is traditional lead generation dying? best and next practices for connecting with corporate...
TRANSCRIPT
Successful ED efforts take time…we will
continue to innovate our tactics “
IS TRADITIONAL LEAD GENERATION DYING? Best and Next Practices for Connecting with
Corporate Decision-Makers
S E P T E M B E R 2 9 , 2 0 1 6
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Drive activities that provide exposure to
consultants and relationship building.“
Money is not always the answer, but when you
don't have enough… it's a great place to start..“
It is nearly impossible to recruit new companies …if you are sitting in your
office every day. “
ABOUT DCI
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1. Survey Says…A View From the ED Profession’s Front Lines (Dariel)
2. Turning Your Website Into a Lead Generation Engine (David)
3. Raising Your Game with Site Selection Consultants (Andy)
4. The Focus Shifts to International (Steve)
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AGENDA (Part I)
KEY TRENDS IN LEAD GENERATION1
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• An 11-question survey
• Conducted in August 2016
• Distributed to EDOs representing cities/regions with populations of 200K+
• 24 responses from across the U.S. 5
A VIEW FROM THE FRONT LINES
Retention Projects Outpace Attraction Projects by a Factor of 2.4 to 1
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RETENTION OUTPACES ATTRACTION
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DOMESTIC LEADS DOMINATE (BUT INTERNATIONAL IS ON THE RISE)
Domestic 76%
Interna-tional24%
54% of Respondents Report that
international Leads are Increasing
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BUILDING YOUR PIPELINE: TOP SOURCES FOR LEADS
External Lead Generation Company
Other
Direct Company Inquiry
State EDO
EDO Business Development Team
Site Consultants & Brokers
0% 5% 10% 15% 20% 25% 30% 35%
2%
4%
19%
20%
26%
29%
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THE CHANGING LEAD GENERATION LANDSCAPE
EDO Business
Development T
eam
Direct
Company I
nquiry
Site Consu
ltants
& Brokers
External
Lead
Generation Compan
yOther
State EDO
0%
20%
40%
60%
80% 70%
55% 52%40%
22% 17%
0% 0% 0%
30%
0%
26%30%
45% 48%
30%
78%
57%
Increasing Decreasing About the same
Average rating on quality of services provided by external lead generation companies = 4.9
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MIXED REVIEWS ON EXTERNAL LEAD GENERATION COMPANIES
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FINAL THOUGHTS: WHAT ECONOMIC DEVELOPERS NEED TO SUCCEED
TURNING YOUR WEBSITE INTO A LEAD GENERATION ENGINE2
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THE WORLD’S GREATEST “PREDICTIVE FACTOR” – WEBSITE BEHAVIOR
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BEYOND GOOGLE ANALYTICS:WHAT YOUR TARGET AUDIENCE IS LOOKING AT
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WEB-TO-LEADS BY THE NUMBERS (FEBRUARY 1-SEPTEMBER 15, 2016)
# %Companies with “Gold Behavior” on Greater MSP website 261 --
Companies Approved for Contact 125 --
Decision Rate 79 63%
Qualified Leads 8 10%
Suspects 4 5%
Combined Qualified Leads/Suspects 12 15%
• Early identifier for BR&E candidates, particularly for those with headquarters elsewhere
• Not all conversations at an advanced stage, but we’re talking to the right people and “getting in” early
• Advanced intelligence on visitor locations, industries, and what they’re interested in
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BEYOND THE NUMBERS:HOW GREATER MSP IS FINDING VALUE
RAISING YOUR GAME WITH SITE SELECTION CONSULTANTS3
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• Narrow audience of 450+ specialized advisors
• Influence an estimated 40% of all location decisions annually
• Concentrated in New York, Chicago, Atlanta and Dallas
A SNAPSHOT OF SITE SELECTION CONSULTANTS
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• Special events in major markets
• Desk-side visits at their offices
• Familiarization tours
BUILDING RELATIONSHIPS WITH SITE CONSULTANTS
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AN INCREASING RANGE OF CONFERENCE OPPORTUNITIES
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• Engage a credible third party to speak on your behalf
• “This Just In” E-Newsletter
• Embed visiting consultants with top executives
• Lead with your weakest data point
BEST & NEXT PRACTICES CATCHING OUR ATTENTION
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Kurt Badenhausen Kate McEnroe
Consulting
THE FOCUS SHIFTS TO INTERNATIONAL 4
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THE GLOBALIZATION OF INVESTMENT ATTRACTION
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Percent-age of
domestic leads
increas-ing
13%Per-centage
of in-terna-tional leads
increas-ing54%
Un-changed
33%
BEST PRACTICES IN FDI ATTRACTION
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• Think Like a Company When Entering New Markets: Hire Local Experts
• Influence the Influencers: Target Site Consultants in Key Geographies
• Look for Natural Entry Points: What Connections Do You Have in Your Own Community?
• Foster Cross-Border Collaboration: Connect Institutions, Partnerships that Breed Investment
HELP THEM FIND YOU
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HELP THEM FIND YOU
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HELP THEM FIND YOU
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HELP THEM FIND YOU
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THANK YOU!
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