lead generation high performers: 7 lessons from the best
DESCRIPTION
Lead generation is one of the top priorities for marketers, yet many companies struggle to gain the attention of buyers and fill their pipelines with quality leads. ITSMA's report Lead Generation High Performers: 7 Lessons from the Best describes seven practices that distinguish the best-in-class from the also-rans.TRANSCRIPT
Lead Generation High Performers: 7 Lessons from the Best
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© 2011 ITSMA. All Rights Reserved. 2 Lead Generation High Performers: 7 Lessons from the Best | PN5077
Briefing Agenda
Priorities of B2B Marketers
Current Lead Generation Trends
Best Practices of Lead Generation
High Performers
ITSMA Upcoming Events
© 2011 ITSMA. All Rights Reserved. 3 Lead Generation High Performers: 7 Lessons from the Best | PN5077
Generating demand is at the top of the priority list for marketers in 2011
Rank
Marketing’s Top Priorities 2011 2010 2009 2008
1 2 4 3 Generating demand
2 1 1 2 Enabling the sales force
3 5 2 1 Differentiating/re-positioning the company, brand, or offerings
4 3 7 5 Developing thought leadership content that drives business
5 7 9 11 Measuring marketing’s impact on the business
6 6 6 10 Increasing focused marketing programs for vertical/industry
markets
7 16 11 8 Increasing use of Account-Based Marketing
8 17 17 12 Deepening customer insight to improve segmentation and
increase personalization
9 27 – – Building or enhancing a more effective lead management and
nurturing model
10 – – – Increasing cross-divisional marketing programs and messaging
(minimizing marketing silos)
Source: ITSMA, Budget Allocations and Trends: Key Metrics Survey, 2007, 2008, 2009, 2010, 2011
© 2011 ITSMA. All Rights Reserved. 4 Lead Generation High Performers: 7 Lessons from the Best | PN5077
Lead Quality, not Quantity
Data
Enhancement
Statistical
Lead
Scoring
Behavior-
based Lead
Nurturing
Lead Stage
Metrics
Sales and
Marketing
SLA’s
© 2011 ITSMA. All Rights Reserved. 5 Lead Generation High Performers: 7 Lessons from the Best | PN5077
Data
Enhancement
Statistical
Lead
Scoring
Behavior-based
Lead Nurturing
Lead Stage
Metrics
Sales and
Marketing
SLA’s
De
sc
rip
tio
n
Using services such
as Jigsaw and
DemandBase to
gather more
information about
the prospect and
company
Statistical approach
to discerning the
segments and
marketing activity of
customers, moving
away from educated
guesses
Nurturing based on
prospect interest,
behavior and more
defined segments
Refining
measurement to
track prospects and
accounts through
the funnel.
Defining not only
what constitutes a
lead but SLAs in
place for lead
follow-up
Im
plic
atio
ns
Form capture /
intelligent
progressive profiling
Nurturing and
scoring should
change based on
deep knowledge of
prospect
Data hygiene
Alignment with
teleprospecting
resources
Gain insight into
marketing activities
that produce
customers
Evaluation of the
B2B buyers’ journey
in terms of
individual prospects
versus account level
activity
Dynamic approach
based on deeper
knowledge of the
target and programs
that work
Requires more high
value content based
on buyer’s journey,
verticals, personas,
etc.
Everyone gains a
better understand of
the funnel,
marketing and sales
stages and their
respective roles in
generating a sale
Lead nurturing and
pipeline
acceleration
activities become as
important as lead
generation
Targeted feedback
to marketing on lead
quality provides
input to lead scoring
and nurturing
programs
© 2011 ITSMA. All Rights Reserved. 6 Lead Generation High Performers: 7 Lessons from the Best | PN5077
As a lead generator do you ever feel like this? It’s hard work! That’s why ITSMA conducted the Lead Generation Practices Survey.
© 2011 ITSMA. All Rights Reserved. 7 Lead Generation High Performers: 7 Lessons from the Best | PN5077
Our mission with the Lead Generation Practices Survey was to find out what the top performers are doing differently. Here’s what we found:
Source: ITSMA and RainToday Lead Generation Practices Survey, 2010
High
Performers
Average
Performers
Below Average
Performers 15% 67% 18%
© 2011 ITSMA. All Rights Reserved. 8 Lead Generation High Performers: 7 Lessons from the Best | PN5077
#1: High performers segment based on deep knowledge of their target markets
Source: ITSMA and RainToday Lead Generation Practices Survey, 2010
© 2011 ITSMA. All Rights Reserved. 9 Lead Generation High Performers: 7 Lessons from the Best | PN5077
#2: High performers conduct formal research, in addition to other tactics, to gain a deep understanding of their target markets’ needs
Source: ITSMA and RainToday Lead Generation Practices Survey, 2010
© 2011 ITSMA. All Rights Reserved. 10 Lead Generation High Performers: 7 Lessons from the Best | PN5077
#3: High performers proactively tap their network and current clients to create referrals
Source: ITSMA and RainToday Lead Generation Practices Survey, 2010
© 2011 ITSMA. All Rights Reserved. 11 Lead Generation High Performers: 7 Lessons from the Best | PN5077
#4: High performers use content that is relevant, provide proof points, and build credibility
Source: ITSMA and RainToday Lead Generation Practices Survey, 2010
© 2011 ITSMA. All Rights Reserved. 12 Lead Generation High Performers: 7 Lessons from the Best | PN5077
#5: High performers use offers and “live” experiences to generate leads
Source: ITSMA and RainToday Lead Generation Practices Survey, 2010
© 2011 ITSMA. All Rights Reserved. 13 Lead Generation High Performers: 7 Lessons from the Best | PN5077
#6: High performers use two of the most effective tactics—presenting at events and making “warm” phone calls
Source: ITSMA and RainToday Lead Generation
Practices Survey, 2010
© 2011 ITSMA. All Rights Reserved. 14 Lead Generation High Performers: 7 Lessons from the Best | PN5077
#7: High performers measure their
progress at each stage of the pipeline,
in addition to the number of leads
generated, closed deals, and revenue
Source: ITSMA and RainToday Lead Generation Practices Survey, 2010
© 2011 ITSMA. All Rights Reserved. 15 Lead Generation High Performers: 7 Lessons from the Best | PN5077
The overall challenge is to improve relevancy early in the buying process and greater intimacy at the back end to increase loyalty and trust
Buying
Process
Relationship
Stages
Stage 5.
LOYALTY
Post-Purchase
Evaluation
Evaluate
satisfaction
Measure
value delivered
Stage 4.
CONFIDENCE
Selection and
Purchase
Select the
provider
Negotiate
the contract
Ultimate
sign-off
Stage 3.
INTEREST
Alternative
Evaluation
Finalize the
short list
Solicit
proposals
Evaluate
alternatives
Stage 2.
AWARENESS
Search
Clarify
objectives
and solution
specifications
Identify
alternatives
(short list)
Stage 1.
EPIPHANY
Need
Recognition
Explore the
possibilities
Identify a need
or opportunity
Stage 6.
TRUST
Partnership
Explore
mutually
beneficial
initiatives
Provide
advocacy
Marketers must focus on customer
relevance and intimacy!
© 2011 ITSMA. All Rights Reserved. 16 Lead Generation High Performers: 7 Lessons from the Best | PN5077
View other ITSMA Research and Briefings on Lead Management and Other Topics
Lead Generation Benchmark
Report: How the Best Firms
Fill the Pipeline, 2010
ITSMA and RainToday.com
Lead Generation Survey http://www.itsma.com/category/research/page/2/
To sign up for a Trial Membership to access ITSMA Research
visit http://www.itsma.com/access/login.asp
To view more detail on the following studies visit:
How to Successfully Navigate
the Four Stages of
Lead Management Maturity http://www.itsma.com/category/research/
B2B Services and Solutions
Lead Management Benchmarks http://www.itsma.com/category/research/
© 2011 ITSMA. All Rights Reserved. 17 Lead Generation High Performers: 7 Lessons from the Best | PN5077
Upcoming events enable marketers to explore best practices, sharpen skills, and network with peers
ITSMA’s 2012
State of the Marketing
Profession Address –January 24 | Web Briefing |
Online 6:00 am Eastern – 12:00 pm Central
Europe – 4:30 pm India
–January 25 | Web Briefing |
Online 8:00 am Pacific – 11:00 am Eastern
– 16:00 London
www.itsma.com/events