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Demand Generation Best Practices6 Steps to Attracting and Engaging More Qualified Opportunities

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For more details, download the Demand Generation Best Practices White Paper at http://bit.ly/142pwsr

Or email pat@mcgrawmarketing.com

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Technology is not the cure for ineffective processes

The importance of marketing and sales collaboration

How to better target highly qualified buyers most like your best customers

How to consistently deliver the right message and offers to the right people at the right time

How frequency, focus and relevancy drives profits

Test. Measure. Analyze. Modify. Repeat.

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Description Mean Class PerformanceBest in Class (Top 20%) 98% improved the year-over-year lead-to-sales conversion rate

96% improved year-over-year lead qualification rate89% improved year-over-year lead response time98% improved year-over-year lead-to-sales revenue

Average 54% improved the year-over-year lead-to-sales conversion rate57% improved year-over-year lead qualification rate40% improved year-over-year lead response time54% improved year-over-year lead-to-sales revenue

Less Effective 2% improved the year-over-year lead-to-sales conversion rate0% improved year-over-year lead qualification rate0% improved year-over-year lead response time4% improved year-over-year lead-to-sales revenue

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Step 1: Alignment

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  Qualified Opportunity

Opportunity Lead Inquiry

BudgetDefined and fits your solution specs

Defined Not defined Not defined

Authority

Decision maker is involved in the selection process

Decision maker, specifier involved in selection process

Specifier, influencer, decision maker involved in selection process

Influencer, specifier involved in gathering information

NeedProblem identified, need for solution established

Problem identified, need for solution established

Problem identified, need for solution being explored

Problem not necessarily identified

Time FramePurchase in 1-3 months

Purchase in 3-6 months

Purchase in 6 months more

Not identified

Status

Meets all 4 of B.A.N.T. criteria. Ready to buy, have been through full site demonstration and have requested proposal

Meets 3 of 4 B.A.N.T. criteria Final evaluation, have requested full/customized demonstration

Meets 2 of 4 B.A.N.T. criteria Evaluation, possible requested intro demonstration

Meets 1 or none of B.A.N.T. criteriaGathering information

ContactField Sales Telesales with Field

SalesDirect marketing with telesales follow-up

Direct marketing with telesales follow-up

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Sales typically disqualifies 70% of leads – and 80% of those disqualified leads go on to buy within 24 months.”

(Sirius Decisions) 

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Step 2: Preparation (Know your target)

Getting started: Identifying your best customers with RFM Analysis.

Building a Clearer Picture: Add data.

Getting to Know Your Best Customers: Research.

Buyer Personas’ or ‘Customer Profile’s’

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John• Title• Industry• Company Annual Revenue• Needs, Wants, Perceptions, Expectations• Age• Values and Concerns• Objections• Solutions• Hang-outs• Challenges• Goals• Buying Process

Mary•Title•Industry•Company Annual Revenue•Needs, Wants, Perceptions, Expectations•Age•Values and Concerns•Objections•Solutions•Hang-outs•Challenges•Goals•Buying Process

Karen•Title• Industry•Company Annual Revenue•Needs, Wants, Perceptions, Expectations•Age•Values and Concerns•Objections• Solutions•Hang-outs•Challenges•Goals•Buying Process

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Step 3: Relevancy (Messages and Offers tied to Buying Process)

Problem Identification

Information Search

Evaluation of Alternatives

Selection

Post Decision

Pre-Need

Identify

SearchEvaluate

DecidePurchase

Re-evaluate

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Step 4: Consistency (Integrated Marketing and Sales Communications)

Core Messages

Face-to-face Meetings

Website

Social Media

Email

Mobile

Events

Broadcast

Telemarketing

Advertising (Online)

Advertising (Offline)

Direct Mail

Public Relations

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Step 5: Process (Qualification and Routing)

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Step 6: Improvement

Test

Measure

Analyze

Modify

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TECHNOLOGY

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For more details, download the Demand Generation Best Practices White Paper at http://bit.ly/142pwsr

Or email pat@mcgrawmarketing.com

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20+ years helping businesses improve sales and marketing performance

www.linkedin.com/in/patmcgraw/

www.mcgrawmarketing.com

410-977-7355