Lead Generation Cycle: how to create a healthy pipeline Andrey Dovgan Business Development Director

Why Lead Gen is Important Seller / Buyer Views Roles and Processes Lead Gen Cycle What to do on Monday Q&A Agenda

Lead Generation Is an Issue

Нет дефицита предложения

2 1 If you can control your lead gen stream you can manage your growth Service companies usually don’t have this competence and without it are fully dependent for a vendor Why this is so important?

Suspect to Sales Process: Buyer/Seller views SuspectProspectLeadOpportunitySale ConsiderInvestigateEvaluateReadyPurchase

It’s Poll Time!

Lead Generation Cycle Demand Generation Lead Qualification Lead Scoring Lead Nurture Recycling

LinkedIn Website activity Telemarketing Single prospect view 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. Demand Generation Step

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) Creating a Dream List

Define a Vertical

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? Find a Lead Gate

Key Tools , 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 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.

It’s Poll Time!

Lead Generation Cycle Lead Qualification Lead Scoring Lead NurtureRecycling Demand Generation

B udget A uthority N eed T imeframe Lead Qualification Step

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 What to do with A.N. Leads?

Lead Generation Cycle Lead Scoring Lead Nurture Recycling Demand Generation Lead Qualification

Lead Scoring Sample – B.A.D. SuspectProspectLeadOpportunitySale ConsiderInvestigateEvaluateReadyPurchase

The score is not important, what matters is the hierarchy A low score may not mean a bad lead, it could just need nurturing Analyse score algorithms against actual sales outcomes 3 conclusions on Lead Scoring 1 2 3

Lead Generation Cycle Lead Nurture Recycling Demand Generation Lead Qualification Lead Scoring

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 Demand Generation Lead Qualification Lead Scoring Lead Nurture

Competitor activity, wrong positioning, extra contacts, dissatisfied customer? 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. SuspectProspectLeadOpportunitySale Qualified lead Nurture Re-sell, up-sell or cross-sell Re-engage Gather intelligence

Decide who is Lead Gen guy in your team Select the industry and create a Dream List with clients Realize your Lead Gen budget Select your Lead Gate and set a priority Create a campaign – set of opening activities and follow ups based on scoring and nurture approaches Start to execute it immediately What to do on Monday?

Andrey Dovgan Business Development Director uk.linkedin.com/andreydovgan Contact Details