2. We are now expanding
our offering...
Our bespoke model takes a direct approach to
marketing and lead generation, which integrates
with and supports the B2B sales activity
of our clients.
This introduction to PETE and its benefits will
explain how it works and how it can be applied
to improve the efficiency and output of your
existing sales team.
1
We are a long established
and successful marketing agency
with offices in London and Leeds.
Our multi-million pound
turnover company has clients
like Oxfam, Nestlé and Morrisons
to name just a few.
1
3. 2B2B Lead Generation is...
Using a variety of engagement methods,
a product or service can be introduced to
and understood by a decision maker enabling
your sales team to talk with the right people
at the right time.
As a result of engagement, lead generation
also raises brand awareness and increases
a company’s presence within a market place.
...
the identification and engagement
of potential new customers.
7. 6Data
Profiling
Taking blank company
records and turning them
into prospects with accurate
contact information.
Segmentation
Separating data
geographically, by industry,
or by business size.
Content Hierarchy
Identifying who does
what in which department?
Minimising Waste & Maximising Opportunity
8. A prospect can be
anything from a
decision makers name
to a fully profiled
record with detailed
company information
and contact details.
Prospects are all
treated as individuals
in order to fully
understand what,
why, when and how
they buy a product or
service and who they
buy it from.
PETE helps us
understand
the importance
of building strong
prospect relationships
to maximise sales.
Prospects are not created overnight
...they are nurtured over time
7Prospects
9. 8Prospects
Prospect
pros·pect/präs pekt/
NOUN: The possibility
or likelihood of some
future event occurring.
Customer
cus·tom·er/ ’k st m r/
NOUN: A person or
organization that buys
goods or services from a
store or other business.
However, PETE
believes that prospects
convert to customers
but equally customers
never stop being
prospects.
10. An intensive nurture programme using a variety of communication methods.
Pete takes a rigourous approach aimed at converting prospects
into customes within an existing sales channel.
Phone Direct Mail Email
@
9Engagement
11. 10A Good Lead Is...
High quality sales
opportunity for
you, resulting in an
increased chance
of conversion.
A prospect who understands
the product or service
Constructive interaction
with prospect
Feedback to the client of
the engagement process
Knowledge of what
we are offering
Understanding a prospects
requirements and when
they want to buy
12. 11Tracking
Tracking starts the moment
a prospect is created within
the database.
Using the database as a
tool we can track all future
engagements so contact
will always be made at the
correct point in time.
After contact between
yourselves and the prospect
has been made we then
gather findings from both
sales channel and customer
by way of feedback calls.
What’s Worked,
What’s Not Worked
and Why?
PETE includes
tracking within its
model as it provides
the client with full
visibility into the entire
sales process.
13. 12Feedback Calls Part 1
What
was your
impression
of the sales
person?
Was
everything
discussed?
Do you
require
additional
contact?
What
was your
impression
of the product
or service?
Did you buy?
What did
you buy?
How would
you rate the
meeting out
of 10?
Prospect Feedback Calls
We believe that tracking a customer’s impression
of a sales meeting increases visibility into what
was effective and what wasn’t. It gives a client
valuable insight into how their product/service
is perceived within the market and how their
sales team have performed.
Most sales teams do
not have the time to get
direct feedback from their
sales meetings, especially
in instances where a sale
hasn’t been made.
This is where
we come in
...
Following each and every
appointment we have
generated we will always
ensure that we complete
a ‘Feedback Call’ with
all individuals involved
in the meeting to gather
unbiased information
from both sides.
14. 13Feedback Calls Part 2
How would
you approach
this prospect
in the future?
Did we fairly
represent
your business?
Was the
lead detailed
enough?
Do we need
to re-contact
the prospect?
Did they buy?
What did
they buy?
Client Feedback Calls
It gives us chance to get feedback from the
client and to gather their impressions on how
the meeting went. It gives us scope to then map
future approaches and make suggestions about
how things can be improved throughout each
stage of the process.
15. 14Evaluation
PETE evaluates the entire
sales process from start
to finish.
Evaluating results and
findings helps us to
understand customer
response and what
is most effective.
The evaluation process also
helps to reduce potential
wastage and adapt future
approaches to best
suit prospects needs
and requirements.
Analysing the
Past to Map
the Future
Evaluation enables
us to take fact based
knowledge and turn it
into successful future
marketing initiatives
16. 15What We Track and Evaluate
Track Evaluate
Quality ControlCampaign activity
Client ReportsCustomer response
Market MappingE-mail follow-ups
Process EfficiencyCustomer feedback calls
Tracking and evaluation are vital to our
PETE model. They are essential tools
in our lead generation process and they
effectively provide us with important
information to be able to formulate
future approaches...
17. Prospect
Recycling
e.g. Mr X re-enters
pipeline for future
opportunity
16What We Track and Evaluate
Profiled Prospects
e.g. Mr X - MD at
eXample Ltd.
Data
e.g. List of
1000 companies
Evaluation
e.g. Analysis of Mr X’s
overall impression
of his experience.
Engagement
e.g. Phone; e-mail; direct
mail contact with Mr X
Sale
e.g. Meeting with sales
channel has led to Mr X
buying product/service
Tracking
e.g. Gathering Mr X’s
overall impression
of his experience
Customer
e.g. Mr X becomes
customer and enters
existing sales database
18. 17Working With You
We will sit down with you prior to
the start of any campaign and get a
detailed understanding of your aims
and objectives, the target market,
competitor activity, exactly what you
want to achieve and exactly what
it’s going to take to get there.
We will be completely flexible in our
approach; if you feel changes need
to be made to suit your needs we
will always accommodate them.
We will help plan future marketing
initiatives with you; if you need
any advice or guidance on how to
approach new campaigns or how
to maximise customer response
we will be more than happy to offer
our expertise if required.
We will provide you with visibility of
how we are operating and constantly
feedback the responses we are getting
from the marketplace.
We will have a complete open door
policy; meaning you can come and
see how we are operating first hand
at anytime that suits you.
We aim to create a strong ‘working partnership’
between PETE and our clients; your message
is our message and your goals are our goals.”
19. 18Creative Campaigns
Email
and
Direct
Mail
Raise brand
awareness
Increased
inbound
response
Communicates
with the
right people
Creatively
engages a
prospect
Ability to
track a
campaign
Multiple
Formats
A cost effective
way of passing the
message to more
prospects
At Live and Breathe we are
experts in creative marketing
and PETE is a natural extension
of our service offering.
Whilst most traditional Lead
Generation companies will
also run campaigns to increase
market activity on a product, our
credentials make us best suited
to offer such a service.
20. 19Creative Campaigns
With our expertise on key touch points,
our knowledge of what makes certain
markets tick and with the influence from
our design team, we are able to run
smooth and successful campaigns that
show a market’s true potential and allows
you to stay ahead of the competition.
