lead generation cycle: how to create a healthy pipeline

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Lead Generation Cycle: how to create a healthy pipeline Andrey Dovgan Business Development Director

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Lead Generation Cycle: how to create a healthy pipeline . Andrey Dovgan Business Development Director. Agenda. What to do on Monday. Why Lead Gen is Important. Roles and Processes. Seller / Buyer Views. Lead Gen Cycle. Q&A. Lead Generation Is an Issue. Нет дефицита предложения. - PowerPoint PPT Presentation

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Page 1: Lead Generation Cycle:  how to create a healthy pipeline

Lead Generation Cycle:

how to create a healthy pipeline

Andrey DovganBusiness Development Director

Page 2: Lead Generation Cycle:  how to create a healthy pipeline

Why Lead Gen is Important

Seller / Buyer Views

Roles and Processes

Lead Gen Cycle

What to doon Monday

Q&A

Agenda

Page 3: Lead Generation Cycle:  how to create a healthy pipeline

Lead Generation Is an Issue

Page 4: Lead Generation Cycle:  how to create a healthy pipeline

Нет дефицита предложения

Page 5: Lead Generation Cycle:  how to create a healthy pipeline

21

If you can control your lead gen stream you

can manage your growth

Service companies

usually don’t have this

competence and without it are

fully dependent for a vendor

Why this is so important?

Page 6: Lead Generation Cycle:  how to create a healthy pipeline

Suspect to Sales Process: Buyer/Seller views

Suspect Prospect Lead Opportunity Sale

Consider Investigate Evaluate Ready Purchase

Page 7: Lead Generation Cycle:  how to create a healthy pipeline

It’s Poll Time!

Page 8: Lead Generation Cycle:  how to create a healthy pipeline

Lead Generation CycleDemand

Generation

Lead Qualification

Lead ScoringLead Nurture

Recycling

Page 9: Lead Generation Cycle:  how to create a healthy pipeline

LinkedIn

Website activity Telemarketing

Single prospect

view

Data enables you to target individual customers who have the highest propensity to consume your product or service.

Better targeting is achieved through a ‘single view’ of customers and prospects.

Demand Generation Step

Page 10: Lead Generation Cycle:  how to create a healthy pipeline

Decide on industry focus or industry-related ad-hoc process. You can’t work with general market – it’s too bigStudy the industry and segment it to A/B/CDecide whether you would like to target low hanging fruits or big fishesCollect information through LinkedIn and other public social sources about contacts (roles, responsibilities, interests, latest changes in a company)

Creating a Dream List

Page 11: Lead Generation Cycle:  how to create a healthy pipeline

Define a Vertical

Page 12: Lead Generation Cycle:  how to create a healthy pipeline

You need to have a starting point – lead gate It should be the most popular marketing source (your network, website, social media, etc.) or their combinationThe very first task is to empower your gate with a list of leads which you can move though funnelAnd main question for you: what source will you select or whether selected source can generate quality leads?

Find a Lead Gate

Page 13: Lead Generation Cycle:  how to create a healthy pipeline

Key Tools

Email, events and telemarketing produce

the best quality leads. But websites and social media are more popular than telemarketing, which shows a degree of bias in favour of digital channels.

Popularity of channel

Quality of leads

B2B Marketing magazine conducted a survey among 228 marketing managers.They were asked to rank marketing channels according to their popularity and ability to deliver quality leads.

Page 14: Lead Generation Cycle:  how to create a healthy pipeline

It’s Poll Time!

Page 15: Lead Generation Cycle:  how to create a healthy pipeline

Lead Generation CycleLead

Qualification

Lead Scoring

Lead NurtureRecycling

Demand Generation

Page 16: Lead Generation Cycle:  how to create a healthy pipeline

BudgetAuthority Need Timeframe

Lead Qualification Step

Page 17: Lead Generation Cycle:  how to create a healthy pipeline

In the very beginning you are working only with A.N. qualified leads. Otherwise you are very lucky Each stage of your lead management process should engage your leads to proceed to the next stageYou should contact at least 3 roles within 1 company. Sometimes you need to contact 50+ peopleDo not parachute on C-level if you don’t know them. Use elevator approach

What to do with A.N. Leads?

Page 18: Lead Generation Cycle:  how to create a healthy pipeline

Lead Generation CycleLead

Scoring

Lead Nurture

RecyclingDemand Generation

Lead Qualification

Page 19: Lead Generation Cycle:  how to create a healthy pipeline

Lead Scoring Sample – B.A.D.

Suspect Prospect Lead Opportunity Sale

Consider Investigate Evaluate Ready Purchase

20 70 100 130 200

Page 20: Lead Generation Cycle:  how to create a healthy pipeline

The score is not important, what matters is the hierarchy

A low score may not mean a bad lead, it could just need nurturing

Analyse score algorithms against actual sales outcomes

3 conclusions on Lead Scoring

1

2

3

Page 21: Lead Generation Cycle:  how to create a healthy pipeline

Lead Generation CycleLead Nurture

Recycling

Demand Generation

Lead Qualification

Lead Scoring

Page 22: Lead Generation Cycle:  how to create a healthy pipeline

Lead Nurture Before deciding on the best method, let’s examine the most effective tools. Surprisingly, both Marketing Executives and Buyers agree on the two best.

Page 23: Lead Generation Cycle:  how to create a healthy pipeline

Lead Nurture Process

Page 24: Lead Generation Cycle:  how to create a healthy pipeline

Lead Generation CycleRecycling

Demand Generation

Lead Qualification

Lead Scoring

Lead Nurture

Page 25: Lead Generation Cycle:  how to create a healthy pipeline

Competitor activity, wrong

positioning, extra contacts,

dissatisfied customer?

Lead Recycling is the KeyNow let’s take a look at lead recycling. The dormant leads are re-engaged, nurtured if necessary, and handed back to your Sales Team as re-qualified leads.

Suspect Prospect Lead Opportunity Sale

Qualified lead

NurtureRe-sell, up-sell

or cross-sell

Re-engage

Gather intelligenc

e

Page 26: Lead Generation Cycle:  how to create a healthy pipeline

Decide who is Lead Gen guy in your teamSelect the industry and create a Dream List with clientsRealize your Lead Gen budgetSelect your Lead Gate and set a priorityCreate a campaign – set of opening activities and follow ups based on scoring and nurture approachesStart to execute it immediately

What to do on Monday?12345

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Page 27: Lead Generation Cycle:  how to create a healthy pipeline

Andrey DovganBusiness Development Director

[email protected]/andreydovgan

Contact Details