proven ways to generate more high quality leads

Download Proven Ways to Generate More High Quality Leads

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The ability to generate more high quality leads remains one of today’s top B2B marketing challenges. And 2012 doesn’t seem to offer much relief, with buyers more overloaded, skeptical and frugal than ever before.How can you build a plan to finally achieve lead success and meet / exceed your lead generation goals?In this webinar, list intelligence expert Brian Hession from Oceanos collaborates with value marketing / selling expert Tom Pisello to provide unique buyer insight and an actionable game plan to tackle these challenges and achieve better lead generation success in 2012.B2B marketing executives, demand-gen practitioners and content marketers who attend will learn about the critical success factors for today’s buyer, and leave the session with five proven and actionable ways to better attract, connect and engage prospects.

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  • 1.Brian Hession, President & FounderTom Pisello, Chairman & FounderPowering B2B sales to economic buyersList Intelligence ReportProven Ways to Generate More High Quality LeadsCopyright 2001-2012 Alinean, Inc. All Rights Reserved

2. Our SpeakersBrian Hession:Brian Hession, President & FounderTom Pisello: The ROI Guy A 25-year career helping companies to get moreRecognized as a thought leader in demandbusiness value from their IT and businesscreation marketinginvestments Serial Entrepreneur 2003 Most Successful Direct Marketer under Chairman and Founder30 by the New England Direct MarketingAlinean Content Optimization w/ InteractiveAssociation Smart Content and Value-Based Sales Enablemen ToolsAkonna Social Media Marketing Competitive Benchmarking Evangelist & Blogger 2Copyright 2001-2012 Alinean, Inc. All Rights Reserved 3. Agenda Todays Buyer and new Challenges for Marketing in 2012 List Optimization Best Practices Data Hygiene Business Intelligence Enhancements Prospect Definition Balanced Data Portfolio New Value Marketing Best Practices3Copyright 2001-2012 Alinean, Inc. All Rights Reserved 4. Todays Buyer and new Challenges for Marketing in 20124Copyright 2001-2012 Alinean, Inc. All Rights Reserved 5. Todays Buyer = More OverloadedRapidly increasing rate of new information available to buyers Calls 15+ a day Email 200+ a dayIncrease in available channels E-mails, tweets, Internet, webinars, search engines, videos, micro-sites, banner ads,newsletters, magazines, demos, white papers, blogs, Facebook, forums, case studies,research, advertisements, etc....A low signal-to-noise ratio on most messages / campaigns 62% of B2B vendors need more leads inorder to generate the same amount of sales 72% indicate an increase in sales cycle timeover the past 6 months Over past 5 years, average sales cycle hasbecome 22% longer (SiriusDecisions)5Copyright 2001-2012 Alinean, Inc. All Rights Reserved 6. Todays Buyer = More EmpoweredBuyers do more research independently and onlineDemand Creation Specialists B2B Buyer Survey - 2011Multiple Responses Allowed6Copyright 2001-2012 Alinean, Inc. All Rights Reserved 7. Todays Buyer = More Skeptical & FrugalSource: IDC 2010, survey of 200 B2B buyers,Sirius Decisions 2010 B-to-B Buyer Survey on trusted sources.7Copyright 2001-2012 Alinean, Inc. All Rights Reserved 8. Buyers Have Fundamentally and Permanently ChangedFrugalnomics is in Full Effect More Difficult to Connect & EngageLonger Sales Cycles Increased Discounting / Reduced Deal SizeStalled Deals More Leads to Close Same Amount ofBusiness More Executive & Economic Increased Competition Scrutiny 8Copyright 2001-2012 Alinean, Inc. All Rights Reserved 9. Oceanos | 781.804.1010 | www.oceanosinc.com | 2011 Oceanos, Inc. All rights reserved 9 10. Oceanos | 781.804.1010 | www.oceanosinc.com | 2011 Oceanos, Inc. All rights reserved 10 11. Data Cleansing Steps Benefit Postal Address Increase the effectiveness of internal de-duping, merge-purge, and suppression processing. NCOA updates (Standardization & NCOA)company moves (important for the SMB market) and flagsbusinesses that have closed or moved abroad. Phone Verification/AppendFlush out bad phone records and increases concentration ofdirect dials. Depending on the level of verification can alsoidentify contacts no longer with the company. Email Address Verification Suppress dead email addresses to improve overall emaildeliverability and mitigates damaging ISPs and marketingautomation software reputation. Prospect Definition Screen Isolate and purges non-targeted records from yourdatabase. Inaccurate and non targeted records typicallyfind their way into a database as a result of non targetedacquisition of 3rd party data.Oceanos | 781.804.1010 | www.oceanosinc.com | 2011 Oceanos, Inc. All rights reserved 11 12. Oceanos | 781.804.1010 | www.oceanosinc.com | 2011 Oceanos, Inc. All rights reserved 12 13. Company Level - Enhancement Isolate and update records with higher quality firmagraphics including SIC/NAICS codes, employee size, revenue, HQ locations, etc. Its common for a client database to already have business demographic information, but in many cases accuracy is weak This occurs when loading 3rd party lists from various list providers that each offer varying degrees of accuracyOceanos | 781.804.1010 | www.oceanosinc.com | 2011 Oceanos, Inc. All rights reserved 13 14. Contact Level - EnhancementMonetize records with incomplete information by appending: Email Address/Phone Job Title Custom Web Data Extraction Techniques to gather intelligence from LinkedIn, Twitter, and otheron and offline sourcesSocial Profiles OutputJob Role IntelligenceLinkedInTwitterFacebookSecurityOperations Data Center/johnbaker@johnb /johnbYes No Yes/jamesc @jcmicrosoft /james.crawford NoYesYes/katiejohnson @katie /katiej Yes YesYesOceanos | 781.804.1010 | www.oceanosinc.com | 2011 Oceanos, Inc. All rights reserved14 15. Benefits of Data Hygiene & Enhancement Minimizes time wasted by direct sales on bad contacts Improves velocity and conversion rates within the demand waterfall Increases the integrity and accuracy of dashboard reports Provides a platform for targeted message and content deliveryOceanos | 781.804.1010 | www.oceanosinc.com | 2011 Oceanos, Inc. All rights reserved 15 16. Oceanos | 781.804.1010 | www.oceanosinc.com | 2011 Oceanos, Inc. All rights reserved 16 17. Oceanos | 781.804.1010 | www.oceanosinc.com | 2011 Oceanos, Inc. All rights reserved 17 18. Business Intelligence Identify software, hardware and otherinstalled equipment at the companylevel enables sales and marketing todesign competitive, complimentaryand greenfield campaigns. Acquire unique intelligence to improvesegmentation and messaging. Example:Oceanos | 781.804.1010 | www.oceanosinc.com | 2011 Oceanos, Inc. All rights reserved 18 19. Oceanos | 781.804.1010 | www.oceanosinc.com | 2010 Oceanos, Inc. All rights reserved 19 20. Oceanos | 781.804.1010 | www.oceanosinc.com | 2011 Oceanos, Inc. All rights reserved 20 21. Prospect DefinitionCompany Level: Firmagraphics - industry, employee size, revenue and business description Business Intelligence - software/equipment installs and other intelligenceDefine Multiple Prospect Definitions based on Industry/Company Size Identify the accounts for each prospect definition Append Domain to each named accountOceanos | 781.804.1010 | www.oceanosinc.com | 2011 Oceanos, Inc. All rights reserved 21 22. Prospect DefinitionContact Level: Define target job titles, personas, and roles for each prospect definition Consider categorizing titles into one of the following three groups: Executive/DecisionMaker Influencer End user Include key words to ensure capture of unique/niche job titles Run a wordle funnel with your customer records to identify key wordsOceanos | 781.804.1010 | www.oceanosinc.com | 2011 Oceanos, Inc. All rights reserved 22 23. Job Title Analysis (Wordle)Oceanos | 781.804.1010 | www.oceanosinc.com | 2011 Oceanos, Inc. All rights reserved 23 24. Oceanos | 781.804.1010 | www.oceanosinc.com | 2010 Oceanos, Inc. All rights reserved 24 25. Balanced Data PortfolioYour demand creation strategies requires multiple data feeds to optimizereach with the target audience and mitigate risk. There is no single databasesolution. Contact Names Firmagraphics Business IntelligenceOceanos | 781.804.1010 | www.oceanosinc.com | 2010 Oceanos, Inc. All rights reserved 25 26. Data PortfolioPurchaseRental Crowd Sourced: Trade Publications Data.com - 12 million+ Online Communities NetProspex - 10 million+ Associations/Societies ZoomInfo - 6 million+ Product Buyers Publisher: To maximize audience reach, Oceanos typically secures OMNI - 5 million+multiple usage to ensure internal nurturing strategies UBM/Penton - 1.5 million+can be replicated to an audience that can only be accessed via rental assets. Research Databases Reaches typically 20-30% ofReaches the other 70-80% a clients target audience.of the target audience.Oceanos | 781.804.1010 | www.oceanosinc.com | 2011 Oceanos, Inc. All rights reserved26 27. Balanced Data Portfolio BusinessPurchase Contacts Rental ContactsBusiness Intelligence Demographics OMNIOceanos | 781.804.1010 | www.oceanosinc.com | 2010 Oceanos, Inc. All rights reserved 27 28. Oceanos | 781.804.1010 | www.oceanosinc.com | 2011 Oceanos, Inc. All rights reserved 28 29. Value Marketing Best Practices 29Copyright 2001-2012 Alinean, Inc. All Rights Reserved 30. Facilitate the Buyers Journey for Success?Facilitate the Buyers Journey by answering 3 key questions for the buyer How to better connect, engage and sell? 30Copyright 2001-2012 Alinean, Inc. All Rights Reserved 31. Value Marketing Tools Needed to Fight Frugalnomics PROVOCATIVE APPROACH VALUE APPROACHCONNECT ENGAGE DIAGNOSEJUSTIFY DIFFERENTIATE Interactive BenefitDiagnostic TCO ComparisonROI Analysis ToolsWhite PapersEstimators Assessment Tools Tools31Copyright 2001-2012 Alinean, Inc. All Rights Reserved 32. Next StepsOceanos Waterfall Calculator (powered by Alinean)Value Marketing / Selling Best Practice Resource Center - http://fightfrugalnomics.comAsk the ROI Guy Resource Center- http://www.alinean.com/faqList Intelligence Reporthttp://www.oceanosinc.com/listintelligencehttps://roianalyst.alinean.com/enterpriseroi/AutoLogin.do?d=976713497751767542 32Copyright 2001-2012 Alinean, Inc. All Rights Reserved 33. Questions? 33Copyright 2001-2012 Alinean, Inc. All Rights Reserved