Lead generation and Marketing segmentation
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Transcript of Lead generation and Marketing segmentation
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
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
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%
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