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B2B Lead Generation - Feeding the Funnel
1.
b2b
lead generation Feeding the funnel © 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
2.
marketing & sales
alignment © 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
3.
obstacles
4.
too few
leads © 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
5.
too many
leads © 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
6.
cherry-picking
leads © 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
7.
poor quality
leads © 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
8.
qualify → nurture
9.
do they meet
sales criteria © 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
10.
are they ready
to buy? © 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
11.
reputation → demand
12.
building the brand
reputation management © 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
13.
positionning your business
as an expert in your field thought leadership © 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
14.
building a prospect
pool demand creation © 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
15.
process
16.
1
attract lead development process © 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
17.
1
2 attract identify lead development process © 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
18.
1
2 3 attract identify qualify lead development process © 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
19.
1
2 3 4 attract identify qualify nurture lead development process © 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
20.
1
2 3 4 5 attract identify qualify nurture release lead development process © 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
21.
1 attract
22.
Website
Corporate blog 22
23.
23
24.
validate before you
engage © 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
25.
2 identify
26.
Website
Corporate blog Sign-up form Database 26
27.
© 2011 Strategies
Marketing Direct - all rights reserved. No reproduction without written permisssion
28.
white papers
webinars reports studies newsletters events content © 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
29.
3 qualify
30.
Role in decision
Stage of buying cycle Scope of opportunity qualify © 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
31.
qualify © 2011 Strategies
Marketing Direct - all rights reserved. No reproduction without written permisssion
32.
qualify © 2011 Strategies
Marketing Direct - all rights reserved. No reproduction without written permisssion
33.
qualify © 2011 Strategies
Marketing Direct - all rights reserved. No reproduction without written permisssion
34.
4 nurture
35.
nurture © 2011 Strategies
Marketing Direct - all rights reserved. No reproduction without written permisssion
36.
white papers
webinars reports studies newsletters content © 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
37.
white papers © 2011
Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
38.
newsletters © 2011 Strategies
Marketing Direct - all rights reserved. No reproduction without written permisssion
39.
mail © 2011 Strategies
Marketing Direct - all rights reserved. No reproduction without written permisssion
40.
creating
relevance © 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
41.
want relevant to
their 82% industry Source:MarketingSherpa © 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
42.
want relevant to
their 67% job function Source:MarketingSherpa © 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
43.
want relevant to
their 49% company size Source:MarketingSherpa © 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
44.
want relevant to
their 29% geography Source:MarketingSherpa © 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
45.
b2b → b2me™
46.
1:1
content know each enlighten, customer engage, inform expertise right for "me"
47.
Operations Technical Purchasing
Finance
48.
Operations
Legal C-suite
49.
Search for your
brand Visit your booth Visit a web page Download a white-paper Sign-up for a newsletter +3 +5 +1 +5 +1 lead scoring © 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
50.
5 release
51.
qualified → accepted
52.
ready to
buy! © 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
53.
all → together
54.
keywords
Web media Direct mail Social media Email campaign Trade publications ATTRACT Trade shows database NURTURE Information mailouts Event invitations blog White papers Newsletter series
55.
impact
56.
+263%
Increase in lead database © 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
57.
+112%
increase in sales for 2011 © 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
58.
occupancy rate in
QC No1 © 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
59.
Thank you
60.
STRATEGIES Relationship Marketing
mmorin@strategies.ca Mark_morin www.strategies.ca contact
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