Lead generation
•Als PPT, PDF herunterladen•
1 gefällt mir•417 views
Lead generation details
Empfohlen
Empfohlen
Weitere ähnliche Inhalte
Was ist angesagt?
Was ist angesagt? (20)
Andere mochten auch
Andere mochten auch (17)
Ähnlich wie Lead generation
Ähnlich wie Lead generation (20)
Kürzlich hochgeladen
Kürzlich hochgeladen (20)
Lead generation
- 1. Marketing & Sales Roundtable Lead Generation: Feeding the Sales Funnel September 2003
- 2. 2 ©2003 Rosemary Remacle Agenda • Lead generation and the marketing/sales process • Lead generation and the sales funnel • Lead generation and stages of company development • Feeding the Sales Funnel: lead generation programs • Lead generation program design variables • Lead generation program management • Some tips
- 3. 3 ©2003 Rosemary Remacle Lead Generation and Marketing/ Sales Process Strategy Plan: Market Leadership Strategy Plan: Market Leadership Customer Segment Value Proposition Force Field, Market Momentum Creation Segment Focused Lead Generation & Qualification - referrals - programs Managed Sales Process/ Sales Funnel Customer Acquisition SalesMarketing/SalesMarketing Marketing Marketing Programs (PR, website, Speaker Program, White Papers etc.) Market leverage model Service & Support Service/Support Organization PROSPECTS/LEADS – BY SEGMENT LEAD QUALIFICATION CONSULTATION PROPOSAL CLOSE JUSTIFICATION
- 4. 4 ©2003 Rosemary Remacle Lead Generation and the Sales Funnel Segment-Focused Lead Generation Programs PROSPECT GENERATION – BY SEGMENT LEAD QUALIFICATION CONSULTATION PRESENTATION(S) JUSTIFICATION PROPOSAL CLOSE • Marketing, Sales • Business Development • Marketing • Sales • Channel Partners • Sales + Technical • Sales + Technical • Sales + Finance + Operations • Sales + Finance • Sales (+ Corporate Executives)
- 5. 5 ©2003 Rosemary Remacle Lead Generation by Stages of Company Development Product Development Product Development BetaBeta Launch, Market Development Launch, Market Development Acquire Beta customers • Referrals (Personal networks) • Informal/ad hoc programs (Participation in visionary/early adopter events etc.) • Marketing • Sales (‘Elephant Hunters’) Identify Potential Lead Sources in available customer segments • Referrals (Extended personal networks) • Partners/Customers • Formal programs • Marketing • Sales (Telesales,‘Elephant Hunters’) Feed the Funnel: Develop market entry segment momentum and revenue flow • Referral (Extended personal networks) • Partners/Customers • Formal programs • Marketing • Sales (Telesales,‘Elephant Hunters’, Channel Partners) Phase Lead Generation Goal Sources of Leads Participants
- 6. 6 ©2003 Rosemary Remacle Feeding the Funnel: Lead Generation Programs • Search engine placements • Website visits/Promotions • Trade shows • Seminars/Webinars • PR/Speaker programs • Direct marketing – snail- and e-mail, telemarketing • Partner co-marketing • Ads – press and electronic • Etc.
- 7. 7 ©2003 Rosemary Remacle StrategyStrategyStrategyStrategy PlanPlanPlanPlan DeployDeployDeployDeploy AnalyzeAnalyzeAnalyzeAnalyze RefineRefine StrategyStrategy RefineRefine StrategyStrategy Lead Generation Program Overview Activities • Research • Strategy • Goals & metrics • Key messages • Prospect database • Program definition • Incentives • Lists • Configure platform(?) • Creative development • Inventory & logistics management • Data collection • Response rate • Leads generated • etc. • Strategy against outcome • Required course corrections identification Responsibilities • Marketing • Marketing service providers • Sales • Marketing • Marketing service providers • IT service provider • Fulfillment house • Sales • Marketing • Marketing service providers • IT service provider • Fulfillment house • Sales • Marketing • Marketing service providers • IT service provider • Fulfillment house • Sales • In-house marketing • Marketing service providers • Sales
- 8. 8 ©2003 Rosemary Remacle Lead Generation Program Design Variables • Product • Company stage/Segmentation roadmap maturity • Industry/Customer segments • Category maturity • Resources/Budgets • Etc.
- 9. 9 ©2003 Rosemary Remacle Lead Generation Program Management ‘Call center’ Program Potential Customer Responses Sales Channel Metrics Program Homepage, Website Telesales Direct Sales Partners Lead Qualification • Search engine placements • Website visits/promotions • Trade shows • Seminars/Webinars • PR/Speaker programs • Direct marketing • Partner co- marketing • Ads Prioritization and Routing • Closed sales per channel • Closed sales per lead • Cost per qualified lead • Customer lifetime value Absolute Requirement: Contact DB SFA CRM
- 10. 10 ©2003 Rosemary Remacle Some Tips • Start with segmentation or it’s usually a wasted exercise • Bring sales management into the process at the beginning • Program goals, metrics, follow-up are necessary ingredients • Start a contact DB as soon as the potential customer list exceeds “one” • Pain points: ensuring ’closed loop’ of complex process • List acquisition • Complex process management • Clear roles and responsibilities
- 11. 11 ©2003 Rosemary Remacle Summary “It’s hard to fill the funnel if it’s not under the faucet” B. Roberson, “What Really Works”
- 12. 12 ©2003 Rosemary Remacle Presenters • Liz Arrington,Consultant Market Focus 650-329-0823 liz@mktfocus.net • Patty Burke, Consultant Market Focus patty@mktfocus.net 408-398-4921 • Rosemary Remacle, Consultant Market Focus 408-244-0412 rosemary@mktfocus.net