Lead Generation for the real world SESSION: AP090

X Marketing

What is a quality lead for YOU? BANT is not BANT Sales Lead Generation Status Quo Problem Opportunity Research Education Exploring Solutions Evaluation Selection What is a quality lead for YOU? BANT is not BANT Rainmakers Consultative Transactional

Matching of sales model with customer type Customer buys product’s intrinsic value Customer buys benefits and value creation Customer “partners” with large organisation Enterprise You prosper Consultative You break-even Transactional/Product Lose your shirt

Don’t stereotype – it depends HOW you sell and to WHOM Customer buys product’s intrinsic value Customer buys benefits and value creation Customer “partners” with large organisation Enterprise You prosper Office 365 in SMB Office 365 in complex apps Consultative You break-even Transactional Lose your shirt

Don’t stereotype – it depends HOW you sell and to WHOM Customer buys product’s intrinsic value Customer buys benefits and value creation Customer “partners” with large organisation Enterprise You prosper CRM on line for simple SFA CRM on line complex apps Consultative You break-even Transactional Lose your shirt

Don’t stereotype – it depends HOW you sell and to WHOM Customer buys product’s intrinsic value Customer buys benefits and value creation Customer “partners” with large organisation Enterprise You prosper Dynamics for departmental use Dynamics for Core SMB use Consultative You break-even Transactional Lose your shirt

Three Topics Lead Generation Lead Generation For Lead Generation For On Premise Lead Generation For Cloud offerings Lead Generation Execution Skills and Resources

Lead Generation for on-premise Lead Generation for on-premise Status Quo Problem Opportunity Research Education Exploring Solutions Evaluation Selection Building Relationship (5-7 touches) Ongoing activity - early stages of a sales cycle Clarity about objectives Differentiation is key - Competitive positioning Lead generation AND lead nurturing is an ongoing process Achieving sales productivity (lead to revenue) is a KPI The objective of lead generation is to optimise selling time

Lead Generation / Sales Funnel on Premise Selling Target Market 300 Contacts 5-15% hit BANT Qualification Evaluation Win 30 20 Sales Ready Lead 12 6 3 Marketing Execution Budget, Approx Budget $8K Win revenue $90K

Example for on premise Touch 1 Touch 2 Touch 3 Touch 4 Objective Introduction Engage Education/Nurture Convert Tactic Business Letter Call eDM Sales activity Core Message Workforce optimisation is top priority We want to meet you and share knowledge Here is a case study Business Case/ Needs development Call to Action Landing page (+download) Contact Meeting Phone call Demo4 Landing page BAU Volume Database ( 500) companies) Contacts (assuming 4% hitrate for appointments, 10% nurture) TBC (data count) BANT qualified leads Deliverables Letter copy Print and post Calling Guide/Training CRM set up Reporting 3 Landing pages 3 eDMs Timeframe Week 1 Week 2 and 3 Week 3 ongoing

Lead Generation for cloud offerings Status Quo Problem Opportunity Research Education Exploring Solutions Evaluation Selection Cost of sales = lead generation + sales Fundamentals: Coverage Lead Generation requires management of data as company IP Content Sharing information and being right is not necessarily persuasive Consistency Be there at the right time - demonstrate commitment/relevance Conversion Responsiveness and quality of service Outbound marketing mix - lead scoring based on “behavior”

SMB is big 1-5 employees 373200 61000 Retailers 5-10 employees 82700 49000 Construction 40000 Prof Scientific/Tech Svc 5-10 employees 82700 13500 Retailers 9200 Prof Scientific/Tech Svc 8800 Manufacturing 11-20 employees 44600 5800 Retailers 5100 Manufacturing 4900 Prof Scientific/Tech Svc

Lead Generation/Sales Funnel Phone - Selling Lead Generation Web - Phone Target Market 10% opens 2% clicks Landing page Conversion Win self-select Qualification, Demo qualification Try and buy 15000 Contacts Conversion Ready 1500 300 100 90 30 Marketing Execution Budget, Approx Budget $8K

Example Touch 1 Touch 2 Touch 3 Touch 4 Objective Awareness Education Engage Convert Tactic eDM Call Sales activity Core Message Microsoft on-line is here Better SFA is better business + offer We want to meet you See how you can imporove Call to Action Landing page (+download) Contact Landing page Meeting Phone call Demo Volume Database (1500 companies, 3000 contacts) 300 contacts + 60 contacts clicks (2%) and opens (10%) and prioritised accounts 4% hit BANT sales ready leads Deliverables 3 Landing pages 6 eDMs Calling Guide/Training CRM set up Reporting BAU Timeframe Week 1 Week 3 Week 3 and 4 ongoing

Lead Generation Execution Skills and Resources

Landing Pages Direct Mail E-Mail Webinar/ Seminar Tele-Marketing Webinar/ Seminar Integration – Consistency - Frequency Integration – Consistency - Frequency Cut through No email address First touches Coverage Frequency Content is must Measure of response Same look as website Conversion Measure of activity Industry specific Audience specific Follow-up of digital hand raise signal Sales activity eg appointment setting Personal touch Best as nurture activity Avoid for first contact Ideal forum for case studies Educational, Tribal Copy writing Messaging Layout Production Mailing Call to action Content (articles, case studies) Downloads Template Design Testing Data Mgmt Broadcasting Reporting Response Mgmt CRM update Data Capture Monitoring Calling guide Training /Briefing Coaching Daily performance mgmt Weekly reports Interaction with sales Invitation copy Invitation design Invitation broadcast Invitation follow up Venue mgmt AV requirements Registrations mgmt Presentations Follow up with call to action

mainly consultative sales Scale cloud based business Conclusions Treat Lead Generation as the beginning of the sales cycle Lead gen starts the conversation Sales Rep Validates Qualifies You manage a sales funnel Optimise on-premise, mainly consultative sales Lead gen interacts with target market Customer behavior Self – selects Self - qualifies Phone/web based Sales conversion process You manage conversion Scale cloud based business mainly transactional Leverage the Partner Marketing Centre to help you reach more potential customers https://partner.microsoft.com/Australia/salesmarketingsection

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