Lead Generation A to Z
Workshop
#2
Lead Generation Quick Start Series
Lead Generation Quick Start Series Featuring: Ian Michiels Principal/Analyst Gleanster Research # L e a d G e n Moderator: Andrew Gaffney
About
DemandGen Report
- Launched in 2007 to trackbest practices in lead generation
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The A-Z of Lead Generation
Workshop #2
Ian Michiels
#AtoZ_LG
Answers Galore…
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೦ How do we define lead generation today? ೦ What has changed in the last 5-10 years?
೦ 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.
What is Lead Generation in 2011?
#AtoZ_LG 7
How do we “create customer interest”?
MoreChannels
More Marketing
The Secret to Lead Generation in 2011
It’s not about interrupting peoplewith marketing messages…
It’s about having a conversation.
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Lead Generation Cheat
Sheet
A-Z Concepts
Buying Cycle vs. Sales Cycle
Buying Cycle Sales Cycle Service
Customer Lifecycle
Leads Prospects Customers
When the prospect purchases they become a customer , requiring ongoing service and support.
Customers can also be nurtured to encourage up-selling and cross-up-selling.
Marketing Qualified Leads (MQL).
Inquiry.
(Unknown buying intent)
Sales Accepted Lead (SAL) = Prospect
Sales Qualified Lead (SQL) = Valid Opportunity A-Z Concepts • Customer Lifecycle • Buying Cycle • Sales Cycle • Inquiry • MQL • SAL • SQL
#AtoZ_LG
3 Critical to Success Rules for Demand Generation
1.Marketing takes ownership of the buying cycle
2.The goal is quality of leads not quantity of leads
Attention • Known Problem? Interest • Recognized need Desire • Seek solution to need Action
Buying Cycle
#AtoZ_LG
೦ Simon
೦ Prospect for Anger Management Software ೦ Doesn’t know it exists…
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How do you create relationships with each prospect?
೦ Ellen
೦ Needs project management software and is comparing features and functions
Manual
interactions
with each
prospect
Lead nurturing helps companies maintain a continuous dialogue with potential
customers during the buying cycle resulting in:
Use Nurture Marketing
A-Z Concepts• Nurture Marketing#AtoZ_LG 15
How do we create relationships with each prospect?
Clicks on Link Resources on Website Fills out Form
Use technology to automate and track multi-channel engagement
Lead Nurturing Tactics
Everyone Else Top Performer 0% 20% 40% 60% 80% 100% Drip Campaigns Trigger Campaigns Lead Scoring Everyone Else 89% 19% 5% Top Performer 78% 43% 23% P e rc e n ta g e u sin g T a ct icTactics: Using Lead Nurturing
A-Z Concepts
#AtoZ_LG 17 Nurture Marketing Applies to the Entire Customer Lifecycle
Phase in Customer Lifecycle Campaign Type
Leads
Qualification Nurturing Campaign Awareness Nurturing Campaign Accelerator Nurturing Campaign Acquisition Nurturing Campaign Call-to-Action Nurturing Campaign Ad-Hoc Nurturing Campaigns
Prospects Re-Engagement Nurturing Campaign
೦ How do we figure out where
leads are in the buying or sales
cycle?
Tracking and Automating the Process
A landing page, sometimes known as a lead
capture page, is a single web page that
appears in response to clicking on an advertisement.
A-Z Concepts
• Landing Page • Web Analytics
Web analytics is the measurement,
collection, analysis and reporting of internet data
Landing Pages
#AtoZ_LG
FirstName LastName Priority
Joe Holly
John Smith
Jen Worktoomuch
Jeannette Dow
Mark Money
Lead scoring is a method of assigning
points to each prospect based on specific criteria.
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How do we automate communication?
A-Z Concepts• Lead Scoring • Lead Qualification • Lead Prioritization • Implicit Prospect Data • Explicit Prospect Data೦Automated 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
೦Customer Relationship Management
– Integrated with Automated Demand Gen
೦Adwords Account
೦Marketing Datamart (can be same as CRM)
Enabling Technologies
A-Z Concepts• Automated Demand Generation• CRM • Adwords
• Marketing Datamart
#AtoZ_LG ೦ Organizational Alignment – Process Change – Resources • Marketing Technologist • Revenue Marketer • VP of Demand Gen? 21
Organizational Concepts
Marketing Sales Technology A-Z Concepts• Sales and Marketing Alignment • Change Management
• Revenue Marketers • Sales Alerts
Metrics Focus
A-Z Concepts• Sales Analytics• Return on Marketing Investment • Lead-to-Sales Revenue
• Close Ratio
What to measure:
1. Revenue
2. Lead-to-Sales Revenue
3. MQL to SAL Conversion Rate
#AtoZ_LG
1. Relevance Drives Revenue
2. Focus on Lead Quality not Lead Quantity
– How do we deliver pre-qualified opportunities to sales?
3. Marketers Should Be Accountable for Revenue
4. Marketing and Sales must Unite to Maximize Revenue 5. Use Nurture Marketing to Prevent Revenue from
Falling Through the Gaps
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