Join Ian Michiels, Principal Analyst at Gleanster Research for a primer on the terms, metrics, process, tools and tactics marketers need to understand and adopt as they increase their emphasis on lead generation.

1. Lead Generation A to Z Workshop #2 Lead Generation Quick Start Series

2. Lead Generation Quick Start Series Featuring: Ian MichielsPrincipal/Analyst Gleanster Research Moderator: Andrew Gaffney Editor of DemandGen Report

3. Welcome Webinar Attendees Your GoToWebinar Attendee Viewer is made of 2 parts: 1. Viewer Window 2. Control Panel Type your question here

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6. We also offer a menu of research and best practices reports

7. New audio/video podcasts at DemandGenReport.com @DG_Report linkd.in/DG_Specialists

8. The A-Z of Lead GenerationWorkshop #2 Ian Michiels Chairman of the Research Advisory Board, Gleanster Director, Marketsphere Marketing 5

9. Answers Galore… 6 How do we define lead generation today? What has changed in the last 5-10 years? What do I need to know about Lead Generation? What are Top Performing companies doing?

10. Wikipedia Lead generation is a marketing term that refers to the creation or generation of prospective consumer interest or inquiry into products or services of a business. 7 What is Lead Generation in 2011? “…the creation of prospective customer interest…”

11. How do we “create customer interest”? = Your marketing and sales must be: More Channels More Marketing + Relevant Positive Human 8

12. 9 The Secret to Lead Generation in 2011 It’s not about interrupting people with marketing messages… It’s about having a conversation. Engage your target audience.

13. 10 A-Z Concepts Lead Generation Cheat Sheet Key Concepts Flash Cards

15. Buying Cycle

16. Sales Cycle

17. Inquiry

18. MQL

19. SAL

20. SQLThe Birds Eye View of Lead Generation Customer Lifecycle Buying Cycle Sales Cycle Service When the prospect purchases they become a customer , requiring ongoing service and support. Customers can also be nurtured to encourage up-selling and cross-selling. Inquiry. (Unknown buying intent) Sales Accepted Lead (SAL) = Prospect Marketing Qualified Leads (MQL). Sales Qualified Lead (SQL) = Valid Opportunity Leads Prospects Customers

21. 3 Critical to Success Rules for Demand Generation Marketing takes ownership of the buying cycle The goal is quality of leads not quantity of leads Engage your target audience differently at different stages in the customer lifecycle

22. 13 Buying Cycle Goal #1: Become a trusted advisor – DON’T SELL! Goal #2: Relevancy

27. Trigger Campaigns

30. Web AnalyticsHow do we figure out where leads are in the buying or sales cycle? Landing Pages A landing page, sometimes known as a lead capture page, is a single web page that appears in response to clicking on an advertisement. Web Analytics Web analytics is the measurement, collection, analysis and reporting of internet data

32. Lead Qualification

33. Lead Prioritization

34. Implicit Prospect Data

35. Explicit Prospect DataLead scoring is a method of assigning points to each prospect based on specific criteria. Sales rep view in CRM:

37. CRM

38. Adwords

39. Marketing DatamartNeed to have: Automated Demand Generation Same as, Revenue Performance Management Same as, Lead Management Technology Same as, Marketing Automation Should Include: Email, Landing Page, Web Analytics, Lead Scoring, CRM Integration, Integration with Other Channels Customer Relationship Management Integrated with Automated Demand Gen Adwords Account Marketing Datamart (can be same as CRM)

41. Change Management

42. Revenue Marketers

43. Sales Alerts

44. Pipeline AnalyticsMarketing Sales Process People Technology

46. Return on Marketing Investment

47. Lead-to-Sales Revenue

48. Close RatioWhat to measure: Revenue Lead-to-Sales Revenue MQL to SAL Conversion Rate Inquiry to MQL Conversion Rate Sales Close Ratio

49. Relevance Drives Revenue Focus on Lead Quality not Lead Quantity How do we deliver pre-qualified opportunities to sales? Marketers Should Be Accountable for Revenue Marketing and Sales must Unite to Maximize Revenue Use Nurture Marketing to Prevent Revenue from Falling Through the Gaps 24 5 Key Takeaways

50. Ian Michiels Chairman of the RAC, Gleanster Director, Marketsphere Marketing ian.michiels@marketsphere.com 25 Q&A @InsightFanatic

51. Questions #LeadGen 1. Viewer Window 2. Control Panel Type your question here

52. Thank you for attending! Next in the series: #3 Transforming Your Company Into A “Lead Magnet” | May 10 Featuring: CandyceEdelen, President/CEO at PropelGrowth Spread the word with Colleagues Registered? -> bit.ly/LeadGen-QuickStart<- #LeadGen