1 nw contact b2b lead generation
TRANSCRIPT
B2B Lead Generation:
A process, some tools to consider
and some statistics
to grow your business!
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B2B LEAD GENERATION
1NW Contact
04/12/20232
ITS ALL ABOUT RELATIONSHIPS!
MARKETING FOR LEADS
RELATIONSHIP MARKETING TO NURTURE AND QUALIFY PROSPECTS
A GOOD MARKETING DATABASE---CRM
CREATE DIRECT MARKETING CAMPAIGNS TO GENERATE INQUIRIES
WEBSITES AND ONLINE MARKETING TO “SNARE” SEARCHERS
EVENTS TO HELP MOVE PROSPECTS TOWARD PURCHASE
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FORMULA FOR SUCCESS:
CULTIVATE A PERSONAL SALES-WINNING RELATIONSHIP WITH YOUR PROSPECTS
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RELATIONSHIP MARKETING
UNDERLYING THE FORMULA IS RELATIONSHIP MARKETING
COMPANIES DON’T BUY; PEOPLE BUY!
PEOPLE DON’T BUY UNTIL THEY ARE READY!
YOUR GOAL: CREATE A RELATIONSHIP WHERE:
IT IS EASY AND DESIRABLE TO BUY FROM YOUR COMPANY
THE CRM IS YOUR FUNDAMENTAL TOOL FOR RELATIONSHIP MARKETING
SHOULD INCLUDE THE COMPANIES AND PEOPLE WHO CAN BUY YOUR PRODUCTS AND SERVICES
CUSTOMERSFORMER CUSTOMERSPROSPECTSINQUIRERSRESPONDERSSUSPECTSINFLUENCERS
MARKETING DATABASE--CRM
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NAMES FROM INSIDE SOURCES (Sales, Marketing, Accounting, Tech Support, Product Dev)
NAMES COMPILED FROM OUTSIDE OF YOUR COMPANY ( current customer referrals, respondents to marketing campaigns, mailing lists compiled from trade shows, newsletters, professional meetings, associations, WEBSITES, trade publications)
ACQUIRE LISTS (from brokers and list vendors)Standard Rate and Data Service www.srds.comwww.onesource.comwww.harrisinfo.comwww.zapdata.comwww.infousa.comwww.hartehanksmi.comwww.scottsinfo.com
MARKETING DATABASE--CRM
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MARKETING DATABASE--CRM
MULTIPLE PEOPLE FOR EACH COMPANY
MULTIPLE DECISION MAKERS AND INFLUENCERS
TAKE TIME TO VERIFY PHONE NUMBERS AND ADDRESSES
Some CRM Vendors: ACT, AgencyIQ, MOJO, Dial Your Leads, FreeCRM,
InsideSales, SUGAR, SalesForce.com, Leads360, and more…
Consider ONLY a CRM “in the cloud”
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Business to Business database should be DEEP AND ACCURATE
MARKETING DATABASE--CRM
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B2B Contact Campaigns/TacticsDatabase Building & Management: Increase the effectiveness of sales and marketing efforts with an up-to-date and targeted database.Inquiry Management: Ensure every inquiry is promptly responded to, quickly qualified and appropriately addressed.Lead Generation: Increase the flow of qualified leads, grow the sales pipeline, maximize event success and ensure events reach full capacity.Lead Nurturing: Uncover new opportunities in your database and increase sales with effective lead nurturing and pipeline management.Inside Sales Outsourcing: Expand your sales reach and efficiently address smaller sales opportunities with our cost-effective and turnkey sales outsourcing services.Cross-Sell and Up-Sell: Broaden relationships with top customers and generate follow-on sales.Channel Marketing: Grow sales through partners with channel recruitment, marketing and management services.
Definitions of a Lead
Knowledge of an unfulfilled, profitable customer need Contact for a sale Opportunity for business Prospect New business Hot customer target OR??????……
Where to find leads?
Looking for unmet customer needs What are you doing to find new business?
Lead Generation – What Is a Lead, Anyway?
3/4 of B2B leads are ignored!
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Observation: Salespeople race to close sales from the most promising and qualified short-term prospects
Salespeople are measured and paid for winning the race for short-term and focus on the easy sales opportunities while ignoring the longer-term B2B leads
Usually with no FORMAL process in place, the job of nurturing, managing and tracking those longer-term sales opportunities falls by the wayside.
Lack of a sales lead development process may be costing your organization big bucks in lost sales.
Remember the story of the tortoise and the hare?
SALES CYCLE SEGMENTATION
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WHERE ARE THEY IN THE SALES CYCLESuspect InquiryQualified leadProposal/quoteFirst purchaseRepeat purchaserLong term or high value customerPast customer
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Lead Generation Program Management
‘Call center’
Program Potential Customer Responses Sales Channel Metrics
ProgramHomepage,Website
TelesalesDirect Sales
Partners
Lead Qualification
• Search engine
placements• Website
visits/promotions• Trade shows• Seminars/
Webinars• PR/Speaker
programs• Direct marketing• Partner co-
marketing• Ads
Prioritization
and Routing
• Closed sales per channel
• Closed sales per lead
• Cost per qualified lead
• Customer lifetime value
Absolute Requirement: Contact DB >> SFA >>CRM
DIRECT MARKETING
DIRECT MAIL
TELEMARKETING
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A CAMPAIGN DESIGNED TO STIMULATE RECIPIENTS OF THE MESSAGE TO RESPOND DIRECTLY
DIRECT MAIL
A LETTER IS THE MOST EFFECTIVE
INCLUDE MULTIPLE OFFERS TO ATTRACT PEOPLE AT DIFFERENT STAGES OF THEIR BUYING PROCESS
REPEAT THE OFFER SEVERAL TIMES
GET TO THE POINT: “THIS IS A SEMINAR YOU CANNOT AFFORD TO MISS” REQUEST THE WHITEPAPER THAT WILL SAVE YOU
MONEY!
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THE LIST AND THE OFFER (MESSAGE)
SUBJECT LINE SHORT AND PERSONAL
PERSONALIZE THE INTRODUCTION WITH PROSPECT’S NAME IN THE OFFER
DO NOT USE WORDS: FREE OR CLICK HERE (search “AVOIDING SPAM FILTERS”)
Make sure attachments (PDF) are no more than 1MB; better yet embed a link;
There are SPAM laws to contend with……
TEXT OR HTML…..
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EMAIL is subject to SPECIAL considerations
Drip Marketing in the Sales Process
Sales Tool, particularly in long sales-cycles (large ticket items or enterprise-level sales)
Persistent follow-up can become a deterrent to closing the sale; Drip Marketing methods offer the ability to remain top-of-mind, and even prompt action, without jeopardizing the relationship
Vendor Considerations: www.icontact.com www.constantcontact.com www.verticalresponse.com www.benchmarkemail.com www.getresponse.com www.mynewsletterbuilder.com
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TELEMARKETING IS A PERSONAL MARKETING APPROACH
COST EFFECTIVE WHEN COMPARED TO FIELD SELLING• Make My Calls by Mojo• Cheetah Power Dialer• Voicent• OUTSOURCE!
CAN REACH 30-50 DECISION MAKERS A DAY AT A COST OF $15-$30 per contact VS. FIELD SALES CAN REACH 4 OR 5 DECISION MAKERS A
DAY AT A COST OF $300-400 PER CONTACT PLANNING IS EVERYTHING—
PROSPECTS ARE IN DIFFERENT STAGES OF THE BUYING PROCESS
WHAT DO YOU WANT TO HAPPEN AS THE RESULT OF A CALL?
TELEMARKETING
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TELEMARKETING CAMPAIGNS
EACH CALL HAS 4 STAGES – MUST MEET YOUR GOALS: OPENING STATEMENT ENGAGEMENT QUALIFICATION THE CLOSE
ASK THAT YOU RECEIVE RECORDINGS OF EACH CALL-DISCUSS DAILY WITH THE COMPANY REP!
CHECK COMPANY REFERENCES LOOK AT BACKGROUND AND EXPERIENCE OF CALLERS INTERVIEW CALLERS ON YOUR CAMPAIGN ABILITY TO MONITOR CALLS MEASURE RESULTS HOURLY OR AT LEAST DAILY! GET THEM TO UPDATE YOUR CRM!
IDEAS ON MANAGING THE OUTSOURCE PROCESS
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ON-LINE MARKETING
WEBSITES YOUR OWN WEBSITE THIRD PARTY WEBSITES TO GENERATE LEADS
BANNER ADS ON INDUSTRY WEBSITES INCLUDE YOUR COMPANY IN DIRECTORIES ADERTISE IN INDUSTRY NEWSLETTERS
INTERNET ADVERTISING SEO
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INCLUDES; WEBSITES, INTERNET ADVERTISING AND SEARCH ENGINE OPTIMIZATION (SEO)
YOUR COMPANY WEBSITE
PRE-SALES INFORMATION ABOUT YOUR PRODUCTS AND
SERVICES TESTIMONIALS APPLICATION NOTES CUSTOMER CASE STUDIES STRONG OFFERS (Offer on every page!):
EASY TO USE RESPONSE FORMS E-NEWSLETTER WHITE PAPERS HOW-TO GUIDES
Photos and stories about your people! Registration for newsletters, new product announcements,
“tell a friend” Information Request on every page
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WEBSITE
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WEBSITE
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Inbound Marketing is More Effective
Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
Social Media is for B2B and B2C
Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
Twitter Drives More Leads for B2C
Source: State of Inbound Marketing Lead Generation Report - http://bit.ly/cVMpkn
Most Valuable Channels
Source: 19 Marketing Experts Share Tips and Insights - http://bit.ly/i4Q9Jq
EFFECTIVE WAY TO REACH MORE PROSPECTS!
PORTALSASSOCIATION WEBSITESBUSINESSS PUBLICATIONSDIRECTORIESOTHER COMPANIES WEBSITESINDUSTRY WEBSITESCOMMUNITY WEBSITES
CRITERIA FOR PARTICIPATINGTHEIR AUDIENCETHEY PROMOTE THEIR WEBSITETHEY HAVE OTHER HAPPY ADVERTISERS
Third Party Websites
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SEARCH ENGINE OPTIMIZATION
“SEARCH ENGINES PROVIDE THE LOWEST COST PER LEAD OF VARIOUS DIRECT MARKETING METHODS” DIRECT MARKETING ASSOCIATION AND US BANCORP
74% OF C-LEVEL EXECUTIVES USE THE INTERNET TO FIND OUT ABOUT NEW PRODUCTS OR SERVICES EMARKETER
YOUR GOAL IS TO HAVE YOUR WEBSITE COME NEAR THE TOP
WHEN YOUR PROSPECT TYPES KEY WORDS RELATED TO YOUR BUSINESS
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SEARCH ENGINE OPTIMIZATION
RESOURCES TO ACHIEVE SEO:
SEARCH ENGINE SUBMISSION TOOLS WWW.BCENTRAL.COM/PRODUCTS
SEO TOOLS WWW.SHERPASTORE.COM/PAGE.CFM/1759
WWW.SEARCHENGINEWATCH.COM
WWW.HUBSPOT.COM
BUY GOOGLE “AD WORDS”
COST PER CLICK (CPC); DAILY BUDGET LIMITS EXPENSE
OVERTURE LISTING (WWW.OVERTURE.COM)
CPC; SET YOUR OWN PRICE
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EVENTS TRADESHOWS
GENERATING HIGH QUALITY LEADS REQUIRES PLANNING AND EXECUTION:
PRE SHOW
AT-SHOW
POST-SHOW
AND STRATEGY
WHICH SHOW(S) TO ATTEND
GOALS (HOW MANY LEADS/QUALIFICATIONS)
SHOW PLAN (WHO, WHEN, HOW)
MESSAGING (GIVE AWAYS, SOCIALS, INVITATIONS, MERCHANDISING, LEAD FORMS, REQUEST INFORMATION FORMS, DEMOS,)
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EVENTS – EDUCATIONAL
SEMINARS, EXECUTIVE BRIEFINGS AND LIVE DEMOS:
LUNCH AND LEARN
EXECUTIVE BREAKFAST
WEBINAR
SPEAKING ENGAGEMENTS
PRINT ADVERTISING
PUBLIC RELATIONS
PRESS RELEASES (PRINT, EMAIL, MEDIA ADVISORIES)
CEO SPEAKING ENGAGEMENTS
EDITORIAL COVERAGE
Standing On Many Legs Creates Stable Lead Flow
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SUMMARY
THE TACTICS OUTLINED TODAY PROVIDE:
A QUANTIFIABLE PROOF THAT YOUR MARKETING DOLLARS ARE WORKING FOR YOU
REPEATED “TOUCHES” NECESSARY FOR RELATIONSHIP MARKETING
STIMULATION TO QUALIFIED PROSPECTS WHO WILL RAISE THEIR HANDS AND TAKE THE FIRST STEP IN THE BUYING CYCLE…..
Len Linton, CEO1NW Contact
223 East Thousand Oaks Blvd; Suite 222Thousand Oaks, CA 91360
805-367-5181; 877-404-5639 toll [email protected]
www.1nwcontact.com