effective lead generation : growth is a function of quality & quantity - sales & marketing...
TRANSCRIPT
Effective Lead GenerationGROWTH IS A FUNCTION OF QUALITY & QUANTITY
Ankush GargPentaur Technology
Sesha RaoInsideView
Garima RaiInsideView
@raigarima30
Let’s Play a Game
“The path to sustainable lead generation quality and quantity starts with a “WIN WIN” proposition…”
Three Pillars of a Successful Lead Generation Strategy
Identify Your Needy Niche
Track Your Customers’ Journey
Define Your Data Strategy
Exercise #1 Identify Your Needy NicheDefine at least one target segment
e.g. Working moms in Indian metros, in the 25-40 age group, with a net worth of INR 1 crore or more
Why will they buy from you?e.g. Do you solve a specific problem, or provide a unique benefit?
What is your Ideal Customer Profile?e.g. Ana Das, 38, Partner at McKinsey, mother of a 5 year old girl, lives in Mumbai, has a net worth of INR 2 crore
Mantra #1: Identify Your Needy Niche!
MARKET SEGMENTATION
DIVIDE TAM into segments with identifiable common needs, priorities, and characteristicsDEFINE your Ideal Customer ProfileTARGET each segment with relevant messages
Segmentation Type Description Examples
Mantra #1: Identify Your Needy Niche!
MARKET SEGMENTATION
DIVIDE TAM into segments with identifiable common needs, priorities, and characteristicsDEFINE your Ideal Customer ProfileTARGET each segment with relevant messages
Segmentation Type Description Examples
Geographic Divides the market into geographical entities
Country, Region, City
Demographic Division based on demographic variables
Age, Gender, Income
Firmographic Division based on company specific variables
Employee strength, revenue
Situational Division based on a situational need that drives product adoption
New govt. mandate, new market trends
Psychographic Division based on lifestyle / personality
Workaholic, perfectionist, laid back, forgetful, working mom
Benefits Division based on benefits sought
Convenience, comfort, value for money
Exercise #2 Chart Your Customers’ JourneyHow will you ATTRACT them? e.g. SEO, SEM, PR, trade shows, email campaigns, webinar etc.How will you ENGAGE them? e.g. email, blog, promotions, notification, offline such as text, calls, events etc.How will you CONVERT them? e.g. subscription, event, premium contentHow will they become ADVOCATES? e.g. referral benefits, contests, testimony etc.
Mantra #2: Chart Your Customer’s Journey!
DISCOVERYEVALUATIONBUYINGADVOCACY BONDING
Tools #2: Automate your journeyDemand Gen.
Marketing Automation/MMA
Sales CRM
Website Blogs
Emails Events
MMA
Exercise #3 Define Your Data StrategyWhat information you need to know about your target segments?
User defined data fields
How will you acquire this data?List acquisition, form fills, webinar / event registrations
How will you use this data?Role-based messaging, personalized emails, transpromos, targeted offers
Where will you consume this data?Technologies Used: CRM tools, Marketing Automation application, Lead Nurturing tools, etc.
Mantra #3: Define Your Data Strategy
Define relevant data fields Data acquisition and creationData accuracy and recencyData cleaning and enrichment strategy
Tools #3: Automate your journeyCLEAN
ENRICH
REFRESH
Three Pillars of a Successful Lead Generation Strategy
Identify Your Needy Niche
Track Your Customers’ Journey
Define Your Data Strategy
Thank You