A study on Market Segmentation and

Sales Lead Generation

Presented by:Deepali Agarwal

TERMINOLOGY

BUSINESS DEVELOPMENT

Assessments of marketing opportunities and target markets

Intelligence gathering on customers and competitors

Generating leads for possible sales

Follow up sales activity

Formal proposal writing and business model design

LEAD

Prospect

Future sales

opportunity

Not qualified

Not assigned for follow

up

LEAD GENERATION

METHODS OF LEAD GENERATION

INBOUND MARKETING

E-mail Publications

Tradeshows and Conferences

Referrals

Internet Marketing

OUTBOUND MARKETING

Regular Mailing

Sprint

MARKET SEGMENTATION

Loca-tion

Rev-enue

Em-ployees

In-dustry

FIRMOGRAPHIC SEGMENTATION

DESCRIPTIVE SEGMENTATION

BEHAVIORAL MOTIVATIONAL

The Road To A Needs-based Segmentation

CONVENIENCEGeographyLanguage

FIRMOGRAPHICSSize of the companyService offerings

BEHAVIOURPrice sensitiveDelivery sensitiveQuality sensitive

NEEDSSecurityPowerEsteem

Easy to doEasy to copy by competition

Hard to doHard to copy by competition

Identify the Suspect

Find out the prospect

Lead generation

Positive Lead ?

Approach and Qualify

Study and Presentation

Estimate the opportunity

Proposal and negotiation

Close

BUSINESS DEVELOPMENT PROCESS

Dump

Yes

No

GUIDELINES

Targeting appropriate companies

Targeting the right POC

About Section

Google

LinkedIn

Press/News Release Section

Customized Mailer

Check for Technology/ Domain overlap

Follow up

Suspects People in your

target marketplace

Prospects People who have

responded to your mail with a

query or requirements

Customers People who have

purchased something from

you

RECOMMENDATIONS

LEAD GENERATION

COMPLEMENTARY PARTNER REFFERALS

LIVE SEMINAR

CALL TO ACTION

Give website visitors reasons to engage

Talk about sustainability"When we build, let us build as if it would last forever"

Add key hot leads to Google Alerts or Use Social Media for tracking lead opportunities

Make the first email SHORT: Easy read & respond to on a Blackberry

Focus on Low Cost, High Return campaign

5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 55%0%

5%

10%

15%

20%

25%

30%

35%

Email

Visits

Reference

Conference

The size of the bubble represents the value generated (ROI) by a campaign

Effort

Effec

tiven

ess

GETTING MORE THROUGH REFERRALS

Include a “Referrals Appreciated” blurb in print or email newsletter

“If you got value from this article, please share it with your network ”

Ask your followers to retweet to their networks

Create a referral program for current clients where they receive some type of reward or recognition for new business they refer

Educate the customer about the services your company offers

Be more helpful in Forums

MARKET SEGMENTATION

FRAMEWORK FOR NEED BASED SEGMENTATION

STEP 1: Identify your “Best Customers”

Examine the Needs that most Loyal Customers meet when dealing with Cybage

Focusing on those who consistently give Cybage their Largest Share-of-Wallet

Use the broadest range of offerings by Cybage

Provide the best profit margins to Cybage

STEP 2: Identify their need and concernsWhich of their

needs have been

particularly qualified and met by your offerings?

Why these companies have

chosen you?

Where you can improve your

service to them?

Identify Unmet needs

Are the company’s

service outsourcing

decisions centralized or decentralized?

Who (by job title) influences that decision,

with what degree of clout, at what points in the cycle?

How long is the conversion cycle,

from initial identification of

needs to contract signing?

What information do

they need to take the

outsourcing decision and

when?

Initiate ongoing two-way dialogue directly with current customers: offering anytime feedback establishing users groups interviewing customers for

articles

Ask those people inside the organization who know them best, such as account managers, sales reps

Check out what’s available in industry research – for instance, from industry journals, on-line communities of interest, blogs, Facebook

Step 3: Compare their needs to your strengths

Step 4: Develop segments based on customer needs

1. Who are those most loyal customers, those most interested in those service values that best differentiate Cybage from its competitors?

2. What differentiates them from the mass of customers?

NEED CLUSTERSHow many customers cluster into groups that care about

each of various combinations of those needs?

Is there a relationship between needs and firmographics?

Step 5: Grade customers within each segment

Time period

Reve

nue/

LTV

XL (5%) L (15%)

S (25%) XS (30%)

M (25%)

0.5 1 1.5 2 2.5 3 3.5 4 4.5 5 5.50

0.5

1

1.5

2

2.5

3

3.5

4

4.5

5

Price Fighters

Range buyers

Delivery Buyers

Quality Fanatics

Competitive Advantage

Segm

ent A

ttra

ctive

ness

Segment MapThe size of bubble represents the number of leads

Hypotheses: “Quick response, combined with a limited number of face-to-face visits, supported by telephone support for the account management combined with greater use of electronic media for information summary are top priorities for our customers in the E-commerce domain in the northeast US with annual sales volumes of $50-$150 million.”

Step 6: Validate your Segmentation Model and your Hypotheses

Step 7: Implement The Segmentation