How to Automate B2B Lead Generation. Describes two types of lead generation - Inbound Lead Generation and Outbound Lead Generation. Identifies tools you can use to automate lead generation - from pay-per-click ads to marketing automation systems.
2. The Problem
11 Want to generate more leads
2 2 Want better quality leads
3 3 Want to convert more leads to sales
3. Goal – Increase Lead Generation and Conversion
Generate more leads at the top of
the sales funnel using
•Inbound Lead Generation
website, SEO, Google pay-per-click,
social media
•Outbound Lead Generation
email, phone, social media, events
Generate more leads at the top of
the sales funnel using
•Inbound Lead Generation
website, SEO, Google pay-per-click,
social media
•Outbound Lead Generation
email, phone, social media, events
Manage these leads more
effectively so more become “sales
qualified”
Manage these leads more
effectively so more become “sales
qualified”
€ $ £
Manage the sales process team to
convert more of these ‘sales
qualified’ leads to customers.
Manage the sales process team to
convert more of these ‘sales
qualified’ leads to customers.
1
2
3
4
5. 5
How Do You Generate Leads?
Lead generation options
range from traditional
promotion (e.g. print
advertising) through online
(e.g. company website) to
outbound (e.g.
telemarketing)
Lead generation options
range from traditional
promotion (e.g. print
advertising) through online
(e.g. company website) to
outbound (e.g.
telemarketing)
6. 6
Most Effective Lead Generation Methods
Effectiveness
Adoption
Most effective includes
•website
•email marketing and
•search engine marketing
-this is known as
Inbound lead generation
Most effective includes
•website
•email marketing and
•search engine marketing
-this is known as
Inbound lead generation
But also includes:
•Telemarketing
•Email marketing
•‘Inside sales’
•Direct Mail
•Executive events
- This is known as
Outbound lead generation
But also includes:
•Telemarketing
•Email marketing
•‘Inside sales’
•Direct Mail
•Executive events
- This is known as
Outbound lead generation
7. Two Types of Lead Generation
Inbound /Online Lead Generation
• Focused on online marketing and website
• Bring potential customers to you online
• Capture their contact details
• Defined process to convert some to customers
1 1
2 2 Outbound Lead Generation
• Focused on direct contact with prospects
• Starts with identification of prospects
• Then defined process for contacting them
9. Why Automate?
• Faster
• Greater volume
• Standardized and more consistent
• Easier to Measure and Improve
• Less wasted leads
• Less wasted time
• Less wasted budget
11. 1. Automating Inbound Lead Generation
Drive Web
Traffic
Lead Capture
Profile / initial
qualification
Lead
Nurturing
Lead scoring
Sales
Handover
12. 1. Automating Inbound Lead Generation
Adwords, Marketing Automation and SEO
•Tools to help drive web traffic include Pay-per-click
ads, Marketing Automation and specialist Search
Engine Optimization and social media marketing tools
Marketing Automation
•Marketing automation systems automate the
Inbound Lead Generation process.
•This includes automated lead capture from your
website, automated profiling, scoring and nurturing
Drive Web
Traffic
Profile / initial
qualification
Lead
Nurturing
Lead scoring
Sales
Handover
Customer Relationship Management (CRM) /
Sales Force Automation (SFA)
•CRM / SFA systems help sales teams coordinate and
record their interaction with sales prospects and
current customers.
Lead Capture
13. 2. Automating Outbound Lead Generation
List
Generation
Prospecting via
email & Phone
Lead
Nurturing
Demos
Sales
Handover
14. 2. Automating Outbound Lead Generation
List
Generation
Lead
Nurturing
Sales
Handover
Data Sources
•Use public sources like LinkedIn plus subscription
services like Hoovers
Prospecting via
email & Phone
Web Calls /
Demos
Marketing Automation / Email marketing
system
• Use email or marketing automation systems or
plug-ins to Gmail to automate outbound emails
Web Conferencing
• Google Hangouts, Skype video calls, webEx
Marketing Automation
• Automation of lead nurturing emails and calls
CRM / SFA systems
Sales management system for managing qualified
opportunities and existing customers
16. “ We have seen for ourselves how a solid
strategy has helped to drive traffic to our
site and generate sales leads.”
Caolan Bushell
Business Development Manager
Mergon Group
Barry Rooney
Chief Operations Officer
Siemens ITSS
“Motarme delivered real,
measurable results in a short
timeframe – sales and contacts from
our target audience at Tier 1
companies.”
Joe Lynch
General Manager
IMEC Technologies
“Generating leads online is now a
central part of our sales strategy.”
About Us
17. What We Do
B2B Technology Marketing
•Lead Generation Consultancy
•Marketing Automation
19. 19
Lead Generation and Conversion
Your
Customers
today
Potential
customers
who are aware
of your
business
20. Why You Need Outbound As Well As Inbound
If your product category is mature then potential customers will be searching
for it online.
For example, CRM is a mature category. People who want a CRM solution will
search online for relevant terms.
So CRM vendors should concentrate on inbound marketing for online lead
generation.
If your product category is new, then potential buyers may not be aware of or
searching for your type of product.
In that case, you will have to reach out to them in a targeted, efficient and cost
effective process – Outbound Lead Generation
Outbound Lead Generation can sometimes pprroodduuccee ffaasstteerr rreessuullttss..
For certain industries Outbound channels may be more effective than some
inbound channels – see next 2 slides
1
2
3
21. Where Do You Start?
Who to target – Ideal Customer Profile (Personas)
What is a Lead? – Define with your Sales team
11
22
What Are We Selling – review 33 your Value Proposition
Execution Preparation
44aa Inbound Tactics Outbound Tactics
55 Process Automation with Motarme System
CCaappttuurree PPrrooffiillee SSccoorree NNuurrttuurree Sales
Ready
44bb
Notas do Editor
Startup companies have a few key goals at the start
– build your product,
- raise finance,
- get your first customers
- hire staff
Once you are confident that you have a product that
(a) meets a real customer need and
(b) a decent sized market, then your focus must switch
The key goal from that point forward is a Repeatable Customer Acquisition Process
Startup companies have a few key goals at the start
– build your product,
- raise finance,
- get your first customers
- hire staff
Once you are confident that you have a product that
(a) meets a real customer need and
(b) a decent sized market, then your focus must switch
The key goal from that point forward is a Repeatable Customer Acquisition Process
Startup companies have a few key goals at the start
– build your product,
- raise finance,
- get your first customers
- hire staff
Once you are confident that you have a product that
(a) meets a real customer need and
(b) a decent sized market, then your focus must switch
The key goal from that point forward is a Repeatable Customer Acquisition Process
Startup companies have a few key goals at the start
– build your product,
- raise finance,
- get your first customers
- hire staff
Once you are confident that you have a product that
(a) meets a real customer need and
(b) a decent sized market, then your focus must switch
The key goal from that point forward is a Repeatable Customer Acquisition Process
Startup companies have a few key goals at the start
– build your product,
- raise finance,
- get your first customers
- hire staff
Once you are confident that you have a product that
(a) meets a real customer need and
(b) a decent sized market, then your focus must switch
The key goal from that point forward is a Repeatable Customer Acquisition Process
Startup companies have a few key goals at the start
– build your product,
- raise finance,
- get your first customers
- hire staff
Once you are confident that you have a product that
(a) meets a real customer need and
(b) a decent sized market, then your focus must switch
The key goal from that point forward is a Repeatable Customer Acquisition Process
And this are some client quotes
We setup our company, Motarme, in 2011
We are building a web-based system for Marketing Automation which went live in September last year and since then we’ve been selling our first licenses.
We also provide consulting on web marketing for B2B technology firms
Our clients include Siemens, Atos and about 40 technology and software firms.
Before setting up Motarme I was Head of Marketing at Singularity, and prior to that I worked with Siemens, Deloitte, Misys Corporation among others.