Join Ian Michiels, Principal Analyst at Gleanster Research for a primer on the terms, metrics, process, tools and tactics marketers need to understand and adopt as they increase their emphasis on lead generation.
8. The A-Z of Lead GenerationWorkshop #2 Ian Michiels Chairman of the Research Advisory Board, Gleanster Director, Marketsphere Marketing 5
9. Answers Galore… 6 How do we define lead generation today? What has changed in the last 5-10 years? What do I need to know about Lead Generation? What are Top Performing companies doing?
10. Wikipedia Lead generation is a marketing term that refers to the creation or generation of prospective consumer interest or inquiry into products or services of a business. 7 What is Lead Generation in 2011? “…the creation of prospective customer interest…”
11. How do we “create customer interest”? = Your marketing and sales must be: More Channels More Marketing + Relevant Positive Human 8
12. 9 The Secret to Lead Generation in 2011 It’s not about interrupting people with marketing messages… It’s about having a conversation. Engage your target audience.
20. SQLThe Birds Eye View of Lead Generation Customer Lifecycle Buying Cycle Sales Cycle Service When the prospect purchases they become a customer , requiring ongoing service and support. Customers can also be nurtured to encourage up-selling and cross-selling. Inquiry. (Unknown buying intent) Sales Accepted Lead (SAL) = Prospect Marketing Qualified Leads (MQL). Sales Qualified Lead (SQL) = Valid Opportunity Leads Prospects Customers
21. 3 Critical to Success Rules for Demand Generation Marketing takes ownership of the buying cycle The goal is quality of leads not quantity of leads Engage your target audience differently at different stages in the customer lifecycle
22. 13 Buying Cycle Goal #1: Become a trusted advisor – DON’T SELL! Goal #2: Relevancy
30. Web AnalyticsHow do we figure out where leads are in the buying or sales cycle? Landing Pages A landing page, sometimes known as a lead capture page, is a single web page that appears in response to clicking on an advertisement. Web Analytics Web analytics is the measurement, collection, analysis and reporting of internet data
39. Marketing DatamartNeed to have: Automated Demand Generation Same as, Revenue Performance Management Same as, Lead Management Technology Same as, Marketing Automation Should Include: Email, Landing Page, Web Analytics, Lead Scoring, CRM Integration, Integration with Other Channels Customer Relationship Management Integrated with Automated Demand Gen Adwords Account Marketing Datamart (can be same as CRM)
48. Close RatioWhat to measure: Revenue Lead-to-Sales Revenue MQL to SAL Conversion Rate Inquiry to MQL Conversion Rate Sales Close Ratio
49. Relevance Drives Revenue Focus on Lead Quality not Lead Quantity How do we deliver pre-qualified opportunities to sales? Marketers Should Be Accountable for Revenue Marketing and Sales must Unite to Maximize Revenue Use Nurture Marketing to Prevent Revenue from Falling Through the Gaps 24 5 Key Takeaways
50. Ian Michiels Chairman of the RAC, Gleanster Director, Marketsphere Marketing ian.michiels@marketsphere.com 25 Q&A @InsightFanatic
52. Thank you for attending! Next in the series: #3 Transforming Your Company Into A “Lead Magnet” | May 10 Featuring: CandyceEdelen, President/CEO at PropelGrowth Spread the word with Colleagues Registered? -> bit.ly/LeadGen-QuickStart<- #LeadGen
Notas do Editor
If your organization has localized marketing resources across one or more regions or markets How do you improve communication and engagement?
Lead nurturing helps companies maintain a continuous dialogue with potential customers during the buying cycle resulting in:Increase revenue by maintaining relationships with potential customers who aren’t ready to buy in the short-termIncrease sales rep productivity by reducing the time sales reps spend educating leadsEducate and influence potential customers about products and solutionsBuild a brand and reputation with potential customers as a trusted advisor and a source of thought leadership
