Download - Zina Manda, Mardev
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> business targeting > demand generation > lead acquisition> business targeting > demand generation > lead acquisition
Demand GenerationBeyond Awareness
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> business targeting > demand generation > lead acquisition> business targeting > demand generation > lead acquisition
What We Will Be Exploring…
• What is a “lead”– …and what is involved with generating one?
• What is online lead generation– …and where does it fit in the customer’s buying cycle?
• How to find a lead online– Some lead generation strategies and how they work
• The value of a lead – Scoring and nurturing your leads to improve ROI
Overview
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> business targeting > demand generation > lead acquisition> business targeting > demand generation > lead acquisition
What currently passes for a lead?
• A business card collected at a trade fair• A scanned badge• A page view• A Click-through• A download of a Whitepaper• £10 a lead
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> business targeting > demand generation > lead acquisition> business targeting > demand generation > lead acquisition
Is this a problem?
• Does any one activity represent proper engagement?
• Has the lead been qualified?
• Will the leads be followed up?
• How will you ensure that the lead is followed up, conversion to sales is monitored and return on marketing investment is measured?
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> business targeting > demand generation > lead acquisition> business targeting > demand generation > lead acquisition
Working with sales
• 52% of all marketers admit that they do not collaborate with sales when defining what a lead means.
• Collaboration with sales is essential to define a qualified lead.
• The trick is to introduce the prospect to the sales person when they are ready to buy.
• Mistiming will result in a failed sale, and an unhappy sales person.
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> business targeting > demand generation > lead acquisition> business targeting > demand generation > lead acquisition
…And Where Does It Fit In The Customer’s Buying Cycle?
WHAT IS “ONLINE DEMAND GENERATION”
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> business targeting > demand generation > lead acquisition> business targeting > demand generation > lead acquisitionWhere Does Lead Generation Fit In TheCustomer’s Buying Cycle?
DecidingPurchase
Awareness
Intent
Need felt
Specifications
being defined
Target Group
Customer
Lead Gen Fit
Advertising/promotion Lead generation
Need not
strongly felt
Identifying Suppliers
Decision made
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> business targeting > demand generation > lead acquisition> business targeting > demand generation > lead acquisitionConducting a Continuous Conversation With Your Customers is Critical!
DecidePurchase
Awareness
Intent> Webpage / SEO
> Banner ads> Sponsored
content> Print ads> Newsletters> Events
> Rich media banners> Partner mailings> Inserts> Response cards> Sponsored email> Whitepapers
> Webcasts> Referrals> Listing> Quotes
> E-Commerce> Direct
Target Group
Customer
Lead Gen Fit
Advertising/promotion Lead generationWhat you
can do!
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> business targeting > demand generation > lead acquisition> business targeting > demand generation > lead acquisition
Future Campaigning
• Agree lead qualification and audience criteria with sales• Create library of engagement content• Launch online campaign, SEO/SEM, email, e-
newsletters, advertorial, Online PR, Social networking campaign, to fill the top of the sales funnel.
• Drive traffic to engaging and educational content.• Monitor and score response to determine development
of lead towards a sale – Nurture• Confirm that score is equal to ready to buy and pass to
sales team for conversion.
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> business targeting > demand generation > lead acquisition> business targeting > demand generation > lead acquisition
Moving Up The Lead Value Chain
Lead Definition Lead Generation Process # of leads Lead Characteris
tics
Sales Opportunity – ready to buy
- Largely sales force task Low Hot
Pre-qualified lead – some information known about purchasing requirements
- High degree of interaction required with prospects, integration of online and offline channels to identify prospective need. May include email, online, telemarketing, direct mail.
Medium to Low
Warm
Prospects – indicated definite interest
- Search
- Permission marketing
High to Medium
Warm
Profiled Suspects – higher propensity to purchase
- Segmentation, modelling of databases- richer demographics or information
High Cold to Lukewarm
Suspects - Lists with some demographics High Cold
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> business targeting > demand generation > lead acquisition> business targeting > demand generation > lead acquisition
Integrated marketing activity.
To focus on increasing/improving ROMI
To ensure measurability and accountability.
To utilize technology to ensure we produce reactive, transparent, fully optimised campaigns.
Solution Objectives
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> business targeting > demand generation > lead acquisition> business targeting > demand generation > lead acquisition
Lead Generation - Tactical
leads
prospects
Campaign Objectives
Lead definition & qualificationwhitepaper download, appointment
Target audience company size, business sector, job title
Collateral Creationcase study, whitepapers, webinars
Channel Selectionemail, digital, telemarketing
Analyse, Optimise and Adapt what’s working – increase what’s not, adapt or switch off
Deliverablesvolumes, timescales, CPL reporting
telemarketing
r e
s o
u r
c e
o
p t
i m i
s a
t i o
n
Reporting
nurtureOnline
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> business targeting > demand generation > lead acquisition> business targeting > demand generation > lead acquisition
Campaign example
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Telephone to Qualify
LEAD meets Gold criteria
i.e 500+ pc’s and B.A.N.T
LEAD meets Silver criteria
i.e 50 – 499 pc’s and A+N - T
Pass to Sales
Invite to seminar/live event
Email with whitepaper
Email with case study
Invite to webinar
NU
RT
UR
E
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> business targeting > demand generation > lead acquisition> business targeting > demand generation > lead acquisition
Lead Generation - Strategic
>> Drive a targeted audience to a bespoke microsite dedicatedto engaging prospects around specific propositions
>> Once on the microsite, some prospects will readily complete a form indicating their specific and time-bound interest -most prospects will not
>> To drive demand and capture interest over a period of time with future prospects, we will observe the detailed digital footprint of the non responder and nurture their interest via:
completed forms white papers downloads pattern of clicks what they looked at how long they spent on the site
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> business targeting > demand generation > lead acquisition> business targeting > demand generation > lead acquisition
Micro
site Exam
ple
How to find a lead
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> business targeting > demand generation > lead acquisition> business targeting > demand generation > lead acquisition
branding / sponsored message
video of presentation
submit questions
slides of presentation
Exam
ple
How to find a lead
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> business targeting > demand generation > lead acquisition> business targeting > demand generation > lead acquisition
Telemarketing
DYNAMIC MICROSITE WhitepapersCase studiesCompetitionsBlogsForumsWebinarsPodcastsRFQ
SEO/PPC
SocialNetworking
Onlineinventory
Gold Leads
Silver Leads
Bronze Leads
Emails &Newsletters
NURTURE
PROGRAMME
Pass to Field Sales
Nurture
FURTHER QUALIFICATION •Budget•Authority•Need•Timescales
TRACKING & SCORINGMonitor level of interest based on •Email opens,•visits to microsite •Downloads•Reading/Posting on Blogs
Strategic Campaign workflow example
Advertising
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> business targeting > demand generation > lead acquisition> business targeting > demand generation > lead acquisition
Ford – Awareness / Lead Generation• Company: Ford • The Goals:
– Increase awareness– Generate requests for a test drive
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> business targeting > demand generation > lead acquisition> business targeting > demand generation > lead acquisition
Ford Campaign…
• Expandable Skyscraper ad– When rolled over
with cursor, the ad expands
Expandable
Skyscraper Ad
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> business targeting > demand generation > lead acquisition> business targeting > demand generation > lead acquisition
Ford Campaign…
Animation / 8 sec. commercial
• Click through to the Ford mini-site for a short video and further information
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> business targeting > demand generation > lead acquisition> business targeting > demand generation > lead acquisition
Ford Campaign… • Asking for the lead!
– Three lead generation calls to action:
Keep me informed Request a brochure Request a test drive
Brochure Request Form
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> business targeting > demand generation > lead acquisition> business targeting > demand generation > lead acquisition
Scoring and Nurturing Leads to Improve ROI
THE VALUE OF A LEAD
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> business targeting > demand generation > lead acquisition> business targeting > demand generation > lead acquisition
Scoring and Nurturing Your Leads Can Significantly Improve Sales…
DevelopEducateAttract Sell
Qualified /Unqualifie
dFilter
Scoring & Nurturing
Lead Nurturing
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> business targeting > demand generation > lead acquisition> business targeting > demand generation > lead acquisition
Next steps
• Back end to manage the lead collection process– To Cleanse & Score – To Filter & TRACK leads– To provide infrastructure for scaling
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> business targeting > demand generation > lead acquisition> business targeting > demand generation > lead acquisition
Integrated Demand Generation Platform
CRM Common analytics platform across all marketing channels
Segmentation, Profiling, and Analytics
Individual Marketing channels
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Event-based, multi-step, multi-channel automationMarketing Automation
Command & controlMarketing Intelligence Dashboard
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> business targeting > demand generation > lead acquisition> business targeting > demand generation > lead acquisition
Summary: Online Demand Generation Think about…
…Lead Definition - your definition of a ‘qualified’ lead could have a bearing on the success of your campaign and conversion to sales
…Customer Buying Cycles - understanding where a customer is within their buying cycle will determine how you respond to them
…Lead Generation Strategies - key factors which can affect customer response and the strategies used to engage them
…Lead Quality - understanding the customer’s desire for your product, their intention to buy and how you intend to nurture them
…Measures of Success - what does success look like and how will you measure it…volume of leads, quality of leads, cost per lead?
The items highlighted above will help drive better
quality leads and higher conversion to sales
Lead Generation Summary
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> business targeting > demand generation > lead acquisition> business targeting > demand generation > lead acquisition
Questions?