Guide to Building a B2B Lead Generation Machine

Introduction

•Marketing is a Process

•Good Marketing Process is

–Predictable

–Repeatable

–Measurable

•But most marketing is ad-hoc, and unmeasurable.

Marketing Machine

Machine–An apparatus having several parts, each with a definite function and together performing a particular task.

Marketing Machine –A combination of process, technology and measurement, which work together to increase leads, sales and customer loyalty.

Woodcut image of a water-driven mine hoist, from "De re metalica", Agricola 1556http://en.wikipedia.org/wiki/File:Agricola1.jpg

Typical B2B Lead Generation Machine

This machine comprises 4 parts, –Part A - Attract Visitors.–Part B - Convert Visitors into Contacts.–Part C - Nurture Contacts into Leads.–Part D - Close Leads into Sales.

PART A: Attract Visitors

•Organic Search

•Social Campaigns

•People Sharing your Content

•Online Paid Campaigns

•EDM

•PR

•etc.

PART B – Convert Visitors into Contacts

•Call to Action

•Landing Page and Form

•Thank-you Page with Content

•Follow-up Email withlink to content

Part C – Nurture Contacts into Leads

•Nurturing Communication

–Early Stage

–Mid Stage

–Late Stage

•Lead Scoring

•Handoff to Sales

Part D – Convert Leads Into Sales

•Sales Process + Recycling

–Leads not “sales-ready”

–Opportunities lost to inaction

–Opportunities lost to competitor

Would you like to learn more?

•Download the ebook“Guide to Building Marketing Machines”

http://bit.ly/1acd51D

Or visit us at www.leadmechanics.com.au

About the authorMarc Englaro is Executive Consultant with LeadMechanics and leads a team of experienced sales and marketing specialists. Marc has implemented sales and marketing machines for over 15 years, both as a consultant and for his own companies.