LEAD GENERATION B2BAUTOMATING

The Problem

Want to generate more leads11

22 Want better quality leads

33 Want to convert more leads to sales

Generate more leads at the top of the sales funnel using •Inbound Lead Generation website, SEO, Google pay-per-click, social media•Outbound Lead Generation email, phone, social media, events

Generate more leads at the top of the sales funnel using •Inbound Lead Generation website, SEO, Google pay-per-click, social media•Outbound Lead Generation email, phone, social media, events

Manage these leads more effectively so more become “sales qualified”

Manage these leads more effectively so more become “sales qualified”

Goal – Increase Lead Generation and Conversion

€ $ £

Manage the sales process team to convert more of these ‘sales qualified’ leads to customers.

Manage the sales process team to convert more of these ‘sales qualified’ leads to customers.

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How do you generate leads?

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How Do You Generate Leads?

Lead generation options range from traditional promotion (e.g. print advertising) through online (e.g. company website) to outbound (e.g. telemarketing)

Lead generation options range from traditional promotion (e.g. print advertising) through online (e.g. company website) to outbound (e.g. telemarketing)

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Most Effective Lead Generation Methods

Effec

tiven

ess

Adoption

Most effective includes •website •email marketing and •search engine marketing-this is known asInbound lead generation

But also includes:•Telemarketing•Email marketing•‘Inside sales’•Direct Mail•Executive events- This is known as Outbound lead generation

Most effective includes •website •email marketing and •search engine marketing-this is known asInbound lead generation

But also includes:•Telemarketing•Email marketing•‘Inside sales’•Direct Mail•Executive events- This is known as Outbound lead generation

Two Types of Lead Generation

Inbound /Online Lead Generation

• Focused on online marketing and website

• Bring potential customers to you online

• Capture their contact details

• Defined process to convert some to customers

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22 Outbound Lead Generation

• Focused on direct contact with prospects

• Starts with identification of prospects

• Then defined process for contacting them

Why should you automate lead generation?

• Faster • Greater volume• Standardized and more consistent• Easier to Measure and Improve• Less wasted leads• Less wasted time• Less wasted budget

Why Automate?

Which Parts of Lead Generation can you Automate?

1. Automating Inbound Lead Generation

Lead Capture

Profile / initial qualification

Lead NurturingLead scoring

Sales Handover

Drive Web Traffic

1. Automating Inbound Lead Generation

Marketing Automation

•Marketing automation systems automate the Inbound Lead Generation process.•This includes automated lead capture from your website, automated profiling, scoring and nurturing

Profile / initial qualification

Lead NurturingLead scoring

Sales Handover

Customer Relationship Management (CRM) / Sales Force Automation (SFA)

•CRM / SFA systems help sales teams coordinate and record their interaction with sales prospects and current customers.

Adwords, Marketing Automation and SEO•Tools to help drive web traffic include Pay-per-click ads, Marketing Automation and specialist Search Engine Optimization and social media marketing tools

Lead Capture

Drive Web Traffic

2. Automating Outbound Lead Generation

List Generation

Prospecting via email & Phone

Lead NurturingDemos

Sales Handover

2. Automating Outbound Lead Generation

List Generation

Lead Nurturing

Sales Handover

Data Sources

•Use public sources like LinkedIn plus subscription services like Hoovers

Prospecting via email & Phone

Web Calls / Demos

Marketing Automation / Email marketing system• Use email or marketing automation systems or plug-ins to Gmail to automate outbound emails

Web Conferencing• Google Hangouts, Skype video calls, webEx

Marketing Automation• Automation of lead nurturing emails and calls

CRM / SFA systemsSales management system for managing qualified opportunities and existing customers

About Us

“ We have seen for ourselves how a solid strategy has helped to drive traffic to our

site and generate sales leads.”

“ We have seen for ourselves how a solid strategy has helped to drive traffic to our

site and generate sales leads.”

Caolan BushellBusiness Development ManagerMergon Group

Caolan BushellBusiness Development ManagerMergon Group

Barry RooneyChief Operations OfficerSiemens ITSS

Barry RooneyChief Operations OfficerSiemens ITSS

“Motarme delivered real, measurable results in a short

timeframe – sales and contacts from our target audience at Tier 1

companies.”

“Motarme delivered real, measurable results in a short

timeframe – sales and contacts from our target audience at Tier 1

companies.”

Joe LynchGeneral ManagerIMEC Technologies

Joe LynchGeneral ManagerIMEC Technologies

“Generating leads online is now a central part of our sales strategy.”

“Generating leads online is now a central part of our sales strategy.”

About Us

What We Do

B2B Technology Marketing

•Lead Generation Consultancy

•Marketing Automation

Thank YouMotarme Marketing Automation

T: +353 1 969 5029M: +353 86 383 8981W: www.motarme.com

Twitter: @motarme

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Lead Generation and Conversion

Your Customers today

Potential customers who are aware of your business

Why You Need Outbound As Well As Inbound

If your product category is mature then potential customers will be searching for it online.

For example, CRM is a mature category. People who want a CRM solution will search online for relevant terms.

So CRM vendors should concentrate on inbound marketing for online lead generation.

If your product category is mature then potential customers will be searching for it online.

For example, CRM is a mature category. People who want a CRM solution will search online for relevant terms.

So CRM vendors should concentrate on inbound marketing for online lead generation.

If your product category is new, then potential buyers may not be aware of or searching for your type of product.

In that case, you will have to reach out to them in a targeted, efficient and cost effective process – Outbound Lead Generation

If your product category is new, then potential buyers may not be aware of or searching for your type of product.

In that case, you will have to reach out to them in a targeted, efficient and cost effective process – Outbound Lead Generation

Outbound Lead Generation can sometimes produce faster results.Outbound Lead Generation can sometimes produce faster results.

For certain industries Outbound channels may be more effective than some inbound channels – see next 2 slides

For certain industries Outbound channels may be more effective than some inbound channels – see next 2 slides

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Where Do You Start?

Who to target – Ideal Customer Profile (Personas)

What is a Lead? – Define with your Sales team

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What Are We Selling – review your Value Proposition 33

Prep

arati

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ecuti

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Inbound Tactics Outbound Tactics4a4a

Process Automation with Motarme System55

CaptureCapture ProfileProfile ScoreScore NurtureNurture SalesReady

SalesReady

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