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b2b
                                                        lead generation
                                                                                    Feeding the funnel
© 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
marketing & sales
       alignment
© 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
obstacles
too few
                                                leads
© 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
too many
                                                leads
© 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
cherry-picking
                                                leads
© 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
poor quality
                                                leads
© 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
qualify
→ nurture
do they meet sales
                                  criteria
© 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
are they ready to
                                                buy?
© 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
reputation
→ demand
building the brand




    reputation
        management
© 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
positionning your business
                                                    as an expert in your field

          thought
   leadership
© 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
building a prospect pool




                                      demand
                                         creation
© 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
process
1
          attract




 lead development
                                         process
© 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
1                                      2
          attract                                identify




 lead development
                                         process
© 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
1                                      2                                         3
          attract                                identify                                   qualify




 lead development
                                         process
© 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
1                                      2                                         3            4
          attract                                identify                                   qualify     nurture




 lead development
                                         process
© 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
1                                      2                                         3            4         5
          attract                                identify                                   qualify     nurture   release




 lead development
                                         process
© 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
1
attract
Website

          Corporate blog




                           22
23
validate before you
                                     engage
© 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
2
identify
Website

               Corporate blog




Sign-up form




Database


                                26
© 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
white papers
                                                                                                            webinars
                                                                                                              reports
                                                                                                              studies
                                                                                                         newsletters
                                                                                                               events


                                              content
© 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
3
qualify
Role in decision
                                                                           Stage of buying cycle
                                                                           Scope of opportunity




                                                        qualify
© 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
qualify
© 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
qualify
© 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
qualify
© 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
4
nurture
nurture
© 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
white papers
                                                                                                            webinars
                                                                                                              reports
                                                                                                              studies
                                                                                                         newsletters


                                              content
© 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
white papers
© 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
newsletters
© 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
mail
© 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
creating
          relevance
© 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
want relevant to their
                                                                        82%
                                                  industry

                                                                                                        Source:MarketingSherpa
© 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
want relevant to their
                                                                        67%
                                               job function

                                                                                                        Source:MarketingSherpa
© 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
want relevant to their
                                                                        49%
                                              company size

                                                                                                        Source:MarketingSherpa
© 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
want relevant to their
                                                                        29%
                                                geography

                                                                                                        Source:MarketingSherpa
© 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
b2b
→ b2me™
1:1               content
know each                enlighten,
 customer                engage, inform




     expertise
        right for "me"
Operations
 Technical
Purchasing
   Finance
Operations
    Legal
   C-suite
Search for your brand



          Visit your booth
                                                                                Visit a web page        Download a white-paper   Sign-up for a newsletter



            +3                                  +5                                 +1                     +5                            +1


                                                                                                                   lead
                             scoring
© 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
5
release
qualified
→ accepted
ready to
                                                      buy!
© 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
all
→ together
keywords


                                                       Web media
                        Direct mail

                                                                            Social media           Email campaign


Trade publications


   ATTRACT               Trade shows

                                                      database


    NURTURE




                                                                            Information mailouts

                                  Event invitations

                                                                                                        blog
         White papers                                   Newsletter series
impact
+263%
                                Increase in lead database



© 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
+112%
                                increase in sales for 2011



© 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
occupancy rate in QC
                                                               No1


© 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
Thank
  you
STRATEGIES
Relationship Marketing



                         mmorin@strategies.ca
                                 Mark_morin
                           www.strategies.ca



   contact

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B2B Lead Generation - Feeding the Funnel

  • 1. b2b lead generation Feeding the funnel © 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
  • 2. marketing & sales alignment © 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
  • 4. too few leads © 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
  • 5. too many leads © 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
  • 6. cherry-picking leads © 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
  • 7. poor quality leads © 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
  • 9. do they meet sales criteria © 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
  • 10. are they ready to buy? © 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
  • 12. building the brand reputation management © 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
  • 13. positionning your business as an expert in your field thought leadership © 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
  • 14. building a prospect pool demand creation © 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
  • 16. 1 attract lead development process © 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
  • 17. 1 2 attract identify lead development process © 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
  • 18. 1 2 3 attract identify qualify lead development process © 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
  • 19. 1 2 3 4 attract identify qualify nurture lead development process © 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
  • 20. 1 2 3 4 5 attract identify qualify nurture release lead development process © 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
  • 22. Website Corporate blog 22
  • 23. 23
  • 24. validate before you engage © 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
  • 26. Website Corporate blog Sign-up form Database 26
  • 27. © 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
  • 28. white papers webinars reports studies newsletters events content © 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
  • 30. Role in decision Stage of buying cycle Scope of opportunity qualify © 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
  • 31. qualify © 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
  • 32. qualify © 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
  • 33. qualify © 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
  • 35. nurture © 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
  • 36. white papers webinars reports studies newsletters content © 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
  • 37. white papers © 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
  • 38. newsletters © 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
  • 39. mail © 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
  • 40. creating relevance © 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
  • 41. want relevant to their 82% industry Source:MarketingSherpa © 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
  • 42. want relevant to their 67% job function Source:MarketingSherpa © 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
  • 43. want relevant to their 49% company size Source:MarketingSherpa © 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
  • 44. want relevant to their 29% geography Source:MarketingSherpa © 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
  • 46. 1:1 content know each enlighten, customer engage, inform expertise right for "me"
  • 48. Operations Legal C-suite
  • 49. Search for your brand Visit your booth Visit a web page Download a white-paper Sign-up for a newsletter +3 +5 +1 +5 +1 lead scoring © 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
  • 52. ready to buy! © 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
  • 54. keywords Web media Direct mail Social media Email campaign Trade publications ATTRACT Trade shows database NURTURE Information mailouts Event invitations blog White papers Newsletter series
  • 56. +263% Increase in lead database © 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
  • 57. +112% increase in sales for 2011 © 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
  • 58. occupancy rate in QC No1 © 2011 Strategies Marketing Direct - all rights reserved. No reproduction without written permisssion
  • 60. STRATEGIES Relationship Marketing mmorin@strategies.ca Mark_morin www.strategies.ca contact