Zina Manda, Mardev

>> www.mardev.com

> 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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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

email

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?