1. Lead Generation for the real world
SESSION: AP090

2. X
Marketing

3. 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

4. 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

6. 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

7. 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

8. 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

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

10. 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

11. 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

12. 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

13. 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”

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

15. Lead Generation/Sales Funnel
Phone - Selling
Lead Generation Web - Phone
Target Market
10% opens % 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

16. 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

17. Lead Generation
Execution
Skills and Resources

18. Landing Pages Direct Mail E-Mail Webinar/ Seminar
Tele-Marketing
Webinar/
Seminar
Integration – Consistency - Frequency
Integration – Consistency - Frequency
Cut through
No 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

19. 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

20. Panel