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Lead Generation Cycle:
how to create a healthy pipeline
Andrey Dovgan
Business Development Director
Agenda
Why
Lead Gen is
Important
What to do
on Monday
Roles and
Processes
Seller / Buyer
Views
Lead Gen
Cycle
Q&A
Lead Generation Is an Issue
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Why this is so important?
1
If you can control
your lead gen
stream you can
manage your
growth
2
Service companies
usually don’t have
this competence
and without it are
fully dependent for
a vendor
Suspect to Sales Process: Buyer/Seller views
Suspect
Consider
Prospect
Investigate
Lead
Evaluate
Opportunity
Ready
Sale
Purchase
It’s Poll Time!
Lead Generation Cycle
Demand
Generation
Recycling
Lead Nurture
Lead
Qualification
Lead
Scoring
Demand Generation Step
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.
LinkedIn
Single
prospect
view
Website activity
Telemarketing
Creating a Dream List
Decide on industry focus or industry-related ad-hoc
process. You can’t work with general market – it’s too big
Study the industry and segment it to A/B/C
Decide whether you would like to target low hanging fruits
or big fishes
Collect information through LinkedIn and other public
social sources about contacts (roles, responsibilities,
interests, latest changes in a company)
Define a Vertical
Find a Lead Gate
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 combination
The very first task is to empower your gate with a list of
leads which you can move though funnel
And main question for you: what source will you select or
whether selected source can generate quality leads?
Key Tools
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.
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
It’s Poll Time!
Lead Generation Cycle
Lead
Qualification
Demand
Generation
Recycling
Lead
Scoring
Lead Nurture
Lead Qualification Step
Budget
Authority
Need
Timeframe
What to do with A.N. Leads?
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 stage
You should contact at least 3 roles within
1 company. Sometimes you need to
contact 50+ people
Do not parachute on C-level if you don’t
know them. Use elevator approach
Lead Generation Cycle
Lead
Scoring
Lead
Qualification
Demand
Generation
Lead Nurture
Recycling
Lead Scoring Sample – B.A.D.
20
Suspect
Consider
70
Prospect
Investigate
100
Lead
Evaluate
130
Opportunity
Ready
200
Sale
Purchase
3 conclusions on Lead Scoring
1
The score is not important, what matters
is the hierarchy
2
A low score may not mean a bad lead,
it could just need nurturing
3
Analyse score algorithms against actual sales
outcomes
Lead Generation Cycle
Lead Nurture
Lead
Scoring
Lead
Qualification
Recycling
Demand
Generation
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.
Lead Nurture Process
Lead Generation Cycle
Recycling
Lead Nurture
Lead
Scoring
Demand
Generation
Lead
Qualification
Lead Recycling is the Key
Now 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
Re-engage
Competitor activity,
wrong positioning,
extra contacts,
dissatisfied
customer?
Qualified
lead
Gather
intelligence
Re-sell,
up-sell or
cross-sell
Nurture
Sale
What to do on Monday?
1 Decide who is Lead Gen guy in your team
2 Select the industry and create a Dream List with clients
3 Realize your Lead Gen budget
4 Select your Lead Gate and set a priority
5 Create a campaign – set of opening activities and follow
ups based on scoring and nurture approaches
6 Start to execute it immediately
Contact Details
Andrey Dovgan
Business Development Director
[email protected]
uk.linkedin.com/andreydovgan
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