Discover the latest trends in lead generation, how to turn your economic development website into a lead generator, raise your game with site selection consultants and learn about the best practices in FDI attraction.

1. Successful ED efforts
take time…we will
continue to innovate
our tactics “
IS TRADITIONAL LEAD GENERATION DYING?
Best and Next Practices for Connecting with
Corporate Decision-Makers
S E P T E M B E R 2 9 , 2 0 1 6
1
Drive activities that
provide exposure to
consultants and
relationship building.“
Money is not always the
answer, but when you
don't have enough… it's
a great place to start..“
It is nearly impossible to
recruit new companies
…if you are sitting in your
office every day. “

2. ABOUT DCI
2

3. 1. Survey Says…A View From the ED
Profession’s Front Lines (Dariel)
2. Turning Your Website Into a Lead
Generation Engine (David)
3. Raising Your Game with Site Selection
Consultants (Andy)
4. The Focus Shifts to International (Steve)
3
AGENDA
(Part I)

4. KEY TRENDS IN LEAD GENERATION1
4

5. • An 11-question survey
• Conducted in August
2016
• Distributed to EDOs
representing
cities/regions with
populations of 200K+
• 24 responses from
across the U.S. 5
A VIEW FROM THE FRONT LINES

6. Retention Projects Outpace Attraction Projects by a Factor of 2.4 to 1
6
RETENTION OUTPACES ATTRACTION

7. 7
DOMESTIC LEADS DOMINATE
(BUT INTERNATIONAL IS ON THE RISE)
Domestic
76%
International
24%
54%
of Respondents Report that
international Leads are
Increasing

8. 8
BUILDING YOUR PIPELINE:
TOP SOURCES FOR LEADS
2%
4%
19%
20%
26%
29%
0% 5% 10% 15% 20% 25% 30% 35%
External Lead Generation Company
Other
Direct Company Inquiry
State EDO
EDO Business Development Team
Site Consultants & Brokers

9. 9
THE CHANGING
LEAD GENERATION LANDSCAPE
70%
55%
52%
40%
22%
17%
0% 0% 0%
30%
0%
26%
30%
45%
48%
30%
78%
57%
0%
20%
40%
60%
80%
EDO Business
Development
Team
Direct
Company
Inquiry
Site
Consultants
& Brokers
External Lead
Generation
Company
Other State EDO
Increasing Decreasing About the same

10. Average rating on quality of services provided
by external lead generation companies = 4.9
10
MIXED REVIEWS ON EXTERNAL
LEAD GENERATION COMPANIES

11. 11
FINAL THOUGHTS: WHAT ECONOMIC
DEVELOPERS NEED TO SUCCEED

12. TURNING YOUR WEBSITE INTO
A LEAD GENERATION ENGINE2
12

13. 13
THE WORLD’S GREATEST “PREDICTIVE
FACTOR” – WEBSITE BEHAVIOR

14. 14
BEYOND GOOGLE ANALYTICS:
WHAT YOUR TARGET AUDIENCE IS LOOKING AT

15. 15

16. 16
WEB-TO-LEADS BY THE NUMBERS
(FEBRUARY 1-SEPTEMBER 15, 2016)
# %
Companies with “Gold Behavior” on
Greater MSP website 261 --
Companies Approved for Contact 125 --
Decision Rate 79 63%
Qualified Leads 8 10%
Suspects 4 5%
Combined Qualified Leads/Suspects 12 15%

17. • Early identifier for BR&E candidates,
particularly for those with headquarters
elsewhere
• Not all conversations at an advanced stage,
but we’re talking to the right people and
“getting in” early
• Advanced intelligence on visitor locations,
industries, and what they’re interested in
17
BEYOND THE NUMBERS:
HOW GREATER MSP IS FINDING VALUE

18. RAISING YOUR GAME WITH
SITE SELECTION CONSULTANTS3
18

19. • Narrow audience of
450+ specialized
advisors
• Influence an estimated
40% of all location
decisions annually
• Concentrated in New
York, Chicago, Atlanta
and Dallas
A SNAPSHOT OF
SITE SELECTION CONSULTANTS
19

20. • Special events in
major markets
• Desk-side visits at
their offices
• Familiarization tours
BUILDING RELATIONSHIPS WITH
SITE CONSULTANTS
20

21. AN INCREASING RANGE OF
CONFERENCE OPPORTUNITIES
21

22. • Engage a credible third party
to speak on your behalf
• “This Just In” E-Newsletter
• Embed visiting consultants
with top executives
• Lead with your weakest
data point
BEST & NEXT PRACTICES
CATCHING OUR ATTENTION
22
Kurt Badenhausen
Kate McEnroe
Consulting

23. THE FOCUS SHIFTS TO
INTERNATIONAL4
23

24. THE GLOBALIZATION OF
INVESTMENT ATTRACTION
24
Percentage
of domestic
leads
increasing
13%
Percentage
of
international
leads
increasing
54%
Unchanged
33%

25. BEST PRACTICES IN FDI ATTRACTION
25
• Think Like a Company When Entering New
Markets: Hire Local Experts
• Influence the Influencers: Target Site Consultants
in Key Geographies
• Look for Natural Entry Points: What Connections
Do You Have in Your Own Community?
• Foster Cross-Border Collaboration: Connect
Institutions, Partnerships that Breed Investment

26. HELP THEM FIND YOU
26

27. HELP THEM FIND YOU
27

28. HELP THEM FIND YOU
28

29. HELP THEM FIND YOU
29

30. THANK YOU!
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