the power of lead generation
DESCRIPTION
The Power of Lead Generation. Mike Krell, Innova Marketing Group. The Buying Process has Changed. Buyers are in more control There are more decision makers and influencers…and they are talking to each other! 85% of buyers research a product on the web before making a purchase. - PowerPoint PPT PresentationTRANSCRIPT
Innova Marketing Group
The Power of Lead GenerationMike Krell, Innova Marketing Group
Innova Marketing Group
The Buying Process has Changed Buyers are in more control There are more decision makers and influencers…and
they are talking to each other! 85% of buyers research a product on the web before
making a purchase
Wouldn’t it be great to engage these buyers when your company name is top
of mind?
Innova Marketing Group
So What are the Steps?Generate Awareness
Develop a RelationshipGather Names
InteractNow you have a prospect
Nurture until they are readyNow you have a leadQualify by a human
Now you have an opportunityEngaged by sales
Now you have a customer
Innova Marketing Group
So What are the Steps?Generate Awareness
Develop a RelationshipGather Names
InteractNow you have a prospect
Nurture until they are readyNow you have a leadQualify by a human
Now you have an opportunityEngaged by sales
Now you have a customer
Come to us by name, brand or word of mouth
Innova Marketing Group
So What are the Steps?Generate Awareness
Develop a RelationshipGather Names
InteractNow you have a prospect
Nurture until they are readyNow you have a leadQualify by a human
Now you have an opportunityEngaged by sales
Now you have a customer
Develop a relationship based
on trust
Innova Marketing Group
So What are the Steps?Generate Awareness
Develop a RelationshipGather Names
InteractNow you have a prospect
Nurture until they are readyNow you have a leadQualify by a human
Now you have an opportunityEngaged by sales
Now you have a customer
Names are just names
Innova Marketing Group
So What are the Steps?Generate Awareness
Develop a RelationshipGather Names
InteractNow you have a prospect
Nurture until they are readyNow you have a leadQualify by a human
Now you have an opportunityEngaged by sales
Now you have a customer
They interact with you
Innova Marketing Group
So What are the Steps?Generate Awareness
Develop a RelationshipGather Names
InteractNow you have a prospect
Nurture until they are readyNow you have a leadQualify by a human
Now you have an opportunityEngaged by sales
Now you have a customer
Meaningful interactions, qualified
demographics
Innova Marketing Group
So What are the Steps?Generate Awareness
Develop a RelationshipGather Names
InteractNow you have a prospect
Nurture until they are readyNow you have a leadQualify by a human
Now you have an opportunityEngaged by sales
Now you have a customer
Show buying signs or significant interaction
Innova Marketing Group
So What are the Steps?Generate Awareness
Develop a RelationshipGather Names
InteractNow you have a prospect
Nurture until they are readyNow you have a leadQualify by a human
Now you have an opportunityEngaged by sales
Now you have a customer
Qualify as a real sales lead
Innova Marketing Group
So What are the Steps?Generate Awareness
Develop a RelationshipGather Names
InteractNow you have a prospect
Nurture until they are readyNow you have a leadQualify by a human
Now you have an opportunityEngaged by sales
Now you have a customer
Accepted and actively worked by
sales
Innova Marketing Group
Qualification Based on Responsiveness
2 min 4 min 6 min 8 min 10 min 12 min 14 min 16 min
The sooner a prospect is contacted after a web visit,
the more likely they can be qualified because yourcompany / solution is top of mind
Follow-up with a phone call and an email
Innova Marketing Group
Strike While the Iron is Hot
The odds of connecting with a prospect are 10X greaterif you contact them within one hour of their web visit!
Hours after a prospect shows interest
MIT Sloan School of Mgmt.
Innova Marketing Group
Lead Generation = CallerID for your Website
Drive more traffic to your site by delivering relevant content
Gather lead information when they visit your site Set alerts to trigger sales activities when customers are
ready to buy Close more business
=
Innova Marketing Group
Generate Intelligence from Multiple Source Leads
AnonymousTracking
“Domain information”
• Company name• Location• Page views• Page duration• Number of visits• Referring website• Search terms
(each individual anonymous visitor)
Conversion via clicking a link in an email or form fill
Known VisitorTracking
What You Know
• Name & email• Company name• Location• Page views• Page duration• Downloads• Number of visits• Referring website• Search terms• Campaign membership• Email responses• Lead scores
Anytime a visitor comes to your website, tracking resumes… from
email, organic, search, etc.
Anonymous Historytransfers on conversion
Innova Marketing Group
Alert Sales When Customers are Ready
Real time alerts to close sales
Summary alerts for daily/weekly review
Anonymous summary for website visibility
Campaign alert for customer campaign’s
Innova Marketing Group
How Does Innova Help?
Innova Marketing Group Helps you scope the problem Works with you to develop a strategy Architects the execution plan Authors the email and website content Works with you to prepare your website Executes the plan
Delivers results
