Proven Ways to Generate More High Quality Leads

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Proven Ways to Generate More High Quality Leads Tom Pisello, Chairman & Founder Powering B2B sales to economic buyers Brian Hession, President & Founder List Intelligence Report Copyright 2001-2012 © Alinean, Inc. All Rights Reserved

description

The ability to generate more high quality leads remains one of today’s top B2B marketing challenges. And 2012 doesn’t seem to offer much relief, with buyers more overloaded, skeptical and frugal than ever before.How can you build a plan to finally achieve lead success and meet / exceed your lead generation goals?In this webinar, list intelligence expert Brian Hession from Oceanos collaborates with value marketing / selling expert Tom Pisello to provide unique buyer insight and an actionable game plan to tackle these challenges and achieve better lead generation success in 2012.B2B marketing executives, demand-gen practitioners and content marketers who attend will learn about the critical success factors for today’s buyer, and leave the session with five proven and actionable ways to better attract, connect and engage prospects.

Transcript of Proven Ways to Generate More High Quality Leads

Page 1: Proven Ways to Generate More High Quality Leads

Proven Ways to Generate More High Quality Leads

Tom Pisello, Chairman & Founder

Powering B2B sales to economic buyers

Brian Hession, President & Founder

List Intelligence Report

Copyright 2001-2012 © Alinean, Inc. All Rights Reserved

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Our Speakers

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Tom Pisello: The ROI Guy • A 25-year career helping companies to get more

business value from their IT and business investments

• Serial Entrepreneur

• Chairman and Founder

Alinean – Content Optimization w/ Interactive Smart Content and Value-Based Sales Enablement Tools

Akonna – Social Media Marketing Competitive Benchmarking

• Evangelist & Blogger

Brian Hession:

Copyright 2001-2012 © Alinean, Inc. All Rights Reserved

Brian Hession, President & Founder

• Recognized as a thought leader in demand

creation marketing

• 2003 “Most Successful Direct Marketer under 30” by the New England Direct Marketing Association

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Agenda

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• Today’s Buyer and new Challenges for Marketing in 2012

• List Optimization Best Practices – Data Hygiene – Business Intelligence Enhancements – Prospect Definition – Balanced Data Portfolio

• New Value Marketing Best Practices

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Today’s Buyer and new Challenges

for Marketing in 2012

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Today’s Buyer = More Overloaded

• Rapidly increasing rate of new information available to buyers • Calls 15+ a day • Email 200+ a day

• Increase in available channels

• E-mails, tweets, Internet, webinars, search engines, videos, micro-sites, banner ads, newsletters, magazines, demos, white papers, blogs, Facebook, forums, case studies, research, advertisements, etc....

• A low signal-to-noise ratio on most messages / campaigns

• 62% of B2B vendors need more leads in order to generate the same amount of sales • 72% indicate an increase in sales cycle time over the past 6 months • Over past 5 years, average sales cycle has become 22% longer (SiriusDecisions)

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Today’s Buyer = More Empowered

Buyers do more research independently and online

Multiple Responses Allowed

Demand Creation Specialists B2B Buyer Survey - 2011

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Source: IDC 2010, survey of 200 B2B buyers,

Sirius Decisions 2010 B-to-B Buyer Survey on trusted sources.

Today’s Buyer = More Skeptical & Frugal

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Buyers Have Fundamentally and Permanently Changed

Longer Sales Cycles Increased Discounting / Reduced Deal Size

More Leads to Close Same Amount of Business

Stalled Deals

Increased Competition More Executive & Economic Scrutiny

More Difficult to Connect & Engage

Frugalnomics is in Full Effect

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Oceanos | 781.804.1010 | www.oceanosinc.com | © 2011 Oceanos, Inc. All rights reserved 10

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Data Cleansing Steps Benefit

Postal Address (Standardization & NCOA)

Increase the effectiveness of internal de-duping, merge-purge, and suppression processing. NCOA updates company moves (important for the SMB market) and flags businesses that have closed or moved abroad.

Phone Verification/Append Flush out bad phone records and increases concentration of direct dials. Depending on the level of verification can also identify contacts no longer with the company.

Email Address Verification Suppress dead email addresses to improve overall email deliverability and mitigates damaging ISPs and marketing automation software reputation.

Prospect Definition Screen Isolate and purges non-targeted records from your database. Inaccurate and non targeted records typically find their way into a database as a result of non targeted acquisition of 3rd party data.

Oceanos | 781.804.1010 | www.oceanosinc.com | © 2011 Oceanos, Inc. All rights reserved 11

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Oceanos | 781.804.1010 | www.oceanosinc.com | © 2011 Oceanos, Inc. All rights reserved 12

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Company Level - Enhancement

• Isolate and update records with higher quality firmagraphics – including SIC/NAICS codes, employee size, revenue, HQ locations, etc.

• It’s common for a client database to already have business demographic information, but in many cases accuracy is weak

– This occurs when loading 3rd party lists from various list providers that each offer varying degrees of accuracy

Oceanos | 781.804.1010 | www.oceanosinc.com | © 2011 Oceanos, Inc. All rights reserved 13

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Contact Level - Enhancement

Monetize records with incomplete information by appending:

• Email Address/Phone

• Job Title

• Custom Web Data Extraction Techniques to gather intelligence from LinkedIn, Twitter, and other

on and offline sources

Oceanos | 781.804.1010 | www.oceanosinc.com | © 2011 Oceanos, Inc. All rights reserved 14

Social Profiles Output Job Role Intelligence

LinkedIn Twitter Facebook Security Operations Data Center

/johnbaker @johnb /johnb Yes No Yes

/jamesc @jcmicrosoft /james.crawford No Yes Yes

/katiejohnson @katie /katiej Yes Yes Yes

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Benefits of Data Hygiene & Enhancement

• Minimizes time wasted by direct sales on bad contacts

• Improves velocity and conversion rates within the demand waterfall

• Increases the integrity and accuracy of dashboard reports

• Provides a platform for targeted message and content delivery

Oceanos | 781.804.1010 | www.oceanosinc.com | © 2011 Oceanos, Inc. All rights reserved 15

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Oceanos | 781.804.1010 | www.oceanosinc.com | © 2011 Oceanos, Inc. All rights reserved 16

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Oceanos | 781.804.1010 | www.oceanosinc.com | © 2011 Oceanos, Inc. All rights reserved 17

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Business Intelligence

• Identify software, hardware and other installed equipment at the company level enables sales and marketing to design competitive, complimentary and greenfield campaigns.

• Acquire unique intelligence to improve segmentation and messaging.

Example:

Oceanos | 781.804.1010 | www.oceanosinc.com | © 2011 Oceanos, Inc. All rights reserved 18

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Oceanos | 781.804.1010 | www.oceanosinc.com | © 2010 Oceanos, Inc. All rights reserved 19

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Oceanos | 781.804.1010 | www.oceanosinc.com | © 2011 Oceanos, Inc. All rights reserved 20

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Prospect Definition

Company Level:

• Firmagraphics - industry, employee size, revenue and business description

• Business Intelligence - software/equipment installs and other intelligence

Define Multiple Prospect Definitions based on Industry/Company Size

• Identify the accounts for each prospect definition

• Append ‘Domain’ to each named account

Oceanos | 781.804.1010 | www.oceanosinc.com | © 2011 Oceanos, Inc. All rights reserved 21

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Prospect Definition

Contact Level:

• Define target job titles, personas, and roles for each prospect definition

• Consider categorizing titles into one of the following three groups:

Executive/DecisionMaker

Influencer

End user

• Include key words to ensure capture of unique/niche job titles

• Run a wordle funnel with your customer records to identify key words

Oceanos | 781.804.1010 | www.oceanosinc.com | © 2011 Oceanos, Inc. All rights reserved 22

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Oceanos | 781.804.1010 | www.oceanosinc.com | © 2011 Oceanos, Inc. All rights reserved 23

Job Title Analysis (Wordle)

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Oceanos | 781.804.1010 | www.oceanosinc.com | © 2010 Oceanos, Inc. All rights reserved 24

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Balanced Data Portfolio

Oceanos | 781.804.1010 | www.oceanosinc.com | © 2010 Oceanos, Inc. All rights reserved 25

Your demand creation strategies requires multiple data feeds to optimize reach with the target audience and mitigate risk. There is no single database solution.

Contact Names

Firmagraphics

Business Intelligence

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26 Oceanos | 781.804.1010 | www.oceanosinc.com | © 2011 Oceanos, Inc. All rights reserved

Data Portfolio

Purchase

• Crowd Sourced:

• Data.com - 12 million+

• NetProspex - 10 million+

• ZoomInfo - 6 million+

• Publisher:

• OMNI - 5 million+

• UBM/Penton - 1.5 million+

• Research Databases

Rental

• Trade Publications

• Online Communities

• Associations/Societies

• Product Buyers

• To maximize audience reach, Oceanos typically secures

multiple usage to ensure internal nurturing strategies can be replicated to an audience that can only be accessed via rental assets.

Reaches typically 20-30% of a client’s target audience.

Reaches the other 70-80% of the target audience.

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Balanced Data Portfolio

Oceanos | 781.804.1010 | www.oceanosinc.com | © 2010 Oceanos, Inc. All rights reserved 27

OMNI

Business Intelligence Business

Demographics Purchase Contacts Rental Contacts

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Oceanos | 781.804.1010 | www.oceanosinc.com | © 2011 Oceanos, Inc. All rights reserved 28

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Value Marketing Best Practices

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Facilitate the Buyer’s Journey by answering 3 key questions for the buyer

How to better connect, engage and sell?

Facilitate the Buyer’s Journey for Success?

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Value Marketing Tools Needed to Fight Frugalnomics™

ENGAGE DIAGNOSE JUSTIFY DIFFERENTIATE CONNECT

Interactive White Papers

Benefit Estimators

Diagnostic Assessment Tools

ROI Analysis Tools TCO Comparison

Tools

PROVOCATIVE APPROACH VALUE APPROACH

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Next Steps

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Oceanos Waterfall Calculator (powered by Alinean) Value Marketing / Selling Best Practice Resource Center - http://fightfrugalnomics.com “Ask the ROI Guy” Resource Center - http://www.alinean.com/faq List Intelligence Report http://www.oceanosinc.com/listintelligence

https://roianalyst.alinean.com/enterpriseroi/AutoLogin.do?d=976713497751767542

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Questions?

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