLINE LEAD GENERATION?
- Speaker: First talk about the customer, the customerās needs and the buying cycle. FIRST, WE NEED TO UNDERSTAND THE CUSTOMER BUYING CYCLE - THE PROCESS A CUSTOMER WILL GO THROUGH BEFORE BUYING ANYTHING. IT IS IMPORTANT TO CONSIDER THE TACTICS USED HERE TO ENSURE BRANDS AND SERVICES ARE RECOGNISED AT EACH AND EVERY STAGE, FOR INSTANCEā¦
- Speaker: make the point that a continuous conversation with the customer is critical and what you say and how you say it (i.e., in what medium) changes as the customer moves closer to the purchase decision Sponsored content includes advertorial WE CAN ENGAGE BUYERS AT THE AWARENESS STAGE VIA ADVERTISING AND EVENTS AT THE POINT OF INTENT, WE CAN ENGAGE THEM VIA INSERTS AND WHITEPAPERS (SOMETHING WHICH REQUIRES A RESPONSE)ā¦SLOWIONG LEADING THEM TO THE PONT OF PURCHASE THROUGH TRUST AND EDUCATION.
- See next page for Meta-tag example
- You are scoring explicit and Keeping them engaged with relevant material
- After demographically identifying the relevant target audience We deploy use a series of traffic driving vehicles, to the identified prospect audience. These traffic drivers bring the prospect to a dynamic landing page. (By dynamic I just mean, for example a prospect that clicks on a link on an email about MFPās will be taken to a piece of relevant content) Automation software can track the user via email opens, downloads or visits to the microsite and therefore provide a monitor of that prospects level of interest. Adding behavioural information to demographic detail. i.E we can see who from the prospect data is responding and what they are responsing to. For further qualification prospects are fed, real time to telemarketing, who qualify them further against one or a number of criteria usually, authority, need, timescale. These completed leads are again sent real time either to pre identifuies sales people or functions Or only the sales ready leads passed on and some of all of the others fed through a nurture programme The choice of which depends on how you have categorised your leads in the first place. WE HAVE INCLUDED SOME EXAMPLES OF LEAD OUTPUTS
- FORD HAD VERY CLEAR OBJECTIVES FOR THEIR CAMPAIGN WHICH RAN ON CATERERSEARCH... TO INCREASE THE AWARENESS OF THEIR NEW MONDEO TO GENERATE REQUESTS FOR A TEST DRIVE
- Use an online display advertisement, in this case an ad corner page peel THEIR ADVERTISING INVOLVED A CORNER PAGE PEEL TO ENTICE INTEREST. THIS CLICKED THROUGH TO THEIR MINISITE. HERE, THE PROSPECT CAN VIEW A SHORT VIDEO, REQUEST MORE INFORMATION OR SIGN UP FOR A TEST DRIVE
- Which activates a video
- Clicking on the ad will take users to this landing page, where a test drive can be requested.
- Lead nurturing is the process of building relationships with prospects that are not yet ready to purchase or speak with the Sales team. A large proportion of prospects will be researching your product, your competitorsā products and your industry. So how do you assess which prospects are likely to be qualified and will eventually buy a product from you ā or your competitors?
- Avoid passing all potential leads directly from marketing to sales. A name and contact information doesnāt generate value by itself. B2B customers need to TRUST their suppliers. Consequently, they often need to be educated, developed, and then sold. The lead generation scoring and nurturing model focuses a significant amount of resources on nurturing leads ā āEducate ļ Develop ļ Sellā to successfully move more prospects through the sales funnel. Lead nurturing is all about having consistent and meaningful communication with viable prospects (those that are āa fitā for your solution) regardless of their timing to buy. Itās not āfollowing-upā every few months to find out if a prospect is āready to buy yet?ā Lead nurturing is about building trusted relationships with the right people.
- The output of a lead generation campaign are the contact details of prospective customers of your company who have requested information or expressed an interest in your products How will these people now be contacted? Will your sales team contact these people directly? Will they receive a follow up mailing? It is essential that the advertiser has a strategy is in place to follow up on the leads generated