quantity vs. quality lead generation
DESCRIPTION
When it comes to marketing there is no more common request than sales asking for more leads. And while the marketing team knows that sponsoring the next industry event or buying a new list may produce an increased quantity of leads, the question always remains: are they good quality leads? If there is one thing that Sales and Marketing can agree on when it comes to sales leads it’s that high volume does not always guarantee results. Conversely, working with a smaller number of high quality leads, can make all the difference when it comes to converting prospects into customers. In this session, Samantha Stone, Founder and Senior Analyst of The Marketing Advisory Network, will provide attendees of a comprehensive overview of the four essential factors that go into delivering high quality leads for the Sales organization. Attendees will learn the crucial components that make up a quality lead and how they can transition their organization from a volume model to a quality model. Attendees will walk away from this presentation with a clear understanding of how to ensure their marketing programs deliver a reasonable amount of high quality leads. Additionally, they will learn new tools for working in concert with their Sales team to form a unified, collaborative unit.TRANSCRIPT
Unleash Possible ®
I live sales & marke4ng integra4on
Copyright 2013. Marke4ng Advisory Network 2
Tweet Away!@samanthastone #em13
Marke4ng Delivers
Copyright 2013. Marke4ng Advisory Network 3
Sales Perceives
Copyright 2013. Marke4ng Advisory Network 4
What Is Sales Looking For?
Copyright 2013. Marke4ng Advisory Network 5
• Data accuracy • Buyer readiness • Compelling offer
Quality Vs. Quan4ty BaSling In An Office Near You
Copyright 2013. Marke4ng Advisory Network 6
Hang Up The Boxing Gloves
Copyright 2013. Marke4ng Advisory Network 7
Copyright 2013. Marke4ng Advisory Network 8
The Average sales cycle
is 22% longer than 5 years ago*
*Source: Sirius Decisions
Copyright 2013. Marke4ng Advisory Network 9
3 Step Blueprint
Copyright 2013. Marke4ng Advisory Network 10
• Step 1: Analysis & Adjust Budget Alloca4on • Step 2: Game Plan With Sales • Step 3: Measure & Adjust
Do Your Homework
Copyright 2013. Marke4ng Advisory Network 11
• Detailed lead conversion data by buyer/sales stage? • How many touches are needed to convert by stage? • What offers do you have in place by stage?
Copyright 2013. Marke4ng Advisory Network 12
Copyright 2013. Marke4ng Advisory Network 13
Case Study
• Total lead count reduced 50%
• Revenue growth 25% • Marke4ng spend flat!
Copyright 2013. Marke4ng Advisory Network 14
Lead Type Baseline
6-‐Months Later
Suspect 59.8% 0%*
Qualified Lead 38.6% 89.1%
In-‐Bound 1.6% 9.5%
Referral 0% 1.4%
How did they get there? • Three segment lead nurture email program • Pipeline accelera4on direct mail • Dropped all PPC • Added request for quote & live chat to website • Reduced # of physical shows aSended • Reduced # of bought/traded lists
Copyright 2013. Marke4ng Advisory Network 15
Best Prac4ces • Don’t replicate case study tac4cs
(your market will be different) • Do
• Assess conversion rates to close by type of ac4vity
• Reallocate dollars towards high deal conversion metrics
• Focus demand genera4on efforts on all parts of the buyer’s journey, not just top of funnel
• Expect some failure – learn fast & adjust
Copyright 2013. Marke4ng Advisory Network 16
Game Plan For Change
• Find a champion • Set expecta4ons • Share updates • Get a quick win
Copyright 2013. Marke4ng Advisory Network 17
The Ice Cream Sundae Workshop
Copyright 2013. Marke4ng Advisory Network 18
Make A Quick Hit Sundae
Unleash Possible @samanthastone 781-‐354-‐1755; [email protected]
Helpful Ar4cles For Sales • hSp://unleashpossibleblog.com/2012/10/30/case-‐study-‐read-‐before-‐you-‐
dial/ (Case Study: Read Before You Dial) • hSp://unleashpossibleblog.com/2012/10/10/case-‐study-‐nurturing-‐
shaved-‐54-‐days-‐off-‐the-‐buying-‐cycle/ (Case Study: Nurturing Shaved 54 Days Off the Buying Cycle)
• hSp://unleashpossibleblog.com/2012/05/25/case-‐study-‐how-‐toyota-‐got-‐me-‐to-‐buy-‐a-‐car-‐i-‐didnt-‐need/ (Case Study: How Toyota Got Me To Buy A Car I Didn’t Need)
Copyright 2013. Marke4ng Advisory Network 20