These are the slides from the November 21st presentation put on by Rob of PlusROI and Philippe of Hark & Company. Rob covers a practical overview of an "info-driven" lead generation process and Philippe presents the top 7 tools for moving leads through the funnel.

1. November 2012
Hark & Company
B2B growth for small tech firms

2.  Robert Cooper
A 12 year full time web marketing professional
who has worked with some of the web’s
biggest brands in B2B and B2C. Robert focuses
on highly measurable acquisition strategies.
 Philippe Taillefer
Senior business exec, investor and consultant
with extensive experience in B2B in Europe,
Asia and North America. Expert at growing
small B2B tech firms.
Hark & Company
B2B growth for small tech firms

3.  Provide an overview of the online areas to
consider as you “fill the funnel” with leads.
 Review top 7 tools to move leads through the
sales cycle.
 Create some discussion.
 Generate some practical ideas you can take
back to your business.
Hark & Company
B2B growth for small tech firms

4.  Principles are no different than offline:
1. Meet potential buyers.
2. Build credibility and trust.
3. Stay in touch until they’re ready to buy.
4. Be ready to close the deal when the time is
right.
5. Learn from your “mistakes,” build on your
successes.
Hark & Company
B2B growth for small tech firms

5.  Currently, B2B marketing has been labelled
as “inbound” or “outbound.”
 “Inbound” is the new name for what smart
marketers have been doing for years.
 A great strategy involves the best elements
of inbound, outbound and “nurturing.”
Hark & Company
B2B growth for small tech firms

6.  Find a topic you have in-depth knowledge on that
is of value to your market and is highly relevant to
your solution.
 Package it in a manner that will build trust and
credibility (high quality white papers, case studies,
presentations, articles, posts, etc).
 Leverage it to generate leads that you can contact
over time.
 Measure, track and optimize your efforts over time.
Hark & Company
B2B growth for small tech firms

7.  Sharing information without “gates” is the
best way of spreading it if your goal is
widespread awareness.
 Creating gates like signups both qualifies
those receiving your information and also
generates leads.
 A smart overall effort includes both.
Hark & Company
B2B growth for small tech firms

8.  Plastics recycling CEO presents at trade show on
profitable, cutting edge recycling initiatives within
injection moulding industry (for which they have
the best raw materials).
 Handout is a summary of the process. Handout
given out at presentation and at booth.
 Call to action on handout leads to landing page
with signup to get the White Paper the
summary/presentation was based on. This white
paper is definitely only of interest to qualified
potential leads.
Hark & Company
B2B growth for small tech firms

9.  Online PR initiative launched to get industry sites
talking about the White Paper/recycling process.
 Targeted online ads launched to promote the summary
and White Paper to qualified potential leads.
 Appropriate follow-up with leads by sales team.
 Ongoing newsletter launched to stay in touch and stay
top of mind (information + regular “soft” calls to
action).
 Results...
Hark & Company
B2B growth for small tech firms

10.  Over 500 leads signed up.
 New clients landed.
 2 new partnerships.
 Publication of White Paper in main industry
magazine (reaching over half the
addressable industry audience in North
America).
Hark & Company
B2B growth for small tech firms

11.  Focus on a topic that is of legitimate value to your
audience.
 Keep your education separate from your sales (i.e. Have
a “presented by” section at the end of your White Paper
but don’t try to weave in your sales message in the
main doc).
 Make the most of your investment in time/resources by
leveraging your information in multiple channels.
 Know your goals and measure them.
Hark & Company
B2B growth for small tech firms

12.  Set up your systems so you can track virtually
ALL sources of leads.
Analytics “campaign links.”
Adwords Conversion tracking.
Hark & Company
B2B growth for small tech firms

13.  Set Goals for all critical actions on your site.
(magic when combined with the URL builder campaign links).
Goal Overview
 Can then drill down into the details on
specific goal, keyword, referring site,
campaign id, etc, etc, etc.
 BTW, this is all free!
Hark & Company
B2B growth for small tech firms

14. Simplified:
 Structure your campaigns and lead generation
forms to capture all campaign data and pass it into
your CRM.
 This lets you measure cost per lead by campaign
AND, ultimately, ROI by campaign.
 This model is shared by virtually every company
that operates a successful, fully scaled lead-
generation program.
Hark & Company
B2B growth for small tech firms

15. Hark & Company
B2B growth for small tech firms

16.  Traditional presentations, tradeshows and
engagements.
 Online networking (forums, industry sites,
Linkedin).
 Guest blogging and thought leadership activities.
 Organic search (great with info strategy).
Hark & Company
B2B growth for small tech firms

17.  Linkedin Ads.
 Google Search Ads (virtually everyone can succeed at some
level).
 Google Display Ads.
 Google Remarketing Ads.
 Make sure to combine the above with persuasive, goal driven
site and/or a sound landing page strategy.
 Practice “cradle to sale” lead generation tracking and leverage
it for ongoing optimization by channel/campaign.
Hark & Company
B2B growth for small tech firms

18. Hark & Company
B2B growth for small tech firms

19.  Focus on Buyers
 Manage your Funnel
 Progress to Win
Hark & Company
B2B growth for small tech firms

20. Hark & Company
B2B growth for small tech firms

21. Hark & Company
B2B growth for small tech firms

22.  Budget
◦ “Have you allocated budget for this initiative?”
◦ “Are you prepared to move forward with this price range?”
 Authority
◦ “Who would have final say, or signing authority for this initiative?”
◦ “What about from a technical perspective?”
◦ “Who else is involved in the decision making process?”
 Need
◦ “What’s the driving factor behind this initiative?”
◦ “What does this project mean for you personally?”
 Timing
◦ “Is there a specific event that’s driving this initiative?”
◦ “What’s the launch or “go live” date?”
◦ “What happens if you chose not to proceed with any option?”
Hark & Company
B2B growth for small tech firms

23.  1% = Lead ($0)
___________________________________
 10% = BANT validated opportunity
 30% = Validated fit
 50% = Inside track/Access to power
 75% = Proposal requested & submitted
 90% = Verbal yes
 100% = Won
Hark & Company
B2B growth for small tech firms

24.  3:1 rule
 Any elephants in the room?
1% 10% 30% 50% 75% 90% 100%
Hark & Company
B2B growth for small tech firms

25.  Left – Right
◦ Right slant = start focussing on next quarter
1% 10% 30% 50% 75% 90% 100%
Hark & Company
B2B growth for small tech firms

26.  Left – Right
◦ Left slant = work hard to make this quarter
1% 10% 30% 50% 75% 90% 100%
Hark & Company
B2B growth for small tech firms

28. 1. Define sales objective 3. Brainstorm possible
◦ Product/Service actions
◦ Price 4. Implement best action
◦ Close date plan
2. Map influencers
◦ Name, title, location
◦ Role: economic, user, technical,
sponsor, opponent, coach
◦ Degree of influence
◦ Relationship to you
◦ Their personal objectives
Hark & Company
B2B growth for small tech firms

29.  Product/Market Fit
 Great people
◦ Hungry
◦ Smart
◦ Incentivized
 Discipline!
Hark & Company
B2B growth for small tech firms

30.  pt@harkandcompany.com
 250-507-8553
 www.harkandcompany.com
 Rob@PlusROI.com
 250-294-0915
 www.PlusROI.com
 Slides will be sent to attendees and, with your
permission, we’ll include you in our monthly
“Online Marketing Insights” newsletter.
Hark & Company
B2B growth for small tech firms